Kim-Shyan Fam
Ph.D., Associate Professor, University of Otago, New Zealand.
Research Interest:
• Cross-Cultural Marketing Communications (emphasis on Asia)
• International Marketing Management (emphasis on Asia)
• Small Business/Entrepreneurship Strategy and Advertising
He have published numerous articles in local and international marketing journals in the areas of Advertising Agency-Client Relationships; Controversial Advertising; Cultural Advertising and International Retail Advertising. In addition, he was engaged by Lowe Advertising (HK) Ltd. to undertake a five-country quantitative research on ‘What Drives Ad Likeability in Asia'. The findings have been adopted by the majority of the agency's South East Asian subsidiaries. His earlier research reports on ‘Marketing of Education in Asian markets' have attracted over 40 orders from libraries across New Zealand.
PublicationsBook Chapters:
1. Fam, K.S., Simpson, L., Tian, Z. and Jozsa, L., ‘Promotion mix decisions and IMC use in small businesses: a comparison of successful and unsuccessful firms", in Small & Medium Enterprises (SMEs): Malaysian & Global Perspectives, N. O. Ndubisi and A. S. Saleh, eds., (2006), Chapter 15, pp. 279-276, Pearson Prentice Hall, Malaysia, [ISBN: 978 983 3655 649].
2. Gray, R. V. and Fam, K. S., ‘ASEAN rewards and pitfalls: implications for international advertisers', in Advances in International Marketing and Global Strategy, G. O. Ogunmokun and R. Gabbay, eds., (2000), Chapter 4, pp. 37-50, Academic Press International, [ISBN: 0958 5720 54].
3. Fam, K. S., Merrilees, B. and Brito, P., ‘International small business promotion strategies: a four-country comparison', in Advances in International Marketing and Global Strategy, G. O. Ogunmokun and R. Gabbay, eds., (2000), Chapter 8, pp. 120¬135, Academic Press International, [ISBN: 0958 5720 54].
4. Fam, K. S., ‘Clear Communications Limited' -A case study in Strategic Marketing Management for the Pacific Region, Carvens, Merrilees and Walker eds. (2000), pp. 384-389, McGraw-Hill Australia, [ ISBN: 0-07-470588-1].
5. Fam, K. S. and Brito, P., ‘A bi-national analysis of promotion strategies used by retailers in New Zealand and Portugal', in Developments in Australasian Marketing, as part of the Advances in International Marketing Series, R. B. McNaughton and T. Cavusgil eds., (2000), Chapter 5, pp. 61-75, JAI Press, [ISBN: 0-7623-0636-X].
6. Fam, K.S., `The extent, nature and benefits of integrated marketing communications: an East and West perspective', in Contemporary Issues in International Business and Marketing, G. O. Ogunmokun and R. Gabbay eds, (1998), Chapter 6, pp. 99-108, Academic Press International, [ISBN: 0-9585720 0 3].
7. Fam, K.S. and Kirkland-Smith, C., `Marketing in China: a case for branding and packaging', in Contemporary Issues in International Business and Marketing. G. O. Ogunmokun and R. Gabbay eds, (1998), Chapter 4, pp. 67-82, Academic Press International, [ISBN: 0-958572003].
