Purpose The purpose of this research is to trace the development of a major player in the health/wellness direct sales industry in Thailand and draw lessons about growth strategies and approaches in dealing with common entrepreneurial challenges. Design/methodology/approach In preparing the case...

Purpose – The purpose of this study was to document the problem‐solving styles of SME entrepreneurs operating in an emerging market. Design/methodology/approach – The authors conducted in‐depth interviews with ten successful company founders around Bangkok, Thailand. The discussion...