Right Intentions Leading to Wrong Results: A Case Lesson on Helping Thai Locals Sustain Their Business Community

  • Assistant Professor Manop Chum-un Chiang Mai Rajabhat University, Thailand
  • Dr. Ardchawin Jaikaew Chiang Mai Rajabhat University, Thailand
  • Dr. Pichaphob Panphae Faculty of Business Administration Rajamangala University of Technology Lanna, Thailand
  • Dr. Ravee Phoewhawm Chongqing Technology and Business University, China
Keywords: Channel of Distribution, Growth Strategy, Local Business Community, Sufficiency, Sustainability.


This qualitative research study focuses on the efforts of a local community to develop sustainable operations and the difficulties encountered achieving this goal. Specifically, cognizant of the fact that right intentions can sometimes lead to wrong results, it seeks to answer the following question: What are the lessons learned on spearheading a project designed to help Thai locals sustain their business community? A case study was conducted by a group called the Marketing Knowledge Management for Community Enterprise to assist several local businesses regrouped as the Agricultural Home Group and located in the Pang Moo Sub-District, Muang District, Mae Hong Son Province. The methodology included a community forum, focus group meetings, marketing field trips, and on-site visits, each activity serving a specific purpose. Lessons were captured in a Refraining Matrix that included four theoretical perspectives derived from the central question: a product line, distribution channel, growth strategy, and sufficiency perspective. The findings indicate that improvements were hindered by a reluctance to take risk, a lack of competence in digital communication geared toward tourists, a failure to have a clear vision as well as lack of discipline and enthusiasm of the participants. A discussion on the practical methods to get locals more focused and motivated to sustain their local businesses in their community is provided.×