Dr. Tih is an Associate Professor of Entrepreneurship at Henley Business School, University of Reading Malaysia. She has more than 15 years of teaching and research experience in marketing, entrepreneurship and business management. She has been involved in several projects, namely Entrepreneurship and SME Development, e-Marketing, Consulting-based Learning in Entrepreneurship Education, Marketing of Tropical Fruits, Online Purchasing Behaviours. She has presented papers at various international conferences and published articles in peer-reviewed journals such as Journal of Business & Industrial Marketing, the International Journals of Retail and Distribution, Global Business & Economics Anthology, Journal of Agribusiness Marketing, and Asian Academy of Management Journal. Her research areas are entrepreneurship, innovation and marketing. Currently she is conducting research on entrepreneurship and consumer behaviour in open media.