• Faculty, Marketing
  • Member, Research Committee
  • Member, Ph.D. Program Committee
  • Member, Marketing Faculty Group


  • Teaching: Consumption and Marketing (MBA), Qualitative Research (PhD)
  • Research: Consumer Experience, Consumer Wellbeing, Contemporary Marketing, Sustainability Development
  • Consultancy: Branding, Retailing, Banking, Food and Beverage, Gem and Jewelry, Personal Care, Tourism, Social Enterprise and Social Development Organizations
  • Executive Developments for organizations in public and private sectors
  • Knowledge Sharing: Columnist “Think Marketing Weapon,” Krungthepturakij News 

Selected Publications:

  • Nuttavuthisit K. (Forthcoming). Vocational Education for Sustainable Community Development: Building Collaborative Efforts in Myanmar and Vietnam, Community Development Journal, DOI: 10.1093/cdj/bsw053
  • Nuttavuthisit K. & Thøgersen J. (Forthcoming). The Importance of Consumer Trust for the Emergence of a Market for Green Products: The Case of Organic Food, Journal of Business Ethics, Published online 17 May 2015. DOI: http://dx.doi.org/10.1007/s10551-015-2690-5
  • Nuttavuthisit, K., Jindahra P., & Prasanpanich P. (2015). Participatory Community Development: Evidence from Thailand, Community Development Journal, 50 (1), 55-70.
  • Figueiredo B., Chelekis J., DeBerry-Spence B., Firat F., Ger G., Godefroit-Winkel D., Kravets O., Moisander J., Nuttavuthisit, K., Peñaloza L., & Tadajewski M. (2015). Developing Markets? Understanding the Role of Markets and Development at the Intersection of Macromarketing and Transformative Consumer Research (TCR). Journal of Macromarketing, Vol. 35(2), 257-271.
  • Tadajewski, M., Chelekis, J., Deberry-Spence, B., Figueiredo, B., Kravets, O., Nuttavuthisit, K., Peñaloza, L., & Moisander, J. (2014). The Discourses of Marketing and Development: Towards Critical Transformative Marketing Research. Journal of Marketing Management, 30 (17-18), 1728-1771.
  • Nuttavuthisit, K. (2014), How consumers as aesthetic subjects co-create the aesthetic experience of the retail environment. Journal of Retailing and Consumer Services, 21 (4), 432–437.
  • Nuttavuthisit, K. (2010). If you can’t beat them, let them join: The development of strategies to foster consumers’ co-creative practices. Business Horizon, 53(3), May-June 2010, 315-324.
  • Nuttavuthisit, K. (2008). Yaowawit School Kapong, Kellogg School Case 5-308-500.
  • Nuttavuthisit, K. (2007). Branding Thailand: Correcting the Negative Image of Sex Tourism. Place Branding and Public Diplomacy. 3(1), 21-30.
  • Kozinets, R. V., Sherry, J. F., Storm, D., Duhachek, A., Nuttavuthisit, K., & DeBerry-Spence, B. (2004). Ludic Agency and Retail Spectacle. Journal of Consumer Research, 31(December), 658-672.
  • Sherry, J. F., Kozinets, R. V., Duhachek, A., DeBerry-Spence, B., Nuttavuthisit, K., & Storm, D. (2004). Gendered Behavior in a Male Preserve: Role Playing at ESPN Zone Chicago. Journal of Consumer Psychology, 14 (1&2), 151-158.
  • Kozinets, R. V., Sherry, J. F., DeBerry-Spence, B., Duhachek, A., Nuttavuthisit, K., & Storm, D. (2002). Themed Flagship Brand Stores in the New Millennium: Theory, Practice, Prospects, The William R. Davidson Honorable Mention Award. Journal of Retailing. 78 (1), 17-29.
  • Sherry, J. F., Kozinets, R. V., Storm, D., Duhachek, A., Nuttavuthisit, K., & DeBerry-Spence, B. (2001). Being In The Zone: Staging Retail Theater at ESPN Zone Chicago, Journal of Contemporary Ethnography, 30(4), 465-510.


  • Merry Marketing, Nation Multimedia Group (in Thai) (2015)
  • Consumption and Marketing: The Asian Perspectives and Practices, Siam M&B Publishing Co., Ltd. (in English) (2011)
  • Marketing Panorama, Nation Multimedia Group (in Thai) (2011)
  • Consumer Aesthetic Experience in a Retail Context, VDM (Germany) (in English) (2010)
  • Marketing Magnitude, Nation Multimedia Group (in Thai) (2007)
  • Marketing Spectacles, Nation Multimedia Group (in Thai) (2006)

Outreach Activities:
Advisor/Committee Member

  • Yuvabadhana Foundation (2015 – present)
  • Marketing Association of Thailand (2014 – present)
  • Children’s World Academy (2014 – present)
  • Khon Thai Foundation (2011 – present)
  • The NETWORK for NGO-Business Partnerships (2008 – present)


  • Kellogg School of Management, Northwestern University Evanston, IL
    Ph.D. (Marketing), April 2003
  • Thammasat University Bangkok, Thailand
    BBA (Marketing) – 1st Class Honor (Gold Medal), March 1997

Academic Honors:

  • Sasin Teacher of the Year Award     2009, 2011, 2012
  • Chulalongkorn University Award for Teaching Excellence     2010, 2013
  • King Anandamahidol Scholarship     1999-2003
  • King Bhumibol Scholarship (Gold Medal)     1997
  • King Bhumibol Scholarship     1993