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PwC: Thai family businesses see double-digital sales growth drop amid economic and geopolitical volatility

Thai family firms face multiple challenges despite strategic shifts to the digital era, while AI adoption remains below the global average PwC Thailand reveals in its latest survey that Thai family businesses are under pressure from economic and geopolitical volatility, with only 22% of executives reporting double-digit sales growth—down from 30% two years prior. Meanwhile, 28% reported a drop in sales, doubling from 14% in 2023. This reflects the challenges of adapting to the digital era and

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