Year 2013

  • Thoumrungroje, A. (2013), “Understanding of ASEAN Economic Community (AEC): Scale Development and Validation across Singapore, Thailand and Vietnam,” International Conference on Interdisciplinary Research and Development in ASEAN Proceedings, Chiang Mai, Thailand.
    This study develops and validates a new scale to explore the understanding of ASEAN economic community (AEC) among citizens of Singapore, Thailand, and Vietnam, three ASEAN member nations with contrasting levels of economic development and histories. Data were collected via self-administered questionnaires in three official languages (English, Thai and Vietnamese). The final usable samples include 857 Singaporeans, 2,275 Thais, and 265 Vietnamese. The findings reveal both similarities and differences in the way people from these three nations understand AEC. From an initial pool of 14 items, the results from exploratory factor analysis suggested the elimination of four items that were not similarly perceived by people of these national groups. The remaining ten items that were consistently loaded into two similar factors across the three nationals revealed two underlying concepts. The first concept consists of five items, which reflect ‘Regional Competitive Integration’ (RCI), and the second concept comprises a group of five items indicating ‘Regional Economic Cooperation’ (REC). To assess scale reliability, validity, and measurement equivalence of these two concepts, a multiple group confirmatory factor analysis was conducted. The results show that both five-item scales of RCI and REC are reliable and valid as well as possess factorial equivalence or metric invariance. Therefore, future research can incorporate these two concepts into study related to the understanding of regional economic integration by adopting these newly developed scales and perform cross-cultural comparisons.
  • Waranantakul, W. & Thoumrungroje, A. (2013), “Determinants of International Alliance Stability,” International Conference on Interdisciplinary Research and Development in ASEAN Proceedings, Chiang Mai, Thailand.
    Alliance stability is viewed as a vital factor for alliance survival, development, and evolution. It creates the conditions for performance enhancement alliance success. The clear understanding of alliance stability is still needed. Therefore, the objective of this paper is to explore the relationships among goal interdependence, resource complementarity, inter-organizational learning, relational capability, and international alliance stability. We propose that cooperative goal interdependence, high resource complementarity, cooperative inter-organizational learning, and high relational capability are associated with the stability of international alliance. Along with the conceptual model, a number of propositions are developed to facilitate future empirical testing. Moreover, some key managerial implications are also suggested.
  • Thoumrungroje, A. (2013), “The Influence of Social Media Intensity EWOM on Conspicuous Consumption,” The 2nd International Conference on Strategic Innovative Marketing, Prague, Czech Republic.
    An 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), microblogging sites (e.g. Twitter), photosharing 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 behaviour, and also suggests innovative marketing tools that enable firms to capitalize on advanced communication technologies and to adapt to the new virtual life style.
  • Thoumrungroje, A. & Racela, O. C. (2013), “The Contingent Role of Customer Orientation and Entrepreneurial Orientation on Product Innovation and Performance,” Journal of Strategic Marketing, 21 (2), 140-159.
    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.
  • Thoumrungroje, A. & Racela, O. C. (2013), “Thai Beverage Public Company Limited: Thailand Leader, Global Challenger ,” Emerald Emerging Markets Case Studies, 3(2), 1-20.
    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.
  • Podok, T. & Thoumrungroje, A. (2013), “A Comparative Study of Understanding of ASEAN Economic Community between Singaporeans and Thais,” Journal of International Business & Economics, 13 (2), 69-76.
    This study explores and compares the understanding of economic community between citizens of Thailand and Singapore with a specific focus on the upcoming ASEAN Economic Community (AEC). A new scale comprising of the elements that constitute AEC was developed. Survey data were collected by means of self-administered questionnaires, which yielded the final usable samples of 2,275 Thais and 857 Singaporeans. Using exploratory factor analysis via orthogonal rotation, we found two common underlying factors--each of which consists of five items that possess 'same form equivalence', 'factorial similarities' or 'configural invariance' across two national samples. We later labeled the two emerging factors as 1) Regional Competitive Integration ('RCI'), and 2) Regional Economic Cooperation ('REC'). Future research can further validate these new scales across different cultural settings and adopt these new constructs for their studies.
  • Phumpradab, P. & Thoumrungroje, A. (2013), “An Exploratory Study of Consumers’ Attitudes towards ASEAN Economic Integration,” International Journal of Business Research, 13 (2), 35-40.
    This 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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