Designing a Strategic Framework for Cultural Fashion Enterprises: A Value Chain Model from Thailand's Peranakan Kebaya Sector

บทคัดย่อ

     This study introduces the Inclusive Strategic Framework for Cultural Fashion Enterprises (ISF-CFE), a conceptual model designed to upgrade the value chains of cultural microenterprises. Addressing a critical research gap where existing frameworks often neglect cultural, social, and emotional dimensions, ISF-CFE integrates value chain analysis, cultural entrepreneurship, the Stimulus-Organism-Response (S-O-R) model, and Social Return on Investment (SROI).  Using a qualitative, exploratory, and conceptual research design, the study combines theoretical synthesis with participatory field engagement in Ranong Province’s Peranakan kebaya sector. The ISF-CFE synthesizes five interlinked pillars: (1) artisan innovation, (2) cultural co-creation, (3) storytelling-driven branding, (4) digital and experiential market access, and (5) SROI-based evaluation. Importantly, the SROI dimension is specified across four domains: economic (income growth), social (employment and women’s empowerment), environmental (sustainable material use), and cultural (identity preservation), with measurable indicators proposed for each. The study addresses the gap that no existing integrated framework systematically combines these theoretical and empirical dimensions for cultural microenterprises in Southeast Asia. The model contributes theoretically by extending value chain theory with cultural and social dimensions, and practically by offering policymakers and entrepreneurs a roadmap for inclusive innovation. Beyond Thailand, ISF-CFE demonstrates adaptability to other creative ecosystems in the Asia-Pacific region, positioning cultural fashion enterprises as active agents of heritage preservation, sustainable livelihoods, and regional competitiveness.