Phone: (408) 924-3535
Spring 2013 Course Information:
PERSONAL PROFILE Back to Top
Sak Onkvisit is Professor of Marketing in the College of Business. He has been associated with San Jose State University since 1986 and received early tenure in 1989. He formerly taught at Pennsylvania State University--Capitol, Illinois State University, and Northeastern Illinois University. His professional objective is to be fully committed to quality instruction and research productivity in the areas of marketing and international business.
He received his doctoral degree (major in marketing, minor in international business) from the University of Kentucky in 1976.
Professor Onkvisit has authored several books and has published and presented numerous papers. His International Marketing: Analysis and Strategy textbook has been internationally adopted in the United States, the United Kingdom, Australia, Singapore, India, and the other countries. He has published in such journals as Journal of Advertising Research, Columbia Journal of World Business, Business Horizons, Journal of the Academy of Marketing Science, International Marketing Review, etc. His scholarly publications have been cited by a large number of authors.
Dr. Onkvisit's teaching and research interests involve the areas of consumer behavior, marketing research, international marketing, and services marketing. He has taught undergraduate, MBA, and doctoral courses in a number of countries (including Thammasat University and Chulalongkorn University in Thailand, Peter F. Drucker and Masatoshi Ito Graduate School of Management in the United States, and Tomsk State University in Russia).
In terms of professional services, he has served on a number of department, college, and university committees (including the Academic Senate). He is a member of the editorial review board of Journal of Marketing Education as well as a member of the Service Industries Journal editorial board. He has reviewed projects and manuscripts for the National Science Foundation, Service Industries Journal, Journal of Marketing Education, Journal of Direct Marketing, International Marketing Review, Journal of International Consumer Marketing, Journal of International Business Studies, Association for Global Business, Academy of International Business, and American Marketing Association.
Dr. Onkvisit was a 1993-1994 Fulbright scholar at Thammasat University in Bangkok and a 2006 Fulbright Senior Specialist at Tomsk State University in Siberia.
HONORS, MERITS, & GRANTS Back to Top
Fulbright Senior Specialist (2006)
John F. Kennedy/Fulbright
Senior Scholar Award (1993-94)
Member, Beta Gamma Sigma national scholastic Honor society (1993)
San Jose State University
Global Studies Fellow (2003)
Performance-Based Salary Step Increase Award (1996, 1997)
Meritorious Performance and Professional Promise Award (1990, 1988)
Faculty Development Assigned Time Award (1990-91, 1988-89)
Affirmative Action Faculty Development Grant (1987-88, 1986-87)
Faculty Development Travel Grant (1986-87)
Direct Marketing Educational Foundation
1985 Fellowship, Direct Marketing Professors' Institute
Northeastern Illinois University
1984 Merit Award for Research
1984 Merit Award for Research
RESEARCH AND PUBLICATIONS--BOOKS: Back to Top
International Marketing: Analysis and Strategy, 4th ed. London: Routledge, 2004. (The previous editions were published by Merrill Publishing, Macmillan, and Prentice Hall.)
Consumer Behavior: Analysis and Strategy. New York: Macmillan, 1994.
Product Life Cycle and Product Management. Westport, Connecticut: Quorum/Greenwood Press, 1989.
RESEARCH AND PUBLICATIONS--OTHERS: Back to Top
"Advertising in America, Japan, and Thailand: A Cross-Cultural Perspective," AIMS International Conference on Management, The Association of Indian Management Scholars, Indore, India, 2006.
"Internationalizing Marketing Communications: A Study-Abroad, Direct-Experience Approach." Proceedings of the Third Annual World Congress conference, Academy for Global Business Advancement, Kuala Lumpur, Malaysia, 2006.
"From National to International and 'Glocal' Advertising: Misconceptions and Strategies," Revisiting Globalization and Communication in the 2000s international conference, Chulalongkorn University, 2004.
"Intellectual Property: Trademarks and Legal and Marketing Implications," International Brand Talks, Chulalongkorn University, 2004.
"A Critical Evaluation of Student Evaluation of Teaching Effectiveness," Marketing Educators' Conference, Las Vegas, 2004.
"Cross-Cultural Teaching: The International Applicability of Marketing Concepts," Society for Cross-Cultural Research Conference, 2004.
"Marketing As a Discipline of Study: U.S., Asian, and Global Perspectives and Implications," Asia Academy of Management Conference, Bangkok, 2002.
"Measurement Scales in the International Context," INFORMS Annual Conference, San Jose, 2002.
“Marketing/Advertising Concepts and Principles in the International Context: Universal or Unique?” in New Directions in International Advertising Research, Advances in International Marketing, Vol. 12, ed. Charles R. Taylor, Amsterdam: JAI, 2002, 85-99.
“’Glocal’ Advertising: Think Global, Act Local,” American Marketing Association’s Annual Conference, San Diego, 2002.
“Comparative Advertising: A Typology and Research Issues,” Proceedings, Western Decision Sciences Institute’s Annual Conference, Las Vegas, 2002.
“Comparative Advertising: To Ban or Not To Ban,” Proceedings, Communication in a Democratic Society International Conference, Bangkok, Thailand, 2001.
"Pass-Through Advertising Is Not Passing Through: A Critical Examination of Thailand's Rules and Assumptions," Proceedings, Communication in a Democratic Society International Conference, Bangkok, Thailand, 2001.
"How Universal Are Marketing Concepts and Principles?" Proceedings, Association of Marketing Theory and Practice Conference, Hilton Head, S.C., 2000.
"Standardized International Advertising: Some Research Issues and Implications," Journal of Advertising Research 39 (November/December 1999): 19-24.
"Using Structured and Direct Observation to Determine the Influence of Culture on Color Choice and Preference," Proceedings, Western Marketing Educators' Association Conference, 1999, 97-100.
"International Air Transport Service Competition: Perceptions of Service Attributes," Journal of Customer Service in Marketing & Management 4 (no. 1, 1998): 47-60.
"Beauty Is Not Skin Deep: A Study of Product Adoption and Demographic/Perceptual Segmentation," Proceedings, American Society of Business and Behavioral Sciences Conference, Las Vegas, 1998.
"American Business Is Not International Business," Northern California Executive Review 9 (Winter/Spring 1995): 12-14.
"Market Segmentation and Standardization/Localization," Society for Consumer Psychology Conference, San Diego, 1995.
"What Is Wrong with Corporate America: Challenges to Conventional Management and Marketing Thought," Proceedings, Association for Global Business Conference, Las Vegas, 1994: 238-45.
"Corporate Bribery in an International Context: Issues and Questions," Association for Global Business Conference, Las Vegas, 1994.
"Standardization versus Localization: The Need for the Compromising Perspective," in Global Marketing: Perspectives and Cases, ed. Salah S. Hassan and Roger D. Blackwell, Fort Worth, Texas: Dryden Press, 1994, 30-50.
"International Marketing Information System as a Strategic Tool: A Conceptual Framework and Guidelines," Proceedings, Association for Global Business Conference, New Orleans, 1992: 111-17.
"Is Services Marketing Really Different?" Journal of Professional Services Marketing 7 (No. 2, 1991): 3-17.
"Bribery: An Analysis of Ethical, Legal, Social, Economic, and Philosophical Considerations," Journal of Global Marketing 4 (No.2, 1991): 5-20.
"Debunking the Myth That One Ad Fits All," The Business Journal, 4 March 1991: 7.
"Embrace Foreign Subsidies, Don't Shun Them," The Business Journal, 18 February 1991: 7.
"Myopic Management: The Hollow Strength of American Competitiveness," Business Horizons 34 (January-February 1991): 13-19.
"International Marketing Textbook Content Analysis and Review: An Empirical Examination," Northeast Business and Economics Association Conference, Newport, Rhode Island, 1990
"Global Advertising: Revolution or Myopia?" Journal of International Consumer Marketing 2 (No. 3, 1990): 97-112.
"International Marketing in Marketing Space," Western Marketing Educators' Conference, Las Vegas, Nevada, 1990.
"National Myopia: A Cause of the U.S. Trade Failure." International Conference Series, Vol. IV, World Marketing Congress, Singapore, 1989: 51-56.
"Image as a Strategic Tool for Service Marketers." Developments in Marketing Science, Vol. XII, Academy of Marketing Science Conference, Orlando, Florida, 1989.
"The International Dimension of Branding: Strategic Considerations and Decisions." International Marketing Review 6 (no. 3, 1989): 22-34. Abstract appearing in Journal of Product Innovation Management.
"Service Marketing: Image, Branding, and Competition." Business Horizons 32 (January-February 1989): 13-18. Reprinted in Annual Editions: Marketing 90/91, 12th ed. Ed. by John E. Richardson. Guilford, Connecticut: Dushkin Publishing Group, 1990, 55-59.
"The Diffusion of Innovations Theory: Some Research Questions and Ideas." Akron Business and Economic Review 20 (Spring 1989): 46- 55.
"Marketing Barriers in International Trade." Business Horizons 31 (May-June 1988): 64-72.
"International Consumer Behavior: A Call for a New Research Approach." Proceedings, Regional Conference of the Academy of International Business, Claremont, California, 1988.
"Hi-ho Silver: Riding the Product Life Cycle." Northern California Executive Review 2 (Spring 1988): 1-7.
"Standardized International Advertising: A Review and Critical Evaluation of the Theoretical and Empirical Evidence." Columbia Journal of World Business 22 (Fall 1987): 43-55.
"The Diffusion of Innovations Theory: Some Theoretical Questions." Marketing: Meeting the Challenges of the 1990's, Proceedings, Southern Marketing Association Conference, New Orleans, 1987: 198- 201.
"The Measurement of Service Value: Some Methodological Issues and Models." Add Value to Your Service, Proceedings, American Marketing Association's 6th Annual Services Marketing Conference, San Diego, 1987: 55-60.
"Research and Teaching of International Business: Some Ideas, Approaches, and Suggestions." Proceedings, Regional Conference of the Academy of International Business, Los Angeles, 1987.
"Self-Concept and Image Congruence: Some Research and Managerial Implications." Journal of Consumer Marketing 4 (Winter 1987): 13- 23.
"Searching for the 'Perfect' Definition of Marketing May Be a Fruitless Endeavor." Marketing Educator 6 (Winter 1987): 1, 6.
"Present and Future Implications for the Diffusion of Innovations Theory within the Marketplace." Proceedings, Northeast Business and Economics Association Conference, Lowell, Massachusetts, 1986: 113-14.
"Competition and Product Management: Can the Product Life Cycle Help?" Business Horizons 29 (July/August 1986): 51-61. Reprinted in Readings and Cases in Basic Marketing, 5th ed. Ed. by E. Jerome McCarthy, John F. Grashof, and Andrew A. Brogowicz. Homewood, Illinois: Richard D. Irwin, 1987, pp. 218-28. Abstract appearing in Journal of Marketing 51 (July 1987): 131 and Journal of Product Innovation Management 4 (1987): 154-55.
"Image Congruence and Self Enhancement: A Critical Evaluation of the Self-Concept." Proceedings, American Marketing Association Conference, Washington, D.C., 1985: 6.
"A View of Marketing and Advertising Practices in Asia and Its Meaning for Marketing Managers." Journal of Consumer Marketing 2 (Spring 1985): 5-17.
"Authors Defend Viewpoint Article." Marketing News. Chicago: American Marketing Association. February 1, 1985: 2.
"Implement Three Reforms to Curb Marketing Abuses by Politicians." Marketing News. Chicago: American Marketing Association. October 26, 1984: 18.
"Multiplicity of Roles, Role Conflict Resolution, and Marketing Implications." Developments in Marketing Science, Vol. VII, Academy of Marketing Science Conference, Niagara Falls, 1984: 57- 61.
"An Examination of International Product Life Cycle and Its application Within Marketing." Columbia Journal of World Business 18 (Fall 1983): 73-79. Reprinted in Global Marketing Perspectives. Ed. by Jagdish N. Sheth and Abdolreza Eshghi. Cincinnati: South-Western Publishing Co., 1989, pp. 137-48. Also reprinted in Pakistan Management Review 25 (1984): 126-39.
"Identifying Marketing Attributes Necessary for Standardized International advertising." Mid-Atlantic Journal of Business 22 (Winter 1983/1984): 43-57.
"International Product Brand Decisions." Proceedings, New England Marketing Association Conference, Jeffersonville, Vermont, 1983.
"Personality as a Predictor Variable: Problems and Implications." Developments in Marketing Science, Vol. VI, Academy of Marketing Science Conference, Miami Beach, 1983: 104-09.
"Advertising Appeal for Blacks: All-White, All-Black, or Integrated Ads?" Developments in Marketing Science, Vol. VI, Academy of Marketing Science Conference, Miami Beach, Florida, 1983: 481-84.
"In Search of the Validity and Applicability of Diffusion Thgeory." Developments in Marketing Science, Vol. V, Academy of Marketing Science Conference, Las Vegas, Nevada, 1982: 118-19.
"Modifying the Retail Classification System for More Timely Marketing Strategies." Journal of the Academy of Marketing Science 9 (Fall 1981): 436-53.
"Applying the Retailing Approach in the Marketing of Colleges and
Universities." Journal of Business Education 56 (February 1981): 191-94.
"A Cross-National Comparison of the Applicability of Standardized International Advertising." Developments in Marketing Science, Vol. III, Academy of Marketing Science Conference, Dallas, Texas, 1980: 93-98.
"Non-Profit Marketing: The Marketing Mix for Colleges and Universities." Mid-Atlantic Journal of Business 18 (December 1979): 3-12.
"Information Source Usage by Prospective Home Buying Consumers." Journal of the Academy of Marketing Science 7 (Winter/Spring 1979): 88-94 (with Dennis M. Crites as lead author).
"Fine-Tuning the Marketing Mix for Colleges and Universities." Proceedings, Southwestern Marketing Association Conference, Houston, Texas, 1979: 79-80.
"American and Foreign Consumer Concerns Toward American Business." Mid-Atlantic Journal of Business 17 (December 1978)--Abstract also appearing in International Executive 21 (Spring/Summer 1979): 18- 19.
"A Consumer Goods Classification Approach in the Marketing of Colleges and Universities." Developments in Marketing Science, Vol. I, Academy of Marketing Science Conference, Chicago, Illinois, 1978: 93-97.
"Retail Strategies for Colleges and Universities." Proceedings, Southwestern Marketing Association Conference, Dallas, Texas, 1978: 27.