Entrepreneurial Mindsets for Innovative Brand Development: Case Studies in Jewellery Education

Abstract

Since 1992, there has been development of a triple helix of university-industry-government in the jewellery industry to produce middle management for original equipment manufacturing (OEM), which is mostly typical in Thai industry. To promote the export market, jewellery manufacturers needed to develop added-value products along the lines of an original brand manufacturing (OBM) model. Thai government policy has been to promote research and innovation in universities for transfer to industry and subsequent development of innovative products and brand image. Hence, new materials and innovative technologies needed to be delivered to the Thai jewellery industry. However, there were struggles with OEM to develop a brand image among the mindsets of workers. Therefore, the innovation-branding development concept was introduced in small- to medium-sized enterprises. University business incubators were introduced as a scientific classroom-based activity of material science program focusing on gems and jewellery to develop interpersonal skills and entrepreneurial mindsets. This paper reports on the development of entrepreneurial mindsets in this environment and the diffusion of marketing and technological concepts in the industry. A dummy company was established, and it selected innovations from universities for students to role-play brand manufacturers, selling products in international trading fairs. These activities began in 2009 and the careers of the key persons involved have been followed. Data was collected on the success of their careers as entrepreneurs after graduation. The results show that they are eager and persistent to do the business and develop their own brand right after graduation. Some characteristics such as engagement, social responsibilities, participative behaviour and honesty in business were displayed.