Upgrading Community Products to be a “SMART Local”

Abstract

The COVID-19 crisis has resulted in community products facing challenges in the modern market. concept "SMART Local" was developed to revive the local economy through a combination of local wisdom and creative innovation. Therefore, the purpose of this academic article is to study the upgrading of community products from " One Tambon One Product" (OTOP) to a "SMART Local" business organization. The results of the study found that according to Article 43 of the Constitution of the Kingdom of Thailand B.E. 2560, communities have the right to conserve and develop local resources and wisdom, which are an important foundation for creating sustainability under the concept of "SMART Local". Therefore, communities are an important foundation for jointly developing and creating value for community products by creating a selling point of "community products" to become "Soft Power" that still retains the charm of Thainess by drawing on the uniqueness and identity of each locality by combining creative innovation to become a "SMART Local" business organization, which comes from S-M-A-R-T, which is the ultimate community product (Superlative), modern (Modern), charming, unique, and maintains Thainess (Attractive), outstanding with identity (Remarkable), and confident in the quality and reliable product standards (Trust), until becoming a strong professional entrepreneur and being able to establish a sustainable business organization under the concept of creating shared value. This is in line with the 20-year Human Resource Development Strategy of Thailand (2017 - 2036) and the 12th National Economic and Social Development Plan, which emphasizes a good life with valuable employment opportunities, according to the economic model for sustainable development, or the so-called “BCG Economy” (Bio-Circular-Green Economy). This is a concept of using science, technology, and innovation to enhance sustainable competitiveness in order to drive Thailand forward in a tangible way, distribute income to communities, reduce inequality, strengthen communities, be environmentally friendly, and achieve sustainable development, which is in line with the Sustainable Development Goals (SDGs) of the United Nations and in line with the principles of the Sufficiency Economy Philosophy (SEP), which is an important principle in developing Thailand’s economy and society together on a long-term basis that creates mutual benefits.