Biography

Dr Beh is a strategic marketing and transformation professional with experience spanning industry leadership, SME practice, and academia. She holds a PhD in Marketing from The University of Auckland Business School.

She currently serves as Director of Strategy and Transformation at JEB Companies, leading organisation-wide strategic initiatives and blueprint development across multiple brands and business units. Her role focuses on process optimisation and automation, digital transformation, market development and growth strategy, and brand portfolio innovation, with an emphasis on scalability and sustained competitiveness.

Alongside her industry role, Dr Beh is an Adjunct Research Fellow at Xiamen University Malaysia and previously served as an Assistant Professor of Marketing at Malaysian campuses of leading Chinese and Australian universities. Her consulting and advisory experience centres on value creation and optimisation, service delivery, and digital marketing across sectors including FMCG manufacturing, home improvement retail, services, and education.

Her academic work is informed by hands-on SME engagement and research in the digital service landscape. She is a co-author of an award-winning case study on e-commerce and digitalisation strategies, contributes to digitalisation training programmes, and lectures in strategic marketing and digital transformation. Her research examines how SMEs adapt service offerings and organisational capabilities in response to digital transformation and resource constraints.

Dr Beh is an HRDC Certified Trainer and Meta Certified Associate. Her work has been published in A-ranked (ABDC) journals, including the Journal of Service Management and the Journal of Interactive Marketing, as well as Springer Nature publications.

Research Interest

Adoption of emergent technologies in service delivery, Services marketing, Design and effects of social media affordances, Digital commerce, Online complaint behaviour

Educational Background

• PhD (Marketing), Business School, Department of Marketing, The University of Auckland (2019)
• MSc (Tourism Development), School of Housing, Building and Planning, Universiti Sains Malaysia (2012)
• BA (Hons), School of Hospitality and Tourism Management, International Hotel Management Institute (2009)

Working Experience

• Director of Strategy and Transformation, JEB Companies (current).
• Chief Marketing Officer, JEB Companies (2022-2024).
• Principal Consultant, Dynotriads Consulting (current).
• Lead Trainer, JEB Companies (current).
• Lecturer in Marketing (Assistant Professor), Department of Marketing, Monash University, Malaysia (2020-2021).
• Assistant Professor of Marketing, School of Economics and Management, Xiamen University, Malaysia (2019-2020).
• Graduate Teaching Assistant, The University of Auckland Business School, New Zealand (2014-2018).
• Lecturer of Hospitality and Tourism Management, School of Hospitality, Tourism and Culinary Arts, KDU University College (now UoW), Malaysia (2012-2013).
• Assistant Lecturer, School of Hospitality, MSU College, Malaysia (2009-2010).

Research Experience

• 2021 Monash University SEED Grant
• 2021 Team Investigator for a rural revitalization research project under Ali “Huoshui” Program, by AliResearch, Alibaba, China
• 2020 Team Investigator for a corporate research project under the ‘Belt-and-Road Initiative’, by China Construction Bank, Asia Hong Kong SAR, China
• 2019 Xiamen University Malaysia Research Fund

Representative Publications

• Yang,J.J., Zhou, Wen., Beh, Y.S., and Cai, S. (2024). Alibaba: The Evolving Corporate Social Responsibility of an e-Commerce Platform (Case 724-0092-1). China Europe International Business School. https://www.thecasecentre.org/products/view?id=201477
• Beh, Y.S., Chong, Y.S., and Li, X. (2022). China’s Digital Commerce: The Recovery Strategies of Hospitality and Tourism Businesses During the COVID-19 Crisis. In: Kwok, A.O.J., Watabe, M., Koh, S.G. (eds) COVID-19 and the Evolving Business Environment in Asia. Springer, Singapore. https://doi.org/10.1007/978-981-19-2749-2_9
• Beh, Y.S., Sajtos, L., and Cao, J. (2020). Complainers’ resource investment and mobilization in digital environments using Conservation of Resources theory, Journal of Service Management 31(3), 509-534 https://doi.org/10.1108/JOSM-10-2018-0344
• De Bruyn, A., Viswanathan, V., Juergen, B., Fwangenheim, F., and Beh, Y.S. (2020). Artificial Intelligence and Marketing: Pitfalls and Opportunities, Journal of Interactive Marketing, 51(1), 91-105 https://doi.org/10.1016/j.intmar.2020.04.007
• Sajtos, Laszlo; Beh, Yean Shan; Peko, Gabrielle; and Sundaram, David, "Developing an Affordance-based Conceptualization of Social Media Interactions" (2019). AMCIS 2019 Proceedings. 14. https://aisel.aisnet.org/amcis2019/adv_info_systems_research/adv_info_systems_research/14
• Beh, Y.S. (2019). Affordances as Self-Extension: Conceptualizing the Affordances of Online Communication Features (OCFs) for Consumer Complaints (Doctoral thesis, The University of Auckland, Auckland, New Zealand). Retrieved from http://researchspace.auckland.ac.nz/bitstream/handle/2292/46410/whole.pdf?sequence=2&isAllowed=y
• Beh, Y.S., and Sajtos, L. (2018). Resource integration practices for online consumer complaints in Choi, J., & Kim, J., Proceedings of the Global Marketing Conference 2018. Tokyo, Global Alliance of Marketing and Management Associations https://publications.hse.ru/en/books/223437701
• Beh, Y.S., and Sajtos, L. (2018). Featuring the features for online consumer complaints: The role of affordances of online communication features in Choi, J., & Kim, J., Proceedings of the Global Marketing Conference 2018. Tokyo, Global Alliance of Marketing and Management Associations https://publications.hse.ru/en/books/223437701
• Beh, Y.S., and Sajtos, L. (2018). Features for Complaints: The role of affordances in online complaint behaviour, Opportunities for Service in a Challenging World: Proceedings of the SERVSIG 2018 Conference (pp.783-787). Paris, IESEG School of Management https://www.ieseg.fr/wp-content/uploads/2018/02/SERVSIG-2018-Proceedings.pdf
• Beh, Y.S., Sajtos, L., and Northey, G. (2017). A resource conservation perspective of online negative expressions in Robinson, L., Brenna, L., & Reid, M, Marketing for Impacts: Proceedings of the Australia and New Zealand Marketing Academy 2017 Conference (pp.209). Melbourne, RMIT University https://anzmac.wildapricot.org/resources/Documents/ANZMAC%202017%20Conference%20Proceedings.pdf
• Sajtos, L., and Beh, Y.S. (2014). Making a comeback: Organizational Recovery from Negative Online Consumer Impressions in Rundle-Thiele, S., Krzysztof, K., & Arli, D., Proceedings of the Australia and New Zealand Marketing Academy 2014 Conference (pp.1038). Brisbane, Griffith Business School https://eprints.qut.edu.au/82093/1/1423706904ANZMAC%202014%20Proceedings.compressed.pdf 

Honors / Awards

• 2024 Second Prize- 2023 Global Contest for the Best China-Focused Cases, China Europe International Business School (CEIBS)
• 2021 Blue Letter Teaching Commendation- Monash University Business School, Malaysia
• 2021 Purple Letter Teaching Commendation- Monash University Business School, Malaysia

Courses Taught/Training

• Postgraduate Level
• Marketing, International Marketing
• Undergraduate Level
• Google Analytics and Business Transformation, User Experience and Behaviour, Fundamentals of Digital Marketing, International Marketing, Introduction to Social Commerce, Principles of Marketing, Marketing Research, Tourism Marketing, International Tourism Development
• Training
• Introductory to Digital Marketing Practices, Digital and Automation Adoption for SMEs, Resource Mobilization for Flow Optimization

Academic Services

• External advisor PhD supervision, The University of Auckland
• External advisor Master of commerce supervision, The University of Auckland
• External examiner Honours’ Project, Monash University Australia
• Paper reviewer Springer Nature, Journal of Interactive Marketing, SERVSIG 2018, HICSS 2018, ANZMAC 2017