Publication: Modernizing tradition - the Thai silk industry
Issued Date
2014-01-01
Resource Type
ISSN
02580543
Other identifier(s)
2-s2.0-84896289938
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Mahidol University
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SCOPUS
Bibliographic Citation
Strategic Direction. Vol.30, No.2 (2014), 31-33
Suggested Citation
Preeya Patichol, Wiani Wongsurawat, Lalit M. Johri Modernizing tradition - the Thai silk industry. Strategic Direction. Vol.30, No.2 (2014), 31-33. doi:10.1108/SD-09-2013-0062 Retrieved from: https://repository.li.mahidol.ac.th/handle/20.500.14594/33546
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Title
Modernizing tradition - the Thai silk industry
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Abstract
Purpose: This paper identifies challenges the traditional Thai silk industry has faced during its internationalization, and the public and private responses employed to overcome challenges. Design/methodology/approach: In-depth interviews were conducted with major players along the Thai silk value chain to gain insights into the industry's transformation from a domestic, cottage industry into an international fashion producer. Findings: Thai silk has created a niche market for high-end, cultural products, thus successfully sidestepping direct competition from emerging low-cost producers. The main innovative strategies employed include introducing new products, upgrading quality, attracting new customers, and collaboration between actors all along the silk value chain. Originality/value: This study illustrates how a traditional industry can evolve and successfully adapt to changing consumer demands and competitive landscapes in a globalize economy. © Emerald Group Publishing Limited.