This study is a qualitative research which aims to examine the status and competitive advantage of the Thai film industry, both the overall industry and each activity in the film industry__s value chain, in comparison to the Korean film industry which is the best practice in this study. It also aims to find ways to promote the Thai film industry__s competitive advantage. Additionally, a literature review and an in depth interview with the stakeholders in film industry are employed as primary tools in this study. The findings reveal that the Thai film industry__s competitive advantage is not high at both domestic and international levels. That is, it is far lower than that of the Korean film industry which is the best practice in this study. Finally, in order to promote the Thai film industry__s competitive advantage, the appropriate changes at national level as well as the appropriate production, marketing and location incentive policies are strongly needed.
Paninya Paksa, Bangkok University, Thailand
Supachet Chansarn, Bangkok University, Thailand
Karnjana Songwathana, Bangkok University, Thailand
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