เรองเลาความสำเรจของผประกอบการสนคาทางวฒนธรรมดวยนวตกรรม : กรณศกษาธรกจเครองปนดนเผา (The success story of cultural products entrepreneurs through innovation: A case study of pottery business)

Cultural goods entrepreneurs' commitment to business growth is demonstrated through strategic planning, with both explicit and intrinsic behavioral implications. Their attitudes influence the goals and ambitions related to creating innovations, which depend on the conditions of each context. This study examines the success of cultural goods entrepreneurs through innovation, using three pottery businesses in Ratchaburi Province as case studies. These businesses have successfully created product innovations and business models that have been passed down through generations. The narrative methodology was employed, which included in-depth interviews and non-participant observations with six key informants, selected via purposeful sampling until data saturation was reached. The reliability of the data was confirmed through triangulation, and the data were analyzed using narrative analysis techniques. The research found that the success of the businesses stemmed from implementing innovative business growth strategies in two key areas: products and markets. Initially, the businesses succeeded by developing basic-use products and adding value through patterns, using penetration strategies during periods of high competition. Later, the first major adaptation involved simultaneous development of both products and markets, transitioning from the consumer market to the home decoration market. The second adaptation was achieved by shifting operations and entering the tourism industry. These pottery businesses have since become cultural tourist attractions and adapted their products for souvenirs. The success of these businesses is rooted in preserving the original culture while expanding through product and market innovation. This innovative growth model may serve as a guideline for other cultural product entrepreneurs to maintain business continuity by creating innovative products that align with the evolving context.