Author(s): Dussadee Nakruang, Kwunkamol Donkwa, Adisak Suvittawat
Sustainability can be a strategy that generates a competitive advantage. This research aims 1) to analyze the components involve to differentiation strategy and the corporate sustainability performance of community enterprises and 2) to analyze the direct influence of differentiation strategy on corporate sustainability performance. This research collected data from 384 community enterprises in three southern border provinces via questionnaires. The data were analyzed by multiple regressions. The results of the research showed that the differentiation strategy had a positive direct effect on all social performance, environmental performance and economic performance. The differentiation strategy in promoting to brand image had the highest effect on all performance. The suggested model will be helpful guidelines for promoting and creating opportunities to implement business strategies for sustainable performance of community enterprises that can grow in the long run.