Volume 29 Number 4, 2024

Competitive Accounting as A Strategic Management Accounting Approach: Empirical Evidence from Food Product Businesses in Thailand

Kornchai Phornlaphatrachakorn ^a, Saithip Jannopat ^b, Nittaya Phosrichan ^{c,*  
a,b,c Faculty of Management Sciences and Information Technology,
Nakhon Phanom University, Thailand
amarkarlington@hotmail.com
bsaithip089@gmail.com
*cnittayapho@npu.ac.th}

ABSTRACT

The objective of this study is to examine the influences of competitive accounting on marketing performance of food product businesses in Thailand. Competitive accounting includes product-centered accounting, customer-oriented accounting, competitor-focused accounting, and market-concentrated accounting. In addition, this study investigates the mediating influences of marketing advantage and the moderating influences of technology capability on the research relationships. In this study, 456 food product businesses in Thailand are the samples of the study. Both structural equation model and multiple regression analysis are implemented to test the direct and indirect influences. The findings suggest that all dimensions of competitive accounting significantly influence marketing advantage, but only competitor-focused accounting has an important influence on marketing performance. In addition, marketing advantage is a key determinant of marketing performance and it also plays a critical mediating role in driving the research relationships. Next, technology capability is a moderator of the relationships. In summary, competitive accounting is an important valuable strategic tool in promoting firms to obtain sustainable business competitiveness and achieve outstanding organizational performance in future and long-term aspect. Therefore, firms need to learn, understand, invest, and utilize a competitive accounting concept in order to enhance their growth, survival and sustainability.

JEL Classifications: M40, M41, M49

Keywords: competitive accounting; marketing advantage; technology capability; marketing performance

Cite this article: 

Phornlaphatrachakorn, K., Jannopat, S., and Phosrichan, N., 2024, Competitive Accounting as A Strategic Management Accounting Approach: Empirical Evidence from Food Product Businesses in Thailand, International Journal of Business, 29(4), 004. https://doi.org/10.55802/IJB.029(4).004