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UKM-Graduate School of Business
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ASSOC. PROF. DR. TIH SIO HONG
 
e-mail: s_h_tih@yahoo.com / sh@ukm.my Tel:+ 603-89215582
   
  Tih Sio Hong (Dr.) is an Associate Professor at UKM-Graduate School of Business. She received her BBA from Universiti Kebangsaan Malaysia and MBA from Keele University, and Ph.D in marketing from University of Strathclyde, Scotland. She is involved in teaching, research and consultancy projects. She teaches undergraduate, masters and doctorate courses in the area of marketing, international business, entrepreneurship and research method. Currently, she is involved in several research projects, namely e-lifestyle survey, junior entrepreneur development, consulting-based learning for entrepreneurship education, and marketing of tropical fruits. She is a member of the Japan-ASEAN entrepreneurship development research team on entrepreneurship education and SME development in the ASEAN region. She has provided consultancy services to both government agencies and private companies in the area of universal service provision, technology mapping programme, customer satisfaction survey, tropical fruit demand in European markets, marketing of chilled and frozen food, and new product concept testing. She has presented papers at various international conferences and published articles in peer-reviewed international journals such as the International Journals of Retail and Distribution, Global Business & Economics Anthology, Asian Academy of Management Journal, Journal of Agribusiness Marketing and Jurnal Pengurusan (Management Journal).

 
 
   
Qualifications:

Doctor of Philosophy (Marketing), University of Strathclyde, United Kingdom(2004)                  

  Master of Business Administration (Distinction), University of Keele, United Kingdom (1997)
Bachelor of Business Administration, Universiti Kebangsaan Malaysia (1994)
 


Current Position:

Associate Professor
   
Specialisation:
:: Marketing and Entrepreneurship
 
    Areas of Research:
    :: e-Marketing, Marketing and Entrepreneurship
       
    		 
         
       
         
     
    Research/ Consultation/ Expansion:
    Research Project/ Involvement
         
    Title : Marketing and Services Management-Selected Case Studies [UKM-GUP-EP-07-18-115]
    Period : 1/10/2007-30/9/2009
    Source : Research University Grant
    Output : In progress
    Researcher : Prof. Dr. Aliah Hanim Bt. Mohd Salleh (Head), Prof. Dr. June, Poon.M. L., Dr. Aini Binti Aman, Dr. Khairul Akmaliah Bt. Adham, Dr. Shamshubaridah Bt. Ramlee, Dr. Tih Sio Hong
       
     
    Title : Market Orientation and Marketing competency in the Tropical Fruits industry: Identifying Best Practices [UKM-GUP-EP-07-18-110]
    Period : 1/10/2007-30/9/2009
    Source : Research University Grant
    Output : In progress
    Researcher : Dr. Norjaya Binti Mohd Yasin (Head), Prof. Dr. Aliah Hanim Bt. Mohd Salleh, Dr. Azhar Bin Ahmad, En. Mhd Suhaimi Bin Ahmad, Prof. Dr. Mohd Fauzi Bin Mohd Jani, Pn. Norzalita Bt. Abd Aziz, Dr. Tih Sio Hong
       
     
    Title : Modelling of Junior Entrepreneurship Attitude and Intention [UKM-EP-04-FRGS0014-2006]
    Period : 1/3/2007-28/2/2009
    Source : Fundamental Research Grant (FRGS)
    Output : In final stage of research analysis and report writing
    Researcher : Dr. Tih Sio Hong (Head), Prof. Dr. Mohd Fauzi Mohd Jani, Assoc. Prof. Zaimah Darawi, Dr. Ahmad Azmi Mohd Ariffin, Dr. Rozita Aminruddin, Mohd Radzuan Rahid, Ahmad Raflis Che Omar
       
     
    Title : SMEs and Entrepreneurship Development: an Integrated Education and Consulting Program
    EPGL-019-2007
    Period : 2007/2008
    Source : Small and Medium Industries Development Cooperation (SMIDEC), Malaysia
    Output : 20 students were trained in entrepreneurship and local SMEs received consultation services and their performance improved
    Researcher : Prof. Dr. Mohd Fauzi Mohd Jani (Head), Assoc. Prof. Zaimah Darawi, Dr. Tih Sio Hong,
    Dr. Ahmad Azmi Mohd Ariffin, Dr. Rozita Aminruddin, Mohd Radzuan Rahid, Ahmad Raflis Che Omar
       
     
    Title : Development of Educational Program for Entrepreneurship Facilitator in Indonesia
    Period : 2007
    Source : Japan Bank for International Cooperation (JBIC)
    Output : Training manual for entrepreneurship education
    Researcher : Prof. Takeru Ohe (Waseda University) (Head), Dr. Tih Sio Hong, Mr. Stephen Paterson, Ms. Seiko Fujimoto
       
     
    Title : Market Potential of Selected Tropical Fruits in the Netherlands
    Period : 2006/2007
    Source : Federal Agricultural Marketing Authority (FAMA)
    Output : Report owned by FAMA
    Researcher : Prof. Dr. Mohd. Fauzi bin Mohd. Jani (Head), Assoc. Prof. Dr. Aliah Hanim bt Mohd. Salleh,
    Dr. Tih Sio Hong, Dr. Azhar Hj Ahmad, Dr. Norjaya bt Mohd. Yasin, En. Mhd. Suhaimi Ahmad, En. Ahmad Khairy bin Mohd. Domil
       
     
    Title : Experimental Management and Entrepreneurship Development
    EPGL-055-2005
    Period : Nov 2005-Feb 2006
    Source : Asia SEED. Source from: RIETI Japan
    Output : Report owned by RIETI, Japan
    Researcher : Prof. Dr. Mohd Fauzi Mohd Jani (Head), Assoc. Prof. Zaimah Darawi, Dr. Tih Sio Hong
    Dr. Ahmad Azmi Mohd Ariffin, Dr. Rozita Aminruddin, Mohd Radzuan Rahid, Ahmad Raflis Che Omar
       
     
    Title : Feasibility Study of Implementation of Student Mall in UKM
    EPGL-021-2006
    Period : 2006
    Source : UKM
    Output : Report submitted to UKM
    Researcher : Prof. Dr. Mohd Fauzi Mohd Jani (Head), Assoc. Prof. Zaimah Darawi, Dr. Tih Sio Hong
    Dr. Ahmad Azmi Mohd Ariffin, Dr. Rozita Aminruddin, Mohd Radzuan Rahid, Ahmad Raflis Che Omar
       
      Consultancy Work
     
    Title : Impact of The Universal Services Provision (USP) 2, 3, 4
    Period : 2007
    Source : MAXIS Braoadband Sdn. Bhd.
    Output : Report submitted to MAXIS
    Researcher : Prof. Dr. Norghani Md Nor (Head), Prof. Dr. Mahmod Ismail, Dr. Mohd Zain, Dr. Tih Sio Hong, En. Mohamad Zaki
       
     
    Title : Universal Service Provision
    Period : 2007
    Source : Malaysian Communications and Multimedia Commission (MCMC)
    Output : Report submitted to MCMC
    Researcher : Prof. Dr. Norghani Md Nor (Head), Prof. Dr. Mahmod Ismail, Dr. Mohd Zain, Dr. Tih Sio Hong, En. Mohamad Zaki
       
     
    Title : Universal Service Provision
    Period : 2006
    Source : Malaysian Communications and Multimedia Commission (MCMC)
    Output : Report submitted to MCMC
    Researcher : Prof. Dr. Norghani Md Nor (Head), Prof. Dr. Mahmod Ismail, Dr. Mohd Zain, Dr. Tih Sio Hong, En. Mohamad Zaki
       
     
    Title : Research Design and Post Analysis on Customer Satisfaction Survey for ACASIA
    Period : 2001
    Source : ACASIA
    Output : Report submitted to ACASIA
    Researcher : Dr. Tih Sio Hong (Head)
       
     
    Title : Post analysis on Customer Satisfaction Survey for ACASIA
    Period : 2000
    Source : ACASIA
    Output : Report submitted to ACASIA
    Researcher : Dr. Tih Sio Hong (Head)
       
     
    Title : New Product Concept Testing
    Period : 2000
    Source : MIMOS (Malaysian Institute of Microelectronic Systems)
    Output : Report submitted to MIMOS
    Researcher : Dr. Tih Sio Hong (Head)
       
     
    Title : Study on Marketing of Chilled and Frozen Food in Malaysia
    Period : 2000
    Source : Kassim Chan Deloitte Touche Tohmatsu
    Output : Report submitted to Kassim Chan Deloitte Touche Tohmatsu
    Researcher : Co-Consultation with Unipeq, UKM
    Assoc. Prof. Dr. Nik Ismail (Head), Dr. Tih Sio Hong, Encik A.C. Lam
       
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    Publications

     

    Journals
    :. Tih, Siohong, Rozhan Abu Dardak and Farzana Habib (2008) “Exploring Potential of Islamic Brand” Global Business & Economics Anthology, Vol 1, December 2008, pp.171-178 (ISSN:1553-1392).
    :. Tih, Siohong, Azhar Ahmad and Mohd Fauzi Mohd Jani (2008) “Distribution Channel of Tropical Fruits in the Netherlands Market”, Journal of Agribusiness Marketing, Vol. 1, pp.61-81.
    :. Tih, Siohong, Ennis, Sean and Poon, June M.L. (2008) “Attitude toward Online Retailing Services: A Comparison of Student and Non-student Samples” Asian Academy of Management Journal, Vol. 13, No 1, pp.113-126. (ISSN: 1394-2603)
    :. Tih, Siohong and Ennis, Sean (2006) “Cross-Industry Analysis of Consumer Assessments of Internet Retailers’ Service Performance”, the International Journal of Retail and Distribution Management, Vol. 34 No.4/5, pp.290-307. (ISBN:1-84544-986-X)
    :.

    Tih, Siohong and Ennis, Sean (2006) “Service Quality-Satisfaction-Intention Relationships in the Internet Retail Context” Jurnal Pengurusan, 25, 63-86. (ISSN:0127-2713)
    :. Tih, Siohong (1998) “Tinjauan terhadap Penggunaan Internet di Malaysia” Jurnal Pengurusan, Vol.17, pp.93-106. (ISSN:0127-2713)
       

     

    Case Writing

     

    Published Case:

    :. Aliah Hanim M. Salleh, Siohong Tih and Ahmad Azmi Mohd. Ariffin (2003).  Case 4: PROTON-The International Challenge. In Rethinking Marketing-Sustainable Marketing Enterprise in Asia: Text and cases, 126-133, Prentice-Hall/Pearson Education Asia: Singapore.
    :.

    Tih, Siohong (1996), Case “Marketing Malaysia Palm Oil”, published in case book of INTAN for INTAN case training workshop.
     

     

    Case writing for internal use- Faculty of Economics and Business, UKM
    :. Tih, Siohong (2008), Case “Burger King: Recovery and Restrategizing for Future Growth.”   
    :. Tih, Siohong (2001), Case “JC Canning”, a canned food production firm.
    :.

    Tih, Siohong, Ayu Trisna, Norjaya Mohd Yasin and Rozita Amiruddin (1997) Case “Kertina Kelantan Company”.
    :. Tih, Siohong, June M.L. Poon , Ridzuan Mohd Sagir and Nik Rahimah Nik Yacob (1997) Case “Perwaja”, a steel organization.
       
       

    Proceedings
    :. Tih, Siohong and Wei-Nee Chen (2009) “Understanding the Young Malaysians’ Brand Perception and Decision on Mobile Phone”, Proceeding of 2nd International Conference on Marketing and Retailing (INCOMaR 2009), 8-10 July 2009, Melaka, Malaysia.
    :. Nor Azlina Kamaruddin, Adriana Mohd. Rizal and Siohong Tih (2009) “Website Quality and Consumer Online Purchase Intention of Air Ticket” Proceeding of 2nd International Conference on Marketing and Retailing (INCOMaR 2009), 8-10 July 2009, Melaka, Malaysia.
    :. Roshayati Binti Abd Hamid, Ida Rosnita Binti Ismail and Siohong Tih (2009) “Effect of E-Brochure Usefulness on Perceived Destination Image and Intention to Visit Langkawi”, Proceeding of 2nd International Conference on Marketing and Retailing (INCOMaR 2009), 8-10 July 2009, Melaka, Malaysia.
    :. Noor Hasni Juhdi and Siohong Tih (2009) “Export Involvement and Organizational Learning among SMEs” Proceeding of 2nd International Conference on Marketing and Retailing (INCOMaR 2009), 8-10 July 2009, Melaka, Malaysia.
    :. Tih, Siohong, Rozita Amiruddin, Ahmad Raflis Che Omar, Mohd Radzuan Rahid & Zaimah Darawi (2009) “Characteristics and Entrepreneurship Intention of Secondary School Students”, Prosiding Persidangan Kebangsaan Ekonomi Malaysia Ke-IV, 2-4 June, Pahang, Malaysia, p. 901-909.
    :. Tih, Siohong and Takeru Ohe (2008) “Consulting-based Entrepreneurship Training Program” Proceeding of the SME-Entrepreneurship Global Conference, 3-4 July, Australia 2008.
    :. Rozhan Abu Dardak, Farzana Habib and Siohong Tih (2008) “Exploring Potential of Islamic Brand” Proceeding of the 2008 Business & Economics Society International Conference, July 15-19, 2008 in Lugano Switzerland.
    :. Tih, Sohong, Mohd Radzuan Rahid, Norshamliza Chamhuri, and Zaimah Darawi (2006) “Effect of Triangulation Entrepreneurship Training on Trainees’ Performance” Proceeding of the SME-Entrepreneurship Global Conference 17-18 Oct 2006, Malaysia.
    :.

    Zaimah Darawi, Ahmad Raflis Che Omar, Mohd Fauzi Mohd Jani, Tih, Siohong (2006) “Transformasi Ekonomi Pertanian: Potensi Latihan Usahwan Triangulasi dalam Pembangunan Usahwan Tani” Prosiding Persidangan Kebangsaan Ekonomi Malaysia Pertumbuhan dan Pembangunan Ekonomi Dari Perspektif Rancangan Malaysia Kesembilan

    :. Tih, Siohong, Ahmad Azmi M. Ariffin dan Rozita Amiruddin (2006) “Cabaran Industri Kecil dan Sederhana: Ke Arah Pembangunan Ekonomi Negara” Prosiding Persidangan Kebangsaan Ekonomi Malaysia Pertumbuhan dan Pembangunan Ekonomi Dari Perspektif Rancangan Malaysia Kesembilan
    :. Tih, Siohong (2005) “Relative Effect of Service Quality Dimension on Internet Users’ Satisfaction and Intentional Behaviour” Proceeding of the Asia Pacific Marketing Conference: Integrating Theory with Practice, Nov 22nd -23rd 2005. Received Best Paper Award.
    :. Tih, Siohong (2005) “Consumer Empowerment: Decision on Electronic Mail Message” Proceeding of the 10th Seminar Kebangsaan Persatuan Ekonomi Pengguna dan Keluarga Malaysia (MACFEA), 20 Sep 2005.
    :. Tih, Siohong and Ennis, Sean (2005) “Student Subjects as Internet Service Users Surrogates” Proceedings of the 34th EMAC Conference, Milan, 24-27 May 2005.
    :. Tih, Siohong and Ennis, Sean (2004) “What Consumer Want? Differentiating Service Quality and Recovery Service” Proceedings of the 33rd EMAC Conference, Spain, 18-21 May 2004.
    :. Tih, Siohong and Ennis, Sean (2004) “Internet Retailing: Determinants of Consumers’ Intentional Repurchases of Internet Services” Proceedings of the 33rd EMAC Conference, Spain, 18-21 May 2004.
    :. Tih, Siohong and Ennis, Sean (2004) “Influence of Product Classification on Service Quality-Satisfaction-Intention Link in the Internet Retail Context” Proceedings of the 38th Academy of Marketing Annual Conference: Virtue in Marketing, Cheltenham, 6-9 July 2004.
    :. Tih, Siohong (2000) “On-line Purchasing Behavior of Malaysian Consumers” Proceedings of the International Conference on Electronic Commerce.
    :. Tih, Siohong and Aliah Hanim M. Salleh (1999) “A Customer-Oriented Measurement of Service Quality in University Education:  Perception of Business Students” Proceedings of The Seven Tun Abdul Razak International Conference.
    :. Aliah Hanim M. Salleh, Nik Mohd Hazrul Nik Hashim, Siohong Tih and Wan Madznah (1999) “In Search of Excellence in Teaching: Measuring A Teacher’s Service Quality Based on University Students’ Perceptions” Proceedings of International Conference on Teaching and Learning-Strategies.
       
     
      Books And Chapters In Books

      Book Editor
      :. Mohd Fauzi Mohd Jani, Aliah Hanim Mohd. Salleh, Siohong Tih, Azhar Hj Ahmad, Norjaya Mohd. Yasin, Mhd. Suhaimi Ahmad, Ahmad Khairy Mohd Domil (2009) “Export Potential of Malaysian Tropical Fruits: European Market Demand and Distribution”, UKM: Faculty of Economics and Business. ISBN: 978-983-3198-38-2
      :.

      Mohd Fauzi Mohd Jani, Yahaya Ibrahim, Siohong Tih and June M.L. Poon (2007) “Entrepreneurship and Business Competitiveness”, UKM: Faculty of Economics and Business. ISBN:978-983-3198-13-9
         

      Chapter in Book
      :. Aliah Hanim M. Salleh & Tih, Siohong (2005) “Quality Measurement of University’s Lecturers’ Performance: Book Chapter (Chapter 10) in Management Practice and Quality Culture of Higher Institutions in Malaysia, pp.181-196.
      :. Tih, Siohong, Ahmad Azmi M. Ariffin and Rozita Amiruddin (2007) “Business Management Challenges of Small and Medium Enterprises in Malaysia” in Entrepreneurship and Business Competitiveness (Book Chapter), UKM: Faculty of Economics and Business.
      :. Tih, Siohong, Mohd Radzuan Rahid, Mohd Fauzi Mohd Jani and Takeru Ohe (2007) “Consulting-based Learning for ASEAN SMEs and Entrepreneurship Education” in Entrepreneurship and Business Competitiveness (Book Chapter), UKM: Faculty of Economics and Business, pp.39-55.
      :. Ahmad Raflis Che Omar, Zaimah Darawi and Siohong Tih (2007) “Perception Toward Student Business Ventures in University” in Entrepreneurship and Business Competitiveness (Book Chapter), UKM: Faculty of Economics and Business.
      :. Chuiseong Lim and Siohong Tih (2007) “Insights into Online Purchase of Leisure Tour Package” in Entrepreneurship and Business Competitiveness (Book Chapter), UKM: Faculty of Economics and Business.
      :.

      Rozhan Abu Dardak, Farzana Habib and Siohong Tih (2007) “Consumers’ Perception Towards Islamic Brands in the Malaysian Market” in Entrepreneurship and Business Competitiveness (Book Chapter), UKM: Faculty of Economics and Business.
         

      Module for higher education learning
      :. Tih, Siohong, Norjaya Mohd Yasin and Sallehuddin Mohd Nor (1998) “Oral Communication” Module for distance learning programme, National University of Malaysia.
      :. Tih, Siohong and Ghazali Jaffar (1998) “International Marketing” Module for distance learning programme, National University of Malaysia.
      :. Tih, Siohong and Sallehuddin Mohd Nor (1998) “A Guide for Public Speaking” Monograf for first degree students.
      :.

      Aliah Hanim, Siohong Tih, Norjaya Mohd Yasin, Darinah Ahmad, Osman Zain, Ahmad Azmi and Wan Tarmizi (1997) “Marketing Management” Module for distance learning programme, National University of Malaysia.
         

      Magazine
      :. Lam, A.C. and Tih, Siohong (2000) “Changing Markets of the New Millennium” Proceeding of The National Food Technology Seminar.
         
         
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      Award:
      :.

      Excellent Services Award (2005), National University of Malaysia
         
         
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      Administrative Services/ Committee:
      Administrative work / Contribution to Faculty/ University/ Nation
      :. Committee Member of Faculty Promotion/Ahli Jawatankuasa Promosi Fakulti (2007)
      :. Committee Member of Faculty Highlight Magazine/Ahli Jawatankuasa Majalah Highlight Fakulti (2006-2007)
      :. Committee Member of Faculty Annual Report /Ahli Jawatankuasa Laporan Tahunan FEP, (2005-2007)
      :.

      Committee Member of Faculty Research Planning and Development/Ahli Jawatankuasa Perancangan dan Perkembangan Penyelidikan, FPP (2000-2001)
      :. Committee Member of Faculty Infrastructure Development /Ahli Jawatankuasa Prasarana FPP, UKM (2000-2001)
      :. Committee Member of International Business Majoring Program/Ahli Jawatankuasa Pengkhususan Perniagaan Antarabangsa, FPP (2000-2001)
      :. Committee Member of TQM at Faculty level / Ahli Jawatankuasa TQM, FPP (2000-2001)
      :.

      Advisor of Student Marketing Club / Penasibat Kelab Pemasaran, Jabatan Pemasaran, FPP (1998-2001)
         
         
      Community Service/ Other Contribution

      Involvement

      Date / Period

      Speaker

      Title: Triangulation Method in Entrepreneurship Education
      Local Business Promotion Seminar for Regional Development III, Hotel Equatorial Bangi, Malaysia 24-25 April 2006

      Paper reviewer

      Participation in Doctoral Colloquium as paper reviewer, UKM, 10-11 Julai 2006

      Consultation

      Consultation services to students and SMEs in Indonesia, 2007

      Consultation

      Consultation services to students and SMEs in Malaysia, 2005-2008

      Trainer

      Trainer of Entrepreneurship Training for school students, 2007

      Speaker

      Speaker of university student activities and development, 2006

      Head of visiting team

      Head of visiting team to organizations in enhancing students understanding of industrial work and knowledge.

      Speaker

      Career Talk for UKM students

      Panel

      Panel of International student exchange program, AISEC.
         
         

      International Networking:

      Institution

      Activity

      Prof. Dr. Takeru Ohe, Waseda University, Japan

      Research Collaboration in  Entrepreneurship Education Projects

      Asia Science and Education for Economic Development Institute (Asia SEED)

      Collaboration work in Entrepreneurship Education Development projects for ASEAN countries

      Mr. Kazuhisa Ogawa, Manager, Special Projects Division, ISI Projects Department, AOTS.

      AOTS (Association for Overseas Technical Scholarship) Japan.

      Invited as a lecturer/trainer in Vietnam training program.
      AOTS program in Hanoi, Vietnam, 2008.

      Mr. Stephen Paterson
      National University of Management, Cambodia

      Entrepreneurship research team members and Invited as a moderator in PhD Methodology Workshop in National University of Management, Cambodia

      Mr. Phosy Chanhming
      Head of Research and Post Graduate Division
      National University of Laos

      Entrepreneurship research team members, Collaboration in entrepreneurship curriculum development

      Assoc. Prof. Dr. L. Setyobudi, Head of UBEEC
      University of Brawijaya Entrepreneurship Education Center
      Rectorate Building 6th Floor, Jl, Veteran, MALANG 65145, East Java, INDONESIA
      Prof. Dr. Sutiman Bambang Sumitro

      Research networking and study visits

      Ms. Tur Nastiti, Gadjah Mada University, Indonesia

      Research collaboration in entrepreneurship project in Indonesia, 2006-2008

      Dr. Rakhman Laba, Hasanuddin University, Indonesia

      Research collaboration in entrepreneurship project in Indonesia, 2006-2008

      Invited visiting lecturer, Program Renong-Tashkent State Technical University (TSTU), Faculty of Business Management, Uzbekistan

      Teaching International Marketing
      11 May 1997-08 June 1997

      Invited visiting lecturer, Program Renong-Tashkent State Technical University (TSTU), Faculty of Business Management, Uzbekistan

      Teaching Marketing Research
      Feb 1998 (1 month)
         
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      Teaching:

      :. International Marketing Theory and Research, International Business, International Marketing
      Retailing Management, Business Communication, Principles of Marketing, Business Communication (Writing), Business Communication (Oral), Marketing Research, Marketing Management and Strategy, Strategic Marketing Management
         
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