Development of Thai Grassroots Entrepreneurs for Sustainable Prosperity through Proactive Value Co-Creation Mechanism: A Case Study of Royal Initiative Projects

Abstract

Background: Promoting the development of health products under the Royal Initiative Projects until they receive approval from the Thai Food and Drug Administration (FDA) helps to enhance the economic value for grassroots entrepreneurs. This was made possible through the collaboration between the Office of the Royal Development Projects Board (ORDPB) and the Thai FDA.

Objectives: To develop and pilot a model for promoting and authorizing health products from the Royal Initiative Projects through a proactive value co-creation mechanism.

Methods: This study employed action research between January and December 2024, consisting of two main phases: Phase 1. Development of a prototype model for promoting and authorizing health products under the Royal Initiative Projects using a proactive value co-creation approach throughout the value chain of health product development.  The initial prototype was tested at the Huai Hong Khrai Royal Development Study Center in Chiang Mai Province. Phase 2. Implementation of the prototype in the six additional Royal Initiative Project areas:Khun Mae Kuang Forest Area Development Project, Chiang Mai Province; Omkoi Development Learning Center, Chiang Mai Province; Ao Kung Kraben Study Center for Development, Chanthaburi Province; Khao Hin Son Development Study Center, Chachoengsao Province; Phu Phan Development Study Center, Sakon Nakhon Province; and Pikun Thong Development Study Center, Narathiwat Province.

These trials aimed to assess practical challenges and feasibility of the developed prototype.

Results: The prototype was first tested at the Huai Hong Khrai Royal Development Study Center, where the FDA acted as a co-creator through its regional consumer protection officers. These officers conducted proactive fieldwork alongside the Provincial Consumer Protection and Public Health Pharmacy Group in the Provincial Health Office, Chiang Mai Province to provide guidance to grassroots entrepreneurs throughout the value chain of health product development, resulting in product authorization. The prototype model was then applied to the six additional centers, leading to the authorization of 93 health products in total.

Conclusions: The proactive value co-creation model for promoting health products development under the Royal Initiative Projects has proven effective in guiding entrepreneurs through a systematic and strategic process.  It is recommended that this model be adapted and applied to other grassroots entrepreneur groups, such as community enterprises, with contextual modifications being tailored to suit each area.