BESUCA CASE STUDY – TRADITION MEETS INNOVATION: TRANSITIONS WITHIN A FAMILY BUSINESS A Heart for Entrepreneurship: Guided by Intuition and Inspiration
Issued Date
2025-09-05
Resource Type
ISSN
08580855
Scopus ID
2-s2.0-105020075839
Journal Title
Abac Journal
Volume
45
Issue
4
Rights Holder(s)
SCOPUS
Bibliographic Citation
Abac Journal Vol.45 No.4 (2025)
Suggested Citation
Schreier C., Meinhold R., Pimthong R.R., Chutisavang P. BESUCA CASE STUDY – TRADITION MEETS INNOVATION: TRANSITIONS WITHIN A FAMILY BUSINESS A Heart for Entrepreneurship: Guided by Intuition and Inspiration. Abac Journal Vol.45 No.4 (2025). doi:10.59865/abacj.2025.35 Retrieved from: https://repository.li.mahidol.ac.th/handle/123456789/112900
Title
BESUCA CASE STUDY – TRADITION MEETS INNOVATION: TRANSITIONS WITHIN A FAMILY BUSINESS A Heart for Entrepreneurship: Guided by Intuition and Inspiration
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Author's Affiliation
Corresponding Author(s)
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Abstract
Thanakorn Rattanavoranun never set out to become a business owner, though his entrepreneurial spirit was undeniable. Raised in a small Thai village in Nakhon Si Thammarat, a province renowned for its handwoven textiles and deep-rooted craftsmanship,* he was captivated by the vibrant colors and intricate textures of traditional Thai fabrics. These garments carried history, identity, and a sense of belonging, shaping his appreciation for heritage from a young age. Years later, that legacy would resonate with the next generation as well. His daughter Rachel, the eldest, and his younger son Napat had recently completed their business degrees when they began to explore how they might contribute to the family’s growing firm. Even as a child, Thanakorn had a natural ability to spot opportunities and bring people together. His first entrepreneurial spark came from his grandmother, known for her delicious cakes and cookies. Noticing how much his classmates loved them, he began selling the treats, not for profit, but for the joy of sharing something special. This early experience gave him a thrill, understanding what people valued and creating something they wanted. During his village’s annual Songkran festival, Thanakorn’s entrepreneurial instincts shone through again. While helping his grandmother prepare for the celebration, he noticed that the traditional outfits many festival-goers wore had started to feel outdated. Inspired, he gathered scraps of leftover fabric from his grandmother’s sewing room and invited friends over to create custom sashes and accessories. What began as a simple, playful project with friends turned into a colorful and lively fashion statement. Despite his innovative intuition, Thanakorn initially became a teacher according to a family tradition, a career choice that carried respect and stability. In Thailand, it is common for children to follow in their parents’ footsteps, and Thanakorn felt an unspoken responsibility to honor that path.