UH West O'ahu's Derrek Choy publishes case analysis

University of Hawaiʻi-West Oʻahu
Julie Funasaki Yuen, (808) 454-4870
Public Information Officer, Public Relations and Marketing
Posted: Apr 20, 2011

Dr. Derrek Choy
Dr. Derrek Choy
University of Hawaiʻi–West O‘ahu’s Dr. Derrek Choy recently published a case analysis in the book "Consumer Behavior by Babin and Harris", third edition. The case entitled “Does Culture Affect Sales? A Hawaiian Perspective,” analyzes how organizations coming into a market need to understand the culture of a city prior to entry into the market. This case specifically evaluates the Hawai‘i market and what key issues need to be evaluated to be successful in the marketplace.
Choy is an associate professor of business administration in marketing at UH West O‘ahu. He is the coordinator of the marketing program, teaches marketing courses and advises on marketing issues in the community. Choy’s area of expertise is marketing strategy and consumer behavior in the world market.
About UH West O‘ahu
UH West O‘ahu became a four-year, regional comprehensive university when it served its first class of freshmen in fall 2007. The University offers quality education, small classes and personalized attention at convenient locations. Construction began in August 2010 on the first phase of a new, state-of-the-art UH West O‘ahu campus in the City of Kapolei. It is expected to serve approximately 2,000 students for fall 2012 classes. For more information, visit uhwo.hawaii.edu, twitter.com/uhwestoahu, facebook.com/uhwestoahu or call 454-4700 or toll-free (866) 299-8656.