Promotion Strategy of Silver Jewelry Entrepreneurs’ Competency for Creating Competitive Opportunities in Marketing, Sri Satchanalai District, Sukhothai Province

Abstract

This study examines the competency development needs of silver jewelry entrepreneurs in Sri Satchanalai District, Sukhothai Province, Thailand. The objective is to formulate a promotion strategy that enhances their competitiveness in both domestic and international markets. This study employs qualitative research methods, using in-depth interviews with 43 key informants, alongside Participatory Action Research (PAR). The study identifies key entrepreneurial competencies such as crisis management, customer focus, leadership, and innovative family business management. These competencies are crucial for overcoming modern market challenges while preserving the rich cultural heritage inherent in Sukhothai’s renowned silver craftsmanship. The novel contribution of this study is the proposed strategy, which integrates traditional artisanal skills with modern marketing techniques and digital tools, enabling entrepreneurs to seize emerging opportunities and strengthen their position in an increasingly competitive global marketplace. By addressing these competency gaps, the research provides valuable insights for fostering sustainable growth in heritage-based industries, contributing to the economic and cultural vitality of the region.