Strategic Guidance for Competitive Advantage in the Drugstore Business in Thailand

บทคัดย่อ

This study has been conducted to provide strategic guidance for competitive advantage in the drugstore business in Thailand. A qualitative methodological approach was adopted. Data providers were nine governmental bodies and the Association of Thai Professional selected using the purposive sampling method. The semi-structured interview was conducted between December 2014 and January 2015 and the data gained were analyzed using thematic analysis. The findings indicate that the key strategic guidance for competitive advantage in the drugstore business is “Speed & Creative Strategy”, suggesting quick-to-change and creative-thinking strategy. It consists of thirteen subsidiary strategies with speed being a macro-strategy and creative being a micro-strategy.