Poh-Lin Yeoh

Poh-Lin Yeoh

  • Professor, Marketing
  • Ph.D. Michigan State University

Teaching Interests

International Marketing
Marketing Management
Marketing Research
Integrated Business Functions
Introduction to Marketing

Research Interests

Newly Internationalization strategies and success factors;
Marketing Management;
Entrepreneurship and family firm internationalization

Bio

Primary teaching interests are entrepreneurship, export marketing, and international marketing strategy. Current research interests include brand extensions in international marketing, exporting entrepreneurship and export performance, and information acquisition and firm performance. Has published articles in Strategic Management Journal, European Journal of Marketing, Industrial Marketing Management, Journal of Global Marketing, Journal of Public Policy and Marketing, and International Business Review. Previously taught at University of South Carolina, National University of Singapore and Michigan State University.

Professional Memberships

  • Aacdemy of Marketing Science 2013-01-01 - Present

    • Awards and Honors

  • 2012 Top 10 cIted artIcles from the Journal of Marketing theory and Practice, Volumes 16–20 (2008–2012), Journal of Marketing Theory and Practice
  • Nominated to serve in the Editoral Board of Journal of Marketing Theory and Practice, Society of Marketing Advances
  • Best Reviewer Award, AIB Conference, San Diego
  • Best Reviewer Award, AIB Conference, San Diego, CA
  • 7th rank most cited Journal of International Marketing article
  • Outstanding paper awarded by Emerald LiteratiNetwork for the (2005) paper, "A Conceptual Framework for Antecedents of Information Search in Exporting: Importance of Ability and Motivation," International Marketing Review
  • Best Paper Award, Marketing Education Track, Society for Marketing Advances Conference
  • Best Paper Award, International and Cross-Cultural Track, American Marketing Association Summer Educators' Conference

    • Scholarly Contributions and Creative Productions

    Journal Articles

  • Yeoh, P. (2023). Determinants of Participation and Outcomes in A Cause Marketing Event: A Laddering Approach. Journal of Nonprofit and Public Sector Marketing, (35) Issue 5 (Link)
  • Yeoh, P. (2021). Determinants of Participation and Outcomes in A Cause Marketing Event: A Laddering Approach. Journal of Nonprofit and Public Sector Marketing
  • Yeoh, P. (2019). A CRITICAL ASSESSMENT OF SKILLS AND KNOWLEDGE FOR ENTRY-LEVEL MARKETING JOBS: A DELPHI STUDY. Marketing Education Review, (29) 4 242-265. (Link)
  • Yeoh, P. (2017). Should I Stay or Should I Go?” Understanding the Antecedents to Buyer Commitment in the Context of the US Eyecare Industry. Asian Academy of Management Journal, (22) 2
  • Yeoh, P. (2017). “Should i stay or should i go?" understanding the antecedents to buyer commitment in the context of the US eyecare industry. Asian Academy of Management Journal, (22) Issue 2 (Link)
  • Yeoh, P., Eshghi, A., Woolford, S. W., Butaney, G. T. (2014). Consumer Response to Service Recovery in Online Shopping. Journal of Services Research, (14) 2
  • Yeoh, P. (2014). Internationalization and Performance Outcomes of Entrepreneurial Family SMEs: The Role of Outside CEOs, Technology Sourcing, and Innovation. Thunderbird International Business Review, (56) 1 77-96. (Link)
  • Yeoh, P. (2011). Location choice and the internationalization sequence: Insights from Indian pharmaceutical companies. International Marketing Review, (28) 3 291-312. (Link)
  • Yeoh, P. (2009). Understanding Health, Culture, and Empowerment in a Disability Context. International Journal of Pharmaceutical and Healthcare Marketing, (3) 2 96-117.
  • Yeoh, P. (2009). Realized and Potential Absorptive Capacity: Understanding Their Antecedents and Performance in a Sourcing Context. Journal of Marketing Theory and Practice, (17) 1 (Link)
  • Yeoh, P. (2009). Earning the doctoral degree: An example of relationship marketing. Advances in International Marketing (Link)
  • Yeoh, P. (2009). Realized and potential absorptive capacity: Understanding their antecedents and performance in the sourcing context. Journal of Marketing Theory and Practice, (17) Issue 1 (Link)
  • Yeoh, P. (2008). Earning the Doctoral Degree: An Example of Relationship Marketing. Academy of International Marketing, (19)
  • Yeoh, P. (2005). Antecedents of Information Acquisition Among Exporting Firms: The Role of Ability and Motivation to Search. International Marketing Review, (22) 2 165-198.
  • Yeoh, P. (2004). International Learning: Antecedents and Performance Implications Among Newly Internationalizing Companies in an Exporting Context. International Marketing Review, (21) 5-Apr 511-535.
  • Yeoh, P. (2004). International learning: Antecedents and performance implications among newly internationalizing companies in an exporting context. International Marketing Review, (21) Issue 4-5 (Link)
  • Yeoh, P. (2002). International Business Education: Identifying the Emergent Topics in International Business and Their Relevance for Knowledge Development. Journal of Teaching in International Business, (13) 2 27-Jul.
  • Yeoh, P. (2002). International business education: Identifying the emergent topics in international business and their relevance for knowledge development. Journal of Teaching in International Business, (13) Issue 2 (Link)
  • Yeoh, P. (2000). Information Acquisition Activities: A Study of Global Start-up Exporting Companies. Journal of International Marketing, (8) 3 36-60.
  • Yeoh, P., Roth, K. (1999). An Empirical Analysis of Sustained Advantage in the U.S. Pharmaceutical Industry: Impact of Firm Resources and Capabilities. Strategic Management Journal, (20) 637-53.
  • Yeoh, P., Roth, K. (1999). An empirical analysis of sustained advantage in the U.S. pharmaceutical industry: Impact of firm resources and capabilities. Strategic Management Journal, (20) Issue 7 (Link)
  • Yeoh, P., Jeong, I. (1995). Contingency Relationships Among Entrepreneurship, Export Channel Structure, and Environment: A Proposed Conceptual Model of Export Performance. European Journal of Marketing, (29) 8 95-115.
  • Yeoh, P., Cavusgil, S. T., Mitri, M. (1995). Selecting Foreign Distributors: An Expert Systems Approach. Industrial Marketing Management, (24) 297-304.
  • Yeoh, P. (1995). Speed to Global Markets: An Empirical Analysis of New Product Success in the Ethical Pharmaceutical Industry. European Journal of Marketing, (28) 11 29-49.
  • Yeoh, P., Calantone, R. (1995). An application of the analytical hierarchy process to international marketing: Selection of a foreign distributor. Journal of Global Marketing, (8) Issue 3-4 (Link)
  • Cavusgil, S., Yeoh, P., Mitri, M. (1995). Selecting foreign distributors: An expert systems approach. Industrial Marketing Management, (24) Issue 4 (Link)
  • Yeoh, P., Calantone, R. (1994). An Application of the Analytical Hierarchy Process in International Marketing: Selection of Foreign Distributor. Journal of Global Marketing, (8) 3
  • Yeoh, P. (1994). Entrepreneurship and Export Promotion Programs: Engines of Creative Destruction" Advances in International Marketing. Advances in International Marketing, (3) 46-68.
  • Yeoh, P., Cavusgil, T. (1994). Public Sector Promotion of Export Activity: An Assessment and Directions for Future. Journal of Public Policy and Marketing, (13) 1
  • Yeoh, P. (1994). Speed to Global Markets: An Empirical Prediction of New Product Success in the Ethical Pharmaceutical Industry. European Journal of Marketing, (28) Issue 11 (Link)
  • Yeoh, P., Cavusgil, T., Yaprak, A. (1993). A Decision Making Framework for Global Sourcing. International Business Review, (2) 2 143-156.
  • Cavusgil, S., Yaprak, A., Yeoh, P. (1993). A decision-making framework for global sourcing. International Business Review, (2) Issue 2 (Link)
  • Yeoh, P. Impact of Cluster Networks on Exporting Scope: Importance of Cognitive Proximity and Strategic Fit with Firm’s Upgrading Innovation Strategies and Organizational Capabilities. International Journal of Exporting
  • Yeoh, P. Impact of Cluster Networks on Exporting Scope: Strategic Fit with Firm’s Upgrading Innovation Strategies and Organizational Capabilities. Journal of World Business
  • Yeoh, P. Impact of Cluster Networks on Exporting Scope: Importance of Cognitive Proximity and Strategic Fit with Firm's Upgrading Innovation Strategies and Organizational Capabilities. International Journal of Export Marketing (Link)

    • Book Chapters

  • Yeoh, P. (2019). A Critical Assessment of Skills and Knowledge for Entry-Level Marketing Jobs: A Delphi Study: An Abstract . Springer Nature (Link)
  • Yeoh, P. (2016). What Do Buyers Want From Their Relationships With Optical Buying Groups? The Role of Embeddedness, Switching Costs, and Commitment . Springer Nature (Link)
  • Yeoh, P., Calantone, R. (2015). Success Factors in Global Product Innovation: An Illustration from the Pharmaceutical Industry . Springer Nature (Link)
  • Yeoh, P. (2015). Antecedents of Information Acquisition among Exporting Firms: The Role of Ability and Motivation to Search–Abstract . Springer Nature (Link)

    • Conference Proceedings

  • Yeoh, P. (2018). “A Critical Assessment of Skills and Knowledge for Entry-Level Marketing Jobs: A Delphi Study” Academy of Marketing Science Ruston, Louisiana
  • Yeoh, P. (2008). “The Effects of Functional Capabilities and Structural Factors on Firm's Product and Process Technology Emphasis”
  • Yeoh, P. (2006). “The Role of Absorptive Capacity and Knowledge Internalization in Sourcing Performance: A Supplier's Perspective”
  • Yeoh, P. (2006). “Understanding the Antecedents and Outcomes from Potential and Realized Absorptive Capacity”
  • Yeoh, P. (2005). “Disability and Sports: Application of the Empowerment Concept”
  • Yeoh, P. (2025). “Beyond Profits: A Strategic Framework for Brand-conscious Marketing” AMS World Marketing Congress Vilnius, Lithuania

    • Other Scholarly Work

  • Yeoh, P. (2025). Clarifying the Construct of Brand-Conscious Marketing: A Multidimensional Framework for Theory and Practice. (In Progress).

    • Presentations

  • Yeoh, P. (2022). “Impact of Cluster Networks on Exporting Scope: Strategic Fit with Firm‚Äôs Upgrading Innovation Strategies and Organizational Capabilities” Presented at the American Marketing Association 2022 AMA Global SIG Conference Crete
  • Yeoh, P. (2021). “Determinants of Participation and Outcomes in a Cause Marketing Event: A Laddering Approach” Presented at the American Marketing Association AMA Global SIG Buenos Aires, Argentina
  • Yeoh, P. (2018). “A Critical Assessment of Skills and Knowledge for Entry-Level Marketing Jobs: A Delphi Study” Presented at the Academy of Marketing Science 2018 AMS World Marketing Congress Porto, Portugal
  • Yeoh, P. (1996). “Entrepreneurship and Export Performance Among Small and Medium-sized Companies” Presented at the Academy of International Business Calgary, Canada

    • Service

    Service: Department

  • Course Coordinator for MK250 Coordinator 2026-01-01 - 2025-12-31
  • Marketing department representative for Represented department during the October 19 “Undergraduate Academic Programs Fair” 2022-10-19 - Present
  • Marketing department representative for Ph.D Networking Event organized by Marcus Stewart, Jay Thibodeau and Kerri-Ann Sanderson 2022-06-01 - Present
  • for Marketing Ph.D. Program 2021-11-01 - Present
  • for Departmental Recruiting Committee 2022-08-01 - 2022-11-30
  • Committee Member for Curriculum 2021-01-01 - Present
  • for Undergraduate Admission Recruitment 2021-01-01 - Present
  • Committee Member for Curriculum 2020-08-01 - 2020-05-31
  • for Undergraduate Academic Programs Fall Fair 2019-10-24 - 2019-11-30
  • for Honors Faculty Council 2019-01-01 - 2019-12-31
  • Committee Member for Department Curriculum Committee 2016-01-01 - 2016-12-31
  • Committee Member for Curriculum Committee 2015-09-02 - 2015-12-23
  • Committee Member for Scholarly and Research Committee 2015-01-20 - 2015-05-15
  • Committee Member for Scholarly Activity 2013-09-01 - 2014-12-31

    • Service: Professional

  • Editorial Review Board Member for Journal of Marketing Theory and Practice - Present
  • Editorial Review Board Member for European Journal of Marketing - Present
  • for Journal of Marketing Theory and Practice - Present
  • Conference/Workshop Track Chair for 2022 AMA Global Marketing SIG Conference 2022-03-31 - 2022-06-03
  • Conference/Workshop Track Chair for 2020 AMA Global Marketing SIG Conference, Crete, Greece. 2022-03-01 - 2022-03-31
  • Editorial Review Board Member for Journal of International Marketing 2021-01-01 - Present
  • Editorial Review Board Member for Journal of Marketing Theory and Practice 2021-01-01 - Present
  • Editorial Review Board Member for European Journal of Marketing 2020-01-01 - Present
  • Editorial Review Board Member for Journal of Marketing Theory and Pratice 2016-01-01 - 2016-12-31
  • Editorial Review Board Member for Journal of Marketing Theory and Practice 2015-01-01 - 2015-12-31
  • Editorial Review Board Member for Journal of Marketing Theory and Practice 2014-01-01 - 2014-12-31

    • Service: University

  • Sub-committee Chair for Review Committee for Academic Grade Dispute 2015-05-14 - 2025-08-08
  • Committee Member for Academic Standards Committee 2025-01-21 - 2025-12-02
  • Committee Member for Academic Standards Committee 2022-01-01 - 2022-12-31
  • Committee Member for Honors Council 2022-01-01 - 2022-12-31
  • Committee Member for NECHE Task Force 2021-08-01 - Present
  • Committee Member for Academic Standards Committee 2021-01-01 - 2021-12-31
  • Committee Member for Honors Faculty Council 2021-01-01 - 2021-12-31
  • Committee Member for Academic Standards 2018-01-01 - 2018-12-31
  • Committee Member for Teaching and Scholarly Awards Committee 2016-01-02 - 2016-05-31
  • Committee Member for Curriculum Implementation Committee 2016-01-01 - 2016-05-31
  • Committee Member for Curriculum Implementation Committee (CIC) 2015-09-02 - 2015-12-31
  • Committee Member for Faculty Advisory Board 2015-01-20 - 2015-12-23
  • Program Organizer for GB320 Coordinator 2014-01-01 - 2014-12-31
  • Committee Member for Teaching and Scholarly Activities 2014-01-01 - 2014-12-31