04 CULTURAL DIFFERENCES IN RESTAURANT BUSINESS MANAGEMENT: A CASE STUDY OF THAI RESTAURANTS IN SWEDEN

Abstract

The research was the cultural diversity in restaurant business management. A case study of Thai restaurant in Sweden was the qualitative research that the aims were to study the barrier in cross culture to run Thai restaurant business in Sweden in the context of customs and culture. The researcher collected primary data from interview Thai entrepreneur who do Thai restaurant business in many cities in Sweden. Sampling group in this research was Thai entrepreneur doing Thai restaurant business in many cities in Sweden in different place at 8 areas by data analysis from interview, observing and recording
Research result found that running Thai restaurant business in Sweden was seen that it was the opportunity for Thai entrepreneur because this trend to be successful in business operation and there were many advantages in term of investment support; however, the barrier of cross culture caused business failure therefore Thai entrepreneur had to adjust norm and some Thai culture to optimize for maintaining Thai unique in competitive advantage in Thai restaurant business in Sweden and Thai entrepreneur should aware the important feature among Thais and Swede this the key to success of business for new entrepreneur to invest Thai restaurant business in Sweden.