Browsing by Author "Racela, Olimpia C."
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    The 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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    Enhancing Export Performance through Proactive Export Market Development Capabilities and ICT Utilization
    ( 2019) Racela, Olimpia C. ; Amonrat Thoumrungroje
    This 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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    Foreign subsidiaries’ relational strategic emphasis and performance implications amid environmental turbulence
    ( 2021) Amonrat Thoumrungroje ; Racela, Olimpia C. ; Zhang, Man
    Grounded 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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    Market orientation, international business relationships and perceived export performance
    ( 2007) Racela, Olimpia C. ; Chawit Chaikittisilpa ; Amonrat Thoumrungroje
    This 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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    Overcoming Knowledge Stickiness in International Business Simulation Games
    ( 2019) Amonrat Thoumrungroje ; Racela, Olimpia C. ; Asda Chintakananda
    A 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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    Thai 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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    Unveiling 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.
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    When do customer orientation and innovation capabilities matter? An investigation of contextual impacts
    ( 2020) Racela, Olimpia C. ; Amonrat Thoumrungroje
    Grounded on resource-advantage (R-A) theory, the purpose of this paper is to investigate how customer orientation, as a higher-order or interconnected operant resource, enhances firm performance through creativity capability (i.e. idea generation and problem solving) and innovation capability (i.e. the implementation of creative ideas) – among firms of different sizes and within different market contexts. The authors conceptualize customer orientation as a firm’s capacity to create and deliver superior customer value through the processing of market intelligence, as demonstrated by the firm’s composite operant resources of market-sensing, customer-relating and customer-response capabilities.