COMPETITIVENESS OF FURNITURE BETWEEN IMPORT AND PRODUCTION IN THAILAND

Abstract

Thailand’s unique qualities and conditions are known to supportively facilitate production and goods movements – perhaps accounting for the country being one of Asia’s emerging furniture markets. As Thailand has recently undergone disruptions such as rapid technological advancements and the global Covid-19 outbreak, coupled with the limited literature on the country’s furniture sector, the current research aimed to uncover the current state of the industry and assess the competitiveness between two different business models. Specifically focused on furniture manufacturing versus importing, the study adopted a qualitative approach in interviewing practitioners as well as consumers. Thematic analysis was implemented, and findings supported the resource-based view – essentially arguing for firms’ evaluation of internal as well as external factors in selecting and actioning their business models.