Value Creation for Cultural Handicrafts: Management and Marketing Strategies for the Baisri Business DOI:

Abstract

This research aims to 1) investigate the patterns and dynamics of the current Baisri retail trade, 2) analyze problems and obstacles in creating added marketing value, and 3) propose management and marketing strategies to elevate the Baisri business. Employing a qualitative research approach based on phenomenology, data were collected through in-depth interviews with 20 key informants, comprising experienced Baisri business operators in Bangkok. Data were analyzed using thematic analysis. The findings reveal that: 1) Business patterns and dynamics: The industry exhibits high dynamism, categorized into professional and supplementary business models, with diverse strategies for identity creation to meet personalized demands. 2) Problems and Obstacles: Key challenges include human resource management limitations, fluctuating raw material costs, and a lack of knowledge in modern brand communication for differentiation. 3) Value Creation Strategies: Two strategic dimensions are proposed: (1) Integrated Management Strategy, focusing on upgrading entrepreneurial competencies, lean production planning, and effective cost management; and (2) Creative Value Marketing Strategy, emphasizing storytelling to translate spiritual beliefs into brand value and product innovation to expand market opportunities. These findings offer concrete guidelines for elevating Thai handicrafts within the creative economy.