Advances in Consumer Research
Issue:6 : 334-341
Original Article
Strengthening the Capacity of Community Enterprise Entrepreneurs: A Case Study of the Herbal-Salted-Egg Community Enterprise Group, Chom Bueng District, Ratchaburi Province
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1
Department of Humanities and Social Sciences, Muban Chombueng Rajabhat University, Ratchaburi, 70150, Thailand,
2
Department of Industrial Technology Management, Faculty of Industrial Technology, Muban Chombueng Rajabhat University, Ratchaburi, 70150, Thailand,
Abstract

This study investigates the operational capabilities and development needs of the Herbal-Salted-Egg Community Enterprise Group in Chom Bueng District, Ratchaburi Province, to propose an evidence-based capacity-enhancement model suitable for community-level agro-processing enterprises. Community enterprises play a crucial role in Thailand’s grassroots economic system; however, many continue to face systemic challenges related to inconsistent production processes, inadequate hygiene practices, limited technological adoption, and weak managerial skills. Through a conceptual and case-based methodology, this research integrates empirical lessons from a successful SME model, which demonstrated significant improvements in production efficiency, spoilage reduction, and financial performance through structured interventions. The findings reveal that the community enterprise exhibits capability gaps across ten key operational indicators, including product quality, sanitation, logistics, marketing, and financial readiness, as illustrated in the self-assessment radar chart. These limitations align with problems widely documented in related literature on salted-egg production, food-safety management, and rural enterprise development. Based on the comparative analysis, a five-stage Capacity Enhancement Cycle, comprising diagnostic assessment, skill training, trial implementation, monitoring, and standardization, is proposed as a practical framework for improving product consistency, reducing contamination, strengthening managerial and technical skills, and enhancing market readiness. This framework reflects relevant theories of community-based enterprise development, value addition, and innovation diffusion, demonstrating its potential applicability to other rural food enterprises with similar constraints. Overall, the study contributes a structured, scalable model for strengthening community enterprise capacity and supporting sustainable economic development within Thailand’s local agro-processing sector..

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