The role of the 4Es in driving business performance and competitive advantage for cosmetic industry SMEs in emerging economies

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Abstract

Small and medium-sized enterprises (SMEs) are vital engines of economic development, innovation, and employment, particularly in emerging economies where structural constraints intensify competitive pressures (Fajarika et al., 2024; Keelson et al., 2024). Within this landscape, the cosmetics industry has emerged as a dynamic sector, driven by rising consumer demand, digital platforms, and cultural emphasis on personal aesthetics (Jinachai et al., 2016; Shin, 2024). This study explores the role of the 4Es (Experience, Exchange, Everyplace, and Evangelism) marketing framework in shaping business performance and competitive advantage among cosmetic SMEs in Thailand. Using a qualitative design with semi-structured interviews and content analysis, the findings demonstrate that cultural storytelling, ethical value exchanges, omnichannel accessibility, and customer-driven advocacy reinforce both financial outcomes, such as sales growth and export expansion, and non-financial outcomes, including brand trust, loyalty, and equity. The study advances marketing scholarship by highlighting the 4Es as a consumer-centric orientation that supports resilience and sustainable competitiveness in resource-constrained environments.

Keywords: Small and Medium-Sized Enterprises, SMEs, Cosmetics Industry, 4Es Marketing Framework, Business Performance, Competitive Advantage

Authors’ individual contribution: Conceptualization — K.J., Y.S., and P.L.; Methodology — K.J., Y.S., and P.L.; Validation — K.J., Y.S., and P.L.; Formal Analysis — K.J., Y.S., and P.L.; Investigation — K.J., Y.S., P.L., and S.S.; Resources — K.J., Y.S., P.L., S.S., and N.B.; Data Curation — K.J., Y.S., and P.L.; Writing — Original Draft — K.J., Y.S., P.L., S.S., and N.B.; Writing — Review & Editing — K.J., Y.S., and P.L.; Visualization — K.J., Y.S., P.L., S.S., and N.B.; Supervision — Y.S., P.L., and N.B.; Project Administration — K.J., Y.S., and P.L.

Declaration of conflicting interests: The Authors declare that there is no conflict of interest.

JEL Classification: L26, L81, M21, M31, O53

Received: 15.11.2025
Revised: 05.12.2025; 25.12.2025
Accepted: 16.01.2026
Published online: 20.01.2026

How to cite this paper: Jangjarat, K., Shaengchart, Y., Limna, P., Suradinkura, S., & Bhumpenpein, N. (2026). The role of the 4Es in driving business performance and competitive advantage for cosmetic industry SMEs in emerging economies. Business Performance Review, 4(1), 33–44. https://doi.org/10.22495/bprv4i1p3