Office Hours : Mon and Tue 14.00 - 18.00 , Sun 13.00 - 15.00

Email : nittaya@nida.ac.th

Tel. : 02-727-3953

• BA in Business Administration (First Class Honor), Chiang Mai University, Thailand
• Master of Science in Marketing, Northern Illinois University, DeKalb, USA. (Fulbright Scholarship)
• Ph.D. (Marketing), University of Tennessee, Knoxville, USA

SELECTED PUBLICATIONS

Journals:

“Distinctive role of toxic haze in promoting individual and collective pro-environmental behavior of the youth in Thailand,” (with Chirawan Chaisuwan, Benjaphon Kawlabh, and Attadech Lowaphap) Journal of Environmental Management and Tourism, 11(5), 1184-1199, Fall, 2020. ISSN 2068-7729

“Moral licensing vs. moral consistency: Behavioral field evidence at Bangkok’s markets,” (in progress).

“The role of perceived ease of use, trust, and online reviews in mobile commerce adoption among street enterprises,” (under revision to reviewers’ comments).

 “Subliminal persuasion on consumer’s cognitive process: A review” Journal of Applied Economic Sciences, 2019, Volume XIV, Fall 3(65): 791-804,

DOI: https://doi.org/10.14505/jaes.v14.3(65).16

“Leveraging the technology acceptance model for mobile commerce adoption under distinct stages of adoption: A case of micro businesses” (with Tanikan Pipitwanichakarn), Asia Pacific Journal of Marketing and Logistics, 2019, DOI: https://doi.org/10.1108/APJML-10-2018-0448.

“Mobile commerce adoption among the bottom of the pyramid: A case of street vendors in Thailand” (with Tanikan Pipitwanichakarn), Journal of Science and Technology Policy Management, 2018, DOI:  https://doi.org/10.1108/JSTPM-12-2017-0074

“Transformation in global medical tourism industry” (with Michael Czinkota), Transylvanian Review, 2017, 25(3), 6169-6171.

“Can the unconscious mind be persuaded? An overview with marketing implications” International Review of Management and Marketing, 2017, 7(5), 1-9.

https://www.econjournals.com/index.php/irmm/article/view/5782

“Street vending phenomena: A literature review and research agenda, “Thunderbird International Business Review, 2014, 56(1), 55-75. DOI: https://doi.org/10.1002/tie.21596

“Experiential learning process: An example in export plan,” Journal of Institute Research in South East Asia, 2012, 10(1): 102-112 (with Chirawan Chaisuwan).

“Developing and validating AFFINITY: A new scale to measure consumer affinity towards foreign countries” Journal of International Consumer Marketing, 2012, 24(3), 147-167 (with Gillian Rice and Subir Bandyopadhyay).

"Measuring the impact of inter-attitudinal conflict on consumer evaluation of foreign products," Journal of Consumer Marketing, 28(3), 2011, 211-224, (with Subir Bandyopadhyay and Gillian Rice). 

“The role of eBay in pedagogical experiential learning,” Journal of International Business Education, Volume 6: 2011, 102-112 (with Chirawan Chaisuwan).

“Investigating employee creativity in emerging market: A comparison of Thailand and Egypt,” NIDA Business Journal, Issue 7, 2011, 117-142 (with Gillian Rice).

“Multidimensional latent traits of perceived organizational innovation: Differences between Thai and Egyptian employees,” Asia Pacific Journal of Management, 2008, 25: 537-562 (with Gillian Rice).

“Conceptualizing inter-attitudinal conflict in consumer response to foreign brands. International Journal of Consumer Marketing, 2007, 20(1): 51-65 (with Gillian Rice).

“Assessment of the universality of a model of individual creativity and organizational innovativeness,” NIDA Business Journal, 1(2), May 2007, 159-172 (with Gillian Rice).

“Opportunity and threat to SME export: Experience of Thailand,” Export Orientation for Small and Medium Enterprises: Policies, Strategies and Programs, 2001, Tokyo: 108-124, Asian Productivity Organization.

“An  investigation  of  attitudes  and  environmentally  concerned  behavior of  Thai consumers,” Journal  of  International  Consumer Marketing, 1997, 9(3): 21-39 (with Gillian Rice and Orose Leelakulthanit).

“The effect of export promotion on U.S. trade performance: An analysis of industry internationalization,” International Trade Journal, 1997, 11(1):5-37 (with Michael Czinkota).

“The marketing of export promotion: An integrated Model,” Journal of International Commerce, 1997 (with Michael Czinkota).

“Counterfeit purchase intentions: Roles of lawfulness attitudes and product traits as determinants,” Journal of Business Research, 1996, 35(1): 41-53 (with Victor Cordell and Robert Kieschnick)

 “Comparative study of leading American, Japanese, and Korean corporate strategy and financial performance,” Journal of Asia-Pacific Business, 1(1), December1994, 65-96. (with Jooh Lee and Shaker A. Zahra)

“Forces controlling the compliance of the gentlemen's agreement among overseas Chinese businessmen,” Journal of International Consumer Marketing, 5(2), April 1993, 69-83.

 “Modeling determinants of cross border trade in counterfeit goods,” Journal of Global Marketing, 4(3), May 1991, 27-28. (with Victor V. Cordell)

“Some important considerations and implications of overseas inter-cultural studies,” Journal of Teaching in International Business, 2(1), January 1991, 7-19.

“The myth of unified EC product standards,” The International Executive, Volume 32, Issue 6, pages 20–24, May/June 1991. (with John Zerio)

 Book Chapters:

“The impact of ASEAN integration on tourism flows of Thailand,” in Social Sciences and Interdisciplinary Behavior, Eds. Ford Lumban Gaol, et al., FL: Taylor & Francis Group, 2016, 273–278.

 “The Ecology of Street Vending: A Review with Policy Implications,”Interdisciplinary Behavior and Social Sciences. Ed. Ford Lumban Gaol, FL: Taylor & Francis Group, Mar 2015, 131 -136.

“CHAPTER 3: Thailand: Automotive and Parts Cluster" In Ashish Lall (Ed), Facets of Competitiveness: Narratives from ASEAN, Singapore: World Scientific, 2011, 53-82 (with Tatchawan Kanitpong).

“Thailand: Consumer Behavior and Marketing,” In A. Pecotich & C.J. Shultz (Eds), Handbook of Markets and Economies: East Asia, Southeast Asia, Australia, New Zealand, 2006, New York: 611 -665, M.E. Sharpe (with Busaya Virakul and Anusorn Singhapakdi).

“Thailand: Marketing  and Consumer Behavior,” In A. Pecotich & C.J. Shultz (Eds), Marketing  and  Consumer  Behavior  in  East  and  Southeast  Asia , 1998, New York : 667-713,  McGraw-Hill (with Orose Leelakulthanit & Anusorn Singhapakdi).

"Toward a conceptual model of Japanese consumer response to direct marketing", in Czinkota, M., Kotabe, M. (Eds), The Japanese Distribution System, 1993, Probus, Chicago, IL, pp.191-208. (with John Zerio)

"Consumer Responses to Counterfeit Products," in Childers, T.L. et al. (Eds), Marketing Theory and Applications, 1991, p. 247ff. (with Victor V. Cordell).

 Teaching Cases:

“ABC Smart Coffee Maker: A Young Techno Startup,” Asian Journal of Management Cases, 2022, 19(1), https://doi.org/10.1177/0972820121106067

“Tao Kea Noi Seaweed Snack: Going Global,” In Michael Czinkota, Ilkka A. Ronkainen and Michael H. Moffett, International Business (in print).

“ABC Smart Coffee Maker: A Startup,” Asian Journal of Management Cases (accepted for publication)

“Case: Business Opportunities and Challenges in Lesser Developed Member Countries of ASEAN: A Case Study from the Seafood Processing Industry in Thailand” Journal of the International Academy for Case Studies (JIACS), 2017, 23(3), 1-6.

“Teaching note: Business Opportunities and Challenges in Lesser Developed Member Countries of ASEAN: A Case Study from the Seafood Processing Industry in Thailand” Journal of the International Academy for Case Studies (JIACS), 2017, 23(4).

“Case: Survival of a Market Leader in a Regional Integration of Emerging Economies: A Case Study of the Tourism Industry in Thailand” (with Donyaprueth Krairit) Journal of the International Academy for Case Studies (JIACS), 2017, 23(1), 72-93.

“Teaching note: Survival of a Market Leader in a Regional Integration of Emerging Economies: A Case Study of the Tourism Industry in Thailand” (with Donyaprueth Krairit), Journal of the International Academy for Case Studies (JIACS), 2017, 23(2), 49-66.

 “Thai Food in Europe” in Michael Czinkota and Ilkka A. Ronkainen, International Marketing, 10th Edition. 2012, 635-638.

“Working towards Better Vision” in Michael Czinkota and Ilkka A. Ronkainen, International Marketing, 10th Edition. 2012, 341-354. (with Philippe Bonnet).

“Tao kae noi Seaweed Snack” In Michael Czinkota, Ilkka A. Ronkainen and Michael H. Moffett, International Business, 8th Edition. 2010, New Jersey: Wiley, 469-474. 

“Butter Cup Bakery,” Centre for International Management and Development, ASEAN Business Case Studies No. 13, Antwerp, Belgium, 1999 (with An Bossier and Prinya Sathupunya).

“Tollens NV Holland,” Case Collection Update, Thunderbird School of Global Management, 1999, North American edition, 22 pages (with John Zerio).

SELECTED CONFERENCES

“Smog as a Trigger to Engage Sustainable Behaviors of Young Generations,” The International Conference on Advanced Research in Management, Economics and Accounting, Barcelona, Spain, 5-7 September, 2019 (with Chirawan Chaisuwan) (Proceedings) (https://www.dpublication.com/wp-content/uploads/2019/08/732-ARMEA.pdf

“Applying Consumer Neuroscience to Sustainable Behavior Studies,” NIDA International Business Conference 2019, Transforming Business to the Future, Bangkok, Thailand, March 2, 2019 (Proceedings, pp. 343-357)

“Influence of Trust, Online User Review, and Payoff on Mobile Commerce Adoption among Informal Sector,” ISMD 2018 – 15TH Biennial Conference, 5-7 July, Chisinau, Moldova (with Tanikan Pipitwanichakarn)

“Assessing the Possibility of Influencing the Unconscious Thought,” NIDA International Business Conference 2018, Sustainability in Business, Bangkok, Thailand, March 12, 2018

“Neuroscience Tools in Social Science Literature,” NIDA International Business Conference 2017, Bangkok, Thailand, March 4, 2017 (with Tanikan Pipitwanichakarn) (Proceedings, pp. 437-447)

“Integration of Medical Tourism Industry with International Product Lifecycles (IPLC),” The 5th International Congress on Interdisciplinary Behavior and Social Science (ICIBSos 2016), Bali, Indonesia, 05-06 November 2016.

“Adoption of Neuroscience in Social Science Research: Current Status and Future Trends,” The 5th International Congress on Interdisciplinary Behavior and Social Science (ICIBSos 2016), Bali, Indonesia, 05-06 November 2016. (with Tanikan Pipitwanichakarn).

“A Meta-analysis of the Relevance of the Technology Acceptance Model in Explaining Technology Adoption Behavior,” NIDA International Business Conference 2016, Sustainability in Business, Bangkok, Thailand, March 12, 2016 (with Tanikan Pipitwanichakarn). (Proceedings, pp. 218-229)

“Effects of Regional Agreements on Bilateral Tourism Flows:Evidence from Thailand, ASEAN, and CLMV”, The 4th International Congress on Interdisciplinary Behavior and Social Science (ICIBSos 2015), Kazan Federal University, Russia.

“The Ecology of Street Vending: A Review with Policy Implications,” International Congress on Interdisciplinary Behavior and Social Science 2014 (ICIBSoS 2014), Bali, Indonesia. (Best Paper Award)

“Street Vending Policies, Implementation, and Consequences: Review and Research Directions,” Academy of International Business Southeast Asia Regional Conference, Bali, Indonesia, 5-7 December, 2013.

“Assessing the Costs of 'Formality': Street Markets,” The 2012 Global Finance Conference in Chicago, Illinois, USA, May 23-26, 2012 (with Dipinder S. Randhawa).

“Determinant of the Success of Street Vendors and Research Agenda,” The 2012 AMA Global Marketing Special Interest Group Annual Conference, March 29^th – April 1^st, 2012 in Cancun, Mexico (with Dipinder S. Randhawa).

 “Interactive Three-pronged Pedagogical Learning Process: An Example in International Marketing Instruction,” Twentieth Annual World Business Congress, July 3-7, 2011, Poznan, Poland (with Chirawan Chaisuwan).

“Identifying Export Barriers by Using a Sequential Approach,” Twentieth Annual World Business Congress, July 3-7, 2011, Poznan, Poland (with Ludo Cuyvers, Wilma Vivier, and Ermie Steenkamp).

“Life Cycle Overlaps and Specialization Handoffs between Societies: The Example of the Medical Sector,” 2011 AMA Global Marketing Special Interest Group Conference, Cancun, Mexico, January 13-16, 2011 (with Michael Czinkota).

“Is Consumer Product Evaluation Influenced by the Conflicting Feeling of Animosity and Affinity Towards the Producing Country? An Empirical Study,” 2011 AMA Global Marketing Special Interest Group Conference, Cancun, Mexico, January 13-16, 2011 (with Subir Bandyopadhyay and Gillian Rice).

“Exploring the Constructs of Consumer Affinity and Animosity: Their Differential Impact on Thai Consumer Decision Making,” Academy of International Business Southeast Asia Regional Conference: Revitalizing the Global Economy: Challenges and Strategies for Sustainable Growth, December 3-5, 2009, Hong Kong (with Gillian Rice and Subir K Bandyopadhyay). 

"Measuring the Impact of Inter-attitudinal Conflict on Consumer Evaluation of Foreign Products," 2009 INFORMS Marketing Science Conference, June 4-6, University of Michigan, Ann Arbor, Michigan (with Subir Bandyopadhyay and Gillian Rice).

“Country Affinity and Animosity Effects on Product Judgment and Willingness to Purchase,” The AIB 2009 Annual Meeting, Competitive Session, June 27-30, 2009, San Diego, California, USA (with Gillian Rice and Subir Bandyopadhyay).

“Affinity Scale Assessment: Are Affinity and Animosity Opposite Sides of the Same Coin?” Academy of International Business Southeast Asia Regional Conference: Globalization, Innovation, Leadership, December 4-6, 2008, Kuala Lumpur, Malaysia (with Gillian Rice and Subir K Bandyopadhyay).

“The Role of eBay as an Effective Pedagogical Tool,” Academy of International Business Southeast Asia Regional Conference: Globalization, Innovation, Leadership, December 4-6, 2008, Kuala Lumpur, Malaysia (with Chirawan Chaisuwan).

“Thailand: A Rocky Road of Economic Development,” ACI Competitiveness Forum 2008 – Country Case Study, Lee Kuan Yew School of Public Policy, National University of Singapore, May 22-23, 2008, Singapore.

“Distinctive Employee Creativity Traits of Egyptians and Thais,” Academy of International Business Southeast Asia Regional Conference: Taking Up the New Challenge of Global Business, December 6-8, 2007, Hangzhou, China (with Gillian Rice).

 “Antecedents of Employee Creativity and Organizational Innovativeness: A two-Country Study,” Academy of International Business Southeast Asia Regional Conference: Global Vision, Local Competence, December 7-9, 2006, Bangkok, Thailand (with Gillian Rice).

“Predictors of Perceived Individual Creativity and Organizational Innovativeness in Egypt and Thailand,” Academy of International Business Annual Meeting, June 23-26, 2006, Beijing, China (with Gillian Rice).

“Assessment of the Universality of a Model of Individual Creativity and Organizational Innovativeness,” The Third JIBS Paper Development Workshop, Academy of International Business, June 23-26, 2006, Beijing, China (with Gillian Rice).

“Consumer Animosity and Foreign brands: A Conceptual Framework of the Impact of Attitudinal Conflict on Consumer Response,” BAM (British Academy of Management) Saïd Business School, University of Oxford, September13-15, 2005 (with Gillian Rice)

SELECTED PUBLICATIONS (in Thai) 

“US Healthcare Reform โอกาส Medical Tourism ในไทย” Competitiveness Review (NIDA           Business School), มกราคม -สิงหาคม 2553, เล่มที่ 5 หน้า 44-46. (“US Healthcare Reform       & Opportunity for Thailand’s Medical Tourism,” Competitiveness Review (NIDA    Business School) (with Michael Czinkota)

“Neuromarketing กับอนาคตในปัจจุบัน,” Competitiveness Review (NIDA Business School), ตุลาคม - ธันวาคม 2552, เล่มที่ 4 หน้า 50-61. (“Neuromarketing, Future is now,” Competitiveness Review NIDA Business School), October-December 2009, 1(4), 50-61.)

“Starbucks Coffee: CSR ในหลากมิติ,” Competitiveness Review (NIDA Business School), ธันวาคม 2551, ปีที่ 1 เล่มที่ 2 หน้า 40-58.(“Starbucks Coffee: Various Dimensions of CSR,” Competitiveness Review (NIDA Business School), December 2008, 1(2), 40-58.)

“Custom FITT นิยามความสำเร็จแบบ Blue Ocean,” Competitiveness Review (NIDA Business School), กันยายน - ตุลาคม, 2551, ปีที่ 1 เล่มที่ 1 หน้า 55-74. (“Custom FITT: Definition of Blue-Ocean Styled Success” Competitiveness Review (NIDA Business School), September-October, 2008, 1(1), 55-74.)

“กลยุทธ์ของผู้ส่งออกไทยในโลกของการแข่งขัน,” NIDA Business Journal, ปีที่่ 1 เล่มที่ 3 พฤศจิกายน 2550 หน้า 5-19. (“Strategies of Thai Exporters in Competitive World,” NIDA Business Journal, 1(3), November, 2007, 5-19.)

TEXTBOOKS

การวิจัยตลาด เทคนิคขั้นสูง (เขียนร่วมกับ รศ.ดร.พัชรา ตันติประภา), พ.ศ. 2555

การค้าและการตลาดระหว่างประเทศ ในมุมมองของไทย, พ.ศ. 2555

คู่มือการวินิจฉัยธุรกิจและการกำหนดกิจกรรมแก้ไข, พ.ศ. 2557

Google scholar citation index: http://scholar.google.com/citations?user=Woz4FOQAAAAJ&hl=en

International professional activities : 

• Review board member, Journal of International Consumer Marketing, Taylor & Francis, (http://www.tandfonline.com)

• Editorial advisory board, Global Business and Organizational Excellence, Wiley 
  Periodicals, Inc (http://onlinelibrary.wiley.com)

• Reviewer for Asia Journal of Management Cases

• Reviewer for European Journal of Marketing,

กิจกรรมในประเทศไทย :

• อาจารย์ราชพฤกษ์ (ทางด้านการสอน) สถาบันบัณฑิตพัฒนบริหารศาสตร์ ปี??
• กรรมการฝ่ายวิชาการ หลักสูตรนักบริหารการทูต รุ่นที่ 7 สถาบันการต่างประเทศเทวะวงศ์วโรปการ กระทรวงการต่างประเทศ
• คณะกรรมการพิจารณากลั่นกรองคุณสมบัติและผลงานทางวิชาการ สถาบันบัณฑิตพัฒนบริหารศาสตร์
• คณะกรรมการชุดร่างข้อบังคับฯ ว่าด้วยตำแหน่งวิชาการ สถาบันบัณฑิตพัฒนบริหารศาสตร์
• ผู้จัดการ ศูนย์ปัญญทัศน์เพื่อการจัดการ (Management Insight Lab) คณะบริหารธุรกิจ สถาบันบัณฑิตพัฒนบริหารศาสตร์ รับผิดชอบทางด้านประสาทวิทยาทางธุรกิจ

การฝึกอบรมทางด้านการตลาดประสาทวิทยา (Neuromarketing) ให้องค์กร และสถาบันการศึกษา

Google Scholar Citation: https://scholar.google.com/citations?user=Woz4FOQAAAAJ&hl=en