buddhist methods for conducting creative business in charoenkrung, yan nawa subdistrict, sathon district, Bangkok.

Abstract

In this research, three main objectives were purposely made: 1) to study the business operations of the community in the Charoenkrung area, Yannawa Sub-district, Sathorn District, Bangkok; 2) to examine the application of Buddhist principles in creative business practices within the Charoenkrung community; and 3) to propose a creative business development model for the community. This qualitative study is based on document analysis, interviews, and content analysis, with findings presented descriptively.

The results showed that: 1) businesses in the Charoenkrung community are typically small, family-run enterprises passed down through generations. They employ household accounting, operate through both physical storefronts and online platforms, and accept payments via cash, bank transfers, and credit cards. Most customers are regulars, and business owners maintain long-standing, mutually beneficial partnerships with suppliers, 2) the application of Buddhist principles shows that entrepreneurs establish their businesses in accordance with the Eightfold Path (Ariya Magga) and the Three Marks of a Good Merchant (Papannika Dhamma). During operation, they apply the Four Bases of Success (Iddhipãda), the Five Precepts (Sĩla), and patience (Khanti). The outcomes of their business operations correspond to the Four Advantages Attainable in this Present Life (Diṭṭhadhammikattha-saṃvattanika-dhamma), and 3) the study identifies four creative business development models for the Charoenkrung community: (1) producing desirable and acceptable goods and services through cultural soft power; (2) developing technological innovations that meet the demands of new lifestyles (the New Normal); (3) building a distinct and unique brand identity through legends and storytelling; and (4) fostering brand awareness and credibility to enhance the value of goods and services, thereby contributing to sustainable economic and social development.