LAMOON: WHEN CARING MOMS INNOVATE

Philip C Zerrillo, Havovi Joshi and Pannapachr Itthiopassagul

Chapter 5 in Start-up Thailand:The Entrepreneurs' Journey, 2020, pp 55-64 from World Scientific Publishing Co. Pte. Ltd.

Abstract: Lamoon, Thailand’s leading organic baby care brand, reversed the traditional business model and made a successful transition from a formidable online presence to physical bricks and mortar outlets, including designer boutiques. Lamoon means “soft and gentle” in Thai, and its product lines emphasise continuous quality innovation and are much sought after by parents-to-be and new mothers. Yet few consumers outside Thailand know the brand’s backstory. Created by a new mother with a son with a painful skin allergy, assisted by three of her classmates from Bangkok’s Thammasat University’s Master’s in Marketing (MIM) program, Lamoon’s success is an inspiring one, especially at a time when similar global outlets are in the process of closing.

Keywords: Business; Entrepreneurship; Thailand; Start-up; Innovation; Commercialization; Growth. Family Business; Managing Through Turbulence (search for similar items in EconPapers)
JEL-codes: L26 M10 M13 (search for similar items in EconPapers)
Date: 2020
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