On 5 July 2013, Associate Professor Dr. Sooksan Kantabutra, Chief Researcher, Leadership Research Group, College of Management Mahidol University (CMMU), was invited by ABEST21 (the Alliance on Business Education and Scholarship for Tomorrow, a 21st century organization) to deliver a keynote speech at its international conference held at Chiang Mai University. The conference was attended by members of ABEST21 who are Deans of leading international business schools. In his address, Dr. Kantabutra shared his collective research on Sufficiency Economy philosophy and its implications for business, which was well received by the audience.
CMMU is the only business school in Thailand that has since 2004 been researching the business application of His Majesty King Bhumibol Adulyadej's philosophy of Sufficiency Economy as a means to ensure corporate sustainability. Almost a decade of research at CMMU indicates that Sufficiency Economy businesses:
-deliver long-term, competitive performance
-respond effectively to changes in the environment, therefore associating with low risk
-are highly innovative radically and incrementally, allowing them to maintain a market leadership over time
-have high brand loyalty as a result of being genuinely responsible for the society
ABEST21 (the Alliance on Business Education and Scholarship for Tomorrow, a 21st century organization) is the Asian alternative accrediting agency for business schools found in 2005 by five leading universities: Aoyama Gakuin (Japan), FudanUniversity (China), Carnegie Mellon University, University of California in San-Diego (USA), and Moscow State University (Russia). Currently with 40 school members from 16 countries, ABEST21's mission is to advance management education of business schools on a global basis by encouraging mutual cooperation among its member institutions.