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Wirachchaya Chanpuypetch
Suratin Tunyaplin


In Thailand, the agriculture-based industrial sector plays a significant role as the growth engine for the rural economy. However, most businesses in rural areas are community-based enterprise (CBE). They typically have the limitations of an operations management and resources such as human, financial, as well as supportive technologies. Thus, this article aims to offer the direction for enhancing the competitiveness of CBEs in rural Thailand. The cases of Snakeskin Gourami (Trichogaster pectoralis) CBE in Ban Phaeo District, Samut Sakhon Province were investigated using semi-structured interviews and direct observation for understanding the supply chain and operations process. Then the competitive position of this business was identified using a SWOT analysis. We have found that the CBEs can produce many kinds of high-quality products. However, the quality of products is still not identified scientifically due to a lack of knowledge and equipment. Not surprisingly, they are always exploited from middlemen. Thus, collaboration with the institutions of higher education in the same area is an effective approach to help entrepreneurs in rural areas. Then this article applied the Supply Chain Operations Reference (SCOR) model for improving the supply chain and operations management of the Snakeskin Gourami CBE. The value-added processes that can be operated by the nearby institutions of higher education were added to link a CBE with research and development (R&D) units, laboratory equipment, academic knowledge as well as other modern technologies. Ultimately, a CBE can enhance its competitiveness and contribute to sustainable development.


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