A scenario-based approach to internationalization strategy for a Thai television series in Cambodia

Purpose-Thailand's entertainment industry is expanding in a fast-paced, ever-changing environment. Internationalization strategy and foresight may be the keys to success or failure, enabling us to plan for what we expect to happen in the future by employing scenario-planning techniques to anticipate future possibilities. Because Thai television programs are becoming increasingly popular in the worldwide market, it is necessary to investigate efficient internationalization approaches.Design/methodology/approach-The research employed a qualitative approach and gathered information from experts through face-to-face in-depth interviews and a Zoom discussion with a high-level executive from Thai and Cambodian television stations, using open-ended and iterative questions to discover more about a particular subject. Using the foresight method and the scenario planning technique by analyzing the external factors PESTEL and Five Forces, focus groups and workshops are also employed to elicit more specific information from all informants.Findings-These findings demonstrate the major trends in Cambodia’s Thai television series market and the significance of each market-influencing factor. In addition, it predicted a few scenarios that could be anticipated to happen in the next five years considering the context in which the researcher conducts research currently. Adapting a more effective international strategy process to the current era to access the Cambodian entertainment industry market is one of the steps required. Based on interviews with key Thai television executives with extensive experience in exporting Thai television dramas to ASEAN, with a particular focus on Cambodia, and external experts.