In this book, the authors – Dr. Philip C. Zerrillo, Professor of Marketing at Singapore Management University; Dr. Havovi Joshi, Director, Centre for Management Practice at Singapore Management University; and Ms Pannapachr Itthiopassagul, Assistant Professor of Marketing at Thammasat Business School – drawing on their great expertise in marketing and business practices in ASEAN countries compile a set of inspiring stories of Thai entrepreneurism. 

The twelve chapters represent eleven business cases, each of which exhibits its own unique way of becoming a prominent player or game changer in their respective industry, including jewellery, health, food, and IT-industry. Many of the chapters portray the interesting journeys of the entrepreneurs, including family businesses, female founders, and start-up entrepreneurs, from their origins to their initial successes and ahead to their future challenges. Unlike most entrepreneurs in other nations, one of the common characteristics of these business owners is their “Jai Dee” or good heart approach.

This book is recommended for entrepreneurs and marketing professionals who have business operations or are inspired to start new business ventures in Thailand or other Southeast Asian countries. As most of the case studies provide practical, inspiring, real-world examples that promote further discussion on a variety of challenges facing start-ups, the book can also be used to complement the teaching and study of business- and marketing-related courses. The sectional themes, however, make the book more emotionally inspirational and easier to digest for readers who do not have a business background.

Máté Szakáli – The author is a researcher at the Eurasia Center