“BUNKHUN” THE IDEOLOGY EFFECT OF THAI BUSINESS MANAGEMENT

  • Sitti Jittichanon Graduate School of Commerce, Burapha University
Keywords: Bunkhun, Business practice, cultural impact, marketing, human resource management, management

Abstract

It is an ordinary word for Thai people because it can be seen or heard in every place, everywhere and every time. “Bunkhun” or “Boonkhun” (บุญคุณ) is a crucial manner to be a good person in Thai societies. Unquestionably, this deep-rooted psychological dimension are strongly settled into every Thais. That why it is become a one large impact on operating business especially for business relationship. In this article, the topics will be argued on four aspects of Bunkhun which illustrated two contradictory appearances by separate into three parts of (1) overview of Bunkhun (2) two aspects of Bunkhun relationship related with business practice and (3) essential issue for future studies of Bunkhun effect on business operation. In future studies part, the author suggests two important issues: Refreshing Relationship Marketing by Bunkhun and the issue of HRM and Bunkhun relationship. Intentionally, these propositions would be insist the important of this cultural concept with business practices and assist both scholars and managers to apply Bunkhun relationship to academic studies and business implementations.

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Published
2019-06-14