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

  • Academy of International Business
  • American Marketing Association
  • Society for Marketing Advances
  • Aacdemy of Marketing Science
  • Awards 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 Practice
  • 2010, Best Reviewer Award, AIB Conference, San Diego
  • 2010, Nominated to serve in the Editoral Board of Journal of Marketing Theory and Practice, Society of Marketing Advances
  • 2009, Best Reviewer Award, AIB Conference, San Diego, CA
  • 2006, 7th rank most cited Journal of International Marketing article
  • 2006, 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
  • 2000, Best Paper Award, Marketing Education Track, Society for Marketing Advances Conference
  • 1998, Best Paper Award, International and Cross-Cultural Track, American Marketing Association Summer Educators' Conference
  • Publications

    Journal Articles


  • 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., 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). 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. (2009). Understanding Health, Culture, and Empowerment in a Disability Context. International Journal of Pharmaceutical and Healthcare Marketing, (3) 2 96-117.
  • 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. (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., Cavusgil, S. T., Mitri, M. (1995). Selecting Foreign Distributors: An Expert Systems Approach. Industrial Marketing Management, (24) 297-304.
  • 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, 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). Entrepreneurship and Export Promotion Programs: Engines of Creative Destruction" Advances in International Marketing. Advances in International Marketing, (3) 46-68.
  • 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., 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). Understanding the Antecedents and Outcomes from Potential and Realized Absorptive Capacity , (Academy of International Business)
  • Yeoh, P. (2006). The Role of Absorptive Capacity and Knowledge Internalization in Sourcing Performance: A Supplier's Perspective , (American Marketing Association)
  • Yeoh, P. (2005). Disability and Sports: Application of the Empowerment Concept , (Society for Marketing Advances)

  • Presentations

  • 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). “Enhancing Knowledge Development in International Business: Perspectives from Academic Professionals” Presented at theSociety for Marketing Advances Orlando
  • 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. (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


  • Committee Member for Curriculum 2020 - 2020
  • Other for Honors Faculty Council 2019 - 2019
  • Undergraduate Academic Programs Fall Fair 2019 - 2019
  • Committee Member for Department Curriculum Committee 2016 - 2016
  • Committee Member for Curriculum Committee 2015 - 2015
  • Committee Member for Scholarly and Research Committee 2015 - 2015
  • Committee Member for Scholarly Activity 2013 - 2014
  • University Service


  • Committee Member for Academic Standards Committee 2020 - 2020
  • Committee Member for Honors Faculty Council 2020 - 2020
  • Committee Member for Academic Standards 2018 - 2018
  • Committee Member for Teaching and Scholarly Awards Committee 2016 - 2016
  • Committee Member for Curriculum Implementation Committee 2016 - 2016
  • Committee Member for Curriculum Implementation Committee (CIC) 2015 - 2015
  • Committee Member for Faculty Advisory Board 2015 - 2015
  • GB320 Course Coordinator for GB320 Coordinator 2014 - 2014
  • Committee Member for Teaching and Scholarly Activities 2014 - 2014
  • Professional Service


  • Reviewer, Journal Article for Asia Pacific Business Review 2020 - Present
  • Editorial Review Board Member for European Journal of Marketing 2020 - Present
  • Editorial Review Board Member for Journal of International Marketing 2020 - Present
  • Editorial Review Board Member for Journal of Marketing Theory and Practice 2020 - Present
  • Reviewer, Conference Paper for American Marketing Association - 2019
  • Editorial Review Board Member for Journal of International Marketing - 2019
  • Editorial Review Board Member for European Journal of Marketing - 2019
  • Reviewer, Ad Hoc Reviewer for International Marketing Review - 2019
  • Reviewer, Conference Paper for American Marketing Association 2018 - 2018
  • Reviewer, Conference Paper for Academy of International Business Conference 2016 - 2016
  • Editorial Review Board Member for Journal of Marketing Theory and Pratice 2016 - 2016
  • Reviewer, Ad Hoc Reviewer for European Management Review 2016 - 2016
  • Reviewer, Conference Paper for American Marketing Association Summer Educators' Conference 2016 - 2016
  • Editorial Review Board Member for Journal of Marketing Theory and Practice 2015 - 2015
  • Reviewer, Ad Hoc Reviewer for International Marketing Review 2015 - 2015
  • Reviewer, Ad Hoc Reviewer for Journal of Teaching in International Business 2015 - 2015
  • Reviewer, Conference Paper for Academy of International Business 2015 - 2015
  • Editorial Review Board Member for Journal of Marketing Theory and Practice 2014 - 2014
  • Reviewer, Conference Paper for Academy of International Business Conference 2014 - 2014