International Marketing, Cross Cultural Studies, Services Marketing  

• “In-group and Out-group Influences on the Consumption Behavior of Minority Groups: The Case of Gay Men” – Journal of Public Policy & Marketing on Marketplace Diversity and Inclusion, Spring 2013 Special Issue (Author: Yoshiko DeMotta, Diogo Hildebrand, Kritika Kongsompong, and Sankar Sen)
• “Mai Dongxi: Social Influence, Materialism and China’s One-Child Policy” -Social Influence, Special Issue, June 2012 (Author: Yoshiko DeMotta, Kritika Kongsompong, and Sankar Sen)
• “Collectivism & Ethnocentrism: An Inter – and – Intra National Analysis Among the Thais, Chinese, and Indians” – The Journal of American Academy of Business will be published in June 2012 (Author: Kongsompong Kritika Ph.D., Powtong R.)
• “Collectivism and Social Influence in the Buying Decision: A Four Country Study of Inter- and Intra-national Differences”- – Australasian Marketing Journal, September 2009
• “Multicultural Marvels: When West meets East”—Sasin Journal of Management, Volume 13, Number 2 (2007) : 115-132.
• “Asian Diversities: A Snapshot of Inter-and-Intra Differences on Collectivism and Purchasing Endeavors” – South Asian Journal of Management and Sciences, August 2007 (ISSN: 0972-8201)
• “Social Influence and Buying Behavior: A Reflection of Cultural Values in Multicultural Markets”—International Review of Business Research Papers 2007 on Apr.26-27’ 2007 (ISSN: 1832-9543)
• “Consumer Diversity in Multicultural Arenas: An Investigation of Social Influences Between Asians and Westerns” – – International Business & Economics Research Journal 2006 (ISSN: 1535-0754)
• “Multicultural Analysis on Purchasing Decision: East vs. West” – – International Research Journal of Finance and Economics (IRJFE). Vol. 1, October 2006. (ISSN: 1451-243X) (International Bulletin of Business Administration – – Eurojournals)
• “Cultural diversities between Singapore and Australia: An Analysis of Consumption Behavior.” – The Business Review, Cambridge, Vol. 5, Number 1, 2006 (pp.319-324)
• “Collectivism, Ethnocentrism, Materialism, and Social Influences: A Before-and-After Effects of Tsunami in Southern of Thailand”– The Business Review, Cambridge, Vol. 4, Num. 1, Summer 2005
• “Sex, Social Influence, and Locus of Control: A multicultural Analysis on Consumer Behavior,”–Sasin Journal of Management, Volume 10, Number 1, 2004, P.19-30
• “Gender Issues in Buying Behavior: A Cross – Country Analysis,”—Journal of Business Administration at Thammasat University, Volume 104, October-December 2004, P.61-83 (ISSN 0125-233X)

Selected Research:

• “Collectivism, Ethnocentrism and Social Influence in Purchasing Behavior: Gay vs. Straight Men” – – The Global Business, Marketing, Finance & Economics Research Conference, The Beverly Hilton Hotel, Los Angeles, USA, 12-15 June 2014
• “Collectivism & Ethnocentrism: An Inter-and-Intra National Analysis Among the Thais, Chinese, and India” – – The International Business, Finance & Economics Research Conference, The Beverly Hilton Hotel, Los Angeles, USA, 14-17 July 2012 / Certificate of Best Presenter Award (Author: Kongsompong, Kritika Ph.D., and Powtong R.)
• “Ethnocentrism, Collectivism, and Social Influence:  An Inter-and-Intra National Analysis among the Thais, Chinese, and India” (Consumer Behavior in Asia) – – Intellect Base Academic Conference, Puerto Rico Island, USA, 28-30 July 2011
• “Ethnocentrism, Materialism, Social Influence, and Collectivism: An Inter – and – Intra National Analysis of the Thais, Chinese, and Indians” – 3rd ACM International Conference of Intercultural Collaboration-ICIC 2010, Copenhagen, Denmark, 19-20 August 2010 (Author: Kongsompong, Kritika Ph.D., Powtong R., Sen S.)
• “The relation between collectivism, locus of control, and social influence: A seven-countries cross-cultural comparison” – – 8th International Congress Marketing Trends, Paris, France, 16-17 January 2009
• “Ethnocentrism, Collectivism, and Social Influence: An Inter-and-Intra National Analysis among the Thais, Chinese, and Indians” – – 2008 Academy of International Business Southeast Asia Regional Conference, Kuala Lumpur, Malaysia, 4-6 December 2008
• “Social Influence and Buying Behavior: A Reflection of Cultural Values in Multicultural Markets” – – The 5th International Business Research Conference 2007, Dubai, United Arab Emirates, 26-27 April 2007 (ISBN: 978-0-646-47042-9)
• “The power of social influence: East-West comparison on purchasing behavior” – – K.J. Somaiya Institute of Management Studies & Research – Asia Marketing Conference, Mumbai, India, 17-18 December 2006
• “Social Influence in the Buying Decision: A Four – Country Study of Inter – and Intra – national Differences” – – 2006 AIB Southeast Asia Regional Conference, Bangkok, Thailand, 7 – 9 December 2006. (ISBN: 962-8134-08-6)
• “Managing Diversity in Multicultural Arenas: An Investigation of Social Influence Across Four Nations,” The 2nd European Conference on IS Management, Leadership and Governance (ECMLG2006), Ministry of Research, Paris, 12-13 July 2006. (ISBN: 1-905305-25-7)
• “Cultural Diversities between Thailand, Singapore, and Taiwan: An Analysis on Locus of Control and Social Influence in Decision Making,” The Joint 14th Annual PBFEA and 2006 Annual FEAT Conference, Taiwan, 14-15 July 2006.
• “Multicultural Analysis on Social Influence and Purchasing Decision: East vs. West” and panel discussion on “Asian Pacific Emerging Economies and the Challenges of Globalization ,” The 2006 Conference of the International Academy of Business and Technology, Connecticut (USA), 31 May – 3 June, 2006. (This paper is voted the best marketing paper in the conference).
• “Cultural Diversities between Asians and Westerners: An Analysis on Consumption Behavior,” The Global Management & Information Technology Research Conference, New York (USA), 24-27 May 2006.
• “Multicultural Marketing: East-West Comparison of Consumption Behavior,” Kellogg School of Management, USA, 22 May 2006.
• “Multicultural Marketing: The Least Understood Strategy,” IBC Asia’s Pharma Branding & Marketing, Conference & Workshop, India (Mumbai/Bombay), 23-24 February 2006.

Books:

• “Multicultural Marketing Management” (English Version) – – Media Associated Limited Company, Thailand, 2010
• “Multicultural Marketing Management” บริหารการตลาดในพหุวัฒนธรรม (Thai Version) – Siam M&B Publishing Company Limited, Thailand, 2009
• “Modern Marketing” – Nation Multimedia Group Public Company Limited, 2007
• “Power SMEs” – – Matichon Publishing House, 2006
• “Who is the Weakest Link?” — Amarin Printing, 2002

Awards:

• Best Presenter Award (2012) : The Int’l Business, Finance & Economics Research Conference, USA
• Exemplary Teaching Award (2010): Chulalongkorn University
• Teaching Excellence Award (2009): Sasin Graduate Institute of Business Administration of Chulalongkorn University
• Best Paper Award Winner (2006): The International Academy of Business Technology Conference, USA
• Exemplary Alumni (2004): Thammasat University
• Thailand Exemplary Woman (1999): Business Development & Strategic Planning