In the decade following the Asian financial crisis of 1997-1998, the management of organizations in Thailand has undergone significant change and development. The Changing Face of Management in Thailand examines in-depth the development of management during this pivotal period in the country’s recent history.

The book draws together an impressive assortment of scholars, consultants and practitioners, whose experience and expertise significantly enhance our knowledge and understanding of this complex, multi-faceted Asian economy. The book is divided into 3 main sections: 

  • an examination of the political, economic, social and technological changes from 1997-2008
  • specialist chapters that contextualise these developments from the marketing, HR and finance perspectives
  • concluding sections focusing on public sector organizations, women managers, corporate governance, e-communication and the ‘Thailand Brand’. 

With a wealth of vignettes, anecdotes and illustrative quotations bringing each chapter to life, this volume offers a refreshing, updated and in-depth analysis of this rich, diverse and fascinating nation.

part I|26 pages


chapter 1|13 pages


ByTim G. Andrews

chapter 2|11 pages

Business in Thailand

An overview
ByStephen Frost, Greg Watkins

part II|86 pages

Macro-management Forces

chapter 3|28 pages

Political backdrop: 1997–2008

ByKullada Kesboonchoo-Mead, Apirux Wanasathop

chapter 4|35 pages

Socio-cultural context

ByKhongphu Nimanandh, Tim G. Andrews

chapter 5|21 pages


ByClemens Bechter

part III|79 pages

Managerial Functions

chapter 6|31 pages

Human resource management

Future trends
BySununta Siengthai, Decha Dechawatanapaisal, Natenapha Wailerdsak

chapter 7|15 pages

Marketing in Thailand

Design, aesthetics and superstition
ByClemens Bechter, Tim G. Andrews

chapter 8|31 pages

Credit risk management practices of Thai commercial banks

Pre- and post-Asian crisis
ByXiaohui Wang, John C.S. Tang

part IV|121 pages

Management Issues

chapter 9|32 pages

The modernization of Thai state-owned enterprises 1

ByUthai Tanlamai

chapter 10|21 pages

Corporate governance

BySundar Venkatesh

chapter 11|21 pages

Corporate women managers

ByNatenapha Wailerdsak

chapter 12|25 pages


ByTim G. Andrews, Donyaprueth Krairit

chapter 13|10 pages

The Thailand Brand

ByClemens Bechter, Nicholas Andrew Swierczek

chapter 14|10 pages


ByTim G. Andrews, Sununta Siengthai