Competitive Advantage Strategy Concerning to Creative Economy of Ceramic Products Group in Chiang Mai Province

Abstract

This research aims to study the competitive advantage strategies of ceramic products groups in Chiang Mai province, within the Creative Economy. This study used a questionnaire with a sample of 34 entrepreneurs engaged in the business of ceramic products. The results were as follows: the main strategies were seeking new sources of raw materials, creative design of new products combining local knowledge and culture, creation of new processes to optimize the delivery of goods from the warehouse to the customer, attracting customers with reasonable pricing, invention of post-service activities, using wisdom and experience combined with modern knowledge to create learning organizations, research and development to solve customer problems, and strengthening relationships with individual suppliers. The problems encountered in implementing these strategies included reclaiming, development of information systems for administrative staff, collaboration with government agencies to add value to research, development and procurement, using technology for supply, meeting the terms of the public sector, inventory management, customer solutions, and new processes for copyrighting or patenting products.