Investigates the roots of economic problems in Thailand and how the philosophy of sufficiency economy can resolve it. Attempts to define the terms sufficiency economy from various perspectives and opinions of scholars and businessmen. Explicates His Majesty King Bhumibol Adulyadej's royal initiative projects relating to sufficiency economy for citizen's well being. Presents eight case studies of the application of sufficiency economy both in individual and business levels. Gives a discussion on sufficiency economy in relation to business branding. Contains different opionions of the young generation on sufficiency economy