New Product Development Framework based on University-Community Engagement: Case Study of Thailand OTOP Development for Elderly Consumer

Abstract

This research project is one of the University-community engagement projects to study and initiate One Tambon One Product (OTOP) development in the three provinces of Chiang Mai, Lumphun and Lampang. This collaborative product development led to three new and innovative products for OTOP. This research defined and selected the elderly consumer groups from three northern provinces of Chiang Mai, Lumphun, Lampang. This study uses a survey and focus group discussion to identify the buying attitude of 1,275 elderly consumers toward the OTOP product. The quantitative analysis and the AHP technique were applied to identify the group of OTOP products selected for development. The potential top products were identified from the surveys. Then the value creation technique from local culture was employed to innovate the new products. This research developed a framework consisting of the three strategic stages of development. The cross-collaboration team are the primary enabler. The OTOP cooperative ecosystem was tested and found that this ecosystem can reciprocally benefit all the staff, including help configuring the organisation’s context and its entrepreneurship.