A Model for the Development of Culturally-Relevant Community Products in Thailand: A Case Study of Five Provinces

Abstract

The objectives of this research were to study important factors in the successful development of culturally-relevant community enterprise products, and to propose guidelines for developing a model of culturally-relevant community enterprise products for other communities in Thailand. This research employed a qualitative research methodology.  Findings are as follows. (1) Key factors behind the success of the community enterprise include applying traditional wisdom, creating a viable production system, managing market demand, applying modern information technology, using local resources, and thinking creatively.  (2) Guidelines for replicating the success of this model include the need to apply traditional wisdom, being creative, and using modern technology in appropriate ways to refine and market the community enterprise products. The authors created a generic model to facilitate replication of the community enterprise to produce successful products that are tailored to the local culture and indigenous resources of the host community. The authors proposed strategies for product development, which include building on indigenous strengths and advantages of a community, identifying weaknesses that need to be addressed, practicing risk management, and cutting losses when appropriate. The authors also produced a visual scenario analysis which exemplified by the Durian of Thailand Model has a strategy of ‘support, create and globalize.’ for developing of culturally-relevant community products in Thailand.