THE BUSINESS MODEL DEVELOPMENT FOR YOUNG SMART FARMERS TO SMART ENTREPRENEURS BASED ON SOCIAL AND CULTURAL CAPITAL IN CHIANG RAI PROVINCE
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Abstract
This research aimed to 1) study the context of Young Smart Farmers businesses based on cultural and social capital, 2) analyze the potential of Young Smart Farmers businesses for smart entrepreneurs based on cultural and social capital, and 3) create an innovative business model for Young Smart Farmers for smart entrepreneurs based on cultural and social capital. The key informant was the New Theory Agricultural Enterprise Group, Dongmada Subdistrict, Mae Lao District, Chiang Rai Province, totaling 30 people. The research tools were interviews and a focus group. Analysis of qualitative data by means of content analysis for both the business context and the business potential of Young Smart Farmer.
The study of the context of the New Theory Agricultural Enterprise Group found that there were cultural and social costs in the area. Contains suitable natural resources, human resources, local philosophers, local wisdom that has been passed down from generation to generation, leaders, members of strong groups and communities, as well as unity in coexistence.
Regarding the potential of this group, it was found that the development of intelligent entrepreneurs based on cultural and social capital by applying design thinking to create the business innovation model of Young Smart Farmer that develops and innovates brands and packaging to stand out and add value to products.
Creating the business innovation model of Young Smart Farmer for the New Theory of Agricultural Enterprises found that the application of the design thinking process has created a prototype of business model development by designing packaging and branding for Doi Makha honey, herbal soaps, and herbal shampoos. The creation of value and added value to such products is the result of a process of creating change through learning and working together to develop products from local resources to create a career, make money, and learn together in society.
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