IJSM, Volume 11, Number 3, 2011

ISSN: 1555-2411
ABSTRACTS

1. MARKETING LEADERSHIP STRATEGY, MARKETING OUTCOMES AND FIRMSUSTAINABILITY: EVIDENCE FROM FOOD PRODUCT BUSINESSES IN THAILAND
Ampasri Phokha, Mahasarakham Business School, Mahasarakham University, Thailand
Phapruke Ussahawanitchakit, Mahasarakham Business School, Mahasarakham University, Thailand
ABSTRACTThis study aims to examine the relationships among five dimensions of marketing leadership strategy,marketing position advantage, marketing excellence, market satisfaction achievement, marketperformance, market success, firm sustainability, valuable marketing culture, marketing knowledge
diversity, best marketing practice, marketing resource richness, via organizational policy for proactive
operating , marketing experience, market turbulence and technology turbulence. Marketing leadershipstrategy consists of new product development awareness, marketing creativity mindset, customer
information efficiency, technology adaptation effectiveness and competitive learning success. Here, 310
food product businesses in Thailand were chosen as the sample of the study. The results indicate thatfour dimensions of marketing leadership strategy has a significant positive association with marketingoutcomes (marketing position advantage, marketing excellence, market satisfaction achievement), andthen they are significant for market performance, market success and firm sustainability. Surprisingly,
customer information efficiency is not related to marketing position advantage, marketing excellence, andmarket satisfaction achievement. Furthermore, operational policy for proactive operation is a partialmoderator. Thus, further study may consider finding practical reasons why it is so by reviewing extensive
literature, or collecting a larger sample, for example. Potential discussion with the research results iseffectively implemented in the study. Theoretical and managerial contributions are explicitly provided.
Conclusion and suggestions and directions of the future research are highlighted.
Keywords: Marketing Leadership Strategy; New Product Development Awareness; Marketing Creativity
Mindset; Customer Information Efficiency; Technology Adaptation Effectiveness; Competitive Learning
Success; Marketing Position Advantage; Marketing Excellence; Market Satisfaction Achievement; MarketPerformance; Market Success; Valuable Marketing Culture; Marketing Knowledge Diversity; Best
Marketing Practice; Marketing Resource Richness; Organizational Policy for Proactive Operating;Marketing Experience; Market Turbulence; Technology Turbulence; Firm Sustainability.

2. CUSTOMER EMOTIONS AS A STRATEGIC GOAL OF RELATIONSHIP MARKETING:
AN EMPIRICAL COMPARISON BETWEEN B2B AND B2C COMPANIES IN SWITZERLAND
Florian Siems, RWTH Aachen University, Germany
Brian Rüeger, Zurich University of Applied Sciences, Switzerland
Frank Hannich, Zurich University of Applied Sciences, Switzerland
ABSTRACT
Relationship marketing has firmly established itself worldwide as an instrument in both research andbusiness. The achievement of emotional goals is seen as one of its important key strategic objectives.
Because relationship marketing is today applied in nearly all businesses, the question emerges ofwhether this is actually a goal found in all industries and, if it is not, where industry-specific characteristics
can be seen. This is the issue that will be examined in depth in the following as the paper comparesbusiness-to-business and business-to-consumer companies in its investigation of them using an empirical
study from Switzerland.
KEYWORDS: Relationship Marketing, CRM, Customer Emotions, Customer Relationship Management,Business-to-BusinessIJSM, Volume 11, Number 3, 2011

ISSN: 1555-2411

3. SECURITY CHALLENGES IN A DEVELOPING WORLD
William Figg, Dakota State University, Madison, USA
ABSTRACTThe question for small business owners is how to protect digital resources in the organization while
managing costs and stakeholder expectations. The answer to these questions requires understanding
several things, all of which reach beyond the geographical operational businesses location. Technology
allows a single small business in a rural community to be connected to the entire world. As a result,business owners need to understand how cyber security allows commerce with the rest of the world.
For many small businesses the use of new technologies is simple a part of doing business. Operationally,in many businesses, computers are essential to sales and inventory management. However, most small
businesses do not fully consider the risk of technology adoption, only seeing the benefits. The result isthat many businesses only discover the full cost of technology adoption until after something has gonewrong.
To that end we will evaluate how technology is being used in small business in the United States and thedeveloping world. Conducting business requires understanding exactly what the operational requirements
are and what could be the risks. We also need to look at what global commerce really means for a smallbusiness. Only then can we determine what we can do to improve and secure our small business fromthese threats.

IJSM, Volume 11, Number 3, 2011

ISSN: 1555-2411

4. STRATEGIC HUMAN CAPITAL ORIENTATION AND SUSTAINABLE BUSINESSPERFORMANCE: AN EMPIRICAL ASSESSMENT OF HOTEL BUSINESSES IN THAILAND
Sumittra Jirawuttinunt, Mahasarakham Business School, Mahasarakham University, Thailand
Phapruke Ussahawanitchakit, Mahasarakham Business School, Mahasarakham University, Thailand
ABSTRACTThe purpose in this research is to examine the relationships between strategic human capital orientation(human resource investment program, employee knowledge creation support, human capital value
awareness and staff learning utilization) and sustainable business performance via new innovation
establishment, valuable organization development, and concrete business platform. In addition, it
investigates the key antecedents of strategic human capital orientation including executive vision for HRwork, excellent business operation, technology growth and competitive challenge. It also explores themoderating effects of human resource development commitment, continuous human resource
development, and competitive dynamism. The model is tested using data collected from mail survey
questionnaires of 325 hotel businesses in Thailand. The results of OLS regression analysis indicate thatstrategic human capital orientation has a partial significant influence on sustainable businessperformance through innovation establishment, valuable organization development and concretebusiness platform. In addition, it reveals that executive vision for HR work, excellent business operationand technology growth have potential positive influences on four dimensions of strategic human capitalorientation. For the moderating effects, human resource development commitment strongly increases therelationships between excellent business performance and all dimensions of strategic human capitalorientation. Also, competitive dynamism demonstrates a positive moderating effect between new
innovation establishment and sustainable business performance. Likewise, continuous human resource
development only positively moderates employee knowledge creation support and sustainable businessperformance relationships. Potential discussion with the research results is evidently implemented in theresearch. Contribution, conclusion and directions of the future research are highlighted.
Keywords: Strategic Human Capital Orientation, New Innovation Establishment, Valuable Organization
Development, Concrete Business Platform, Sustainable Business Performance, Executive Vision for HR
Work, Excellence Business Operation, Technology Growth, Competitive Challenge, Human Resource
Development Commitment, Continuous Human Resource Development, Competitive Dynamism

5. FEAR OF CRIME AS A CRITERION IN LOCATION MARKETING:A CONCEPTUAL DEVELOPMENTAnne Koehn, University of Greifswald, Germany
Dirk C. Moosmayer, RWTH Aachen University, Germany
ABSTRACTIn a globalized world, locations enter increased competition for business, tourists, and inhabitants withlocations potentially anywhere on the globe. Accordingly, location marketing gains importance and safety
has been shown to be a crucial characteristic in a location’s image. In this context, we raise awarenessthat individual perceptions of safety are most relevant and we develop fear of crime as an importantcriterion in location marketing. We apply fear of crime theories, namely victimization, social problem, andsocial control theory to the domain of location marketing. We derive important implications: (1) Rurallocations may use humans’ fear of crime to better explain their attractiveness compared to urban areas;
particularly for women and elder people. (2) Safety related measures, when being visible, may damage alocation’s image by increasing awareness of potential threats. (3) Saving on minor ‘beauty corrections’
may cause a downward spiral and thus substantially damage a location‘s safety image.
Keywords: Location marketing, fear of crime, conceptual frameworkIJSM, Volume 11, Number 3, 2011

ISSN: 1555-2411

6. SERVICE INNOVATION STRATEGY OF HOTEL BUSINESSES IN THAILAND:AN INDUCTIVE APPROACH
Nantana Ooncharoen, Mahasarakham University, Thailand
Phapruke Ussahawanitchakit, Mahasarakham University, Thailand
ABSTRACTThis study is to propose the key dimensions of service innovation strategy. An inductive approach wasused in research: in-depth interviews from 12 senior- level executives of hotel business in Thailand aretaken to support the conceptual framework. The results indicate six dimensions of service innovation
strategy including: (1) Inspired vision for creating service innovation (2) Alertness to changing
environment (3) Being bold to take risk as a pioneer (4) Thinking differently from competitors (5) Retainingof customer need (6) Delivering a service exceeding customer expectations. Thus, contributions andsuggestions are also provided for future research.
Keywords: service innovation strategy; hotel business; an inductive approach

7. IS ALLIANCE CAPABILITY A GLOBAL DYNAMIC CAPABILITY?
Francine Newth, Providence College, Providence, Rhode Island, USAABSTRACT
The literature discussion on the topic of strategic alliances has evolved and shifted to a focus on alliancecapability. This article examines ten studies from 2000 to 2008 on the development of alliance capability
as a dynamic capability. A meta-regression of alliance capability variables across the studies is used toestimate the association between the variables to determine if alliance capability is a dynamic capability.
Keywords: Dynamic Capabilities, Strategic Alliances, Alliances Capabilities, Strategic Alliance Benefits

8. ACCOUNTING SUSTAINABILITY, GOVERNANCE PRACTICE AND FIRM SURVIVAL:
AN EMPIRICAL INVESTIGATION OF LISTED FIRMS IN THAILAND
Phapruke Ussahawanitchakit, Mahasarakham Business School, Mahasarakham University, Thailand
ABSTRACT
Accounting sustainability is an outcome provision of best accounting practices, activities, procedures, andmethods. Thus, the objective of this study is to investigate the impacts of accounting sustainability andgovernance practice on firm survival of Thai listed firms. Accounting sustainability, governance practiceand firm survival are the independent variables, moderating variable and dependent variable of the study
respectively. Here, 114 Thai listed firms were chosen as the sample. The results show that accounting
sustainability has a significant positive influence on firm survival. For the roles of governance practice inthe relationship model, it has an important positive effect on firm survival, but it does not moderate theaccounting sustainability-firm survival relationships. Then, governance practice is not a moderator of theaforementioned relationships. Thus, further study may consider finding practical reasons why it is so byreviewing extensive literature, or collecting a larger sample, for example. Potential discussion of theresearch results is implemented. Theoretical and managerial contributions are explicitly provided.
Conclusion, suggestions and directions for the future research are highlighted.
Keywords: Accounting Sustainability, Governance Practice, Firm SurvivalIJSM, Volume 11, Number 3, 2011

ISSN: 1555-2411

9. SERVICE PROFESSIONALISM OF HOTEL BUSINESS IN THAILAND
Pornpak Nongped, Mahasarakham University, Thailand
Nantana Ooncharoen, Mahasarakham University, Thailand
ABTRACT
The purpose in this research is to examine the relationships and the influence between customer
learning, competitors learning with service professionalism. It also examines the role of organizational
support as the moderating effect on service professionalism. Data is collected from three to five star 410
hotel businesses in Thailand and used the questionnaire as an instrument. The statistic employed foranalyzing the data were multiple correlation analysis and multiple regression analysis. The results
indicate partial support for hypotheses derived from the conceptual model. Thus, contributions andsuggestions are also provided for future research.
KEYWORDS: service professionalism; customer learning; competitor learning; employee competency;organizational support
10. STRATEGIC MARKETING WITH WEASEL WORDS
John S. Croucher, Macquarie University, Sydney, Australia
ABSTRACT
There are the countless intriguing examples of international marketing jargon that invade our everyday
lives, dreamed up by some of the best and worst lights of a allegedly intellectual giants. Often known as‘weasel words’, there is something irresistible in making light of seemingly innocent but often meaninglessphrases, pausing to give thought about what is their real intention. Also used strategically by those whoare often gifted with little ingenuity or vision, these expressions rely on the presumed ignorance of theconsumers they are trying to reach. As banal as many of them may be, in the hands of an experienced
marketer they can either be quite compelling or provide a curious mixture of bemusement and comedy tothose who can immediately see through them. This paper has researched some of the marketing
techniques used by those professions worldwide that rank among the least trusted by the public and to
uncover what they really mean behind the façade.
Keywords: Marketing, weasel words, sales, real estate, realtors, used cars, retail
11. THE POWER OF PROJECT MANAGEMENT METRICS:
HOW A HEALTHCARE ORGANIZATION HANDLES ITS WORK.
Rodger A. Oren, Bureau of Tenncare, Nashville, TN, USA
ABSTRACT
Project management tools, techniques, and methods are used in many industries such as software,construction, manufacturing and healthcare (Kerzner, 2009). Project success rates, delivery on-time, onbudget and meeting the original requirements of the effort, as measured by the triple constraint of cost,scope and schedule are low. Project management metrics are useful in managing and controlling aproject in an objective manner, through the use of mathematical formulas and ratios (A guide, 2008;Kerzner, 2009; Manas 2006). The study of the metrics implementation at a healthcare entity found that
there are pitfalls to avoid when developing the project plan which shall use earned value and earned
schedule. Behaviors of the project team will change and adapt to the scrutiny of the numbers being
collected and reported.
Keywords: Technology Management; Project Management; Leadership; HealthcareIJSM, Volume 11, Number 3, 2011

ISSN: 1555-2411

12. ORGANIZATIONAL CULTURE OF THAI LISTED FIRMS:
EXPLORING THE EFFECTS OF HOLISTIC MARKETING ORIENTATION
Anirut Pongklee, Mahasarakham University, Thailand
Sakcharoen Pawapootanont, Mahasarakham University, Thailand
ABSTRACT
To the extent of the RBV theory, this paper to examines the role of holistic marketing orientation thataffects marketing value driven, strategic performance, and customer insight which link to marketing
performance. In addition, the researchers explore the key antecedents of holistic marketing orientationthat include two factors of new customer capability, and information technology growth. This paper
treated heightened competition as a moderator of the relationships between its antecedents and holistic
marketing orientation. The model is tested using data collected from mail survey of 112 companies fromThai-listed firms. The results indicate partial support for the hypotheses derived from the conceptualmodel. Thus, contribution and suggestions are also provided for future research.
Keywords: Holistic Marketing Orientation, Marketing Value Driven, Strategic Performance, Customer
Insight, Marketing Performance, New Customer Capability, Information Technology Growth, andHeightened Competition

13. SOCIAL MEDIA STRATEGIES IN NONPROFIT ORGANIZATIONSKathryn J. Ready, Winona State University, Winona, Minnesota, USAABSTRACT
The integration of social media strategies is being used to promote more effective communication bymany organizations. For nonprofit organizations, social media efforts are part of their marketing strategy
as they seek greater awareness and additional revenue streams in order to remain financially viable. As
students learn about nonprofit organizations in social entrepreneurship and nonprofit management
courses, an understanding of social media integration in marketing strategies is needed. This informationis critical due to the quickly changing technology permitting social media tools to be integrated in costeffective ways and for different purposes than profit organizations. This paper provides a review of recent
surveys regarding social media tools in nonprofit organizations and discusses issues in integrating social
media strategies in promoting awareness and funding in nonprofits.
Key words: nonprofit organizations, social media, fundraising, nonprofit management, engaged learning

14. UNDERSTANDING EXPERIENCES OF INDIAN EXPATRIATES IN THE UNITED STATES:STRESS, SATISFACTION, SOCIAL SUPPORT, AND GENERAL HEALTH
Sheetal Gai, Montclair State University, Montclair NJ, USA
Kenneth Sumner, Montclair State University, Montclair, NJ, USA
Jennifer Bragger, Montclair State University, Montclair, NJ, USA
Kate Nooner, Montclair State University, Montclair, NJ, USAABSTRACT
Although expatriates have a long history in the labor market, relatively little is known about the experienceof expatriate workers working in the US compared to US workers who are working as expatriates. Work
attitudes (e.g., Satisfaction) and experiences (e.g., Stress, Social Support, General Well-being) of Indian
Expatriates working in the IT sector in the US were assessed using standardized measurement tools.
Results suggested more positive reactions to aspects of work having to do with people, than withIJSM, Volume 11, Number 3, 2011

ISSN: 1555-2411

opportunities for advanced pay or promotions. Stress variables were in the typical range, however scoreson health and psychological well-being variables showed opportunities for improvement. Further, stressand satisfaction, stress and psychological well-being, and social support and psychological well-being
variables were significantly correlated suggesting complex interrelationships. Differences in health andseveral psychological well-being variables (i.e., autonomy, positive relations with others, self-acceptance)by visa status were also found. Limitations and additional interpretation of results are discussed.
Keywords: Expatriates, Work Stress, Work Satisfaction, Social Support, General Health and Well-being