PULLMAN, Wash. After leading at least 15 study-abroad trips for Washington State University students, College of Business professor Patriya Tansuhaj has been inspired to focus her research on sustainable marketing in the global context.
“My new interest is on
what firms and consumers do to increase sustainability so that resources will be used effectively and be conserved for future generations,” she said.
During spring 2012, she will conduct marketing research at WSU’s sister school, Chiang Mai University, in Thailand. She is collaborating closely with Babu John Mariadoss, assistant professor in marketing, and doctoral students to generate high quality research with relevant managerial implications.
Business strategy, consumer behavior
Tansuhaj’s research will focus both on the strategy of firms and organizations and the behavior of consumers. She is interested in “how economic development interplays with business strategy and practice” and how this affects resource use.
“I am interested in how the marketing function can help firms reduce cost, minimize environmental problems, promote environmental advocacy among consumers, offer environmentally friendly products and encourage reusing and recycling,” she said.
She plans to look at consumer behaviors such as green consumption, product innovation and green practices.
Experience inspires teaching
Tansuhaj’s promotion of and involvement in study-abroad programs is “inspired by my own life-changing experiences overseas,” she said.
She was an international exchange student in high school, spent part of her college senior year in Paris and started the first faculty-led study-abroad program in the WSU College of Business in 2002. In addition to the trips she has led, she has assisted with student trips to Greece, Vietnam and Switzerland.
“Whenever I talk to students about studying abroad, I can talk wholeheartedly because I have done it,” she said.
Hands-on learning, social responsibility
In her summer faculty-led programs to Thailand and in her Pullman classroom, Tansuhaj teaches students about global social responsibility and social entrepreneurship. She designs projects to explore what corporations can do to help achieve the “triple bottom line” profit, people and helping the planet.
In Thailand, WSU students are teamed with Thai students to design and run their own small businesses.
Social responsibility and social entrepreneurship are part of the learning. Community service projects teach the value of becoming involved in the community.
Past projects have included planning and implementing activities for rural schools and orphanages, including building a school playground, painting shelters and sponsoring toy collection and distribution.
Good global citizens
During the spring semester before traveling to Thailand, students participate in an intensive, noncredit language and culture class so they can be prepared to fully immerse themselves with the people and culture.
“Students traveling abroad are Washington State University youth ambassadors,” Tansuhaj said. “If they’re not fully prepared, they will misrepresent WSU.”
But she has higher aspirations: “Preparing our students to be ready as effective global managers and good global citizens.”