How did WHA Group leverage internal resources and external environment to sustain competitive advantage in Thailand?

Abstract

This study fundamentally aims to explore how did WHA Group sustain competitive advantage in Thailand. The scope of focus will analyse how entrepreneurial elements or decisions allows a company to align internal resources and external environment competitively. The primary data collected consist of an interview with Ms. Jareeporn Jarukornsakul, co-founder of WHA Group. Secondary data collected consists of previous interviews and podcasts found on the internet. The findings indicate three distinctive themes: (1) the crucial role of vision to strategically create and capture value, (2) harnessing bounded awareness in decision making processes, and (3) catalysing sustainable competitive advantage through leadership.