TY  - JOUR
AB  - Purpose– This paper identifies challenges the traditional Thai silk industry has faced during its internationalization, and the public and private responses employed to overcome challenges.Design/methodology/approach– In-depth interviews were conducted with major players along the Thai silk value chain to gain insights into the industry's transformation from a domestic, cottage industry into an international fashion producer.Findings– Thai silk has created a niche market for high-end, cultural products, thus successfully sidestepping direct competition from emerging low-cost producers. The main innovative strategies employed include introducing new products, upgrading quality, attracting new customers, and collaboration between actors all along the silk value chain.Originality/value– This study illustrates how a traditional industry can evolve and successfully adapt to changing consumer demands and competitive landscapes in a globalize economy.
VL  - 30
IS  - 2
SN  - 0258-0543
DO  - 10.1108/SD-09-2013-0062
UR  - https://doi.org/10.1108/SD-09-2013-0062
AU  - Patichol Preeya
AU  - Wongsurawat Wiani
AU  - M. Johri Lalit
PY  - 2014
Y1  - 2014/01/01
TI  - Modernizing tradition – the Thai silk industry
T2  - Strategic Direction
PB  - Emerald Group Publishing Limited
SP  - 31
EP  - 33
Y2  - 2024/04/25
ER  -