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Faculty & Research

Assoc.Prof.Orose Leelakulthanit

Faculty

Assoc.Prof.Orose

Contact

Office Hours : Wed 13.00 - 16.00, Thu 13.00 - 16.00

อีเมล : orose@nida.ac.th

โทรศัพท์ : 02-727-3966

BIOGRAPHY

Education

Ph. D., Marketing, Indiana University, 1989

M.B.A. , Thammasat University, 1980

B. Sc., Pharmacy, Mahidol University, 1976

Academic Appointments at NIDA

1995 – present Associate Professor

1992 - 1995 Assistant Professor

1989 - 1992 Lecturer

Administrative Appointments at NIDA

2010 – 2013 Executive Committee for AACSB

2010 – present Executive Committee for Flexible MBA Program

2010 – 2013 Executive Committee for Young Executive MBA Program

2008 – 2010 Executive Committee for Ph.D. in Finance

2007 - 2010 Executive Committee for the Regular MBA Program

2005 – 2010 Executive Committee of English MBA Program

2004 – 2007 Executive Committee for Joint Program of Master in Business and Information Technology

2001- 2004 Executive Committee for International MBA Program – Asia Pacific

2001- 2004 Executive Committee for Executive MBA Program

2001 Executive Committee for Flexible MBA Program

1998 - 2001 Executive Committee for Young Executive MBA Program

1992 – 1994 Executive Committee for Executive MBA Program

1990 - 1992 Associate Dean for Academic Affairs

Past Experience

2003 , Mar. Scholar in Residence at University of Antwerp, Belgium

1986 Associate Instructor, Indiana University, School of Business,
U.S.A.

1976 – 1981 Researcher, Ministry of Public Health, Department of Medical
Science

1976 Pharmacist, Watchira Hospital

Teaching

  • Doctoral Seminar in Marketing
  • MBA courses in:
  • Marketing Management
  • Consumer Behavior
  • International Marketing
  • Marketing Research
  • Seminar in Managing International Business Strategy in the Global Economy

Professional Memberships

  • American Marketing Association
  • Academy of International Business
  • Association for Consumer Research

Honors and Awards

  • Attakorn Fellowship for Thai Outstanding Graduate Student of Indiana University
  • National Institute of Development Administration - Indiana University Exchange
  • Fellowship
  • Silver Medal Award from Mahidol University

Current Research and Interests

  • Quality of Life, Customer value, Consumer behavior, Strategic marketing

Books

  • Consumer Behavior and Marketing in Thailand (with Nittaya Wongtada and Anusorn Singhapakdi), a chapter in Marketing and Consumer Behavior in East and Southeast Asia, edited by Anthony Pecotich and Clifford J Shultz II, Sydney: McGraw-Hill, 1998.
  • Women in Management in Thailand (with Sununta Siengthai), a chapter in Competitive Frontiers:Women Managers in a Global Economy, edited by Nancy J. Adler and Dafna N. Izraeli, Basil Blackwell, 1993.

Selected Papers and Publication

“The factors Affecting Life in Moderation,” Asian Social Science, 13(1), 2017, 106-113.

“The Relative Importance of Competing Theories in Explaining Life Satisfaction,” International Journal of Applied Business and Economic Research, 14(1), 2016, 347-365.

“Competitive Marketing Strategies for Buying Organic Food,” International Journal of Applied Business and Economic Research, 14(1), 2016, 141-154.

“Word of Mouth As an Influencer of Organic Food Purchase,” International Journal of Applied Business and Economic Research,13(5), 2015, 3343-3357.

“Life Satisfaction of Thai Gen Y in Relation to Self and Others,” International Journal of Applied Business and Economic Research, 13(4), 2015, 1657-1673.

“The determinants of green product purchasing across socio-economic groups," International Journal of Applied Business and Economic Research, 12(4), 2014,
1103-1117.

“The Happiness of Gen Y Female and Male Shoppers,” (with Boonchai Hongcharu), International Journal of Applied Business and Economic Research, 12(4), 2014, 1195-1206.

“Sustainability: The Case of Siam Cement Group (SCG),” Journal of Business Case Studies, 10 (4), 2014, 441-445.

“The Factors Affecting the Adoption of LED Lamps,” International Business & Economics Research Journal, 13(4), 2014, 757-767.

“Life Satisfaction of Gen Y Shoppers,” Journal of Business & Economics Research, 12(3), 2014, 299-305.

“The Happiness of Internet and Non-Internet Users in Thailand,” International Journal of Advanced Research in Business, 1(3), 2013-2014, 30-39.

“The Happiness of Gen Y Female and Male shoppers,” Proceedings of the 1st International Conference on New Directions in Business, Management, Finance and Economics, Eastern Mediterranean University and Industrial Management Institute, Famagusta, Northern Cyprus, pp. 1-8, Sept. 12-14, 2013.

“Life Satisfaction of the Internet and Non-Internet Users in Thailand,” International Business & Economics Research Journal, 12(40), 2013, 415-426.

“Factors Driving Computer Referrals and Usage: An Empirical Study in Banking Sector,” (with Ranjan B. Kini & Subir Bandyopadhyay), International Journal of Computer and Information technology, 2(2), 2013, 297-302.

“The Relationship of Sustainable Consumption and Life Satisfaction,” Journal of Business Management and Administration, 1(1), 2013, 1-8.

“Factors Influencing Smartphone Repurchase,” (with Boonchai Hongcharu), Journal of Business and Economics Research, 10(11), 2012, 623-628.

“Reconceptualization of Life Satisfaction in Thailand: The case of Bangkokians after the
Flood Crisis,” (with Boonchai Hongcharu), International Journal of Business & Social Research, 2(5), 2012, 144-157.

“Perceived Customer Value regarding Eco-cars,” (with Boonchai Hongcharu), Journal of Global Business Management, 8(1), 2012, 74-79.

“Factors That Impact Customer Satisfaction: Evidence from the Thailand Mobile Cellular
Network Industry,” (with Boonchai Hongcharu), International Journal of Management and Marketing Research, 4(2), 2011, 67-76.

“The Determinants of Brand Loyalty in the Online and Offline Banking Sectors,” (with Boonchai Hongcharu), Journal of Global Business Management, 7(1), 2011, 83-95.

“Marketing for Life in the Economic Recession Time,” (with Boonchai Hongcharu),
International Business & Economics Research Journal, 10(4), 2011, 57-66.

“Brand Values, Corporate Identity and Reputation As the Motivation to Buy,” Proceedings of the 2009 Annual Conference of Academy of Marketing, Leeds, United Kingdom, July 6-9, 2009.

“Determinants of Brand Loyalty in Inflationary Times,” (with Subir Bandyopadhyay), at Marketing Science, Ann Arbor, Michigan, June 4-6, 2009.

“Customer Values of Thai Outbound Tourists,” Paper presented at the 6th International Conference on Marketing, Athens, Greece, July 7-10, 2008.

“Drivers of Palm Diesel Oil Usage,” Proceedings of the 2006 Annual Conference of
Australian and New Zealand Marketing Academy Conference, Brisbane, Australia,
December 4-6, 2006.

“Corporate Social Responsibility and Marketing for Life,” Journal of Business Administration, 29(110), 2006, 55-63 (Text in Thai).

"A Larger Role of Marketing," Working Paper, 2005.

“Women in E-Business in Thailand,” Proceedings of the 2005 APEC Forum on Digital
Economy for Women, Seoul, Korea, August 22-23, 2005.

“Customer Values,” presented at SCP Advertising and Consumer Psychology Conference, Washington D. C., May 20-22, 2005.

“The Changing of Thai Consumers in the Last Decade,” CAS Discussion Paper No 41,
Center for ASEAN Studies of University of Antwerp, Belgium, June 2003

“Internet As a Strategic Tool for Economic Development in Thailand,” Thai Journal of Development Administration, 40 (3), 2000, 75-82.

“Solving Thai Business Crisis,” Thai Journal of Development Administration, 40(4), 2000, 51-60 (Text in Thai).

“Relationship Marketing in Thailand,” (with Boonchai Hongcharu) Proceedings of the 2000 Annual Conference of the Academy of International Business Southeast Asia Region, Hong Kong SAR, People’s Republic of China, July 23-26, 2000.

“Quality of Education and Quality of Life,” presented at the Third Conference of the International Society for Quality of Life Studies, Girona, Spain, July 20-22, 2000.

“Competitiveness in the Gems, Diamonds and Jewellery Business: A Comparative Analysis Between Belgium and Thailand,” (with Ludo Cuyvers and Michel Dumont) Proceedings of the Marketing Strategies for Global Organizations Mini-Conference under the Marketing Strategy Special Interest Group of the American Marketing Association, Buenos Aires, Argentina, June 28 – July 1, 2000.

“Cross National Comparison of Thai International Joint Venture,” (with Marjorie Lyles), a paper presented at the Eighth Pacific Basin Finance, Economics and Accounting Conference and the Second ADSGM International Conference, Bangkok, Thailand, June 1-2, 2000.


“Vinythai: A Case Study on the Establishment of a Petrochemical Joint Venture Between a Belgian and a Thai Company,” (with An Bossier and Ludo Cuyvers), Journal of Euro-Asian Management, 4(3), 1998.

“An Investigation of Self-Effiicacy and Environmentally Concerned Behavior of Thai Consumers,” ( with Gillian Rice and Nittaya Wongtada) , Journal of International Consumer Marketing , 9(2), 1996.

“Case Studies: Transnational Corporations in the Manufacturing Sector,” in Impacts of Transnational Corporations on Regional Development in the ASEAN Region, UNCRD Research Report Series No. 15, edited by Josefina M. Ramos and Upali Ananda Kumara, Nagoya: United Nation Centre for Regional Development, 1995.

“A Cross-Cultural Study of Moral Philosophies, Ethical Perceptions and Judgments: A Comparison of American and Thai Marketers,” (with Anusorn Singhapakdi and Scott J. Vitel), International Marketing Review, ll (4), 1994, 65-78.

“An Investigation of Attitude and Environmentally Concerned Behavior of Thai Consumers,” (with Nittaya Wongtada and Gilian Rice), submitted for presentation at l994 Asia Pacific Conference, Singapore, June l3-l6, l994.

“Green Consumer Segments in Thailand,” (with Nittaya Wongtada) The Fourth Symposium on Cross-Cultural Consumer and Business Studies, Honolulu, Hawaii, December l6-l8, l993.

“Joint Venture Development in the Thai Electronics Industry,” (with Marjorie Lyles), Second conference on Joint Ventures in East Asia, Bangkok, Thailand, December l6-l7, l993.

“Cross Cultural Comparison of Quality of Life of Thais and Americans,” (with Ralph Day), Social Indicators Research, 30, l993, 49-70.

“Predicting The Consumer Complaint Behavior in Food Service : An Empirical Test of Two Alternative Models,” (with Dong H. Lee), Journal of Consumer Satisfaction, Dissatisfaction, and Complaining Behavior, l993.

“Competitive Position of ASEAN Countries in The World Garment Industry,” (with Nikorn Wattanapanom), Proceedings of the Second World Business Congress on Managing East-West Business in Turbulent Times, Turku, Finland, June l993, 685-698.

“Competitive Strategies for Thai Garment Industry,” (with Nikorn Wattanapanom et al.) in a report, A Study for Productivity and Management Improvement for Thai Garment Manufacturers, Submitted to Thai Garment Manufacturers Association, September, l992 (Text in Thai).

“Quality of Life in Thailand,”(with Ralph Day), Social Indicator Research, 27, l992, 41-57.

“Investigating the Relationship Between Marketing and Overall Satisfaction with Life in a Developing Country,” (with Ralph Day and Rockney Walters), Journal of Macromarketing, Spring l99l, 3-23.

“An Exploratory Cross-Cultural Study of the Quality of Life: A Comparison of Samples from Thailand and the United States,” (with Ralph L. Day), Proceedings of the Second International Conference on Marketing and Development, Budapest, Hungary, July l988, 218-21.

Cases

“Case: The Perceived Risk and Value of Shell Gasohol,” International Journal of Advanced Research in Business, 1(1), 2013, 18-23.

“ASEAN Tourism ,” Compendium First Conference on Case Method and Research on Asian Business Management, Hong Kong, August l7-l9, l995.

“ A Trailer-Building Thai-Belgian joint Venture: A Case Study,” (with Ludo Cuyvers, Philippe De Lombaerde, Beatrix Dewulf and Danny Vandenbulcke), submitted for presentation at The Thirteenth International Conference Case Method Research & Application, Warsaw,Poland, June 23-26, 1996

Orose Leelakulthanit’s Biography

Dr. Orose Leelakulthanit is an associate professor of marketing at NIDA Business School, National Institute of Development Administration, Bangkok, Thailand. She received her Ph.d. in marketing from Indiana University, U.S.A. in 1989. Her academic research has been in marketing and consumer behavior. Her main research interests include green marketing, sustainable consumption and quality of life issues.

PUBLICATIONS

2543 การเปลี่ยนแปลงในเรื่องคุณภาพชีวิตของคนกรุงเทพในทศวรรษที่ผ่านมา, - , คณะบริหารธุรกิจ นิด้า

2551 Customer Values of Thai Outbound Tourists, Customer Values of Thai Outbound Tourists , คณะบริหารธุรกิจ สถาบันบัณฑิตพัฒนบริหารศาสตร์

2552 Brand Values, Corporate Identity and Reputation As The Motivation to Buy, Brand Values, Corporate Identity and Reputation As The Motivation to Buy , คณะบริหารธุรกิจ

2553 Marketing for Life in The Economic Recession Time, Marketing for Life in The Economic Recession Time , คณะบริหารธุรกิจ สถาบันบัณฑิตพัฒนบริหารศาสตร์

2553 Factors That Impact Customer Satisfaction : Evidence from the Thailad Mobile Cellular Network Industry, ชื่อเดิม How Utilitarian benefits, Hedonic benefits and Corporate Image Influence Customer Satisfaction: A Study of the Mobile Cellular Network Industry in Thailand , คณะบริหารธุรกิจ สถาบันบัณฑิตพัฒนบริหารศาสตร์

2554 The Determinants of Brand Loyalty in The Online and Offline Banking Sectors, The Determinants of Brand Loyalty in The Online and Offline Banking Sectors , คณะบริหารธุรกิจ

2554 Perceived Customer Value Regarding Eco-cars, Perceived Customer Value Regarding Eco-cars , คณะบริหารธุรกิจ

2555 Influences on Smartphone Repurchase, Influences on Smartphone Repurchase , คณะบริหารธุรกิจ

2555 Reconceptualization of Life Satisfaction in Thailand: The Case of Bangkokians after The Flood Crisis, Reconceptualization of Life Satisfaction in Thailand: The Case of Bangkokians after The Flood Crisis , คณะบริหารธุรกิจ

2556 Life Satisfaction Of The Internet And Non-Internet Users in Thailand, Life Satisfaction Of The Internet And Non-Internet Users in Thailand , คณะบริหารธุรกิจ

2556 The Relationship of Sustainable Consumption and Life Satisfaction, The Relationship of Sustainable Consumption and Life Satisfaction , คณะบริหารธุรกิจ

2556 The Perceived Risk and Value of Shell Gasohol, The Perceived Risk and Value of Shell Gasohol , คณะบริหารธุรกิจ

2556 The Happiness of Internet and Non-Internet Users in Thailand, The Happiness of Internet and Non-Internet Users in Thailand , คณะบริหารธุรกิจ

2557 Sustainability: The Case of Siam Cement Group (SCG), Sustainability: The Case of Siam Cement Group (SCG) , คณะบริหารธุรกิจ

2557 The determinants of green product purchasing across socio-economic groups, The determinants of green product purchasing across socio-economic groups , คณะบริหารธุรกิจ

2557 The Happiness of Gen Y Female and Male Shoppers, The Happiness of Gen Y Female and Male Shoppers , คณะบริหารธุรกิจ

2558 Life Satisfaction of Thai Gen Y in Relation to Self and Others, Life Satisfaction of Thai Gen Y in Relation to Self and Others , คณะบริหารธุรกิจ

2558 Word of Mouth as an Influencer of Organic Food Purchase, Word of Mouth as an Influencer of Organic Food Purchase , คณะบริหารธุรกิจ

2559 Competitive Marketing Strategies for Buying Organic Food, Competitive Marketing Strategies for Buying Organic Food , คณะบริหารธุรกิจ

2559 The Relative Importance of Competing Theories in Explaining Life Satisfaction, The Relative Importance of Competing Theories in Explaining Life Satisfaction , คณะบริหารธุรกิจ

2559 A Qualitative Study of Benefits and Role Models as the Drivers of Moderate Consumption, A Qualitative Study of Benefits and Role Models as the Drivers of Moderate Consumption , คณะบริหารธุรกิจ

2559 องค์ประกอบที่มีผลกระทบต่อการใช้ชีวิตที่พอประมาณ, The Factors Affecting Life in Moderation , คณะบริหารธุรกิจ

 

ARTICLES

2537, A Cross-Cultural study of moral philosophies,ethical perceptions and judgments:a cpmparison of American and Thai marketers; , International Marketing Review;

2550, Women in management in Thailand , Intstud Manage Orgna

2554, Marketing for Life in The Economic Recession Time , Marketing for Life in The Economic Recession Time , International Business Economics Research Journal

2554, The Determinants of Brand Loyalty in The Online and Offline Banking Sectors , The Determinants of Brand Loyalty in The Online and Offline Banking Sectors , The Journal of Global Business Management

2554, Factors that Impact Customer Satisfaction: Evidence from the Thailand Mobile Cellular Network Industry , Factors that Impact Customer Satisfaction: Evidence from the Thailand Mobile Cellular Network Industry , International Journal of Management and Marketing Research

2554, Perceived Customer Value Regarding Eco-cars , Perceived Customer Value Regarding Eco-cars , The Journal of Global Business Management,

2556, The Relationship of Sustainable Consumption and Life Satisfaction , The Relationship of Sustainable Consumption and Life Satisfaction , Journal of Business Management and Administration

2556, Life Satisfaction Of The Internet And Non-Internet Users in Thailand , Life Satisfaction Of The Internet And Non-Internet Users in Thailand , International Business & Economics Research Journal” April

2556, Volume 12, Number 4 หน้า 415 - 426

2556, Factors Influencing Smartphone Repurchase , Factors Influencing Smartphone Repurchase , Journal of Business & Economics Research –

2556, Reconceptualization of Life Satisfaction in Thailand: The Case of Bangkokians after the Flood Crisis , Reconceptualization of Life Satisfaction in Thailand: The Case of Bangkokians after the Flood Crisis , International Journal of Business and Social Research (IJBSR). Vol.-2, No.-5, October 2012 หน้า 144 - 157

2556, The Happiness of Internet and Non-Internet Users in Thailand , The Happiness of Internet and Non-Internet Users in Thailand , International Journal of Advanced Research in Business.

2557, The Happiness of Gen Y Female and Male Shoppers , The Happiness of Gen Y Female and Male Shoppers , International Journal of Applied Business and Economics Research

2557, The determinants of green product purchasing across socio-economic groups , The determinants of green product purchasing across socio-economic groups , International Journal of Applied Business and Economics Research

2558, Life Satisfaction of Thai Gen Y in Relation to Self and Others , Life Satisfaction of Thai Gen Y in Relation to Self and Others , International Journal of Applied Business and Economics Research

2559, Competitive Marketing Strategies for Buying Organic Food , Competitive Marketing Strategies for Buying Organic Food , International Journal of Applied Business and Economic Research” ISSN: 0972-7302. Vol.14, No.1 (2016) หน้า 141 - 154

2559, The Relative Importance of Competing Theories in Explaining Life Satisfaction , The Relative Importance of Competing Theories in Explaining Life Satisfaction , International Journal of Applied Business and Economic Research2537 , A Cross-Cultural study of moral philosophies,ethical perceptions and judgments:a cpmparison of American and Thai marketers; , International Marketing Review;

2550, Women in management in Thailand , Intstud Manage Orgna

2554, Marketing for Life in The Economic Recession Time , Marketing for Life in The Economic Recession Time , International Business Economics Research Journal

2554, The Determinants of Brand Loyalty in The Online and Offline Banking Sectors , The Determinants of Brand Loyalty in The Online and Offline Banking Sectors , The Journal of Global Business Management

2554, Factors that Impact Customer Satisfaction: Evidence from the Thailand Mobile Cellular Network Industry , Factors that Impact Customer Satisfaction: Evidence from the Thailand Mobile Cellular Network Industry , International Journal of Management and Marketing Research

2554, Perceived Customer Value Regarding Eco-cars , Perceived Customer Value Regarding Eco-cars , The Journal of Global Business Management,

2556, The Relationship of Sustainable Consumption and Life Satisfaction , The Relationship of Sustainable Consumption and Life Satisfaction , Journal of Business Management and Administration

2556, Life Satisfaction Of The Internet And Non-Internet Users in Thailand , Life Satisfaction Of The Internet And Non-Internet Users in Thailand , International Business & Economics Research Journal” April

2556, Volume 12, Number 4 หน้า 415 - 426

2556, Factors Influencing Smartphone Repurchase , Factors Influencing Smartphone Repurchase , Journal of Business & Economics Research –

2556, Reconceptualization of Life Satisfaction in Thailand: The Case of Bangkokians after the Flood Crisis , Reconceptualization of Life Satisfaction in Thailand: The Case of Bangkokians after the Flood Crisis , International Journal of Business and Social Research (IJBSR). Vol.-2, No.-5, October 2012 หน้า 144 - 157

2556, The Happiness of Internet and Non-Internet Users in Thailand , The Happiness of Internet and Non-Internet Users in Thailand , International Journal of Advanced Research in Business.

2557, The Happiness of Gen Y Female and Male Shoppers , The Happiness of Gen Y Female and Male Shoppers , International Journal of Applied Business and Economics Research

2557, The determinants of green product purchasing across socio-economic groups , The determinants of green product purchasing across socio-economic groups , International Journal of Applied Business and Economics Research

2558, Life Satisfaction of Thai Gen Y in Relation to Self and Others , Life Satisfaction of Thai Gen Y in Relation to Self and Others , International Journal of Applied Business and Economics Research

2559, Competitive Marketing Strategies for Buying Organic Food , Competitive Marketing Strategies for Buying Organic Food , International Journal of Applied Business and Economic Research” ISSN: 0972-7302. Vol.14, No.1 (2016) หน้า 141 - 154

2559, The Relative Importance of Competing Theories in Explaining Life Satisfaction , The Relative Importance of Competing Theories in Explaining Life Satisfaction , International Journal of Applied Business and Economic Research