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Upgrade strategies in the Thai silk industry: balancing value promotion and cultural heritage

Patichol, Preeya; Wongsurawat, Winai; M. Johri, Lalit - In: Journal of Fashion Marketing and Management 18 (2014) 1, pp. 20-35

Purpose – The purpose of this paper is to substantiate Porter's ideas through multiple case studies of firms in one of Thailand's potential niches – Thai silk. Design/methodology/approach – This study examined upgrading strategies adopted by six companies involved in the production and...

Persistent link: https://www.econbiz.de/10014868661

Customer loyalty research and practice : technology meets psychology

Winai Wongsurawat - In: Strategy & leadership 51 (2023) 1, pp. 41-44

Persistent link: https://www.econbiz.de/10013555024

Who makes the grade and why? : corporate governance scores in Thailand

Tantivanichanon, Sutee; Winai Wongsurawat; Kittichai … - In: Journal of advances in management research : JAMR 12 (2015) 3, pp. 249-267

Persistent link: https://www.econbiz.de/10011507382

How audacious strategies pay of during hard times : case studies of Indian information technology firms

Kailasam, Murali; Winai Wongsurawat - In: Management research review 39 (2016) 4, pp. 468-496

Persistent link: https://www.econbiz.de/10011563841

Case study: trade dress and brand protection in Thailand's copier paper business

Pabhawan Suttiprasit; Winai Wongsurawat - In: International journal of law and management 64 (2022) 1, pp. 70-79

Persistent link: https://www.econbiz.de/10012797626

The myth of customer loyalty : why information and scale are more important during downturns

Kailasam, Murali; Winai Wongsurawat - In: Strategy & leadership : a publication of Strategic … 43 (2015) 6, pp. 38-41

Persistent link: https://www.econbiz.de/10011615753

Competitive marketing through Confucian values in Malaysia : a case study

Luechapattanaporn, Tossapon; Winai Wongsurawat - In: Journal of research in marketing and entrepreneurship : JRME 18 (2016) 2, pp. 162-175

Persistent link: https://www.econbiz.de/10011643901

Multilevel marketing and entrepreneurship in Thailand : a case study

Hatchaleelaha, Somchai; Winai Wongsurawat - In: Journal of research in marketing and entrepreneurship : JRME 18 (2016) 1, pp. 146-160

Persistent link: https://www.econbiz.de/10011598754

Entry strategy and export marketing in emerging markets : a small player case

Lorvoralak, Peachayanant; Winai Wongsurawat - In: Asian journal of management cases 16 (2019) 1, pp. 76-85

Persistent link: https://www.econbiz.de/10012008020

Increasing growth opportunities for non-heavy and heavy users : a case study of yogurt cups in Thailand

Opas Ruangthammakit; Winai Wongsurawat - In: Journal of international food & agribusiness marketing 31 (2019) 4, pp. 352-377

Persistent link: https://www.econbiz.de/10012181000