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2021

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The Effects Of Marketing Mix Factors And Brand Equity Factors On Huawei Brand's Consumer Purchasing Decision Process In Bangkok, Pakapol Uksornsuwan Jan 2021

The Effects Of Marketing Mix Factors And Brand Equity Factors On Huawei Brand's Consumer Purchasing Decision Process In Bangkok, Pakapol Uksornsuwan

Chulalongkorn University Theses and Dissertations (Chula ETD)

This study aims to evaluate the effects of Marketing Mix factors and Brand Equity factors on Huawei Brand's Consumer Purchasing Decision Process in Bangkok. It uses questionnaires to collect data from a sample group of 400 people using Huawei products in Bangkok from 2019 to 2022 via the Google form platform. and use statistical methods to analyze and test the hypothesis. It finds under marketing mix that respondents pay most attention to product, followed by place, price, and promotion respectively. However, under the brand equity that respondents pay most attention to brand awareness, followed by brand association, brand loyalty, and …

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Impact Of New Coronavirus Pneumonia On Chinese Import And Export Trade, Hengyu Guo Jan 2021

Impact Of New Coronavirus Pneumonia On Chinese Import And Export Trade, Hengyu Guo

Chulalongkorn University Theses and Dissertations (Chula ETD)

Coronavirus disease 2019 or COVID-19 is an epidemic caused by a severe acute respiratory syndrome coronavirus that has led to a persistent outbreak that has become one of the terrible epidemics in human history. The epidemic has had a huge impact on the world economy and trade business. In the background of the COVID-19 pandemic, how to mitigate the negative effects of the epidemic and prevent the impact of similar diseases on import and export trade has become a major issue for the international community to address. Based on China's import trade，export trade data before the epidemic, China's import trade，export …

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Does Thailand’S New Electric Vehicle Policy Affect Battery Electric Vehicle (Bev) Adoption?, Apinya Thitiphatthanawanit Jan 2021

Does Thailand’S New Electric Vehicle Policy Affect Battery Electric Vehicle (Bev) Adoption?, Apinya Thitiphatthanawanit

Chulalongkorn University Theses and Dissertations (Chula ETD)

Transportation accounted for about 27 per cent of the total Greenhouse gas emissions in the United States. The shift from Internal Combustion Engine vehicles (ICEs) to a cleaner vehicle type such as Battery Electric Vehicles (BEV), could potentially reduce the air pollution and Greenhouse gases released into the atmosphere, thus, slowing down the pace of global warming. However, most people still have doubts on the reliability and prices of the BEVs. Many governments in developed countries such as Norway have proved that government incentives policy can be used to incentivize the BEV adoption. This paper analyzes particularly on the case …

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The Effect Of Population Aging On Household Consumption Level In China, Yifan Ma Jan 2021

The Effect Of Population Aging On Household Consumption Level In China, Yifan Ma

Chulalongkorn University Theses and Dissertations (Chula ETD)

This paper mainly focuses on the aging population’s effect on Chinese household spending level by using consumption tendency ratio as a dependent variable in the model with three main researching perspectives from the whole country, comparison with three main different regions, comparison before and after outbreak of COVID-19. The main data resources are obtained from the National Breau of Statistics of China with a total of thirty-one provinces for a ten-year period from 2011 to 2020. Empirical study in this paper uses an ordinary least squares model to analyze data and get the following main conclusions. Other conditions remain unchanged, …

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The 7ps Marketing Mix Of Koi Thé That Affect Consumer’S Purchase Decisions In Bangkok, Varith Romyanan Jan 2021

The 7ps Marketing Mix Of Koi Thé That Affect Consumer’S Purchase Decisions In Bangkok, Varith Romyanan

Chulalongkorn University Theses and Dissertations (Chula ETD)

Currently, bubble tea has become some of the most famous beverages that people prefer to drink worldwide, especially in Thailand. The bubble tea shop business market has consecutively high competition, in terms of consumers having different choices of beverages to consume and also in terms of owners that have more competitors. KOI Thé is possibly one the most popular bubble tea chain in Thailand. In consequence, this paper's purpose can be classified into two categories. First, to examine the impact of components of the 7Ps marketing mix on consumers' purchasing decisions of KOI Thé. Second, to examine the influence of …

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The Effect Of The Ongoing China-Us Trade War On Huawei, Evidence From 2021 Financial Report, Liping Zhang Jan 2021

The Effect Of The Ongoing China-Us Trade War On Huawei, Evidence From 2021 Financial Report, Liping Zhang

Chulalongkorn University Theses and Dissertations (Chula ETD)

In Jan of 2018, the U.S. had waged a trade war against China. Besides additional tariffs on Chinese products, in May of 2019, the USA is also tightening restrictions on the transfer of technology to China and the business activities of Huawei, namely the chip ban. For many companies, being sanctioned by the U.S. would be a devastating blow, a crisis that could potentially ruin the entire business. This paper has used the data from Huawei's 10-year annual report and attempted to find out Huawei's current situation after 4 years sanctions from the financial point of view. The author expects …

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The Impact Of Covid-19 On Neets In Thailand Between 2019-2021, Nawathas Thasanabanchong Jan 2021

The Impact Of Covid-19 On Neets In Thailand Between 2019-2021, Nawathas Thasanabanchong

Chulalongkorn University Theses and Dissertations (Chula ETD)

With the completely aged society, Thailand requires young people more than ever since the young people of today are the future of tomorrow. Nonetheless, young people in Thailand currently face a painful transition for young people into an active workforce, particularly during the COVID-19 pandemic. Over 1.3 million youths or 14 percent of the youth population aged 15-24 years are not in Education, Employment, or Training (NEET). Hence, the study aims to understand the characteristics of NEETs and the impact of COVID-19 on NEETs in Thailand. The “NEET” term is more than unemployment and inactiveness. The rooted causes of being …

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Marketing Analysis Of China Eastern Under The Impact Of Covid-19 How Can Cea Remain Sustainable In The Next Decade?, Ziyu Li Jan 2021

Marketing Analysis Of China Eastern Under The Impact Of Covid-19 How Can Cea Remain Sustainable In The Next Decade?, Ziyu Li

Chulalongkorn University Theses and Dissertations (Chula ETD)

The tourism and civil aviation sectors in China and throughout the world have been severely impacted by Covid-19. China Eastern Airlines was seriously affected by the outbreak, with total revenue declining by 60.95 billion yuan in 2020, a decrease of 52.66% from 2019. The paper examines China Eastern through pest analysis, Porter's five forces model, and swot analysis, and makes recommendations for its sustainable development in the next decade based on the results of the marketing analysis. The Chinese government attaches great importance to the recovery of China's civil aviation industry and has introduced several supportive policies. New growth opportunities …

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Marketing Strategy Analysis Of K.S. Plastic Works Company, Kittiphat Temtavornkul Jan 2021

Marketing Strategy Analysis Of K.S. Plastic Works Company, Kittiphat Temtavornkul

Chulalongkorn University Theses and Dissertations (Chula ETD)

This individual paper takes K.S. Plastic Works Company as the research objective. In the first part of the paper, it introduces SME business in Thailand because K.S. Plastic Works Company falls into Thailand's SME business category and the plastic industry at both global and domestic level, then moves on to the history of the case study company. In the past decade, the case study company faced a decrease in sales due to the fact that they could not catch up with the market because it was moving so fast, and they did not have any marketing knowledge to stay competitive …

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Strategic Marketing Analysis : A Case Study Of Spotify, Thanawat Chatsri Jan 2021

Strategic Marketing Analysis : A Case Study Of Spotify, Thanawat Chatsri

Chulalongkorn University Theses and Dissertations (Chula ETD)

This individual study explores and discusses the organizational and market aspects connected with creating a management framework that has enabled Spotify to have a disproportionate share of the music streaming industry's total earnings, Therefore, Spotify can continue dominate the market. The research comprises of two studies : one investigates the company's history, performance, and marketing initiatives, and another analyzes the market situation. The paper finds that the company's present shortcomings include its high royalty costs, unique selling proposition, payment to music owners, and current licensing agreements with music rights holders. Apart from that, the threats to Spotify include legal conflicts …

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Marketing Analysis Of Thai Solar Energy Public Company Limited, Kuan-Chin Fuh Jan 2021

Marketing Analysis Of Thai Solar Energy Public Company Limited, Kuan-Chin Fuh

Chulalongkorn University Theses and Dissertations (Chula ETD)

To solve the global warming and the fluctuation of oil price, every country tries to find alternative energy. The growth of renewable energy has been growing dramatically, including Thailand. Solar energy is the one that has the highest potential in Thailand. TSE is one of the biggest solar energy companies in Thailand. We try to TSE increase their customer number and total capacity of renewable energy. By this, TSE could compete with other companies and help Thailand and Southeast Asia develop better. In this research, we conducted SWOT analysis and five forces analysis proposed by Dobbs. After the analysis, we …

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Factors Influencing Trade Between China And Thailand---Based On The Coastal Areas In Eastern China, Xinxin Li Jan 2021

Factors Influencing Trade Between China And Thailand---Based On The Coastal Areas In Eastern China, Xinxin Li

Chulalongkorn University Theses and Dissertations (Chula ETD)

As we all know, China and Thailand establish the diplomatic relations in 1975, then the concept of "Chinese and Thais are brothers" has been rooted in the hearts of the two peoples So through comparing the import and export trade data between various provinces in China and Thailand in 2020, this paper selects the bilateral trade data between the top five coastal provinces and Thailand for analysis, in order to explore the factors affect the bilateral trade between the two countries. Furthermore, this research applied the Fixed Effect Model to do the regression analysis. Based on the analysis results, this …

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Higher Educational Type And Major Area: Which Is The More Important Indicator Of Earnings In Mainland China?, Qi Ren Jan 2021

Higher Educational Type And Major Area: Which Is The More Important Indicator Of Earnings In Mainland China?, Qi Ren

Chulalongkorn University Theses and Dissertations (Chula ETD)

Using data from Chinese General Social Survey (CGSS) 2018 which contain comprehensive information of the highly educated in mainland China, this paper estimates which of the two variables, type of tertiary education and major fields, is of greater importance to private earnings. With adoption of Ordinary Least Square (OLS) and Shapley Variance Decomposition based on R-squared, empirical results reveal considerable heterogeneity in returns to educational type (vocational college and academic university) and to major area. The former one is the more significant determinant of labor market outcomes and higher vocational qualification holders face a huge wage penalty. What’s more, the …

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The Effects Of Oil Price On Thailand’S Set Index : Quantile Regression Case Study, Jutinan Ruangopas Jan 2021

The Effects Of Oil Price On Thailand’S Set Index : Quantile Regression Case Study, Jutinan Ruangopas

Chulalongkorn University Theses and Dissertations (Chula ETD)

This paper attempts to explore the relationship between oil price and stock price using quantile regression for Thailand’s economic data to generate several models. The main findings are that Thailand’s oil price has a positive relationship with stock price. Increase in oil price result in increase of stock price. Additionally, short term interest rates, nominal exchange rate and CPI have a negative relationship with stock price. An increase in these variables cause stock prices to fall.

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Research On Chinese E-Commerce Enterprise Development In Southeast Asia – A Case Study Of Alibaba’S Acquisition Of Lazada, Junyao Gao Jan 2021

Research On Chinese E-Commerce Enterprise Development In Southeast Asia – A Case Study Of Alibaba’S Acquisition Of Lazada, Junyao Gao

Chulalongkorn University Theses and Dissertations (Chula ETD)

No abstract provided.

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Analyzing Intra-Industry Trade Between Thailand And China: A Case Study On Agricultural Sector, Li Wang Jan 2021

Analyzing Intra-Industry Trade Between Thailand And China: A Case Study On Agricultural Sector, Li Wang

Chulalongkorn University Theses and Dissertations (Chula ETD)

In the process of regional strategic cooperation on a global scale, agricultural trade cooperation is very crucial in foreign trade, China and Thailand occupy an important position in the international market, and both sides maintain close trade relationship. China is Thailand's top partner in agricultural trade, and Thailand is China's second largest agricultural import trade partner in ASEAN. The two countries are similar in terms of basic national conditions, industrial trade structure and agricultural export markets. Agriculture, as one of the important foreign exchange-generating industries for both sides, plays an important role in their economies development, also expanding agricultural exports …

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Impact Of Merger & Acquisition On Financial Performance: A Case Study On Bank Of Ayudhya Be Acquired By Mufg, Yang Liu Jan 2021

Impact Of Merger & Acquisition On Financial Performance: A Case Study On Bank Of Ayudhya Be Acquired By Mufg, Yang Liu

Chulalongkorn University Theses and Dissertations (Chula ETD)

As we know, the merger & acquisition deals could significantly affect the performance and business result of target company, especially on financial aspect. In fact, merger & acquisition became a major method for expanding business scale, enhancing competitive, improving financial performance. Due to several reasons, regulators did not welcome foreign bank involved too much influence in Thai financial market. In the end of year 2013, a surprising news was revealed in social media, Bank of Ayudhya accepted the investment from Mitsubishi UFJ Financial Group, becoming its oversea subsidiary. It was one of biggest banking merger & acquisition deals in Thailand. …

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A Hedonic Pricing Model Of Condominiums In Hua Hin Area, Thailand, Panwalee Sakulvatana Jan 2021

A Hedonic Pricing Model Of Condominiums In Hua Hin Area, Thailand, Panwalee Sakulvatana

Chulalongkorn University Theses and Dissertations (Chula ETD)

This study aims to describe the characteristics of the condominiums in the Hua Hin area and also find which characteristics affect the price of the condominiums. The scope of the study is based on condominiums that are between 0 - 10 years and located in the area of Hua Hin district, Cha-Am district, and Pranburi district. The secondary data is collected from real estate websites and official websites of the condominiums. There are 126 observations that are 126 patterns of the unit within 44 condominiums. The hedonic pricing model and OLS regression are applied for analysis on 2 models with …

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How Kerry Express Becomes Thailand’S No.1 Non-Governmental Parcel Delivery Company: A Case Study Of Kerry Express, Polyos Kulvichien Jan 2021

How Kerry Express Becomes Thailand’S No.1 Non-Governmental Parcel Delivery Company: A Case Study Of Kerry Express, Polyos Kulvichien

Chulalongkorn University Theses and Dissertations (Chula ETD)

The primary goal of this research is to evaluate how Kerry Express becomes Thailand’s No.1 non-governmental parcel delivery company. For investigation, the author studies the history of the parcel delivery industry in Thailand and Kerry Express’s success factors. Kerry entered to Thailand in 2006, but the firm just started to expand its parcel delivery business in 2014 after the market liberalization in 2013 and in fact the first private firm to offer parcel delivery service to the C2C segment in the country. Thailand's parcel delivery industry was formerly monopolized and dominated by Thailand Post for many decades; the organization was …

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The Determinants Of Unemployment Rate: The Case Of Thailand, Wasamon Posrie Jan 2021

The Determinants Of Unemployment Rate: The Case Of Thailand, Wasamon Posrie

Chulalongkorn University Theses and Dissertations (Chula ETD)

This study aimed to analyze factors that affected the unemployment rate in Thailand during 2011 to 2021, including inflation rate, real GDP growth rate, real gross fixed capital formation, real exports of goods and services, the dummy variables of year quarters and the dummy variable of COVID-19 by utilizing ordinary least square (OLS) method on the quarterly time series data from Q1:2011 to Q3:2021 from BOT, MOC, and NESDC. The results revealed that the predictor variables significantly produced an effect on the unemployment rate up to 59.2%. Only three predictors produced significant effects on the unemployment rate: inflation rate and …

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Price Effect Of Set 50 Stock From Inclusion And Exclusion, Thamatit Sakunwanit Jan 2021

Price Effect Of Set 50 Stock From Inclusion And Exclusion, Thamatit Sakunwanit

Chulalongkorn University Theses and Dissertations (Chula ETD)

Maximize profit is the main goal for investor or securities manger. The study of price effect of included or excluded stock will be beneficial for them, in order to choose investment strategy or planning. In this paper, the market model method was constructed with financial data between 2010 to 2020 from Stock Exchange of Thailand and Investing.com. The results of the study are consistent with the previous studies. The AAR increase at the around announcement and effective date for inclusion but decrease for exclusion case. The CAAR is upward trend for inclusion case and negative trend for exclusion case. The …

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The Impact Of Covid-19 On Exchange Rate: Evidence Through Thai Baht, Sitang Ketloi Jan 2021

The Impact Of Covid-19 On Exchange Rate: Evidence Through Thai Baht, Sitang Ketloi

Chulalongkorn University Theses and Dissertations (Chula ETD)

This paper illustrates the impact of the COVID-19 pandemic on exchange rate of Thailand by using COVID-19 confirmed cases and deaths to measures how Thai Baht volatile during the pandemic period. To examine the impact of COVID-19 on exchange rate of Thailand, the daily data of COVID-19 confirmed cases and deaths of Thailand also the historical data of Thai Baht exchange rate, determine by USD/THB, JPY/THB, and EUR/THB were collected. All data covers the period from March 1, 2020, to December 31, 2021. This study employed Ordinary Least Squares (OLS) regression to estimate the relationship of the variables. The result …

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Consumer Perception And Purchasing Decisions Toward Environmental And Animal Friendly Products : Empirical Analysis In Thailand, Paphawee Rojkiratikarn Jan 2021

Consumer Perception And Purchasing Decisions Toward Environmental And Animal Friendly Products : Empirical Analysis In Thailand, Paphawee Rojkiratikarn

Chulalongkorn University Theses and Dissertations (Chula ETD)

Environmental and animal issues are huge topics for years. There are lots of papers analyzing about environmental or animal issues these two topics separately. However, this paper combines these 2 aspects together. As those two aspects simultaneously affect our world, this paper initiates to analyze them together. This paper attempts to determine what factors cause Thai people having a high intention of willingness and motivation to buy those products. Also, This paper investigates whether people with high motivation and willingness to buy actually end up performing the purchasing decision or not. The factors that are analyzed in this paper also …

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Effect Of Exchange Rate, Exchange Rate Volatility, And Stock Market Return On Foreign Direct Investment, Sansanee Vanapruk Jan 2021

Effect Of Exchange Rate, Exchange Rate Volatility, And Stock Market Return On Foreign Direct Investment, Sansanee Vanapruk

Chulalongkorn University Theses and Dissertations (Chula ETD)

This empirical research examines the relationship between exchange rate, exchange rate volatility, and also investigates the stock market return factors on the foreign direct investment flows in Thailand. This research uses the quarterly data from 1Q2005 to 4Q2020 period. It finds that there is the evidence of significantly positive relationship of exchange rate on foreign direct investment while exchange rate volatility has the significantly negative relationship on foreign direct investment. There is also the relationship but not significant of high performance of stock market return on attracting foreign direct investment flows. Moreover, this paper documents that the former foreign direct …

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A Study Of Factors That Influence Consumer Behaviors Of Gold Saving Via Online Platform In Thailand, Janitta Chotichartmala Jan 2021

A Study Of Factors That Influence Consumer Behaviors Of Gold Saving Via Online Platform In Thailand, Janitta Chotichartmala

Chulalongkorn University Theses and Dissertations (Chula ETD)

Inflation rate in Thailand has increased and it leads to the devaluation of money. As gold is considered as a safe haven to hedge against high inflation and the demand of gold in Thailand has increased by 44 percent in 2021, a large number of gold retailers have developed an online gold saving program to capitalize the increase in gold demand. Therefore, this research was focused on the factors that influence consumer behavior of gold saving via an online platform. The primary data used in this research paper were collected from 390 respondents through an online survey. Two-way ANOVA was …

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The Influence Of Digital Access On Business During Covid-19 Pandemic, Kornthawat Angsathitanan Jan 2021

The Influence Of Digital Access On Business During Covid-19 Pandemic, Kornthawat Angsathitanan

Chulalongkorn University Theses and Dissertations (Chula ETD)

This research purpose is to prove the influence of digital access on business during pandemic. Digital access is already around us such as email communication, online banking, etc. At the beginning they have four factors that drive our world using digital access which is ecosystem, research and development innovation, security, business effectiveness. In 2020 covid-19 pandemics have become one of the factors that drive digital access around the world. This research will see the company strategy that has digital transformation and adaptation after suffering from a pandemic and will study business strategy in all five factors. The result will show …

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What Factors Cause People To Choose To Buy In The Live Streaming In China?, Changjun Wei Jan 2021

What Factors Cause People To Choose To Buy In The Live Streaming In China?, Changjun Wei

Chulalongkorn University Theses and Dissertations (Chula ETD)

The development of social media which makes shopping in live streaming more and more popular, the conversion from traffic to income is important. And then the live streaming has become a crucial business and economic model. So, this topic deserves great attention and research. This paper uses many methods, first, the basic characteristics of customers will be analyzed by descriptive statistics to get overview of consumer samples. Then through the one-way ANOVA method to find whether there are statistical differences in consumers’ purchase intention under different customer characteristics, for getting the main factors affecting consumers’ live shopping. Finally, through the …

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The Impact Of Public Debt On Economic Growth: Evidence From Thailand, Kanpimon Chaisaard Jan 2021

The Impact Of Public Debt On Economic Growth: Evidence From Thailand, Kanpimon Chaisaard

Chulalongkorn University Theses and Dissertations (Chula ETD)

This study investigates how public debt affects Thailand’s economic growth, covering 2005 to 2019. The model runs through 3 macroeconomic indicators; namely, Public debt, Personal Income Tax, and Real Gross Domestic Product, which represent economic growth. All of them are examined by Vector Error Correction Model and Granger Causality approach. The evidence shows that public debt and income tax are related to Thailand’s growth in different directions; the former is favorable while the latter is negative at a 5% significance level. Likewise, the speed of adjustment is at 15%. The paper suggests that the government can run up the national …

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Can Japan's Horse Racing Industry Sustainably Improve Its Competitiveness? -An Analysis Focusing On Economic Factors-, Katsuya Imanishi Jan 2021

Can Japan's Horse Racing Industry Sustainably Improve Its Competitiveness? -An Analysis Focusing On Economic Factors-, Katsuya Imanishi

Chulalongkorn University Theses and Dissertations (Chula ETD)

We have seen successes of Japanese horses running in overseas races. Behind their success, there were some factors to support the industry, such as Japanese economic scale, technological development, cultural mix. I will examine whether it can remain competitive in the future. Internationalization would be the key factor.

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The Representation Of Animal And “Non-Human” Characters In Indra Sinha’S Animal’S People, Sirawit Sriphuthorn Jan 2021

The Representation Of Animal And “Non-Human” Characters In Indra Sinha’S Animal’S People, Sirawit Sriphuthorn

Chulalongkorn University Theses and Dissertations (Chula ETD)

This paper aims at examining the representation of Animal, the protagonist, and “non-human” characters in Indra Sinha’s Animal’s People (2007). It discusses various ways in which the socially constructed concepts of “humanity” and “animality” are called into question and strategically deployed in the portrayal of these characters. It argues that Sinha attempts to dismantle binary thinking which not only constitutes the distinction between the human and the animal but also underpins the West’s domination of the East. More specifically, the paper argues that Animal whose deformity is caused by exposure to the toxic gas suffers from alienation—both from himself and …

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