Dr. Chung's Research Page

Dr. Chung's Research Page

Welcome to my research page. First, let me explain why I do research. I do it because I want to. Herein lies the famous intrinsic vs extrinsic rewards dichotomy. As long as I continue to enjoy doing research and writing about it, I shall do so. The day when I cease to derive pleasure from this activity, I will stop. It's really that simple. But why do I enjoy it? Maybe part of it is an outlet for my creative juices. Maybe I just have an urge to write about something (often controversial) to see if it resonates with anyone. I have no illusion that my articles are widely read or cited or anything like that. It matters not. But on occasion, when I receive an email or note from an interested reader (funny enough, this actually happened!) discussing various aspects of an article I wrote, it feels good. And the neat thing about working at a school like Elizabethtown College is that I have the freedom to pursue whatever research agenda I so choose, within reason. Trust me, it's great fun. There are so many things one can investigate. So much we don't know, and so much we pretend we know.

If you have Acrobat Reader

, you can download my Research Philosophy statement here.

I do not have a single-minded research agenda. Indeed, I am what you might call an ecclectic researcher. But upon reflection, I am able (so far) to group my research activities under five major streams.

Consumer Research, with emphasis on the consumer. Current focus on ethnic identity and its relationship with consumption.

Cultural Issues, including intra and inter cultural differences in consumption behavior, as well as the fabrication and maintenance of culture, at the individual, corporate, and societal levels.

Strategic Management, with a process orientation. In particular, the role that people play in the development and emergence of strategies.

Philosophy of Science, in particular alternative ontological perspectives that guide the study of marketing and management related disciplines.

Corporate Social Responsibility, how it is/can be fostered in formal management education, and the realm of social auditing standards.

So far I have been fortunate to have published my papers in various journals. In addition to more than a dozen refereed journal articles, I've presented at academic conferences from Sweden to the UK to Canada to the US. And many of these papers were also published in the conference proceedings. Some of these articles and papers have even won awards. If you're interested to find out just what kind of stuff I write about, please download my detailed vita and take a look. It's a pdf file.

I hope this gives you a better idea about the kind of research I do. I welcome research suggestions and ideas, so if you like, please send me an email

. I'd love to hear from you. Till then, thanks for visiting!

The opinions and viewpoints expressed on this website are Ed Chung's, and are not endorsed by or necessarily correspond with those of any of the organizations Ed Chung is affiliated with.