ANALYZING CAUSAL FACTORS AND STRATEGIC TO ENHANCE THE COMPETITIVE ADVANTAGE OF THE COMMUNITY ENTERPRISES OF BAN SAO LUANG WEAVING GROUP, NAN PROVINCE

Abstract

This research aims to analyze internal and external causal factors that affect strategy formulation and evaluate the ability to create a competitive advantage and to propose policy recommendations and knowledge-based guidelines for enhancing the competitive advantage of the community enterprises of the Ban Sao Luang Weaving Group, Nan Province. It aims to fill the gap in contextual knowledge. A mixed-methods approach was used, including qualitative research through semi-structured interviews and participatory workshop research. SWOT analysis was used in conjunction with descriptive statistics to synthesize the results of the study.

The results of the study found that causal factors lead to the formulation of four strategies, including proactive strategies aimed at developing cultural identity and values, a passive strategy that focuses on human resource development and production management, a defensive strategy aimed at differentiating the market and a corrective strategy that focuses on human resource development and the use of technology. These strategies are in line with Porter in 1985 differentiation concept. The integration of cultural identity into effective value chain management is its strength. The key policy recommendations include strengthening storytelling about fabric patterns and developing digital marketing skills for sustainability.