As an academic, my focus is on marketing strategy. My dissertation (2008) was on the role of certification marks in marketing (University of Illinois at Urbana Champaign, supervised by Kent B. Monroe.) I have received a recognition (2015) in cross cultural research in marketing at American Marketing Association (AMA).At SASIN, I am currently teaching courses on pricing strategies and brand management for MBA/EMBA. Previously, I taught PhD seminars on consumer behaviors and advances in branding, pricing, brand and experiential management. I did co-teaching on finance for none finance managers for MSc. While at RUTGERS and at ILLINOIS (in USA), I offered courses on retailing management, international trade, marketing management, global marketing strategies and brand management. At JINAN in China and Myanmar, I taught courses in marketing management and market research.My main research interest are on branding, pricing strategies, behavioral decision theory and social marketing. I have done consulting on health care marketing topics such as healthcare service responsiveness and healthcare quality and social marketing domain by examining questions from the consumer perspectives. I studied the public satisfaction with the healthcare system as part of the health system reform. I was an adviser on a healthcare service delivery at Integrated Center of Excellence at Siriraj Hospital in Bangkok, Thailand, one of the super- tertiary care in Thailand. In addition, I joined multidisciplinary teams of researchers in Environmental Sciences and Medicine. I have some works in Toxicology and Water Quality.During COVID19, I took on three communities development projects in sub-district economy in Thailand. I did field research in poverty alleviation. One of our field projects was chosen to the Prime Minister of Thailand in 2022. I was a Visiting Scholar at Kellogg School of Management, Northwestern University, USA, and a Visiting Scholar at ESSEC School of Business, Asia-Pacific Campus, Singapore. Prior to joining SASIN, I was a Visiting Assistant Professor of Marketing at Rutgers University, the State University of New Jersey, USA (2008-2009). During my PhD, I was an Instructor at University of Illinois at Urbana Champaign, USA (2005-2007), where I received the doctorate degree. My first job was in Finance. I was in corporate finance and investment banking at FBCB in Bangkok during Asian Financial Crisis. I was once an intern as a cost controller at a five star hotel in Bangkok.