The Survival of Traditional Thai Puppet Businesses -Hun Lakorn Lek: Emphasis on National Culture and Competitive Advantage Strategies

Authors

  • Pitachaya Kaneko Faculty of Business Administration, Rajamangala University of Technology Phra Nakhon, Thailand
  • Purithorn Nimitpatr Faculty of Business Administration, Rajamangala University of Technology Phra Nakhon, Thailand
  • Shayut Pavapanunkul Faculty of Business Administration, Rajamangala University of Technology Phra Nakhon, Thailand
  • Nasaran Mahittichatkul Master of Art Program in Dhamma Communication, Mahachulalongkornrajavidyalaya University, Thailand
  • Amorn Thoongsuwan Faculty of Business Administration, Rajamangala University of Technology Phra Nakhon, Thailand

Keywords:

Traditional Thai Puppet Business, National Culture, Competitive Advantage Strategies, Resource-Advantage Theory, Living Cultural

Abstract

The purposes of this qualitative research were: 1) to explain the history of Hun Lakhon Lek and its performance and strategies from the past; and 2) to represent new strategies by focusing on national culture and competitive advantage strategies to value creation and sustainable development in the future. Data collection and analysis employs by firstly, using secondary data from documents, news, academic research, and using focus group by a participant and MBA 8 of Rajamangala University of Technology Phra Nakhon (RMUTP)-12 persons. The results explain history and performance of traditional Thai puppet business compare with contemporary Thai puppet business. Additionally, it also represents the business strategies by using concept of national culture and competitive advantage strategies.

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Published

2019-09-19

How to Cite

Kaneko, P., Nimitpatr, P., Pavapanunkul, S., Mahittichatkul, N., & Thoongsuwan, A. (2019). The Survival of Traditional Thai Puppet Businesses -Hun Lakorn Lek: Emphasis on National Culture and Competitive Advantage Strategies. Asian Interdisciplinary and Sustainability Review, 5(2), 42–50. Retrieved from https://so05.tci-thaijo.org/index.php/PSAKUIJIR/article/view/217077

Issue

Vol. 5 No. 2 (2016): PSAKU International Journal of Interdisciplinary Research

Section

Articles