Bell Nareuporn Piyasinchai

Research Associate

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

An ESRC Fellow in the Strategy and International Business subject group at Cambridge Judge Business School, my research interests cover sustainability, ESG social evaluations, social entrepreneurship and nonmarket strategy.

Professional experience

Dr Piyasinchai is an ESRC Fellow in the Strategy and 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.

Research interests

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.

Awards and 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)

News and insights

Flexible response 11 January 2021 Forget ‘threat’ or ‘opportunity’: firms should instead adopt a ‘multiplexed’ response to digital disruption, says a new study by PhD candidate Jack Fraser and Professor Shahzad Ansari. Impact investing 1 February 2021 Regulators are likely to require companies to publish audited reports on their environmental and social impacts, Sir Ronald Cohen says in a conversation with Professor Jennifer Howard-Grenville. Professor Mauro F. Guillén announced as next Director of Cambridge Judge Business School 10 March 2021 Professor Mauro F. Guillén, a prominent expert, award-winning scholar and teacher at the Wharton School of the University of Pennsylvania, has been appointed the next Director of Cambridge Judge Business School. Enlightenment to better butts 29 March 2021 Many movements don’t become successful businesses, so how did yoga transform from Hindu-inspired anti-materialism to a ‘Gospel of Sweat’ market worth $80 billion? A study co-authored by Professor Kamal Munir and Professor Shahzad Ansari shows the pathway. Reputational spirals 13 April 2021 Public criticism during crises can prompt innovation in environmental, social and governance (ESG) practices, but many firms instead get caught in a downward spiral, says Nareuporn Piyasinchai, a PhD candidate in the Strategy & International Business subject group at Cambridge…


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 Judge recognised for two Academy of Management awards.



A summary of recent research and other initiatives from Cambridge Judge Business School.

Media coverage

Network for Business Sustainability | 22 April 2021

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 crisis. A recent study co-authored with Dr Matthew Grimes, suggests companies should pay more attention to reputation in times of upheaval. “That’s especially true when it comes to your environmental, social and governance (ESG) practices. Our research found that during highly disruptive periods, public ESG criticism “imprints” on firms’ reputations, creating a long-lasting impression that shapes their future practices,” Nareuporn writes.