Onkvisit, Sak

Onkvisit, Sak

Date Updated



Marketing, College of Business

Academic Rank

Professor of Marketing

Year Retired from SJSU


SelectedWorks Profile Page

Sak Onkvisit: Selected Works Profile:


Educational Background

University of Kentucky, Business Administration, 1976 DBA

University of Arkansas, 1972 MBA

Dissertation Title

A Cross-National Comparison of Consumer Responses to American Advertisements and Institutions

Teaching Experience

Professor of Marketing, San Jose State University, 1986-2019

Professor of Marketing, Northeastern Illinois University, 1983-86

Associate Professor of Marketing, Chicago State University, 1980-83

Visiting Assistant Professor of Marketing, Illinois State University, 1978-79

Assistant Professor of Marketing, Pennsylvania State University--Capitol, 1976-78


Peter F. Drucker & Masatoshi Ito School of Management, Claremont Graduate University

Thammasat University (Thailand)
John F. Kennedy/Fulbright Senior Scholar, Thammasat University, 1993-94

Chulalongkorn University (Thailand)

Tomsk State University (Russia)
Fulbright Senior Specialist at Tomsk State University, Russia, 2006


Department Retention, Tenure, and Promotion Committee, chair

College Retention, Tenure, and Promotion Committee, chair

Academic Senate, senator

Selected Publications


Sak Onkvisit and John Shaw, International Marketing: Analysis and Strategy, 5th ed. New York/London: Routledge, 2009. (The previous editions were published by Merrill Publishing, Macmillan, and Prentice Hall. The book has been adopted in the United States, the United Kingdom, China, India, Thailand, Mexico, Australia, New Zealand, etc. It has been used at all levels--undergraduate, MBA, and doctoral levels. The Chinese edition was published in 2014 by Tsinghua University.) The book was translated into Chinese and Farsi.

Sak Onkvisit and John Shaw, Consumer Behavior: Analysis and Strategy. New York: Macmillan, 1994.

Sak Onkvisit and John Shaw, Product Life Cycle and Product Management. Westport, Connecticut: Quorum/Greenwood Press, 1989.


Sak Onkvisit and John Shaw, “The ‘Glocalization’ of Product and Advertising Strategies,” in Strategic International Marketing, ed. T. C. Melewar and Suraksha Gupta, London: Palgrave Macmillan, 2011, 23-44.

Sak Onkvisit and John Shaw, “Marketing/Advertising Concepts and Principles in the International Context: Universal or Unique?” in New Directions in International Advertising Research, Advances in International Marketing, Vol. 12, ed. Charles R. Taylor, Amsterdam: JAI, 2002, 85-99.

Sak Onkvisit and John Shaw, "Standardized International Advertising: Some Research Issues and Implications," Journal of Advertising Research 39 (November/December 1999): 19-24.

Sak Onkvisit and John Shaw, "Standardization versus Localization: The Need for the Compromising Perspective," in Global Marketing: Perspectives and Cases, ed. Salah S. Hassan and Roger D. Blackwell, Fort Worth, Texas: Dryden Press, 1994, 30-50.

Sak Onkvisit and John Shaw, "Bribery: An Analysis of Ethical, Legal, Social, Economic, and Philosophical Considerations," Journal of Global Marketing 4 (No.2, 1991): 5-20.

Sak Onkvisit and John Shaw, "Myopic Management: The Hollow Strength of American Competitiveness," Business Horizons 34 (January-February 1991): 13-19.

Sak Onkvisit and John Shaw, "Service Marketing: Image, Branding, and Competition." Business Horizons 32 (January-February 1989): 13-18. Reprinted in Annual Editions: Marketing 90/91, 12th ed. Ed. by John E. Richardson. Guilford, Connecticut: Dushkin Publishing Group, 1990, 55-59.

Sak Onkvisit and John Shaw, "The Diffusion of Innovations Theory: Some Research Questions and Ideas." Akron Business and Economic Review 20 (Spring 1989): 46- 55.

Sak Onkvisit and John Shaw, "Marketing Barriers in International Trade." Business Horizons 31 (May-June 1988): 64-72.

Sak Onkvisit and John Shaw, "Standardized International Advertising: A Review and Critical Evaluation of the Theoretical and Empirical Evidence." Columbia Journal of World Business 22 (Fall 1987): 43-55.

Sak Onkvisit and John Shaw, "Competition and Product Management: Can the Product Life Cycle Help?" Business Horizons 29 (July/August 1986): 51-61. Reprinted in Readings and Cases in Basic Marketing, 5th ed. Ed. by E. Jerome McCarthy, John F. Grashof, and Andrew A. Brogowicz. Homewood, Illinois: Richard D. Irwin, 1987, pp. 218-28. Abstract appearing in Journal of Marketing 51 (July 1987): 131 and Journal of Product Innovation Management 4 (1987): 154-55.

Sak Onkvisit and John Shaw, "An Examination of International Product Life Cycle and Its application Within Marketing." Columbia Journal of World Business 18 (Fall 1983): 73-79. Reprinted in Global Marketing Perspectives. Ed. by Jagdish N. Sheth and Abdolreza Eshghi. Cincinnati: South-Western Publishing Co., 1989, pp. 137-48. Also reprinted in Pakistan Management Review 25 (1984): 126-39.

Personal Commentary

I started teaching in 1976 and came to SJSU in 1986. It was a pleasure to have my last 33 years of teaching at SJSU. Over the last 3 decades, SJSU has evolved and has witnessed a high degree of student and faculty diversity. Strangely and probably due in part to SOTE (student opinion of teaching effectiveness), grade diversity has declined. Teaching is fun, but grading is not. There should be more emphasis on grade integrity. The greatest reward is to hear from students that SJSU and I have made a positive impact on their lives.

As a Fulbright scholar in Thailand and Russia, I have gained valuable experience in terms of friendship and academic perspective. I was concerned about how an Asian American would be received in Siberia. What I have found is that good people are good people and that nationality or ethnicity is irrelevant. Academically, the experience helps me to understand that business schools in the U.S. essentially teach American business (which is purported to be a universal practice). As teachers, we need to ascertain what is universal and what is unique to a particular culture. We must strive to teach business as a universal discipline of study. Hopefully, international education will promote international understanding.


Onkvisit, Sak