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Article
Publication date: 18 December 2019

Penpattra Tarsakoo and Peerayuth Charoensukmongkol

This paper aims to explore the contribution of social media marketing capability on business performance of firms in Thailand. The conceptualization of social media…

Abstract

Purpose

This paper aims to explore the contribution of social media marketing capability on business performance of firms in Thailand. The conceptualization of social media marketing capability was developed using five aspects of the spanning capabilities of Day’s strategic framework.

Design/methodology/approach

Questionnaire data were collected from business entrepreneurs in Thailand who attended seminar and training courses (N = 364). Partial least squares structural equation modeling was used to analyze data.

Findings

Among five aspects of social media marketing capability, social media product development capabilities and social media marketing implementation capability were positively and significantly related to customer relationship performance and financial performance; social media marketing communication capability had a significantly positive relationship only with customer relationship performance, whereas social media planning capability was found to have a significantly positive relationship only with financial performance. However, the analysis did not find the significant relationship between social media pricing capability and the two aspects of firm performance.

Research limitations/implications

First, the results were obtained using cross-sectional data collection. Second, the data were collected using convenience sampling. Third, the performance variables used in the analysis are perceptual measures. Finally, the study was only conducted in Thailand context and did not lend itself to any general applicability.

Practical implications

This research suggests that it is important for Thai companies that rely on social media to develop marketing capabilities and learn how to incorporate social media into their marketing activities.

Originality/value

This study built a conceptual foundation of social media marketing capabilities based on Days strategic framework which provided a complete and comprehensive view about social media applications that can be integrated into different areas of marketing activities.

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Article
Publication date: 27 August 2020

Peerayuth Charoensukmongkol and Pornprom Suthatorn

This research examined the relationships between improvisational behavior, adaptive selling behavior and sales performance of direct sellers in Thailand. This research…

Abstract

Purpose

This research examined the relationships between improvisational behavior, adaptive selling behavior and sales performance of direct sellers in Thailand. This research also investigated whether these relationships are moderated by the degree of challenge orientation and sellers' knowledge about the products.

Design/methodology/approach

The data were collected through a survey with sellers from a subsidiary of a multinational corporation located in Bangkok, Thailand (n = 172). Partial least squares–structural equation modeling was used to analyze the data.

Findings

Results from data analysis revealed positive relationships between improvisational behavior, adaptive selling behavior and sales performance. The relationship between improvisational behavior and adaptive selling behavior, as well as the relationship between adaptive selling behavior and sales performance, significantly depended on the degree of challenge orientation and the sellers' knowledge about the products.

Research limitations/implications

The data were collected using self-report measures; the sample was sellers from a single sales organization, and cross-sectional data were used for the analysis. Overall, this study is the exploratory research that does not intend to prove the causal effect of improvisational behavior, but rather to provide new insight on some conditional factors that influence its effectiveness.

Practical implications

It is essential for sales organizations to ensure that their sales force has adequate improvisational skills to handle sales adaptations effectively during unexpected sales situations. Some training may be offered to the sales force to develop these imperative improvisational skills.

Originality/value

The results regarding the moderating effect of challenge orientation and product knowledge provided additional insight to prior research about the potential conditions that influence the effectiveness of improvisational behavior and adaptive selling behaviors.

Details

International Journal of Productivity and Performance Management, vol. ahead-of-print no. ahead-of-print
Type: Research Article
ISSN: 1741-0401

Keywords

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Article
Publication date: 18 June 2021

Peerayuth Charoensukmongkol

This paper examines the effect of improvisational behavior of entrepreneurs on firm performance of small and medium enterprises (SMEs) in Thailand during the economic…

Abstract

Purpose

This paper examines the effect of improvisational behavior of entrepreneurs on firm performance of small and medium enterprises (SMEs) in Thailand during the economic crisis following the COVID-19 pandemic. The study also explores external factors in terms of competitive intensity and internal factors in terms of financial and human resources possessed by firms that could enhance the impact of improvisational behavior on firm performance.

Design/methodology/approach

A self-administered online questionnaire survey was used to collect the data from the random sample of 312 SMEs in Thailand. Partial least squares structural equation modeling was used to analyze the data.

Findings

The analysis supports the positive relationship between the improvisational behavior of entrepreneurs and firm performance. Moreover, the moderating effect analysis shows that the positive impact of improvisational behavior on firm performance tends to be stronger for firms that encountered a higher level of competitive intensity and for firms that possessed a higher level of financial and human resources.

Originality/value

This research extends the knowledge from prior research by confirming some moderating factors that could strengthen the benefit of improvisational behavior during the crisis.

Details

Management Research Review, vol. ahead-of-print no. ahead-of-print
Type: Research Article
ISSN: 2040-8269

Keywords

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Article
Publication date: 1 December 2020

Jihong Zhou and Peerayuth Charoensukmongkol

This study aims to draw on the categorization theory to explore the mediating role of customer qualification skills in explaining how social media use in sales contributes…

Abstract

Purpose

This study aims to draw on the categorization theory to explore the mediating role of customer qualification skills in explaining how social media use in sales contributes to salespeople’s adaptive selling behaviors to achieve high sales performance in export selling. The study also integrates network effect theory and social linguistics theory to identify the specific social media platform (Facebook versus non-Facebook) and the characteristics of salespeople in terms of English language proficiency, which play a facilitating role in promoting the effectiveness of social media use in export sales.

Design/methodology/approach

The sampling frame of the research is a list of Chinese export salespersons obtained on the FOB Business Forum website. Survey data were obtained from 873 Chinese export salespeople. Partial least squares structural equation modeling was performed to analyze the data.

Findings

Social media use in sales is associated positively with customer qualification skills and adaptive selling behaviors. Moreover, the results revealed a partial mediating effect of customer qualification skills on the positive impact of social media use in sales on adaptive selling behaviors. The moderating effect analysis found that the positive association between social media use in sales and customer qualification skills was stronger in export salespeople who used Facebook and had mastered a high level of English language proficiency.

Originality/value

This study provides new findings, based on data collected from salespeople in Mainland China, that support the effectiveness of social media use in an export sales context. Moreover, the study advances prior research by showing that the effectiveness of social media use still depends on the type of social media used and the English language proficiency of the salespeople.

Details

Journal of Asia Business Studies, vol. 15 no. 2
Type: Research Article
ISSN: 1558-7894

Keywords

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Article
Publication date: 4 February 2020

Ekawee Vaitoonkiat and Peerayuth Charoensukmongkol

This study aims to investigate stakeholder orientation’s influence on firm’s performance and analyze four types of stakeholder orientations: customer, competitor, employee…

Abstract

Purpose

This study aims to investigate stakeholder orientation’s influence on firm’s performance and analyze four types of stakeholder orientations: customer, competitor, employee and shareholder. Moreover, this research extended the previous literature by examining perceived market uncertainty’s moderating effect, which can influence the effects of the orientation to all four stakeholder groups’ effects on firm performance.

Design/methodology/approach

The study collected questionnaire data from 370 small and medium-sized enterprises in the steel fabrication industry in Thailand, and hierarchical regression analysis was used to test the hypotheses.

Findings

The results of the main effect analysis indicated that customer, competitor and employee orientation affected firm’s performance positively and significantly; however, the analysis did not support shareholder orientation’s significant contribution. Moreover, the analysis of the moderating effect showed that perceived market uncertainty moderated customer and competitor orientation’s effect on firm’s performance positively and significantly. However, perceived market uncertainty moderated employee and shareholder orientation’s effects on firm’s performance negatively and significantly.

Originality/value

This study advances prior research by showing that stakeholder orientation’s role in firms’ performance may be contingent on the nature of market conditions that firms experience. In particular, this research demonstrated that not all aspects of stakeholder orientation may be beneficial for firms to maintain high performance under high market uncertainty.

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Article
Publication date: 8 June 2021

Jenette Villegas Puyod and Peerayuth Charoensukmongkol

This study examines the effects of workplace rumors and organizational formalization on the degree of role ambiguity and emotional exhaustion that university employees in…

Abstract

Purpose

This study examines the effects of workplace rumors and organizational formalization on the degree of role ambiguity and emotional exhaustion that university employees in the Philippines are experiencing during the coronavirus disease 2019 (COVID-19) pandemic. The interaction between the two variables is also analyzed.

Design/methodology/approach

Online survey data were obtained from 522 faculty members and staff at three public universities in the Philippines. The data were analyzed using partial least squares structural equation modeling.

Findings

The results show that both workplace rumors and organizational formalization are associated positively with role ambiguity and emotional exhaustion, and role ambiguity mediates workplace rumors' effect on emotional exhaustion. Moreover, the moderating effect analysis shows that workplace rumors and organizational formalization interact and intensify the degree of role ambiguity and emotional exhaustion that employees experience.

Originality/value

This study extends previous research by showing that employees who work in a highly formal structure can be extremely sensitive to workplace rumors during a period of uncertainty.

Details

Corporate Communications: An International Journal, vol. ahead-of-print no. ahead-of-print
Type: Research Article
ISSN: 1356-3289

Keywords

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Article
Publication date: 7 July 2020

Peerayuth Charoensukmongkol and Arti Pandey

This paper aims to examine the effect of the cultural intelligence (CQ) of salespeople, who engage in cross-cultural selling, on the quality of cross-cultural sales…

Abstract

Purpose

This paper aims to examine the effect of the cultural intelligence (CQ) of salespeople, who engage in cross-cultural selling, on the quality of cross-cultural sales presentations (CSSP) they demonstrate. Based on the self-efficacy theory, this research proposes that the effect of CQ on the quality of CSSP is mediated by sales self-efficacy (SSEF). Moreover, this research explores whether the effect of CQ on SSEF and the quality of CSSP can be moderated by the level of challenge orientation (CHO) that salespeople exhibit.

Design/methodology/approach

Survey data were collected from 282 salespeople who work at international tradeshows in Japan, India and Vietnam. Partial least squares structural equation modeling was used for data analysis.

Findings

The results support the significant effect of sales-efficacy that partially mediates the association between CQ and CSSP. Moreover, the analysis of the moderating effect of CHO significantly shows that the positive association between CQ and CSSP is stronger for salespeople who possess low levels of CHO than those who possess high levels of CHO.

Originality/value

From the theoretical perspective, this research contributes to CQ literature by using the self-efficacy theory as a framework to provide a theoretical explanation as to why CQ could allow salespeople to perform better in sales communication with foreign customers. Moreover, this research broadens the knowledge of previous CQ research by showing that CQ might be particularly more important for individuals who lack CHO attitude toward the tasks they perform.

Details

Management Research Review, vol. 43 no. 12
Type: Research Article
ISSN: 2040-8269

Keywords

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Article
Publication date: 7 January 2019

Arti Pandey and Peerayuth Charoensukmongkol

This study aims to examine the contribution of cultural intelligence (CQ) to the level of adaptive selling behavior and customer-oriented selling behavior of salespeople…

Abstract

Purpose

This study aims to examine the contribution of cultural intelligence (CQ) to the level of adaptive selling behavior and customer-oriented selling behavior of salespeople in a cross-cultural selling context.

Design/methodology/approach

This study collected data from a total of 210 Thai salespeople who had been assigned to work at trade shows in Japan (n = 110) and in Vietnam (n = 100).

Findings

The findings show that salespeople with higher CQ tend to demonstrate a higher degree of adaptive selling behavior and customer-oriented selling behavior in both countries. The moderating effect analysis shows that the positive relationship between CQ and adaptive selling behavior is significantly higher for Thai salespeople in Japanese trade shows than in Vietnamese trade shows.

Research limitations/implications

This study uses cross-sectional data collection; therefore, the results have been interpreted as associations, but not causations.

Practical implications

The study suggests that CQ development programs could be considered as part of the training that organizations provide to salespeople to develop cross-cultural competencies to deal effectively with foreign customers.

Originality/value

This study provides additional evidence concerning the benefits of CQ in an occupational area that has not been previously explored. More importantly, the result regarding the positive linkage between CQ and adaptive selling behavior was significantly stronger in the country characterized by higher cultural differences. This also contributed to CQ research by showing that differences in a cultural context might also influence the benefits of CQ in relation to the outcome variables.

Details

Journal of Asia Business Studies, vol. 13 no. 1
Type: Research Article
ISSN: 1558-7894

Keywords

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Article
Publication date: 31 January 2020

Ekawee Vaitoonkiat and Peerayuth Charoensukmongkol

The purpose of this paper is to explore the interaction effect of entrepreneurial orientation and stakeholder orientation on the business performance of small and medium…

Abstract

Purpose

The purpose of this paper is to explore the interaction effect of entrepreneurial orientation and stakeholder orientation on the business performance of small and medium enterprises. In particular, four components of stakeholder orientation including customer orientation, competitor orientation, employee orientation and shareholder orientation were considered as the moderating factors to analyze the interaction effect between each of these stakeholder groups and the entrepreneurial orientation on firms’ performance. This research used resources-based views of firms and stakeholder theory as an integrated theoretical framework to explain the interaction effect of entrepreneurial orientation and stakeholder orientation on firms’ performance.

Design/methodology/approach

Survey data were collected from 370 small and medium firms in the steel fabrication industry in Thailand using probability sampling. Partial least-squares structural equation modeling was used for model estimation.

Findings

The results significantly supported a positive contribution of entrepreneurial orientation to firms’ performance. The moderating effect analysis additionally found that the contribution of entrepreneurial orientation to firms’ performance was positively moderated by customer orientation but negatively moderated by shareholder orientation.

Originality/value

This research extended prior studies on entrepreneurial orientation by using resource-based views of firms and stakeholder theory as an integrated theoretical framework to explain the interaction effect of entrepreneurial orientation and stakeholder orientation on firms’ performance.

Details

Journal of Entrepreneurship in Emerging Economies, vol. 12 no. 4
Type: Research Article
ISSN: 2053-4604

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Article
Publication date: 24 April 2020

Akaraphun Ratasuk and Peerayuth Charoensukmongkol

This research investigates knowledge sharing and innovation on the part of culturally diverse teams in the restaurant business and their relation to cultural intelligence…

Abstract

Purpose

This research investigates knowledge sharing and innovation on the part of culturally diverse teams in the restaurant business and their relation to cultural intelligence (CQ), in which CQ was conceptualized as a team-level variable.

Design/methodology/approach

Survey data were collected from 103 cross-cultural teams in restaurants located in five popular tourist destinations in Thailand and were derived from multiple sources to prevent common method bias. The data that measured team CQ and knowledge sharing were collected from all members in each team and were averaged to create aggregate measures at the team level, while the team supervisor evaluated the teams' innovative performance. Partial least squares structural equation modeling was used in the data analysis.

Findings

The results indicated that those teams that demonstrated high CQ tended to exhibit a greater degree of team knowledge sharing and receive higher evaluations of their innovative performance than did those that demonstrated low CQ. The results also showed that team knowledge sharing mediated the relation between team CQ and innovation.

Originality/value

CQ's contribution in cross-cultural teams measured at the team level contributes additional knowledge to prior CQ research that rarely has investigated the phenomenon at the aggregate level.

Details

Asia-Pacific Journal of Business Administration, vol. 12 no. 2
Type: Research Article
ISSN: 1757-4323

Keywords

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