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Assoc Prof Dr Ernest Cyrill de Run

Malaysia

English Malay

Marketing, Market Research, Management

Journal Publications
1. Kilgour A. Mark & De Run Ernest. (1999). The Consumer Decision Choice Process in Difficult Economic Times. Malaysian Consumer & Family Economics Association. 30 July.
2. de Run, Ernest Cyril, Kilgour. Mark & Jais, Mohamad (2000). The Function Of Marketing In SMI’s In Sarawak. Sarawak Development Journal. Vol. 3. No. 1. 38 – 59.
3. de Run, Ernest Cyril and Jamal, Shaari (2000). The Telephone As A Service Encounter Tool: A Study On SMI’s In Sarawak. Borneo Review. Vol. XI, No. 2, 67 – 83.
4. de Run, Ernest Cyril and Rohani Ismail (2001). Permintaan Dan Persepsi Terhadap Kereta Proton: Pandangan Pengguna, Penjual Dan Penjual Semula. Fakultas. 3. (Jun – Nov). 119 – 128.
5. Abu Mansor, Shazali and De Run, Ernest Cyril and Loh, Wei Min (2001). Gaya Hidup Wanita yang menjalankan urusan pembelian bahan makanan: Kajian kes di bandaraya Kuching. Jurnal Pembangunan Sosial, 3 (Disember). pp. 2-13.
6. de Run, Ernest Cyril (2002). Customer Service In Sarawak: An Exploratory Study Of Its Antecedents. Sarawak Development Journal. 5. 2. 45 – 60.
7. de Run, Ernest Cyril and Siti Hasnah, Hassan (2003). Evaluation Of Information Sources: A Study Of Sarawakian Business-To-Business Elite Managers. Journal of Asia Pacific Marketing. 2. 2. 56 – 72.
8. de Run, Ernest Cyril and Afzazuliana Abd. Jalil (2003). Emotional Quotient: Comparing Multi Level Marketing And Non- Multi Level Marketing Print Advertisements. International Journal of Business and Society. 4.1. 53 – 66.
9. de Run, Ernest Cyril (2005). Does Targeting Really Work? The Perspective of a Dominant Group. International Journal of Business and Society. Jan. 6. 1. 27 – 51.
10. Shazali Abu Mansor; de Run, Ernest Cyril; Hamrila Abd Latif (2005). The Value of Human Life: Willingness To Pay For The Provision Of Life Jackets At The Sarawak River. International Journal of Business and Society. July. 6. 2. 83 - 96.
11. de Run, E. C. and Khadijah Mohd Tuah (2005). Malaysian Consumers’ Evaluation of Fictitious Brand Extensions. Sarawak Development Journal. 7. 1. 21-37
12. de Run, Ernest Cyril; Malar Subramaniam, Michael Wong Sing Lung (2006). The Foochow Entrepreneurial Characteristics: Comparison Between Generations. Journal of Asia Entrepreneurship and Sustainability. 2. 3. 99-124. Available at http://www.asiaentrepreneurshipjournal.com/AJESII3All.pdf
13. de Run, Ernest Cyril And Sien Fah (2006). Language Use in Packaging: Malay and Chinese Consumer Reactions. Sunway Academic Journal. 3. 133-145. Available at: http://www.sunway.edu.my/others/vol3/ernest3.pdf
14. de Run, Ernest Cyril and Felix Ng Mee Kon (2006). Patented And Generic Pharmaceutical Drugs: Perception And Prescription. International Journal of Business and Society. 7.2.55-78.
15. de Run, Ernest Cyril and Chin Yin Thang, Florence (2007). Customer Service Personnel’s Perceptions of Customers: The Case of a Telecommunications Firm. International Journal of Business and Society. 8.1.48 - 67.
16. de Run, Ernest Cyril (2007). Ethnically Targeted Advertising: Views Of Those Not Targeted. Journal of Asia Pacific Marketing and Logistics.19.3.
17. Hii, G. H. S. and de Run, Ernest Cyril (2007). Hotel Guest Satisfaction: A Gap 5 Study in Sibu. The ICFAI Journal of Services Marketing. 5. 3. 18 – 38.
18. Lo, M. C., Shazali, A. M., de Run, E. C. (2007). Should leader power and sex play an important role in predicting influence tactics? Power and influence tactics in manufacturing firms of Klang Valley, Malaysia. International Journal of Management and Entrepreneurship. 3. 1. 29-44.
19. de Run, Ernest Cyril and Ting, Pui Ling (2006). Estimating the Probability of Service Recovery Strategies in Franchise Fast Food Restaurant. Labuan Bulletin of International Business & Finance. 4. December. 91- 104.
20. Grace Phang and de Run, Ernest Cyril (2006). Celebrity Endorsers and Its Impact on Company, Behavioral and Attitudinal Variables. Annamalai Business Review. 1. 2. 23 – 36.
21. de Run, E. C. (2007). Unintended Effects Of Targeted Advertisements: A Test On Sarawakian Chinese. Journal of International Business and Entrepreneurship.13. 1. 1 – 18.
22. Grace Phang and de Run, Ernest Cyril (2007). Celebrity Endorsers and Respondents Gender: Its Impact on Company, Behavioral and Attitudinal Variables. Jurnal Kemanusiaan. 10. December. 38 - 55.
23. Cecilia Ong, S. K. and de Run, E. C. (2007). Why Malaysians Join and Stay on in a Multi-Level Marketing Company. ICFAI Journal of Services Marketing. 5. 4. 37 – 52.
24. De Run, Ernest Cyril (2007). Constructing Ethnic Identification variables of Malay, Chinese and Iban. The ICFAI Journal of Marketing Management. 6. 3. 38 – 52.
25. Mohsin Muhammad Butt and de Run, Ernest Cyril (2008). Measuring Pakistani Mobile Cellular Customer Satisfaction. The Icfai Journal of Services Marketing. 6. 1. 40 – 50.
26. Lo, M. C., Ramayah, T., de Run, E. C. (2009). Leader Member Exchange, Gender, and Influence Tactics. A Test On Multinational Companies in Malaysia. Problems & Perspectives in Management Journal. 1.
27. De Run, E. C. and Yeo, Dick (2009). Islamic Banking: Awareness, Understanding and Behavior. Bankers Journal.


Book / Chapter in Book
1. de Run, Ernest Cyril; Lo, May Chiun; Heriyadi, Kusyanardi (2008). Basic Analysis: A Guide for Students and Researchers. Kuching: Jade Tree Press.
2. de Run, Ernest Cyril (2008). Targeted Advertising Unintended Effects. Germany: VDM Verlag Dr. Mueller e.K.
3. Srivastava, R. K.; de Run, Ernest Cyril; Kim Shyan, Fam (2008).Sales Management. Excel Books. New Delhi India.
4. de Run, Ernest Cyril; Rabaah, Tudin; Voon, Boo Ho; Nordiana, Ahmad Nordin (2008). Readings on Business. Germany: VDM Verlag Dr. Mueller e.K.
5. Dr. Lo May Chiun, AP Dr Ernest Cyril de Run, Dr. Zorah Abu Kassim, Salbiah Edman, Abang Azlan Mohamad, Jerome Kueh Swee Hui (2008). A Decade of FEB. Kuching: FEB.
6. Voon, B H & de Run, E. C (2008). Advancing Service Quality Of Higher Learning Institutions: An Empirical Study In Sarawak. In de Run, Ernest Cyril; Rabaah, Tudin; Voon, Boo Ho; Nordiana, Ahmad Nordin (2008). Readings on Business. Germany: VDM Verlag Dr. Mueller e.K.
7. De Run, E C; Harry, E.; Howell, W. W. (2008). Interaction Of Socio-Cultural Environment On Dayak Entreprneurial Interest. In de Run, Ernest Cyril; Rabaah, Tudin; Voon, Boo Ho; Nordiana, Ahmad Nordin (2008). Readings on Business. Germany: VDM Verlag Dr. Mueller e.K.

Conference Papers Read
1. de Run, Ernest Cyril; Bourke, Thomas Joel; Kilgour, Athol Mark; & Walker, Andrew Robert (1997). Consumers’ Evaluation Of Brand Extensions In The Service Sector. Waikato Management School Student Research Conference (1997). Vol. 4. 33 – 52.
2. de Run, Ernest Cyril & Zaidin, Norzaidahwati (1996), ABC Consultancy, Case Study Presented At The First Convention On Asian Business And Management Education, 26 – 27 August, 1996, Kuala Lumpur.
3. de Run, Ernest Cyril (1999). The Use Of Technology In Service Encounters: Implications For Malaysia’s Managers And Academicians. Paper Presented At The 2nd. International Malaysian Studies Conference, Universiti Malaya, 2 – 4 August 1999. See: Http://Phuakl.Tripod.Com/Pssm/Conference/Malaysiakini_Com_Archive.Htm
4. Kilgour, Mark And de Run, Ernest Cyril (1999). Consumer Choice Decision-Making In Difficult Times. Paper Presented At The 4th National Conference On Consumer And Family Economy. Universiti Kebangsaan Malaysia. 19 August 1999.
5. de Run, Ernest Cyril, Kilgour. Mark & Jais, Mohamad (1999). The Function Of Marketing In SMI’s In Sarawak. Paper Presented At The APEC Human Resource Congress In Taiwan, 30 – 31 October, 1999.
6. de Run, Ernest Cyril And Asleena, Helmi (2002). The Adoption Of Information Communication Technology (ICT) As A Measure Of Growth: A Study On Micro-Enterprises In Kuching, Sarawak. Proceedings Of Asia Pacific Economic And Business Conference 2002. Kuching, Sarawak. Editors: M. Azali; Mohammed B. Yusoff, Muzafar Shah Habibullah, Shazali Abu Mansor, Rujhan Mustafa, Shamsher Mohamad, Zulkornain Yusop, Alias Radam, Azman Hassan, Sumangala Pillai. (2 – 4 October 2002). 500 – 504.
7. de Run, E. C. (2002). Unintended effects of advertisements on a company from dominant and non-dominant ethnic groups. ANZMAC Doctoral Colloquium. Deakin University, Melbourne, Australia. 30 Nov – 1 Dec 2002.
8. de Run, E. C. and Gray, B. (2003). Is targeting all that it is supposed to be? The perspective of a dominant ethnic group. ANZMAC Conference, University of South Australia, Adelaide, Australia. 1 –3 December 2003.
9. Gray, B. and de Run, E. C. (2004). Adaptation, Standardization or Alienation? AIB Conference, University of Ulster 22-24 April, 2004
10. de Run, E. C. and Gray, B. (2004). Assessing Measurement Invariance In Cross-Ethnic Research 33rd EMAC Conference, University of Murcia, 18 – 21 May, 2004.
11. de Run, E. C. and Khadijah Mohd Tuah (2004). Of Malay Beauty and Skin Color: Past, Present and Self. Persidangan Antarabangsa Sejarah Malaysia. Universiti Malaya. 23 – 25 Ogos 2004.
12. de Run, E. C. and Wong, Sing Lung Michael (2004). Foochow Entrepreneurs Over the Years: An Exploratory Discussion. Regional Postgraduate Colloquium 2004. Universiti Malaysia Sarawak. 27 Nov 2004.
13. Harry Entebang, Shazali Abu Mansor And de Run, E. C. (2004). Credit Management policies and Practices: Implication on Cash Flow and Profitability – A Preliminary Study. International Borneo Business Conference 2004. Sutera Harbour Resort and Spa, Kota Kinabalu, Sabah, Malaysia. 9 – 11 December 2004.
14. de Run, E. C. and Wong, Sing Lung Michael (2004).An Exploratory Study of Malaysian Firms Internationalization Strategy: Market Selection, Market Entry Mode and Risk Analysis. International Borneo Business Conference 2004. Sutera Harbour Resort and Spa, Kota Kinabalu, Sabah, Malaysia. 9 – 11 December 2004.
15. Wee, Lik Hoo, Gregory and de Run, Ernest Cyril (2005). Creative Arts And Business Research Methods: A Marriage Of Qual And Quant. 3rd International Qualitative Research Convention 2005 (IQRC 2005). Senai Sofitel Palm Resort, Johor, Malaysia, 21-23 August 2005.
16. Wee, L. H.G., and De Run, E. C. (2005). “Film as Business.” Seminar Skrin Kebangsaan, August 3-4, 2005 at Annexe Hall, UiTM, Shah Alam. Organised by UiTM & FINAS.
17. Khadijah Mohd Tuah and de Run, E. C. (2005). Media and Metrosexualism: The Construction of Aesthetic Masculinity International Conference on Media and Communication (MENTION2005) – Communication, Globalisation and Cultural Identities. 26-28 September 2005, Marriott Putrajaya, School of Media and Communication Studies (MENTION), Faculty of Social Sciences and Humanities, Universiti Kebangsaan Malaysia.
18. de Run, Ernest Cyril and Chin Sien Fah (2005). Language Use In Packaging: Malay And Chinese Consumer Reactions. Asia Pacific Marketing Conference. 22 – 23 November 2005. Universiti Malaysia Sarawak. Fakulti Ekonomi dan Perniagaan, Universiti Malaysia Sarawak.
19. de Run, Ernest Cyril and Florence Thang Chin Yin (2005). Telecommunications Customer Service Personnel’s Perceptions Of Customers: A Quantitative Approach. Asia Pacific Marketing Conference. 22 – 23 November 2005. Universiti Malaysia Sarawak. Fakulti Ekonomi dan Perniagaan, Universiti Malaysia Sarawak.
20. de Run, Ernest Cyril and AP Dr Shazali Abu Mansor (2005). The Pricing Of Public Goods: A Survey Of Public Perception Of Sanitary Facilities. Asia Pacific Marketing Conference. 22 – 23 November 2005. Universiti Malaysia Sarawak. Fakulti Ekonomi dan Perniagaan, Universiti Malaysia Sarawak.
21. de Run, Ernest Cyril and AP Dr Shazali Abu Mansor (2005). The Value of Human Life: Willingness To Pay For The Provision Of Life-Jackets At The Sarawak River. Asia Pacific Marketing Conference. 22 – 23 November 2005. Universiti Malaysia Sarawak. Fakulti Ekonomi dan Perniagaan, Universiti Malaysia Sarawak.
22. de Run, Ernest Cyril and Felix Ng Mee Kon (2005). The Impact Of Patent Protection On Doctors’ Prescriptions Of Pharmaceutical Drugs. Asia Pacific Marketing Conference. 22 – 23 November 2005. Universiti Malaysia Sarawak. Fakulti Ekonomi dan Perniagaan, Universiti Malaysia Sarawak.
23. de Run, E. C. and Gray, B. (2005). Attitude Towards the Ad: Assessing Measurement Invariance In Cross-Ethnic Research. ANZMAC Conference. University of Western Australia. 5th to 7th December 2005.
24. de Run, E. C.. Malar, S., and Wong, S. L. (2006). The Foochow Entrepreneurial Characteristics: Comparison Between Generations. Brunei, Indonesia, Malaysia and Phillipines–East Asean Growth Area (BIMP-EAGA) International Conference 2006, Universiti Malaysia Sabah. 21 – 23 June 2006.
25. de Run, E. C. (2006). Assessing The Effects Of Ethnically Targeted Advertising: A Test Of Malay And Chinese Respondents. Regions on a Global Platform, 9th PRSCO Summer Institute (2006), Kuala Lumpur, 18-20 July, 2006. Universiti Kebangsaan Malaysia.
26. Voon,B. H. and de Run, E. C. (2006). Service-driven Market Orientation and Service Quality: Its Impact on Higher Learning Institutions in Sarawak. Borneo in the New Century. Borneo Research Council Conference. 31 July – 1 August 2006. Institute of East Asian Studies, UNIMAS and Borneo Research Council.
27. Khadijah, M. T. and de Run, E. C. (2006).Media and Metrosexualism: The Construction of Aesthetic Masculinity. Borneo in the New Century. Borneo Research Council Conference. 31 July – 1 August 2006. Institute of East Asian Studies, UNIMAS and Borneo Research Council.
28. de Run, E. C. (2006). Iban Reactions Towards Ethnically Targeted Advertising. Borneo in the New Century. Borneo Research Council Conference. 31 July – 1 August 2006. Institute of East Asian Studies, UNIMAS and Borneo Research Council.
29. Soetrisno, F. & de Run, E. C. (2006). Assessing The Effects Of Ethnically Targeted Advertising: A Test Of Sarawakian Chinese. 2nd SIMSR-Asia Marketing Conference. 17 – 18 December 2006. Mumbai, India. K. J. Somaiya Institute of Management Studies and Research.
30. de Run, E. C. & Thang, C. Y. (2006). Customer Service Personnel’s Perceptions Of Customers: Initial Explorations At A Telecommunications Company. 2nd SIMSR-Asia Marketing Conference. 17 – 18 December 2006. Mumbai, India. K. J. Somaiya Institute of Management Studies and Research.
31. de Run, E. C. and Yeo, S. L. D. (2006). Islamic Banking: Awareness, Understanding, And Behavior. 2nd International Borneo Business Conference. Hilton Kuching. Unimas and UMS. 6 – 8 December 2006.
32. Howell, W. W., Entebang, H., and de Run, E. C. (2006). Interaction of Socio-Cultural Environment on Enterpreneurial Interest among the Dayak Community in Sarawak.. 2nd International Borneo Business Conference. Hilton Kuching. Unimas and UMS. 6 – 8 December 2006.
33. de Run, E. C., Nordiana binti Ahmad Nordin, Rabaah Tudin (2007). Why Entrepreneurship And Not Employment? An Initial Investigation. Academy for Global Business Advancement Joint World Congress. May 21 – 25, Universiti Sains Malaysia, Penang Campus, Penang
34. de Run, E. C. and Yogeswaren A/L Anamale (2007). Attitudinal and Behavioral Effects on Recall of Television Advertisements. At the Final Year Project Poster Conference 2007. Faculty of Economics and Business, Universiti Malaysia Sarawak. April 4.
35. de Run, E. C. and Uma Devi Krisnan. (2007). Consumer Attitudes towards Public Transportation in Kuching. At the Final Year Project Poster Conference 2007. Faculty of Economics and Business, Universiti Malaysia Sarawak. April 4.
36. de Run, E. C. and Elanjothi a/p Manickam. (2007). Different language in Advertisement: Consumer Attitudes. At the Final Year Project Poster Conference 2007. Faculty of Economics and Business, Universiti Malaysia Sarawak. April 4.
37. de Run, E. C. and Tiong Yea Ching. (2007). Private doctors: A study of expectations and perception in Kuching. At the Final Year Project Poster Conference 2007. Faculty of Economics and Business, Universiti Malaysia Sarawak. April 4.
38. de Run, E. C. and Zainun binti Ibrahim. (2007). Perbandingan kualiti perkhidmatan : mengukur tahap kepuasan pelansong melalui perbandingan antara anggapan sebelum dan selepas menerima perkhidmatan ‘resort’ di Kuala Terengganu. At the Final Year Project Poster Conference 2007. Faculty of Economics and Business, Universiti Malaysia Sarawak. April 4.
39. de Run, E. C. and Zamriah bt Abd Manan. (2007). Perbandingan kualiti perkhidmatan di hotel-hotel sekitar bandar Kota Kibalau, Sabah. At the Final Year Project Poster Conference 2007. Faculty of Economics and Business, Universiti Malaysia Sarawak. April 4.
40. de Run, E. C. and Jee Teck Weng. (2007). Measuring customer loyalty on approach based on the main supermarket chain in Kuching. At the Final Year Project Poster Conference 2007. Faculty of Economics and Business, Universiti Malaysia Sarawak. April 4.
41. de Run, E. C. and Mah Suet May. (2007). Why do UNIMAS students choose to purchase pirated software. At the Final Year Project Poster Conference 2007. Faculty of Economics and Business, Universiti Malaysia Sarawak. April 4.
42. de Run, E. C. and Norzaishah Ag Salleh. (2007). Sales Promotion In Malaysia. At the Final Year Project Poster Conference 2007. Faculty of Economics and Business, Universiti Malaysia Sarawak. April 4.
43. de Run, E. C. and Abdul Mukmin bin Alias. (2007). Controversial ads: 15-18 age group. At the Final Year Project Poster Conference 2007. Faculty of Economics and Business, Universiti Malaysia Sarawak. April 4.
44. de Run, E. C. and Mohd Rafik b. Arif. (2007). Measuring customer loyalty on approach based on the main supermarket chain in Kuching. At the Final Year Project Poster Conference 2007. Faculty of Economics and Business, Universiti Malaysia Sarawak. April 4.
45. de Run, E. C. and Juraina binti Junaidi. (2007). Servqual expectatin & perxception of telecommunication provider. At the Final Year Project Poster Conference 2007. Faculty of Economics and Business, Universiti Malaysia Sarawak. April 4.
46. de Run, E. C. and Jee Teck Weng. (2007). Loyalty Card. At the Final Year Project Poster Conference 2007. Faculty of Economics and Business, Universiti Malaysia Sarawak. April 4.
47. de Run, E. C. and Jong Hui Yin. (2007). The influence of religion towards the advertising of controversial products. At the Final Year Project Poster Conference 2007. Faculty of Economics and Business, Universiti Malaysia Sarawak. April 4.
48. de Run, E. C. and Jee, T. W. (2007). A Test of Customer Loyalty Effectiveness. Asia Pacific Marketing Conference 2007. Organized by Universiti Malaysia Sarawak. Holiday Inn Resort Damai Beach, Kuching Sarawak. 2 – 3 November 2007.
49. De Run, E. C. and Mah, S. M. (2007). Why Undergraduates Choose To Purchase Pirated Software. Asia Pacific Marketing Conference 2007. Organized by Universiti Malaysia Sarawak. Holiday Inn Resort Damai Beach, Kuching Sarawak. 2 – 3 November 2007.
50. De Run, E. C. , Chee, S. H., and Sharizal, H. Exploring The Consumer Attitudes Towards The Use Of Electrical Goods Easy Payment Scheme. Asia Pacific Marketing Conference 2007. Organized by Universiti Malaysia Sarawak. Holiday Inn Resort Damai Beach, Kuching Sarawak. 2 – 3 November 2007.
51. Lo, M. C., Ramayah, T. and De Run, E. C. (2007). Leader Member Exchange And Influence Tactics: A Test On Multi National Companies In Malaysia. Asia Pacific Marketing Conference 2007. Organized by Universiti Malaysia Sarawak. Holiday Inn Resort Damai Beach, Kuching Sarawak. 2 – 3 November 2007.
52. Heriyadi, K. and De Run, E. C. (2007). Simultaneous Measurement Of Contry-Of-Origin Effect: A Study At Kalimantan Barat And Sarawak. Asia Pacific Marketing Conference 2007. Organized by Universiti Malaysia Sarawak. Holiday Inn Resort Damai Beach, Kuching Sarawak. 2 – 3 November 2007.
53. Muhammad Mohsin, B. and De Run, E. C. (2007). Ethnic Self Identity, Culturally Embedded Advertisement And Its Effects On Targeted And Non Targeted Groups: A Cross Cultural Research Of Malaysian And Pakistani Adolescents. Asia Pacific Marketing Conference 2007. Organized by Universiti Malaysia Sarawak. Holiday Inn Resort Damai Beach, Kuching Sarawak. 2 – 3 November 2007.
54. de Run, E. C. (2007). Determining Ethnic Identification Strength of Three Ethnic Groups in Malaysia. ANZMAC Conference. Dunedin. University of Otago. 3 – 5 Dec 2007.
55. de Run, E. C. & Elanjothi Manickam (2008). Advertising Language Cues Impact on Malaysian Malay and Indians. 6th Language for Specific Purposes International Seminar. 9 – 10 April. Persada Johor International Convention Center. Universiti Teknologi Malaysia Johor.
56. de Run, E. C., Muhammad Mohsin Butt and Tiong Yea Ching (2008). Malay view of private doctor services. The 6th International Malaysian Studies Conference. 5-7 August 2008. Persatuan Sains Sosial Malaysia.
57. de Run, E. C. (2008). Malaysian muslims views of controversial advertising. 2008 Global Marketing Conference at Shanghai. 20 – 23 Mac 2008. Shanghai Jiao Tong University.
58. de Run, E. C. & Roger Lai (2008). Chinese perception of bird nest. International Borneo Business Conference. Kota Kinabalu, Sabah. Universiti Malaysia Sabah and Universiti Malaysia Sarawak.
59. Jee, T. W., & De Run, E. C. (2008). Sales promotion preferences: Techniques by product type. Paper presented at the The 3rd International Borneo Business Conference, Universiti Malaysia Sabah (UMS), Malaysia.
60. Jee, T. W., De Run, E. C., & Lo, M. C. (2008). Choice of dwelling: Why squat? Paper presented at the The 6th International Malaysian Studies Conference (MSC6), Kuching, Sarawak, Malaysia.
61. de Run, E. C.; Lau, Wee Ming; Mah, Suet May (2008). Pirated Software: Non-User Views. Paper presented at the The 3rd International Borneo Business Conference, Universiti Malaysia Sabah (UMS), Malaysia.