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Browsing Articles by Author "Amonrat Thoumrungroje"
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ItemAlternative Modes of Export Entry for SMEs from Emerging Economies( 2013) Amonrat ThoumrungrojeThe primary purpose of this study is to investigate the specific issue of modes of export entry of small and medium-sized enterprises (SMEs) that originate from emerging economies. Four theoretical frameworks on the process of internationalization (i.e. FDI, stage models, network perspective, and organizational capability perspective) are reviewed with respect to the internationalization of SMEs. Direct and indirect exporting are compared based on transaction cost analysis (TCA) and the network perspective. Problems arising from the use of extant independent export intermediaries are highlighted with a recommended remedy. After analyzing the situation and the nature of SMEs from the emerging economies, propositions on alternative modes of export entry for such firms are postulated.
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ItemThe Contingent Role of Customer Orientation and Entrepreneurial Orientation on Product Innovation and Performance( 2013) Amonrat Thoumrungroje ; Racela, Olimpia C.This paper synthesizes marketing and entrepreneurship literature and postulates the complementary nature of a customer orientation with that of an entrepreneurial orientation, then explores their relationships with product innovation and performance. A path analysis was used to test the hypotheses based on data collected from a sample of 159 strategic business units in 15 different industries. The results show that an entrepreneurial orientation does not have a relationship with product innovation unless it is coupled with the complementary effect of a customer orientation. This study also indicates that product innovation mediates this complementary effect on new product and firm performance. In addition, a customer orientation is found to exert a direct positive effect on both new product and firm performances. Although most hypotheses were supported, two out of five were not. As such, the findings present valuable practical insights as well as interesting contributions to the theoretical advancements in marketing and entrepreneurship.
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ItemA cross-cultural examination of the impact of transformation expectations on impulse buying and conspicuous consumption( 2017) Pattana Boonchoo ; Amonrat ThoumrungrojeBuilding on expectation states theory, our study proposes a model to investigate cross-cultural differences between eastern (Thai) and western (American) consumers in terms of the relationships between transformation expectations (TEs) and the behaviors of (1) conspicuous consumption and (2) impulse buying. We operationalized TEs as a second-order construct, consisting of four first-order constructs, namely “self-,” “relationship,” “hedonic,” and “efficacy” transformations. Through a sociological lens, we postulated positive relationships between TEs and the two behavioral constructs. By applying multi-group structural equation analyses, we gained support for our hypotheses. The relationships, however, are stronger in the case of Thai consumers. We also discussed the results and provide implications for international marketers.
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ItemA cross-national study of consumer spending behavior: the impact of social media intensity and materialism( 2018) Amonrat ThoumrungrojeThe ubiquity of Internet, mobile devices, and online social media platform has undeniably altered consumer lifestyles and business conduct globally. To explore the influences of social media on consumer behavior, this study applied the “self-regulation” concept and a cross-cultural conceptualization of “self” to propose a model explicating how social media intensity directly and indirectly—through materialism—impact consumers' credit overuse, conspicuous consumption, and impulse buying. Using data collected from the U.S. and South Korea, social media intensity strongly influences consumer spending in the American sample but has no effect on credit overuse behavior in the South Korean sample.
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ItemA Cross-Vergence of Consumer Preferences: An Empirical Study of Ethnic Subgroups in Thailand( 2012) Amonrat ThoumrungrojeBuilding on Bandura’s (2002) social cognitive theory and Phinney’s (1993) three-stage model of ethnic formation, this study explores the trends towards cross-vergence of consumers’ demand in the globalization era. The results from an exploratory factor analysis aiming to identify the underlying benefits that consumers of three different ethnic subgroups in Thailand have towards a non-ethnic consumer product confirms the crossvergence thesis. Thus, both sociology and psychology literature complements each other in explaining both the convergence and divergence in consumers’ preferences nowadays. Finally, this paper advocates that an in-depth understanding of cultural dynamics is crucial for scholars to advance theories as well as for practitioners to properly address consumers’ needs.
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ItemDrivers of E-Commerce Continuance Intention: a Comparison cross Baby Boomers, Generations X, Y, and Z in Thailand( 2021) Amonrat ThoumrungrojeGlobalization of trade and investments coupled with advancements in telecommunication and technology have driven growth in international business, particularly e-commerce. Focusing on business-to-consumer (B2C) e-commerce, this study investigates the drivers of post-COVID-19 pandemic e-commerce continuance intention across baby boomers, Generations X, Y, and Z in Thailand. Selfadministered online survey datafrom 851 Thai respondents obtained after the first lockdown were analyzed using multiple-group structural equation modeling. Results show that perceived risks in e-commerce have the strongest negative effect on trust, followed by utilitarian motivations while hedonic motivations only have marginal effect. From the total sample, utilitarian motivations are the most influential driver for continuance intention while trust has the least impact. Within each generation, although hedonic motivations represent the most important driver among baby boomers, utilitarian motivations are the only significant factor in Generation X, and are the most significant across Generations X, Y, and Z with trust being unimportant to Generations X and Y. Proposed relationships are marginally different between Generations X and Z, but not in other pairwise comparisons.
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ItemEnhancing Export Performance through Proactive Export Market Development Capabilities and ICT Utilization( 2019) Racela, Olimpia C. ; Amonrat ThoumrungrojeThis study examines how exporters from an emerging economy improve their performance by investigating the impact of export market dynamism, information and communication technology (ICT) utilization, and proactive export market development capabilities on export performance. Data from a self-administered mail survey of 239 Thai exporters were analyzed using structural equation modeling. Findings indicate that export market dynamism positively influences utilization of Web 2.0 and ICT network software, along with proactive export market development capabilities, which enhance export performance. However, while ICT network software fosters proactive export market development capabilities, we discovered the unfulfilled potential of Web 2.0 application.
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ItemEntrepreneurial Strategic Posture, International Diversification, and Firm Performance( 2005) Amonrat Thoumrungroje ; Patriya TansuhajBuilding on the entrepreneurship, marketing and strategic management literature, we propose a conceptual model to investigate the effects of entrepreneurial strategic posture (ESP), perceived environmental uncertainty and international diversifi cation strategy on performance. The ESP‐International diversification‐Performance relationship is investigated using a contingency framework. Entrepreneurial strategic posture is postulated to influence the use of international diversifi cation strategy of entrepreneurial firms. Moreover, perceived environmental uncertainty is hypothesized to strengthen the relationship between a firm’s entrepreneurial strategic posture and international diversification strategy, which ultimately affect the firm’s performance. Propositions for further empirical studies are provided in addition to managerial and theoretical contributions.
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ItemAn exploratory study of consumers' attitudes towards ASEAN economic integration( 2013) Panjarat Phumpradab ; Amonrat ThoumrungrojeThis research explores and compares the attitudes towards ASEAN Economic Community (AEC) between Thai and Singaporean citizens. Self-administered questionnaires were used to collect survey data of which 1,462 Thai and 647 Singaporean respondents are usable in this study. The result shows that there is a significant difference in the level of attitudes in supporting AEC between Thais and Singaporeans. By using Univariate ANOVA, we found that age, education, news consumption frequency and most watched TV program explain the differences in the level of attitudes towards AEC among Singaporeans.
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ItemForeign subsidiaries’ relational strategic emphasis and performance implications amid environmental turbulence( 2021) Amonrat Thoumrungroje ; Racela, Olimpia C. ; Zhang, ManGrounded in strategic choice and resource-based views, this study aims to investigate the antecedents and consequences of relational strategic emphasis of foreign subsidiaries operating in Thailand. Four types of relational strategies were identified with associated differential performance outcomes.
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ItemForeign-Branding, Product Evaluations, and Brand Image: An Experiment on Brand Pronunciation in Thailand( 2012) Amonrat ThoumrungrojeThe use of foreign branding has become a popular strategy to employ on local products. A betweensubjects experimental design involving a total of 80 Thai participants was conducted to examine the effects of foreign branding on consumers product evaluations and attitudes toward the brand. Foreign branding was manipulated as English and Thai pronunciation of six fictitious brand names. The results indicate that English pronunciation fostered higher perceptions of product hedonism, regardless of whether the product is actually hedonic, hybrid or utilitarian, suggesting that such foreign branding may offer inherently greater emotional meaning across all product types as compared to Thai brands. Furthermore, English pronunciation created more favorable overall attitudes toward the brand and brand name as compared to the Thai pronunciation across all three product types.
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ItemGlobalization effects and firm performance( 2007) Amonrat Thoumrungroje ; Patriya, TansuhajThis paper advances prior knowledge on globalization and business by empirically investigating how this phenomenon affects firm performance. Building on environment-organization literature, this study explores globalization-performance relationships. The results of the analyses provide considerable support for literature arguing that globalization acts as a two-edged sword, one that can be beneficial and detrimental to business. Therefore, innovative and effective strategies should be designed and implemented to enable firms to capitalize on global market opportunities while carefully managing its inherent threats in order to attain long-term victory in today’s globalized business environment.
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ItemThe Influence of Social Media Intensity and EWOM on Conspicuous Consumption( 2014) Amonrat ThoumrungrojeAn increasing number of people all around the globe are spending tremendous amounts of time in the cyber world on activities such as connecting with one another and searching for information. It is undeniable that social media, such as social networking sites (e.g. Facebook), micro blogging sites (e.g. Twitter), photo sharing sites (e.g. Instagram), and video sharing sites (e.g. YouTube) play a considerable role in peoples’ daily lives—changing the way people carry out their routines. This widespread consumption of social media has made an impact on the way marketers design their marketing activities, particularly in the promotion and distribution of their products. Grounded in sociology and marketing literature, this paper proposes a model linking the intensity of social media use with consumers’ reliance on electronic word of mouth (EWOM) and their consumption of conspicuous products. Data were collected from Thai consumers that yielded a final usable sample size of 1,142. The results from structural equation modeling reveal both direct and indirect influences (i.e., via EWOM) of social media intensity on conspicuous consumption. Hence, social media and EWOM are effective tools to entice demand for conspicuous products. In sum, this paper extends social network analysis to investigate evolving consumer behavior, and also suggests innovative marketing tools that enable firms to capitalize on advanced communication technologies and to adapt to the new virtual life style.
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ItemMarket orientation, international business relationships and perceived export performanceThis paper aims at investigating and uncovering the potential effect of exporters’ market orientation upon international business relationship with particular emphases on cooperation, dependence, and relationship distance.
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ItemOvercoming Knowledge Stickiness in International Business Simulation GamesA business simulation game can make learning fun, but what makes it effective in fostering knowledge transfer to the actual work setting? A thematic analysis of qualitative responses from a diverse sample of former participants of an international strategy business simulation game uncovered meaningful pedagogical practices that enable classroom-workplace knowledge transfer of four critical higher-order cognitive skills, namely (1) the ability to articulate, (2) the ability to simplify information, (3) the ability to strategize, and (4) the ability to ‘think out of the box.’
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ItemThe Perceived Ethicality and Efficacy of Fear Appeals: The Use of Graphic Warning Labels in Thailand( 2012) Amonrat ThoumrungrojeDespite the noted persuasive effects of fear appeals in public health campaigns, there are criticisms of the ethicality of such appeals because they may create unnecessary concerns among audiences. This study examines the perceived ethicality of strong and mild fear appeals and their effect on attitude toward the package, attitude toward the product, and intention to change behavior in the context of an antismoking campaign launched in Thailand. A between-subjects experimental design involving 205 Thai smokers was implemented to measure the effects of "strong" and "mild" graphic warning labels (GWL). Results indicate that the "strong" fear appeal is considered unethical, yet, effective in creating unfavorable attitudes toward the cigarette package and toward cigarettes. Interestingly, although the strong fear appeal prompted the highest intention to quit smoking, as compared to that stimulated by the mild fear appeal, intention to quit smoking is at a low absolute level.
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ItemStrategic change and firm performance: the moderating effect of organisational learning( 2011) Chaiporn Vithessonthi ; Amonrat ThoumrungrojeThe primary purpose of this research is to review and discuss the potential associations among strategic change, organisational learning, and firm performance, and to propose a conceptual model to investigate such relationships. Design/methodology/approach – The literature on the strategic change-performance relationship was explored with the emphasis on elaborating the effects of frequency of strategic change on firm performance. In addition, a moderating role of organisational learning on such a relationship is introduced. Findings – From the literature review, it is proposed that the relationship between strategic change and firm performance is an inverted U-shape. Extremely frequent and infrequent strategic changes are deemed to be detrimental to firm performance. However, the research reveals that the strategic change-performance relationship may alter due to the moderation of organisational learning. Research limitations/implications – Given the conceptual nature of this paper, a review of relevant literature and a conceptual model are presented with suggestions for future empirical study. This paper also extends the strategic change-performance research by advocating an inverted U-shape relationship as one plausible explanation for inconsistent findings found in past literature. Practical implications – Managers should try to understand their organisations and implement an appropriate level of strategic change in order to maximise the firm's overall performance. In addition, a significant role of organisational learning in supporting firms to manoeuvre in today's increasingly dynamic and competitive environment is highlighted to managers. Originality/value – This paper attempts to explain: why firms might attain different levels of performance provided that they undergo various degrees of strategic change (in terms of frequency); and what factors contribute to the variations in organisational performance among firms that have undertaken the same number of strategic changes during a given period of time.
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ItemThai Beverage Public Company Limited: Thailand leader, global challenger( 2013) Amonrat Thoumrungroje ; Racela, Olimpia C.Subject area Corporate diversification, product portfolio analysis, industry structure, international business expansion, beverage industry. Study level/applicability The case is suitable for senior undergraduate and graduate MBA strategic management, international business strategy, and marketing strategy courses. Case overview Thai Beverage Public Company Limited (ThaiBev) was Thailand's largest beverage company and was among Asia's major alcoholic beverage companies. The case situation takes place during the latter part of August 2010, two years after the public announcement of ThaiBev's ambitious intentions to become a comprehensive and integrated beverage company and after having recently re-launched its acquired Wrangyer energy brand, a move signaling ThaiBev's strong commitment to its non-alcoholic beverages. The case describes the beverage industries at the global, regional, and country level and discusses ThaiBev's range of businesses. Marut Buranasetkul, Senior Vice President of Corporate Service and Deputy Managing Director of Thai Beverage Marketing, the sales and marketing arm of ThaiBev, must decide on the direction for ThaiBev to pursue to bring ThaiBev's non-alcoholic beverages to account for at least 10 percent of the company's total revenue. This case presents a number of important strategic topics, particularly in discussing industry structure and competition, as well as diversification issues encountered by a firm that was attempting to create a greater balance between the revenue contributions from its market leading dominant businesses and that of its younger and newer business lines. Expected learning outcomes Students will: understand the challenges faced by large conglomerates wanting to change their market position; learn to apply different frameworks such as Porter's Five Force Model, portfolio analysis, SWOT and to assess the competitive environment; learn to evaluate a company's current product portfolio and to recommend strategies to improve its allocation of resources; and learn to identify key success factors necessary to compete in a highly competitive industry. Supplementary materials Teaching notes are available for educators only. Please contact your library to gain login details or email support@emeraldinsight.com to request teaching notes.
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ItemUnveiling internationalization decision-making of burmese managers: a strategic cognition perspective.( 2019) Amonrat Thoumrungroje ; Racela, Olimpia C.Building on concepts from cognitive science, we explored how managers in the transitional economy of Myanmar undergo an international market entry strategic dilemma. We investigated potential framing effects and the thought process in making such decisions. Three-hundred-and-five Burmese managers participated in one of three separate studies. A two-by-two experimental design and the cognitive mapping were used to examine biases in the internationalization decision-making process. Data were analyzed using non-parametric tests and content analyses. Results reveal that strategic choice was not associated with framing bias, personal characteristics, or sense-making approach. However, different risk preferences were detected between different business contexts.