The Resilience and Adaptability of Millennial Entrepreneurs in SME Housing Business through Thai Economic Challenges

Abstract

This study explores how millennial entrepreneurs in Thailand’s housing-related SME sector started their business and overcame economic, technological, and market challenges. Focusing on businesses such as furniture, interior design, construction equipment, and home appliances, the research identifies key success factors including digital marketing skills, adaptability, connections, and customer management. Using qualitative in-depth interview methods, the Resource-based view framework, and Bayesian analysis. The study highlights how these entrepreneurs sustain and grow their ventures amid intense competition. The findings offer practical insights for aspiring entrepreneurs and contribute to the understanding of sustainable housing-related business practices in a digital age.