Peerayuth Charoensukmongkol
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Journal Articles

The role of coaching in enhancing customer responsiveness, marketing self-efficacy and firm performance among micro-entrepreneurs: moderating effect of goal orientation

Pornprom Suthatorn, Peerayuth Charoensukmongkol
Journal: Journal of Asia Business Studies
Journal of Asia Business Studies (2025) 19 (5): 1215–1235.
https://doi.org/10.1108/JABS-02-2025-0108
Published: 22 September 2025
View article titled, The role of coaching in enhancing customer responsiveness, marketing self-efficacy and firm performance among micro-entrepreneurs: moderating effect of goal orientation
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Journal Articles

Influence of Chinese entrepreneurs’ cultural intelligence on Guanxi development in foreign countries: moderating roles of cultural characteristics in host nations

Xiaoling Yao, Peerayuth Charoensukmongkol
Journal: Journal of Asia Business Studies
Journal of Asia Business Studies (2025) 19 (4): 1129–1151.
https://doi.org/10.1108/JABS-10-2024-0600
Published: 14 August 2025
View article titled, Influence of Chinese entrepreneurs’ cultural intelligence on Guanxi development in foreign countries: moderating roles of cultural characteristics in host nations
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Journal Articles

Effects of transformational leadership on psychological empowerment and employee engagement: a comparative study of Bangladesh and Thailand

Sumaia Farzana, Peerayuth Charoensukmongkol
Journal: Journal of Asia Business Studies
Journal of Asia Business Studies (2024) 18 (4): 1094–1113.
https://doi.org/10.1108/JABS-07-2023-0256
Published: 27 May 2024
View article titled, Effects of transformational leadership on psychological empowerment and employee engagement: a comparative study of Bangladesh and Thailand
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Journal Articles

Effect of social media analytics on firm performance: the moderating role of entrepreneurial orientation

Worachet Onngam, Peerayuth Charoensukmongkol
Journal: Journal of Asia Business Studies
Journal of Asia Business Studies (2024) 18 (4): 911–929.
https://doi.org/10.1108/JABS-01-2023-0040
Published: 16 April 2024
View article titled, Effect of social media analytics on firm performance: the moderating role of entrepreneurial orientation
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Journal Articles

The effectiveness of improvisational behavior on sales performance during the COVID-19 pandemic: the moderating effect of functional customer orientation

Peerayuth Charoensukmongkol, Arti Pandey
Journal: Journal of Asia Business Studies
Journal of Asia Business Studies (2023) 17 (4): 766–784.
https://doi.org/10.1108/JABS-09-2021-0359
Published: 13 September 2022
View article titled, The effectiveness of improvisational behavior on sales performance during the COVID-19 pandemic: the moderating effect of functional customer orientation
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Journal Articles

Effect of CEO transformational leadership on organizational ethical culture and firm performance: the moderating effect of competitive intensity

Nichanal Lamsam, Peerayuth Charoensukmongkol
Journal: Journal of Asia Business Studies
Journal of Asia Business Studies (2023) 17 (3): 539–558.
https://doi.org/10.1108/JABS-12-2021-0513
Published: 23 June 2022
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Journal Articles

The effect of social media use on customer qualification skills and adaptive selling behaviors of export salespeople in China

Jihong Zhou, Peerayuth Charoensukmongkol
Journal: Journal of Asia Business Studies
Journal of Asia Business Studies (2021) 15 (2): 278–300.
https://doi.org/10.1108/JABS-12-2019-0377
Published: 01 December 2020
View article titled, The effect of social media use on customer qualification skills and adaptive selling behaviors of export salespeople in China
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Journal Articles

Dimensions of social media marketing capabilities and their contribution to business performance of firms in Thailand

Penpattra Tarsakoo, Peerayuth Charoensukmongkol
Journal: Journal of Asia Business Studies
Journal of Asia Business Studies (2020) 14 (4): 441–461.
https://doi.org/10.1108/JABS-07-2018-0204
Published: 18 December 2019
View article titled, Dimensions of social media marketing capabilities and their contribution to business performance of firms in Thailand
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Journal Articles

Contribution of cultural intelligence to adaptive selling and customer-oriented selling of salespeople at international trade shows: does cultural similarity matter?

Arti Pandey, Peerayuth Charoensukmongkol
Journal: Journal of Asia Business Studies
Journal of Asia Business Studies (2019) 13 (1): 79–96.
https://doi.org/10.1108/JABS-08-2017-0138
Published: 07 January 2019
View article titled, Contribution of cultural intelligence to adaptive selling and customer-oriented selling of salespeople at international trade shows: does cultural similarity matter?
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