The Study of Critical Success Factors for Small and Medium Size Craft Beer Brewery in Northern Thailand: A Fuzzy AHP Approach

This paper investigates the critical success factors (CSFs) influencing the growth and sustainability of the craft beer industry in Chiang Rai, Thailand. Using the Fuzzy Analytic Hierarchy Process (Fuzzy AHP), the study identifies and ranks key factors across four dimensions: Innovation, Community, Social, and Engagement. The findings highlight the significance of resource availability, local identity, community networks, and social responsibility as essential drivers of success for craft beer businesses. The study also addresses the challenges faced by the industry, such as restrictive government regulations, and limited consumer awareness. Furthermore, it discusses the role of logistical strategies, including cold transportation and the integration of local ingredients, in maintaining product quality and distinctiveness. The high cost of craft beer relative to local incomes presents an additional challenge. The study contributes valuable insights into the strategic elements needed for developing Thailand's craft beer sector, providing a foundation for future studies on regional industry dynamics.