Modernizing tradition — the Thai silk industry

Johri, Lalit, Patichol, Preeya and Wongsurawat, Winai (2014) Modernizing tradition — the Thai silk industry. Strategic Direction, 30 (2). pp. 31-33.

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.

Item Type: Article
Date Deposited: 17 Oct 2018 14:27
Last Modified: 17 Oct 2018 14:27
URI: http://eureka.sbs.ox.ac.uk/id/eprint/7005

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