Teaching Notes: The Besuca Case – Tradition Meets Innovation: Transitions Within a Family Business
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Abstract
The Besuca case study examines the entrepreneurial journey of Thanakorn Rattanavoranun, a visionary entrepreneur who transitioned from a teaching career to starting a family business. Driven by his passion for traditional fabrics and his desire to preserve and modernize Thai textile craftsmanship, Thanakorn built Besuca from scratch, blending business intuition, social relationship-building, and a commitment to community support. His entrepreneurial spirit, along with his strong ties to local artisans and suppliers, transformed Besuca into a business, shaped by cultural identity and evolving consumer interest in heritage-based products.
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References
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