In spite of the copyright law in Thailand where distributing or obtaining a copyrighted work without the permission of the copyright holder is against the law illegal streaming and downloading of music is dramatically increasing. This changing behaviour of consumers has an incredible impact on the music industry as a whole. Our paper analyses the influence of intellectual property infringement on Thailand’s music industry income. The research tools employed in this study are a questionnaire and an in-depth interview to enable analysis. We found that after the evolution of musical technology in the 1990s internet-based music consumption has become significantly more popular and increasingly consumers are streaming sharing and discovering digital music all across the globe including in Thailand. With this new development of digital music the dynamics of the music industry have been affected significantly both in terms of income and number of entrepreneurs. Multiple regression analysis results show that the amount of unauthorized downloading of copyrighted music has a negative effect on Thailand’s music industry income. In contrast the number of property disputes from illegal downloading of copyrighted music has a positive effect on this industry income. The results suggest that entrepreneurs should pay attention to warranty information on products and prices and security of financial transactions in order to encourage consumer authorized online purchasing. In addition law enforcement can help achieve the goal of decreasing online music piracy.

Thailand is one of the few countries in the world that provides the whole value chain of the textile industry with over 4700 local textile producers and 800000 to one million workers making this industry the second-most important employment sector. In 2016 the industry’s export revenue was valued at almost USD 7 billion contributing to over 3% of total exports. The Association of Southeast Asian Nations (ASEAN) is the biggest international market for Thailand clothing export (23%) and expected to become the worlds fourth largest market by 2030. However Thai cloth entrepreneurs are facing major problems that demand attention including labour costs new design and product development and in particular online marketing. The Thai fashion and textile industries should define a clear strategic move through integrating textile with fashion with a view “toward sustainable creative industries with strong soft power”. The purpose of this study is to analyse competitiveness of Thai cloth entrepreneurs in relation to online management and integrated marketing communications (IMC) in the ASEAN market. The research instrument involves a descriptive cross-sectional mixed-method study in Thailand. For quantitative data 60 cloth entrepreneurs are invited to complete a questionnaire before and after our “online management and IMC” training programme and a qualitative in-depth interview study is conducted with 10 cloth entrepreneurs. The 2017 survey returned 100% participation with general agreement that a website and Facebook are the most important IMC tools for online marketing in the ASEAN market. Before training the participants had knowledge and skills regarding the ASEAN Free Trade Area (AFTA) online communication and social media tools in intermediate level while they had less knowledge and skills concerning social media web design and online gallery. After training the statistics show an increase in entrepreneurs’ level for all knowledge and skills. Furthermore the findings from in-depth interviews show that with regard to entrepreneurial competitiveness in relation to the ability of online management and IMC there is a requirement for further training and government support. In addition the 10 cloth entrepreneurs agree that time management and quality of product and service control are very important for online business.