Marketing Leadership Strategy and Firm Profitability of Cosmetic Businesses in Thailand

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Sasichai Pimpan


This study aims at investigating the relationship among marketing leadership strategy, marketing innovation creativity, marketing response excellence, marketing advantage sustainability, and firm profitability. Data were collected from 1,402 cosmetic businesses in Thailand. A mail survey procedure via questionnaire was used for data collection to the marketing directors or marketing manager in 485 cosmetic businesses in Thailand. The regression analysis was conducted to examine the hypotheses. The results show that marketing leadership strategy positively influences marketing innovation creativity, marketing response excellence, marketing advantage sustainability, and firm profitability. The empirical evidence of this research suggests that the marketing directors or marketing manager should promote and encourage their strategy to creativity in business operations. In summary, marketing leadership strategy is a key element that could be critical to creating competitive opportunities in the future. Therefore, firms need to support their process, practices, and improve the new strategics for survive in the market.


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