Strategic Pricing and Firm Performance: Evidence from Cosmetics SMEs in Thailand
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Abstract
This study aims at examining the effects of strategic pricing on firm performance. The samples of the study are 148 cosmetics SMEs in Thailand. The results find that strategic pricing has a positive effect on market response, sustainable competitive advantage and firm performance. Also, market response has a positive influence on both sustainable competitive advantage and firm performance while sustainable competitive advantage has a positive impact on firm performance. This study confirms that strategic pricing is a dynamic capability and it is a key factor of their competitive advantage and performance.
Article Details
The articles published in the journals are the authors' opinions, not the opinion of the editorial team or administrative staff. The articles published is copyright of the Journal of Business Administration and Accounting, Khon Kaen University.
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