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Reasonableness principle, the greater the positive impact on a firm's performance H3: The greater the focus on the Self- Immunity principle, the greater the positive impact on a firm's performance H4: The greater the focus on the Knowledge application condition, the greater the positive impact on a firm's performance H5: The greater the focus on the Morality condition, the greater the positive impact on a firm's performance RESEARCH METHODOLOGY Questionnaire surveys have been employed as the main technique for primary data collection. Population in this study is Thai business enterprises that are listed on the SET (Stock Exchange of Thailand). The main reason for focusing the scope of the study on companies listed in the SET is their representativeness of the overall Thai economy. In addition, listed enterprises are considered to be leading firms which are trend-setters for the Thai management circle, particularly as regarding to new principles like the sufficiency concept. Across-the-board and sector analysis of all listed firms will be meaningful for academic and practical use in the future.Hence, regarding the survey, there are 480 listed firms on the SET. All of them are the population for primary data collection in this research. A consensus technique has been employed. The questionnaires were distributed to executives of all the Thai listed enterprises via mailing address. Follow-up techniques via postal mails were used to obtain high response rate. In-depth interviews were employed so as to gain insightful information on the sufficiency concepts applied in Thai enterprises and their results and to elicit sensitive issues. ANALYSIS OF THE RESULTS Background of Respondents In this study, Thai executives responding to fhe research were male 50.5% and female 49.5%. Regarding their age, they were below 21 years 1.8%, between 21-30 years 9.0 %, between 31-40 years 80.2% and older than 40 years 9.0%. With regard to education, the majority of the executives held bachelor's degree 86.5% and master/doctoral degrees 13.5%. They had worked in their firms from 1-2 years 16.7%, from 3-5 years 49.1%, and longer than 5 years 34.3%. With regard to their positions, they were in fhe first management level 30.6%, middle management level 49.5% and high-ranking management level 19.9%. Sufficiency Economy Principles: Applications for Management Strategy Regarding fhe moderation concept, Thai executives mostly agree that their firms should focus heavily on the evaluation of investment project thoroughly (3.90) (See table 1). The projects must be carefully analysed and reviewed by experts in each field in order to prevent potential downside risks, particularly in politics and economics. This is due to the disasters that Thai firms confronted during fhe previous financial crisis. In addition, political instability has and is currently posing a huge threat to the Thai economy in general. New investment and growth initiatives should be handled with extra care. Similarly, financing and capital structures are of great concern to Thai executives. Times interest earned ratios， risks to capital structure (3.79) and fhe maximum debt level (3.58) are considered significant factors in business growth. To summarise, Thai executives seem to apply the moderation and neutrality principles in management strategies to increase their stability and sustainability. Regarding the reasonableness concept (See table 2), Thai executives mostly agree that decis