Publication

Print
PDF

Customer-oriented new product design using meands-end theory: A case study of a fashion design T-shirt under brand COMMON-T

on .

Abstract:

This action research applied a means-end theory as a frame to explore customer's preference on product attributes, benefits and value that drive purchasing decision in order to utilize the market information in design development of new products to meet customer expectation. A case study of a new fashion design T-shirt brand namely "COMMON-T" by local Thai designer was selected. Style, design, price, and brand name are found as preferred attributes that lead to purchasing decision. Mix & Matchable feature, uniqueness, cost-worthiness, and being Thai brand are perceived as benefits that serve customers' value of satisfaction, belongingness, and self fulfillment. Understanding these customers' insight, afterward the designer attempts to emphasize on building a brand identity and offer the most-up-to-date trend T-shirt at an affordable price. Positioning itself as the Thai designer brand whose products offer global standard quality is not only allows COMMON-T to differentiate itself from counterfeiters, but also a key to accomplishment.

Author: Petison, P. Thongthou, S., Lekmoung, K.

Keywords: Means-end theory, laddering interview, new product design fashion apparel, T-shrit

Presented at 2012 Global Marketing Conference 

Print
PDF

An analysis of CEO visions in Thailand

on .

Abstract:

The purpose of this study is to examine whether organizational leaders in Thailand develop a vision for their organizations and employees and how the use that vision. Specific objectives are to explore the vision attribute levels and the various themes embedded in vision contents, and whether these vision contents are sustainable. The sample comprises of 298 CEOs , or other senior representatives assigned by the CEOs, and business owners who were asked to respond to a questionaire containing questions regarding organization visions. All respondents are members of the Thai Chamber of Commerce, which assisted with this study. The findings indicate the top significant vision attributes and the top themes in the vision contents obtained from the result. The rationale for these findings and recommendation for further study is also discussed.

Authors: Saratan, M., Kantamara, P.

Keywords: Vision contents; Vision attributes; Corporate sustainability; Sufficiency Economy

Presented at the 7th Institute for sustainable leadership symposium, Rome, Italy, 6-8 June 2012

Print
PDF

R&D internationalization of emerging-market firms: The influence of the foreign managers and foreign board members

on .

Abstract:

Exiting literature suggests that the international exposure of managers frequently influence top management team (TMT) to lead firms to source technological knowledge in foreign countries. Extant research, however, has not examined the role of foreign managers and foreign board members, whose knowledge can influence in TMT decision to setup international R&D units. However, because of the liability of foreignness and the insufficiency of local knowledge, foreign managers and foreign board members may find it difficult to integrate themselves into the institution-void business environments, resulting in a distortion in the individual cognitive structure and in risk perceptivity. Therefore, I argue that the ratio of foreign managers and ratio of foreign board member negatively correlates to the probability to invest in international R&D units by emerging-market firms.

Author: Kalasin, K.

Presented at SMS 32nd annual international conference, Prague, Czech republic, 7-9 October 2012

Print
PDF

Online social network: usage in Thailand Facebook pages

on .

Abstract:

Online Social Network (OSN) is an increasingly significant part in people daily life nowadays. Not only do OSNs affect lifestyle in connecting with others, sharing information and experience, creating community with old and new friends, but they also play a significant role in online commercial interaction and knowledge sharing within the organization. This paper aims to investigate the factors influencing Online Social Network continual usage in Thailand Facebook pages in the categories of products, services and organizations. Descriptive research by using self-administered questionnaire was employed. It contained information from 456 respondents who actively utilized the Thailand Facebook pages. A survey instrument was developed by applying the Expectation-Confirmation Model (ECM). The research's result found that perceived usefulness, perceived ease of use, perceived enjoyment and perceived information quality are the significant factors of users' satisfaction of OSN. Also, users' satisfaction of OSN is the significant factor of continued OSN usage intention. Specifically, usefulness was found to be the strongest factor affecting user's satisfaction. Practically, the expand ECM presents Facebook provider, Facebook Page Administrators with deeper insights into how to address Facebook page user's satisfaction and continue usage in Thailand Facebook Pages.

Authors: Ractham, V. Thakolsri, Thakolsri, L.

Keywords: Online Social Network, Users' satisfaction, Facebook, Facebook page.

Presented at 2012 International Conference on Business and Information 2012, Sappora, Japan, 3-5 July 2012

Print
PDF

Breaking out of the cage? How institution-based critical resources prevent emerging-economy firms to expand into advanced economies or prevent them from doing so

on .

Abstract:

This study investigates the impact of critical resources on the international expansion of emerging market firms (EM firms). We argue that institution-based critical resources prevent EM firms from expanding into advanced economies. Institution-based critical resources are resources that firms develop to respond to a country's institutional environment. EM firms develop this type of resource to fill institutional voids in a country. The differences in the environmental conditions and institutional frameworks between emerging markets and advanced economies raise significant difficulties for EM firms to transfer their institution-based critical resources to advanced economies, and in turn, encourage firms to improve their current paths and remain in their domestic markets or expand into other developing countries, where the institutional environments are similar to those of their home markets.

Authors: Kalasin, K., Dussauge, P.

Presented at SMS 32nd Annual international conference, Prague, Czech Republic, 7-9 October 2012

Keywords: Emerging market firms; international expansion; developed markets; institution-based critical resources