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concept consists of three main components: moderation, reasonableness, and self-immunity systems. Moderation means neutrality, being not too much or too little as well as not taking advantage at the expense of others (Piboolsravut, 2004, Tantivejkul, 1999). Reasonableness is related to rationality in decision-making, which should incorporate relevant factors and their consequences for consideration. Regarding being self-immune, there ought to be infrastructures ready for efficiently handling impacts from dynamic change (Piboolsravut, 2004). Risk management infrastructure and procedures may also be included in this regard. Apart from the three components, there are two required conditions for the sufficiency concept; knowledge application and morality (Piboolsravut, 2004). These mean the efficient utilisation of theories and methodologies for strategic planning and implementation as well as the reinforcement of moral conduct. In addition, the sufficiency principle is well equipped with a Buddhist perspective on economics (Pryor, 1990). Schumacher (1973) stressed that the goal of the Buddhist economic life should be "Right Livelihood". This means that the economy must be designed to provide all members of society with sufficient materials for their well-being and satisfaction. Also, there must be no harm done to others materially or spiritually in the community (Pryor, 1990). Interestingly, the sufficiency principle here is also manifestly consistent with sustainable sufficiency, a concept studied by various scholars. Sustainable sufficiency, which is evolved from sustainable development, refers to a synthesis of ecological, social, and economic objectives (Daly, 1990; Galdwin et al., 1995; Van Den Bergh, 1996, Yancken and Wilkinson, This concept stresses that there must be a mutual dependence between the ecological, social, and economic dimensions. Sustainable sufficiency is then defined as achieving economic results together with the right livelihood. This is to ensure the preservation of the natural environment and the welfare of individuals and society (Westing, 1996; Lamberton, 2005). The sustainable sufficiency combines the three aspects, ecology, society, and economy, and makes them mutually supportive (Galdwin et al., 1995; Lamberton, 2005). In this respect, a firm ought not to prioritise economic objectives over social and environmental concerns. This makes its status unsustainable. Moreover, a firm should create short-term profit growth as well as reinforcing an appropriate level of natural resource consumption and a stable supply chain. This is aimed at balancing short term and long-term goals as well as building an efficient transition to a sustainable sufficiency economy. To summarise, the balance between ecology, society, and economy is fully consistent with the concepts and conduct of Thai sufficiency principles. In order to achieve balance, a firm's conduct must focus upon moderation, reasonableness and self-immunity concepts, together with main underlying conditions: knowledge application and morality. This sufficiency principle will then lead to a sufficiency-oriented organisation which is characterised by the long-term sustainability of a firm's performance. Therefore, the hypotheses of the research, according to the framework of the study in the figure 1, are as follows. H1: The greater the focus on the Moderation principle, the greater the positive impact on a firm's performance H2: The greater the focus on the