Market environment accounting of costmetics business in Thailand: effects on sustainable competitive advantage and business performance / Kornchai Phornlaphatrachakorn ... [et al.]

Phornlaphatrachakorn, Kornchai and Phosrichan, Nittaya and Srimung, Natkritta and Puttawong, Nisagorn and Duangmalai, Pattaraon (2025) Market environment accounting of costmetics business in Thailand: effects on sustainable competitive advantage and business performance / Kornchai Phornlaphatrachakorn ... [et al.]. Management & Accounting Review (MAR), 24 (1): 2. pp. 29-55. ISSN 2550-1895

Official URL: https://mar.uitm.edu.my/

Abstract

The objective of this study is to investigate the effects of market environment accounting on sustainable competitive advantage and business performance via the moderator of learning capability. Data were collected from 391 cosmetics businesses in Thailand. Both structural equation model and multiple regression analysis are applied to examine the research effects. The results suggest that market environment accounting plays an important role in explaining and determining both sustainable competitive advantage and business performance. Next, sustainable competitive advantage has a significant effect on business performance and it is a mediator of the market environment accounting-business performance relationships. In addition, learning capability is not the moderator of the research effects. Moreover, market environment accounting helps firms achieve both sustainable competitive advantage and business performance. The results also suggest that firms need to support their employees in understanding and utilizing the concepts of market environment accounting in an organization by explicitly allocating and investing their budgets for development and improvement of the market environment accounting system. To conclude, successful market environment accounting is positively related to potential competitive advantage, long-term performance and sustainable success and growth.

Metadata

Item Type: Article
Creators:
Creators
Email / ID Num.
Phornlaphatrachakorn, Kornchai
kornchai.p@npu.ac.th.
Phosrichan, Nittaya
nittayapho12@gmail.com
Srimung, Natkritta
UNSPECIFIED
Puttawong, Nisagorn
UNSPECIFIED
Duangmalai, Pattaraon
UNSPECIFIED
Subjects: H Social Sciences > HD Industries. Land use. Labor
H Social Sciences > HF Commerce > Accounting. Bookkeeping
Divisions: Universiti Teknologi MARA, Shah Alam > Accounting Research Institute (ARI)
Journal or Publication Title: Management & Accounting Review (MAR)
UiTM Journal Collections: Listed > Management & Accounting Review (MAR)
ISSN: 2550-1895
Volume: 24
Number: 1
Page Range: pp. 29-55
Keywords: Market Environment Accounting, Sustainable Competitive Advantage, Learning Capability, Business Performance
Date: April 2025
URI: https://ir.uitm.edu.my/id/eprint/113515
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