Enhancing Competitive Capabilities of Community Enterprises Through the PRA-TO to Innovation Model: A Coffee Case Study
Keywords:
competitive advantage, product development, coffee community enterpriseAbstract
This study employed a mixed methods research design comprising: 1) Qualitative research to analyze the coffee product development process, with 30 purposively selected entrepreneurs from coffee growers' community enterprises in Chala Sub-district, Kanchanaburi Province, using structured interviews and content analysis; 2) Quantitative research to assess coffee product development potential, with 30 purposively selected community enterprise members, using a potential assessment questionnaire and descriptive statistics; and 3) A workshop synthesizing findings with five experts to design coffee product development guidelines using the PRA-TO to Innovation concept - a holistic, integrative framework adaptable as a model for other community enterprises seeking systematic innovation-driven product development, addressing the research gap of limited resources and essential knowledge skills. Findings revealed that the coffee product development process consists of eight stages: planting, maintenance, harvesting, processing, hulling, quality sorting, roasting, and resting and packaging, with a distinctive Honey Processing method as a unique identifier. Overall product development potential was at the highest level (= 4.37). The resulting guidelines for sustainable coffee product development comprise: 1) Preparation; 2) Customer needs identification; 3) Mindset adjustment; 4) Selection and prototyping; 5) Testing; and 6) Market introduction.
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