Publication: Modernizing tradition - the Thai silk industry
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2014-01-01
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02580543
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2-s2.0-84896289938
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Mahidol University
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SCOPUS
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Strategic Direction. Vol.30, No.2 (2014), 31-33
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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/123456789/33546
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Modernizing tradition - the Thai silk industry
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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.