Chitawanphat Weerasai, Ayoruethai Singsa
The present study was aimed at studying competitive strategies and hybrid competitive strategy using multiple-case studies design in Samut Songkhram Province, Thailand. The samples were homestay entrepreneurs in Samut Songkhram Province, Thailand. The data of each case were collected using semi-structured interviews and direct observations. The collected data were analyzed using Yin’s (2011) five-phased cycle. The results indicated that the entrepreneurs mainly used overall cost leadership and differentiation seriously, and used focus least. According to the results, it can be concluded that the entrepreneurs have applied the hybrid competitive strategy to their firms. The paper offers managerial implications that whether a firm chooses to pursue competitive strategies or hybrid competitive strategy for high firm performance. In addition, the results of the present study indicated that the competitive strategies introduced by Porter in 1980 might be being developed to hybrid competitive strategy for the sustainable success of homestay business.