GUIDELINES FOR DEVELOPING COMPETITIVE CAPABILITIES OF THAILAND'S JEWELRY EXPORT BUSINESS
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Abstract
This research aimed to 1) Analyze the situation and trends of Thailand's jewelry export business; 2) Compare competitive capabilities across different business characteristics; 3) Analyze the influence of management factors on competitive capability; and 4) Propose guidelines for competitive capability development. A mixed-methods research design was employed, collecting qualitative data through in-depth interviews from 17 experts and executives, and quantitative data from 403 jewelry export entrepreneurs via questionnaire. Data were analyzed using descriptive statistics, analysis of variance, multiple regression analysis, SWOT analysis, and TOWS Matrix. The findings revealed 1) Thailand's jewelry exports continue to grow, with strengths in skilled craftsmanship and its status as a colored gemstone hub, but facing challenges in technology, global branding, and cost competition, with future markets demanding products with unique characteristics, environmental friendliness, and digital platform trading; 2) Differences in business size and product types significantly affect competitiveness; 3) Key management factors include brand management and product quality influencing niche market focus, research and development influencing differentiation, and marketing and pricing influencing rapid response; and 4) The guidelines for developing competitive capabilities comprise eight key strategies upgrading quality and branding for premium markets, aggressive digital market expansion, enhancing production efficiency through automation, building integrated business network partnerships, developing efficient supply chains, upgrading production standards with digital technology, strategic human resource development, and restructuring business for flexibility and adaptability.
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References
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