Publication: Modernizing tradition – the Thai silk
Issued Date
2014-02
Resource Type
Language
eng
ISSN
0258-0543
Rights
Mahidol University
Rights Holder(s)
Emerald Group
Bibliographic Citation
Strategic Direction. Vol.30, No.2 (2014), 31-33.
Suggested Citation
Preeya Paticho, ปรียา ปาติโช, Winai Wongsurawat, วินัย วงษ์สุรวัฒน์, Johri, Lalit M. Modernizing tradition – the Thai silk. 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/20.500.14594/3117
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Title
Modernizing tradition – the Thai silk
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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.