BRIDGING ECONOMICS AND ETHICS: A STRATEGIC FRAMEWORK FOR CULTURAL ENTREPRENEURSHIP AND MORAL COMMUNITY SUSTAINABILITY IN THAILAND

Abstract

Amidst global digital transformation, Thailand’s cultural sector faces the dual challenge of achieving economic viability while preserving local values. This study proposes an integrated strategic framework for cultural product development that harmonizes business performance with the sustainability of the moral community. Grounded in the Resource-Based View, Dynamic Capabilities Theory, and Stakeholder Theory, the research employs a Systematic Literature Review (SLR) following PRISMA 2020 guidelines to synthesize evidence from 67 scholarly works published between 2019 and 2025. The analysis identifies three critical antecedents—perceived government policy, cultural capital management, and creative-economy orientation—that collectively drive Cultural Product Development Strategies (CPDS). These strategies function as vital mediating mechanisms, translating institutional and resource-based factors into marketing success, business performance, and, crucially, the sustainability of moral communities. The proposed framework fills a significant theoretical gap by elucidating how cultural entrepreneurship can transcend purely economic metrics to foster ethical cohesion and social resilience. These findings offer actionable strategic implications for policymakers and entrepreneurs aiming to strengthen Thailand’s creative economy and soft-power capacity within a sustainable, virtue-based community context.