Professors

Academic Work

Publications

1. Foreign subsidiaries’ relational strategic emphasis and performance implications amid environmental turbulence.
   DOI: 10.1108/JABS-01-2021-0012 [SCOPUS-Q1]
2. Drivers of E-Commerce Continuance Intention: A Comparison across Baby Boomers, Generations X, Y, and Z in Thailand.
   DOI: 10.14456/cbsr.2021.6 [TCI-Q1]
3. Unveiling internationalization decision-making of Burmese managers: A strategic cognition perspective.
   DOI: 10.1080/10599231.2020.1708299 [SCOPUS-Q2]
4. Enhancing Export Performance through Proactive Export Market Development Capabilities and ICT Utilization.
   DOI: 10.1080/08911762.2018.1549302 [SCOPUS-Q2]
5. When do customer orientation and innovation capabilities matter? An investigation of contextual impacts.
   DOI: 10.1108/APJML-03-2019-0143 [SSCI]
6. Overcoming knowledge stickiness in international business simulation games.
   DOI: 10.1007/978-3-030-20415-0_25 [SCOPUS]
7. A cross-national study of consumer spending behavior: The impact of social media intensity and materialism.
   DOI: 10.1080/08961530.2018.1462130 [SCOPUS-Q2]
8. A cross-cultural examination of the impact of transformation expectations on impulse buying and conspicuous consumption.
   DOI: 10.1080/08961530.2017.1289357 [SCOPUS-Q2]
9. ข้อพึงระวังในการใช้แบบสอบถามสำ หรับเก็บข้อมูลจากแหล่งเดียวในบริบท ของประเทศเอเชียตะวันออก (Methodological caveats in the utilization of single informant with self-administered survey in East Asian countries). [TCI-1]
10. The moderating role of organizational learning and strategic flexibility on marketing strategic change and business performance: Evidence from firms in Thailand.
    DOI: 10.1108/S1474-797920150000026009 [SCOPUS-Q2]
11. The Influence of Social Media Intensity and EWOM on Conspicuous Consumption.
    DOI: 10.1016/j.sbspro.2014.07.009 [SCOPUS]
12. The contingent role of customer orientation and entrepreneurial orientation on product innovation and performance.
    DOI: 10.1080/0965254X.2012.742129 [SSCI]
13. A cross-vergence of consumer preferences: An empirical study of ethnic subgroups in Thailand.
14. Strategic change and firm performance: The moderating effect of organizational learning.
    DOI: 10.1108/15587891111152348 [SCOPUS-Q1]
15. Market orientation, international business relationships, and perceived market performance. 
    DOI: 10.1108/02651330710741794 [SSCI]
16. Globalization effects and firm’s performance. [ProQuest]
17. Entrepreneurial strategic posture, international diversification and performance. [SSCI]
    DOI: 10.1108/1525383X200500003 [SSCI]
18. The Roles of Intangible Assets and Website Localization on the Performance of Global Internet Startups. [TCI-1]
19. Entrepreneurial intensity, national culture, and the success of new product developments: The mediating role of information technology. [TCI-1]
20. The Impact of Transformation Expectations on Conspicuous Consumption: A Cross-Cultural Comparison.
    DOI: 10.2139/ssrn.2562022
    
21. Alternative Modes of Export Entry for SMEs from Emerging Economies.
22. Foreign-Branding, Product Evaluations, and Brand Image: An Experiment on Brand Pronunciation in Thailand.
23. The Perceived Ethicality and Efficacy of Fear Appeals: The Use of Graphic Warning Labels in Thailand.

     
    Business Case Studies

1. Thai Beverage public company limited: Thailand leader, global challenger^[1],”
   DOI: 10.1108/EEMCS‐03‐2013‐0020. [SCOPUS]
2. International market expansion of ‘Jintan Nude’ in Thailand.
   DOI: 10.1108/20450621211256265 [SCOPUS]

     
    Text Books

1. International Business Research: Principles and Applications.
   (ISBN: 978-616-455-160-2)
2. Handbook of Research Methodology in International Business.

     Encyclopedia Entries

1. Social media intensity, EWOM and conspicuous consumption among American, Korean and Thai consumers.
   
   
   

^[1] Global Winning case of the 18th CEEMAN Case Writing Competition in cooperation with Emerald 2012