A Community-based Case Study of Coffee Farming in Thailand
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Abstract
Coffee farming is very important to Chiang Rai, Thailand, and most of the coffee crops are produced in the highlands of ethnicity-crowded communities. Nevertheless, a rich case understanding of how the coffee farming has been practicing is lacking. Relying on in-depth interviews and field observations, this study presents how a specialty coffee farmer integrates sustainable farming practices and market orientations in a management framework that resembles balanced scorecard (BSC) and strategy mapping concepts. The case illuminated is award-winner which testifies to the central role of sustainability principle and motivators to stimulate learning and growth of the farmer, and in turn, contributes to continuing improvement of farming, coffee-making and marketing processes, to contribute to the sustainability aspects of performances. The semi-structured interview protocols, which provide the guidelines to guide the interviewing process, are facilitated using the CATWOE-guided root definition concept of the soft-systems methodology (SSM) to ensure triangulated coverage of important respondents and the coverage scopes for systemic insights.
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