From the data derived from the focus group discussion, all respondents agreed that cost is not the most important factor to make firms succeed. However, in some cases, a high price/high performance strategy can attract and satisfy more customers. In detail, price is sensitive to customer grades; for example, high grade customers are not usually concerned about price but care more about service quality as well as differentiation in contrast to normal grade customers who pay most attention to cost. Differentiation is vital for stimulating customers’ cognition and perception of firms, particularly in REEs that need technical staff in order to serve customers (e.g. using fluent English or serving AEC Countries with the best understanding of local laws and regulations). For service quality, it is especially important for every REE to have speed, reliability and assurance