Modernizing tradition – the Thai silk industry

Abstract

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.

Citation

Patichol, P., Wongsurawat, W. and M. Johri, L. (2014), "Modernizing tradition – the Thai silk industry", Strategic Direction, Vol. 30 No. 2, pp. 31-33. https://doi.org/10.1108/SD-09-2013-0062