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Bell Nareuporn Piyasinchai

Nareuporn Piyasinchai

Research Associate

BA (Chulalongkorn University), MPhil (University of Cambridge)

Research interests

Sustainability; ESG social evaluations; social entrepreneurship; nonmarket strategy.

Bell seeks to understand how businesses can take the lead in solving the world’s most pressing problems, such as climate change and inequality, at scale and contribute toward building a sustainable future. To this end, she examines sustainability as a systemic and multilevel analysis of the interactions between organisations and stakeholders in the whole system. Specifically, her work focuses on two main themes, employing two main methods. First, factors that explain the difference of firms’ adoption and implementation of sustainability practices, and stakeholders’ evaluations of such difference in organisations’ pursuit of sustainability (quantitative analyses). Second, psychological mechanisms that explain different behavioural reactions of individual stakeholders toward corporate strategic positioning and communication of sustainability practices (field and online experiments). She seeks to contribute new theoretical insights into sustainability research, while advancing the scholarship at the nexus of strategic management and organisation theory.

Bell Nareuporn Piyasinchai is a member of the Strategy & International Business subject group.

Professional experience

Dr Piyasinchai is an ESRC Fellow in the Strategy & International Business subject group at Cambridge Judge Business School. She holds a doctoral degree in Strategy and an MPhil degree in Finance from the University of Cambridge, and a BA in Economics from Chulalongkorn University.

Prior to her PhD, she had industry experience at the Bank of Thailand as well as at the management consulting firm Korn Ferry Hay Group.

Awards & honours

  • Best Dissertation Award, Finalist (top 3), Academy of Management, ONE Division (2022)
  • Carolyn B. Dexter Award All-Academy Best International Paper, Finalist, Academy of Management (2021)
  • Best Student Paper Award, Winner, Academy of Management, ONE Division (2021)
  • Best Paper Proceedings, Academy of Management (2021)
  • CJBS Director’s Research Excellence Prize (2021)
  • Best PhD Paper Prize, Finalist, Strategic Management Society Annual Conference (2021)
  • Experimental Research Awards, Cambridge Experimental & Behavioural Economics Group (2020, 2021)
  • PhD Teaching Awards (2018-2022)
  • PhD Scholarship, Cambridge Judge Business School (2017-2021)
  • Honorary Cambridge Thai Foundation Scholarship (2016-2021)
  • President’s Letter for Outstanding Achievement, Queens’ College, Cambridge (2020)
  • Best Paper Award, Winner, 13th Annual Ivey/ARCS PhD Sustainability Academy (2020)
  • EBA Fellowship (full undergraduate scholarship) (2011-2014)

Top 15 reads of 2021

The news and insight section of Cambridge Judge Business School’s website seeks a broad range of topics of interest to diverse audiences.…

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Toeing the line

Conformity with environmental, social and governance (ESG) practices can carry negative reputation 'spillovers' when peers are publicly criticised, says paper at Cambridge…

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A summary of recent research and other initiatives from Cambridge Judge Business School. Every element of business concerns, in some way, reputation…

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Reputational spirals

Public criticism during crises can prompt innovation in environmental, social and governance (ESG) practices, but many firms instead get caught in a…

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Network for Business Sustainability: Corporate sustainability reputation matters most during crises

Nareuporn Piyasinchai, a PhD candidate in the Strategy & International Business subject group at Cambridge Judge Business School, discusses reputation management during…

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Contact details

Bell Nareuporn Piyasinchai
Cambridge Judge Business School
University of Cambridge
Trumpington Street
Cambridge CB2 1AG

[email protected]