Value co-creation framework for co-designing strategic approach in public service: A grassroots enterprise development programme in Thailand (the OTOP programme)

Abstract

OTOP (One Tambon One Product) is a grassroots enterprise development programme initiated by the Thai government. Its objective is to promote the local economy by encouraging locals to create and sell products that utilise local resources. However, the programme has been executed in a top-down manner, resulting in mismatched support for local communities. This research proposes a value co-creation framework with co-design principles to give local entrepreneurs more ownership over the OTOP programme. The research methodology employed a combination of qualitative and quantitative methods, and the exploration of the theoretical perspective was informed by a literature review and cross-national case studies. Interviews with local authorities, entrepreneurs, and experts were conducted in order to identify barriers, while questionnaire surveys were used to obtain insights from OTOP customers during the investigation stage. The initial framework was co-designed with design experts. In the evaluation stage, workshops and interviews were conducted with local enterprises and local authorities in order to evaluate the framework. The findings were then formed into the final recommendation: a value co-creation framework with facilitator and implementation guidelines for co-creating mutual value that is constructed collectively and creatively through interactions among stakeholders. Mutual value is key to enterprise development and can be used to co-design a strategic approach to public service. This approach enables the planning of meaningful actions and supports tailored to the needs of the locals. The value co-creation framework can help establish an equal partnership between local entrepreneurs and the government, promoting a shared sense of ownership and commitment towards development activities. This approach enables entrepreneurs to have a comprehensive understanding of their business goals, leading to sustainable benefits for all stakeholders. This research provides a practical implementation that can be utilised by local authorities and other supporting bodies in the grassroots enterprise development field, beyond just those participating in the OTOP programme.