Marketing professor teaches doctoral students in Thailand
Li also co-authored a paper accepted for publication in a globally recognized journal.
Jin Li, NDSU professor of marketing in the NDSU College of Business, spent his sabbatical this spring as a visiting scholar at Thammasat Business School in Bangkok, Thailand. While abroad, he co-authored research in top journals, led seminars for doctoral students and explored opportunities for international collaboration, experiences that are already shaping his teaching and research at NDSU.
One outcome of his sabbatical was a co-authored paper accepted for publication in Industrial Marketing Management, a globally recognized journal. The study examined how message consistency, credible third-party signals and buyer psychology shape trust and transactions in B2B e-marketplace platforms. He said these insights offer valuable lessons for students as they prepare to navigate business-to-business marketing environments.
Teaching doctoral students in Thailand also influenced his approach to mentoring at NDSU.
“Their thoughtful feedback helped me refine my own understanding of research methods while sparking new ideas for how to guide students here,” Li said.
The sabbatical also opened doors for broader collaboration. Potential initiatives include joint research projects, visiting scholar exchanges and study abroad opportunities at Thammasat Business School and Prince of Songkla University. These connections could provide both NDSU faculty and students with meaningful international experiences.
Beyond academics, Li’s travels across Southeast Asia and Nepal deepened his perspective on globalization and international development.
“Seeing the contrasts in income levels and opportunities for growth gave me new examples to bring into the classroom,” he said. “It’s a way to help our students better understand business strategy in a global context.”
By bringing these global experiences back to Fargo, Li and the College of Business continue to strengthen their commitment to preparing students for success in an interconnected world.