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
Academy of International Business PresentAmerican Marketing Association PresentSociety for Marketing Advances PresentAacdemy of Marketing Science 2013 - PresentAwards and Honors
2012, 2012 Top 10 cIted artIcles from the Journal of Marketing theory and Practice, Volumes 16–20 (2008–2012), Journal of Marketing Theory and Practice2010, Best Reviewer Award, AIB Conference, San Diego2010, Nominated to serve in the Editoral Board of Journal of Marketing Theory and Practice, Society of Marketing Advances2009, Best Reviewer Award, AIB Conference, San Diego, CA2006, 7th rank most cited Journal of International Marketing article2006, 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 Review2000, Best Paper Award, Marketing Education Track, Society for Marketing Advances Conference1998, Best Paper Award, International and Cross-Cultural Track, American Marketing Association Summer Educators' ConferencePublications
Journal Articles
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) 2Yeoh, P., Eshghi, A., Woolford, S. W., Butaney, G. T. (2014). Consumer Response to Service Recovery in Online Shopping. Journal of Services Research, (14) 2Yeoh, 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) Forthcoming.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) 4/5 511-535. 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 7-27. 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., 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. (1994). An Application of the Analytical Hierarchy Process in International Marketing: Selection of Foreign Distributor. Journal of Global Marketing, (8) 3Yeoh, 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) 1Yeoh, P., Cavusgil, T., Yaprak, A. (1993). A Decision Making Framework for Global Sourcing. International Business Review, (2) 2 143-156.
Conference Proceedings
Yeoh, P. (2018). A Critical Assessment of Skills and Knowledge for Entry-Level Marketing Jobs: A Delphi Study Academy of Marketing Science, (2018 AMS World Marketing Congress Conference Proceedings) Yeoh, P. (2008). The Effects of Functional Capabilities and Structural Factors on Firm's Product and Process Technology Emphasis , (American Marketing Association Summer Educators') Yeoh, P. (2006). The Role of Absorptive Capacity and Knowledge Internalization in Sourcing Performance: A Supplier's Perspective , (American Marketing Association) Yeoh, P. (2006). Understanding the Antecedents and Outcomes from Potential and Realized Absorptive Capacity , (Academy of International Business) Yeoh, P. (2005). Disability and Sports: Application of the Empowerment Concept , (Society for Marketing Advances)
Presentations
Yeoh, P. (2022). “Impact of Cluster Networks on Exporting Scope: Strategic Fit with Firm’s Upgrading Innovation Strategies and Organizational Capabilities” Presented at the American Marketing Association 2022 AMA Global SIG Conference Crete Yeoh, P. (2019). “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. (2017). “The Importance of Strategic Fit for Firm Internationalization: Impact of External Networks and its Moderators among SMEs” Presented at the American Marketing Association (AMA) American Marketing Association Global Special Interest Group Cuba Yeoh, P. (2010). “Upgrading Trajectories: Impact of Strategic Orientation and Extra- and Intra-Industry Ties on Process and Intra-chain Upgrading among SMEs” Presented at the Academy of International Business (AIB) Academy of International Business Conference Rio de Janeiro, Brazil Yeoh, P. (2008). “The Effects of Functional Capabilities and Structural Factors on Firm's Product and Process Technology Emphasis” Presented at theAmerican Marketing Association Summer Educators' San Diego, California Yeoh, P. (2006). “Understanding the Antecedents and Outcomes from Potential and Realized Absorptive Capacity” Presented at theAcademy of International Business Beijing, China Yeoh, P. (2006). “The Role of Absorptive Capacity and Knowledge Internalization in Sourcing Performance: A Supplier's Perspective” Presented at theAmerican Marketing Association Chicago, Illinois Yeoh, P. (2005). “Disability and Sports: Application of the Empowerment Concept” Presented at theSociety for Marketing Advances San Antonio Yeoh, P. (2002). “Internationalization, Organizational Learning, and New Venture Success: A Contingency Perspective” Presented at theSociety for Marketing Advances St. Petersburg Yeoh, P. (2001). “Exporting Entrepreneurship as a Source of Competitive Advantage: Understanding the Differential Impact of Proactiveness, Risk-taking, and Innovativeness on Firm Performance” Presented at theSociety for Marketing Advances New Orleans Yeoh, P. (2000). “Antecedents of Information Search Among Exporting Companies: The Role of Ability and Motivation to Search” Presented at theAcademy of Marketing Science Montreal Yeoh, P. (2000). “Enhancing Knowledge Development in International Business: Perspectives from Academic Professionals” Presented at theSociety for Marketing Advances Orlando Yeoh, P. (1998). “Antecedents and Performance Implications of Information Search Among Exporting Companies” Presented at theAmerican Marketing Association Summer Educators' Conference Boston Yeoh, P. (1996). “Entrepreneurship and Export Performance Among Small and Medium-sized Companies” Presented at theAcademy of International Business Calgary, Canada Yeoh, P., Blumentritt, T. (1996). “The Use of Personal and Secondary Sources of Information Among Small and Medium-sized Exporting Companies: The Impact of Cultural and Administrative Heritage” Presented at theAcademy of International Business Calgary Yeoh, P., Jeong, I. (1996). “Contingency Relationships Among Entrepreneurship, Organizational Structure, and Environment: A Proposed Conceptual Model of Export Performance” Presented at theAmerican Marketing Association Summer Educators Conference San Diego Yeoh, P. (1995). “Do Government Regulations Hurt New Product Introductions?: The Case of Drug Lags in the U.S. Pharmaceutical Industry” Presented at theAcademy of International Business Seoul, South Korea Yeoh, P., Jeong, I. (1995). “Contingency Relationships Among Entrepreneurship, Organizational Structure, and Environment: A Proposed Conceptual Model of Export Performance” Presented at theAmerican Marketing Association Summer Educators Conference San Diego Yeoh, P. (1994). “Factors in Product Innovation: An Illustration from the Pharmaceutical Industry” Presented at theThe Sixth Bi-Annual World Marketing Congress Istanbul, Turkey Yeoh, P. (1993). “Entrepreneurship and Export Promotion Programs: Engines of Creative Destruction” Presented at theFirst Symposium of the Consortium for International Marketing Research East Lansing, Michigan Yeoh, P. (1992). “Sources of Global Competitiveness in the U.S. Pharmaceutical Industry” Presented at theAmerican Marketing Association Summer Educators Conference San Diego Yeoh, P., Cavusgil, T., Yaprak, A. (1991). “A Decision-Making Framework for Global Sourcing” Presented at theAmerican Marketing Association Winter Educators Conference Orlando Yeoh, P., Cavusgil, T. (1991). “Theory-Building in International Marketing: The Eclecticism Continue” Presented at theAmerican Marketing Association Winter Educators Conference Orlando Service
Department Service
Marketing department representative for Represented department during the October 19 “Undergraduate Academic Programs Fair” 2022 - PresentMarketing department representative for Ph.D Networking Event organized by Marcus Stewart, Jay Thibodeau and Kerri-Ann Sanderson 2022 - PresentMarketing Ph.D. Program 2021 - PresentCommittee Member for Curriculum 2021 - PresentUndergraduate Admission Recruitment 2021 - PresentDepartmental Recruiting Committee 2022 - 2022Committee Member for Curriculum 2020 - 2020Other for Honors Faculty Council 2019 - 2019Undergraduate Academic Programs Fall Fair 2019 - 2019Committee Member for Department Curriculum Committee 2016 - 2016Committee Member for Curriculum Committee 2015 - 2015Committee Member for Scholarly and Research Committee 2015 - 2015Committee Member for Scholarly Activity 2013 - 2014University Service
Committee Member for NECHE Task Force 2021 - PresentCommittee Member for Academic Standards Committee 2022 - 2022Committee Member for Honors Council 2022 - 2022Committee Member for Academic Standards Committee 2021 - 2021Committee Member for Honors Faculty Council 2021 - 2021Committee Member for Academic Standards 2018 - 2018Committee Member for Teaching and Scholarly Awards Committee 2016 - 2016Committee Member for Curriculum Implementation Committee 2016 - 2016Committee Member for Curriculum Implementation Committee (CIC) 2015 - 2015Committee Member for Faculty Advisory Board 2015 - 2015GB320 Course Coordinator for GB320 Coordinator 2014 - 2014Committee Member for Teaching and Scholarly Activities 2014 - 2014Professional Service
Editorial Review Board Member for Journal of International Marketing 2021 - PresentEditorial Review Board Member for Journal of Marketing Theory and Practice 2021 - PresentReviewer, Ad Hoc Reviewer for Marketing Education Review 2021 - PresentReviewer, Ad Hoc Reviewer for Thunderbird International Business Review 2021 - PresentReviewer, Journal Article for Asia Pacific Business Review 2020 - PresentEditorial Review Board Member for European Journal of Marketing 2020 - PresentReviewer, Ad Hoc Reviewer for Journal of International Marketing - 2022Co-track chair of the Export and Import Management track for 2022 AMA Global Marketing SIG Conference 2022 - 2022Reviewer, Journal Article for European Journal of Marketing - 2022Conference/Workshop Track Chair for 2020 AMA Global Marketing SIG Conference, Crete, Greece. 2022 - 2022Reviewer, Conference Paper for American Marketing Association - 2019Editorial Review Board Member for Journal of International Marketing - 2019Editorial Review Board Member for European Journal of Marketing - 2019Reviewer, Ad Hoc Reviewer for International Marketing Review - 2019Reviewer, Conference Paper for American Marketing Association 2018 - 2018Reviewer, Conference Paper for Academy of International Business Conference 2016 - 2016Editorial Review Board Member for Journal of Marketing Theory and Pratice 2016 - 2016Reviewer, Ad Hoc Reviewer for European Management Review 2016 - 2016Reviewer, Conference Paper for American Marketing Association Summer Educators' Conference 2016 - 2016Editorial Review Board Member for Journal of Marketing Theory and Practice 2015 - 2015Reviewer, Ad Hoc Reviewer for International Marketing Review 2015 - 2015Reviewer, Ad Hoc Reviewer for Journal of Teaching in International Business 2015 - 2015Reviewer, Conference Paper for Academy of International Business 2015 - 2015Editorial Review Board Member for Journal of Marketing Theory and Practice 2014 - 2014Reviewer, Conference Paper for Academy of International Business Conference 2014 - 2014
