DRIVING THAILAND’S JEWELRY EXPORTS IN THE GLOBAL ERA: STRATEGIES FOR INNOVATION, DIGITALIZATION, AND SUSTAINABILITY
DOI:
https://doi.org/10.60101/rmuttgber.2026.292648Keywords:
Competitive Capabilities, Jewelry Export, Development Guidelines, ManagementAbstract
This research aims to analyze the situation and trends of Thai gem export businesses in order to 1) study the differences in business competitiveness and organizational forms, 2) analyze management factors affecting business competitiveness, and 3) promote business development approaches to develop the potential of Thai gem export businesses. Mixed-method research was used to collect qualitative data through interviews with 17 experts and quantitative data from 403 entrepreneurs using descriptive statistics, inferential statistics, and TOWS Matrix. The results of the research found that Thai gem export businesses continue to grow, with strengths in craftsmanship and production, but challenges in technology and competition from low-cost countries. Business competitiveness depends on the size of the business and the types of products offered. The main management factors are brand strategy (β = 672), product quality (β = 350), and marketing and pricing strategies (β = 300 and 594). These include recommendations in 8 areas: improving product standards, expanding digital markets, and developing supply chains, which will help increase the competitiveness of Thai gem export businesses on the international stage.
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