บทเรียนจากความล้มเหลวทางธุรกิจตัวแทนจำหน่ายรถยนต์: การสะท้อนคิด เชิงประสบการณ์ภายใต้แนวคิดการเรียนรู้จากประสบการณ์และการพัฒนาทุนมนุษย์

Tharinee Khongdee

Authors

Tharinee Khongdee Thaksin University, Songkhla Campus

Keywords:

Business Failure, Experiential Learning, Lifelong Learning, Entrepreneurship, Resilience

Abstract

Background and Aims: In the contemporary business world, business failure is frequently overlooked compared to success stories, despite being a profound source of experiential knowledge. However, there is a significant research gap in the Thai context regarding in-depth analyses of the learning processes following business failure from an entrepreneur's perspective. This article aims to synthesize deep insights from the real-life experiences of an entrepreneur who operated an automobile dealership and encountered business failure during 2012–2022. The analysis is systematically framed under the concepts of Experiential Learning, Lifelong Learning, and Human Capital Development.

Methodology: This study adopts a qualitative approach, specifically employing Autoethnography and the framework of a Reflective Practitioner. Data were synthesized through Thematic Analysis, drawing from personal journals, financial records, and reflective logs to systematically extract and categorize key lessons learned.

Results: The business crisis and failure were not driven by a single isolated factor, but by the interplay between external factors (e.g., economic slowdown and intense market competition) and internal organizational limitations. Crucially, the crisis served as a "life classroom," yielding five key dimensions of lessons: 1) financial and liquidity management, 2) risk management, 3) crisis leadership, 4) personal development and psychological capital, and 5) the application of lifelong learning. These lessons contribute significantly to developing practical knowledge and building business resilience.

Conclusion: Experiences of business failure should be recognized as valuable learning resources rather than stigmatized as a "failure label." Educational institutions and relevant agencies should embrace lessons from failure alongside success stories to enrich entrepreneurship education. However, the findings are limited by the nature of a Single-case Study, and readers should exercise caution when generalizing these findings to different contexts.

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