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Right IntentionsLeading to Wrong Results: A Case Lesson on Helping Thai Locals Sustain Their Business Community |
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| รหัสดีโอไอ | |
| Creator | Manop Chum-um |
| Title | Right IntentionsLeading to Wrong Results: A Case Lesson on Helping Thai Locals Sustain Their Business Community |
| Contributor | Ardchawin Jaikaew, Pichaphob Panphae, Ravee Phoewhawm |
| Publisher | Chiang Mai Rajabhat Universit |
| Publication Year | 2565 |
| Journal Title | ASEAN Journal of Management & Innovation |
| Journal Vol. | 9 |
| Journal No. | 1 |
| Page no. | 50 - 61 |
| Keyword | Channel of Distribution, Growth Strategy, Local Business Community, Sufficiency,Sustainability. |
| URL Website | http://ajmi.stamford.edu |
| Website title | AJMI -ASEAN Journal of Management & Innovation |
| ISSN | 2351-0307 |
| Abstract | This qualitative research study focuses on the efforts of a local community to develop sustainable operations and the difficulties encounteredachieving this goal. Specifically, cognizant of the fact that right intentions can sometimes lead to wrong results, itseeks to answer the following question: What are the lessons learned on spearheading a project designed to help Thai locals sustain their business community?A case study was conducted by a group called the Marketing Knowledge Management for Community Enterprise to assistseveral local businessesregrouped as the Agricultural Home Group andlocated in the Pang Moo Sub-District, Muang District, Mae Hong Son Province.The methodology included a community forum, focus group meetings, marketing field trips, and on-site visits, eachactivityservinga specific purpose.Lessons were captured in a Refraining Matrix that includedfour theoretical perspectives derived from the central question: a product line, distribution channel,growth strategy, and sufficiency perspective.The findings indicate that improvements were hindered bya reluctance to take risk, a lack of competence in digital communication geared toward tourists, a failure to have a clear vision as well aslack ofdisciplineand enthusiasm oftheparticipants.A discussion on the practical methods to get locals more focused and motivated to sustain their local businesses in their community is provided |
