A CMMU research report by Associate Professor Dr. Sooksan Kantabutra, entitled Sweet Success Beyond the Triple Bottom Line: Honeybee Practices Lead to Sustainable Leadership at Thailand’s True Corp, has been accepted for publication in the USA by Global Business and Organizational Excellence, an international journal indexed by Scopus. This journal focuses on reporting best practices of real-world organizations, confirming practicality of cutting-edge research at CMMU where we teach not only successful Western firms, but also Asian firms.
The study analyzes the leadership practices at True Corporation, the leading Thai lifestyle enabler, by grouping Avery and Bergsteiner’s 23 Honeybee leadership practices into six categories: long-term perspective, investing in people, organizational culture, innovation, social responsibility, and ethical behavior. Emphasizing long-term growth and sustainability, these core themes contrast sharply with the prevailing Locust business model of short-term maximization of profitability.
An analysis of the Honeybee practices as manifested at True Corporation, a leading telecommunications firm based in Thailand, shows that despite the challenges of operating in an emerging economy, they can contribute to effective, sustainable leadership and dominance in a competitive market. The report concludes that other enterprises in Asia and else where that wish to promote ongoing organizational success can adopt Avery and Bergsteiner’s Honeybee elements to examine their leadership practices and adjust them to become more sustainable. Publication of this report confirms CMMU as a leading business school in Asia.