Strategic management of community enterprises in the upper northeast region of Thailand

Purpose - The aims of this study are to study the problems and challenges of community enterprises; to analyze their strengths, weaknesses, opportunities and threats; and to examine the guidelines of strategy management for community enterprises. Design/methodology/approach - The authors utilized a qualitative method using in-depth interviews with 25 community enterprises and a focus group of 10 specialists to discuss strategy management of community enterprises, then analyzed the data using content analysis and descriptive analysis. Findings - The study found that community enterprises face numerous problems, such as marketing challenges and the inability to transfer businesses to the next generation. However, the strong points of community enterprises include the involvement and support of a lot of government agencies and the opportunity presented by consumer requirements for the handicraft of goods and products. In this paper, the authors recommend eight strategic guidelines for the management of community enterprises; they also recommend that the government use the model of the Bangsai Royal Folk Arts and Crafts Centre of Her Majesty Queen Sirikit of Thailand to set up policies that support community enterprises. Originality/value - This study will be beneficial for the Department of Agricultural Extension, Ministry of Agriculture and Cooperative, Royal Thai Government, as a guideline for support of community enterprises in Thailand, and this study will benefit other countries with similarities to Thailand.