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Item Globalization 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.Item A 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.Item A 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.Item Overcoming Knowledge Stickiness in International Business Simulation Games(2019) Amonrat Thoumrungroje; Racela, Olimpia C.; Asda ChintakanandaA 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.’Item 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.Item ข้อพึงระวังในการใช้แบบสอบถามสำหรับเก็บข้อมูลจากแหล่งเดียวในบริบทของประเทศเอเชียตะวันออก(2560) อมรรัตน์ ท้วมรุ่งโรจน์การใช้แบบสอบถามโดยให้กลุ่มตัวอย่างกรอกข้อมูลด้วยตนเองในการเก็บข้อมูลจากแหล่งเดียวหรือบุคคลเดียวเป็นวิธีการเก็บข้อมูลทั่วไปในสาขาวิชาสังคมศาสตร์โดยเฉพาะอย่างยิ่ง ในการทําวิจัยทางธุรกิจ การตลาด และการจัดการ อีกทั้งการใช้มาตรวัดทัศนคติของลิเคอร์ท (Likert scale) หรือมาตรวัดประมาณค่า (Rating scale) ในการเก็บข้อมูลเชิงปริมาณเป็นวิธีการที่ใช้อย่างแพร่หลายเนื่องจากความสะดวกในการสร้างเครื่องมือเก็บข้อมูลรวมถึงความสะดวกในการตอบคําถาม หากแต่ว่าวิธีการเก็บข้อมูลและมาตรวัดดังกล่าวอาจไม่ใช่วิธีการที่มีประสิทธิภาพโดยเฉพาะอย่างยิ่งในกรณีที่มีการผสมผสานการใช้ข้อความเชิงบวกและข้อความเชิงลบหรือข้อความตรงกันข้ามในมาตรวัดเดียวกัน เนื่องจากการกระทําดังกล่าวอาจเป็นเหตุของปัญหาความแปรปรวนจากวิธีการวัด หรือที่เรียกกันว่า Common Method Variance (CMV) ซึ่งอาจส่งผลให้เกิดข้อผิดพลาดในการอภิปรายผลวิจัย ปัญหาเหล่านี้มีแนวโน้มที่จะพบมากขึ้นในการเก็บข้อมูลจากประเทศเอเชียตะวันออกอันเนื่องมาจากพื้นฐานทางวัฒนธรรม ดังนั้นงานวิจัยนี้จึงอธิบายปัญหาที่อาจซ่อนเร้นในวิธีการเก็บข้อมูลดังกล่าว แนะนําวิธีการตรวจสอบปัญหาเบื้องต้น นําเสนอวิธีการแก้ปัญหา และแสดงตัวอย่างการแก้ไขปัญหาดังกล่าว เพื่อให้ผู้วิจัยที่ใช้วิธีการคล้าย ๆ กันได้นําไปปฏิบัติในการลดความผิดพลาดในการวิจัยต่อไปในอนาคตItem Entrepreneurial 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.Item Market orientation, international business relationships and perceived export performance(2007) Racela, Olimpia C.; Chawit Chaikittisilpa; Amonrat ThoumrungrojeThis 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.Item Strategic 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.Item When do customer orientation and innovation capabilities matter? An investigation of contextual impacts(2020) Racela, Olimpia C.; Amonrat ThoumrungrojeGrounded 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.Item Enhancing 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.Item 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.Item Drivers 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.Item Foreign 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.Item The antecedents and consequences of conspicuous consumption of luxury fashion goods in a social media platform(2018) Wanwisa Charoennan; Huang, Kai-PingThe purpose of this study was to examine the influences of social media usage, key opinion leaders (KOLs), self-image congruency, and materialism on conspicuous consumption, as well as how conspicuous consumption had an impact on happiness with a purchase and satisfaction with luxury fashion products in a social media platform. The literature review suggested that conspicuous consumption was accelerated over a social media platform and by the role of KOLs because they promoted the favorable self-expression through a product consumption that exhibits an image that was congruent with an individual’s ideal self-image. The literature also implied that a materialistic consumer was likely to engage in conspicuous luxury consumption. Regarding its consequences, a happiness with a purchase and a satisfaction with a product were likely to be associated with conspicuous consumption. The literature in this study provided a more holistic comprehension of conspicuous consumption by incorporating both influential factors and potential consequences, and can be referred to in developing more efficient advertising and marketing activities.Item An 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.Item Financial literacy and money management among the young(2020) Rattana Waranyasathid; Htin, Khin Zar WinThe aim of thisstudy is to analyze the relationship between financial literacy, both basicand advanced,and money managementamong the youth. This includes saving and cash management. Data sets were collected using questionnaire surveysfrom undergraduate students inBangkok. A regression analysis was conductedto test the relationship of financial literacy (the independent variable) and money management (the dependent variables). The results indicate that in the case of students who have basic financial literacy, i.e., understand inflation, theeffectsof interest rates, and how risk diversification works, there is a close relationship to money management. In contrast,in the case of studentswho have advanced financial literacy,i.e., have a solid grasp ofrisk-return tradeoffs, basic asset pricings, and knowledge in bonds, stocksand mutual funds, there is a weak relationship between literacy and money management. Thisis a rather surprising finding as it seems that more financially knowledgeable students should be more aware of how to manage money. These findings will be useful for policymakers and institutional educators to improve their curricula, which could help toimprove the financial well-being of undergraduate students.Item The influence of transformational leadership style on organizational success: a study on MNCs in Bangkok, Thailand(2012) Akechai JudkrueTransformational leadership entails individualized consideration, recognition and motivation among other aspects. There is no doubt that transformational leadership contributes to organizational success more than transactional leadership does. Following its effectiveness, multinational corporations (MNCs) in Bangkok use transformational leaders to attain competitive advantage in the context of rising global competitiveness. Through a rigorous process of data collection and hypothesis testing, this research proves beyond reasonable doubt that transformational leaders lead to organizational success for MNCs in Bangkok.Item The transformational leadership factors influence global leaders(2012) Akechai JudkrueThis paper addresses the four factors – Idealized Influence (II), Inspirational Motivation (1M), Intellectual Stimulation (IS), and Individualized Consideration (IC) – that affect the successfulness of transformational leadership to become a global leader. It also gives information on how eleadership works together with transformational leadership. In the paper, the Likert Scale was used to collect data, AMOS to analyze it, the Confirmatory Factor Analysis to confirm the model, and a literature review to support the study.Item Gold futures contracts on comparing ordinary least squares and bivariate vector autoregression on hedging effectiveness(2014) Suppanunta RomprasertGold futures contracts are effective to be used as a hedging instrument in Thailand commodity futures exchange especially by bivariate vector autoregression model. The results indicate that constant hedge ratio after controlling for basis risk outperform the time-varying hedge ratio. Comparisons of the in-sample and out-of-sample hedging performance of each model imply that the BVAR model performs the better over OLS model. It is important for gold futures market participants to have an understanding of how effective the commodities futures are in hedging. For Thailand Future Exchange (TFEX), this paper suggests that TFEX should be further developed to provide an efficient hedging tools as other developed markets in the world do.