CUI Geng

Associate Dean (Research and Postgraduate Studies)
Faculty of Business

Hong Kong Institute of Business Studies (HKIBS)


Department of Marketing & International Business

Lingnan University
Voice: - (852) 2616-8245
Fax: - (852) 2467-3049
Email: - gcui@ln.edu.hk

PhD Connecticut; MPS Cornell; BA Peking

Biographical Sketch@
Professor Geng Cui taught at two American universities before joining Lingnan University in 2000.  His research interests include consumer behavior and marketing in China, foreign direct investment strategies and performance, e-commerce and internet marketing, and machine learning in marketing.  His works have appeared in leading academic journals including Management Science, Journal of International Business Studies, Journal of Management Information Systems, Journal of International Marketing, Journal of World Business and International Journal of Electronic Commerce.  He has received awards and recognitions by international conferences, journals, academic organizations, and universities.  His research on Chinese consumer has been widely cited and adopted for teaching and practice.  He has served on the editorial board of international journals and conferences and has been a consultant to local and overseas organizations on China business and marketing strategies.

Research Interests
China Consumer Market; FDI Strategies and Performance; Interactive marketing; E-commerce; Data Mining Using Machine Learning

Supervisor of PhD and MPhil Students, Research Methods in Business, China as a Business and Consumer Society, Marketing in the Chinese Mainland, Applied Marketing Research (MScMIB)

Course Websites:

MKT2221 - Marketing in the Chinese Mainland

MIB502 - Applied Marketing Research

RBUS510 - Research Methods in Business

CLC9011 - China as a Business and Consumer Society

Recent Journal Publications

Peng Ling, Geng Cui, Mengzhou Zhuang and Chunyu Li (2016), "Consumer Perceptions of Online Review Deceptions: An Empirical Study in China", Journal of Consumer Marketing, 33 (4), 269-280.

Cui Geng, Peng Ling and Laurent Pierre Florès (2015), "Selecting Ideas for New Product Development: Comparison of Monadic Test and Adaptive Concept Screening under the G Theory Framework", European Journal of Innovation Management, 18 (3), 380-396.

Cui, Geng, Wong M., Wan X. (2015), "Targeting the High Value Customers While Under Resource Constraint: Partial Ordering Constrained Optimization", Journal of Interactive Marketing, Vol. 29, Issue 1, 27-37.

Cui, Geng, TS Chan and Yuanyuan Zhang (2014), "Location Choice and Entry Mode of Emerging Market Multinationals: A Study of Chinese Firms," Journal of International Marketing Strategies, Vol. 2, No. 1, 1-12.

Peng Ling, Geng Cui and Chunyu Li (2013), "The Comparative Impact of Critics and Consumers: Applying the Generalizability Theory to Online Movie Ratings", International Journal of Market Research, 55 (3): 67-90.

Cui, Geng, Xiaoyan Yang, Hongyan Liu and Haizhong Wang (2013), "Culture, Cognitive Style and Consumer Response to Informational vs. Transformational Advertising among East Asian: Evidence from the PRC," forthcoming in Asia Pacific Business Review, 1-16.

Cui, Geng, Hon-Kwong Lui, and Xiaoning Guo (2012), "The Effect of Online Consumer Reviews on New Product Sales," International Journal of Electronic Commerce, Vol. 17, No.1, 3957.

Cui, Geng, Xiaoyan Yang, Haizhong Wang and Hongyan Liu (2012), "Culturally Incongruent Messages in International Advertising," International Journal of Advertising, Vol. 31, No. 2, 355-376.

Peng, Ling, Geng Cui and Chunyu Li (2012), "Individual Differences in Consumer Response To Traditional Versus Virtual Concept Testing," Journal of Product & Brand Management, Vol. 21, No. 3, 167-175.

Cui, Geng, Manleung Wong, Xian Wan (2012), "Cost-sensitive Learning via Priority Sampling to Improve the ROI of Direct Marketing," Journal of Management Information Systems, Vol. 19, No. 1, 335-367.

Cui, Geng, Hon-Kwong Lui, TS Chan and Annamma Joy (2012), "Decomposition of Cross-country Differences in Consumer Attitudes toward Marketing," Journal of Consumer Marketing, Vol. 29, No. 3, 214-224.

Cui, Geng and Haiyang Li (2011), "The Internationalization of Chinese Enterprises: The Role of Inward Activities," Journal of Strategy and Decision Making, Vol. 2, Dec., 8-21.

Chan, T.S. and Geng Cui (2011), "Foreign Market Selection and Entry Mode for Chinese Multinational Corporations in the Process of Enterprise Internationalization," Journal of Strategy and Decision-Making, Vol. 2, No. 6, 14-21 (in Chinese).

Cui, Geng, Manleung Wong, and Guichang Zhang (2010), "Bayesian Variable Selection for Binary Response Models and Direct Marketing Forecasting," Expert Systems with Applications, Vol. 37, 7656-62.

Cui, Geng and Yanan Wang (2010), "Consumers' SKU Choices in an Online Supermarket: A Latent Class Approach," Journal of Marketing Management, Vol. 26, No. 5, 495-514.

Cui, Geng and Xiaoyan Yang (2009), "Responses of Chinese Consumers to Sex Appeals in International Advertising: A Test of Congruency Theory," Journal of Global Marketing, Vol.22, No.3, 229-245.

T.S. Chan, Geng Cui and Nan Zhou (2009), "Competition of Foreign vs. Domestic Brands: A Study of Consumer Purchases in China," Journal of Global Marketing, Vol. 22, No.3, 181-197.

Cui, Geng, Wenjing Bao and T.S. Chan (2009), "Consumers' Adoption of New Technology Products: The Role of Copying Strategies," Journal of Consumer Marketing, Vol. 26, No.2, 110-120.

Wang, Chenglu and Geng Cui (2008), "Understanding the Rising Chinese Consumer: An Introduction," Journal of Consumer Behavior, Vol. 7, No.3, 1-3.

Cui Geng, Tsang-sing Chan and Annamma Joy (2008), "Consumers' Attitudes toward Marketing: A Cross-cultural Study of China and Canada," Journal of International Consumer Marketing, Vol. 20, No. 3 & 4, 1-13.

Cui, Geng, Man Leung Wong, Guichang Zhang and Lin Li (2008), "Model Selection for Direct Marketing: Performance Criteria and Validation Methods," Marketing Intelligence & Planning, Vol. 26, No. 3, 275-292.

Zhang, Yan, Haiyang Li, Mike A. Hitt and Geng Cui (2007), "R&D Intensity and Performance of International Joint Ventures in an Emerging Market: Moderating Effects of Market Focus and Ownership Structure," Journal of International Business Studies, Vol. 38, No. 6, 944-960.

Cui, Geng, Man Leung Wong and Hon-Kwong Lui (2006), "Machine Learning for Direct Marketing Response Models: Bayesian Networks with Evolutionary Programming," Management Science, Vol. 52, No. 4, 597-612.

Joy, Annamma, Tsang-sing Chan, Michael Hui and Geng Cui, (2006), "Metaphors of the Self, Self-Communication and Self-Gifts in Interdependent Cultures: Narratives from Hong Kong," Research in Consumer Behavior, R. Belk (ed.), Vol. 10, 99-126.

Cui, Geng and Hon-Kwong Lui (2005), "Order of Entry and Performance of Multinational Corporations in an Emerging Market: A Contingent Resource Perspective," Journal of International Marketing, Vol. 13, No. 4, 28-56.

Cui, Geng and Tsang-sing Chan (2004), "Consumer Attitudes toward Marketing in a Transitional Economy: A Replication and Extension," Journal of Consumer Marketing, Vol. 21, No.1, 10-25.

Cui, Geng and Man Leung Wong (2004), "Implementing Neural Networks for Decision Support in Direct Marketing," International Journal of Market Research, Vol. 46, No. 2, 235-254.

Cui, Geng and Pravat Choudhury (2003), "Consumer Interests and Ethical Implications of Marketing: A Contingency Framework," Journal of Consumer Affairs, Vol. 37, No.2, 364-386.

Cui, Geng and Pravat Choudhury (2002), "Marketplace Diversity and Cost-effective Marketing Strategies," Journal of Consumer Marketing, 19(1), 54-73.

Cui, Geng and Man Leung Wong (2002), "Data Mining in Marketing Using Bayesian Networks and Evolutionary Programming," in E-commerce and Intelligent Systems, J. Segovia, P. S. Szczaepaniak and M. Niedzwiedzinski (eds.), Springer-Verlag, Germany, 198-214.

Cui, Geng and Qiming Liu (2001), "Emerging Market Segments in a Transitional Economy: A Study of Urban Consumers in China," Journal of International Marketing, Vol. 9, No. 1, 92-114.

Cui, Geng (2001), "Marketing to Ethnic Minority Consumers: A Historical Journey (1932-1997)," Journal of Macromarketing, Vol. 21, No. 1, 23-31.

Cui, Geng and Qiming Liu (2000), "Regional Market Segments of China: Opportunities and Barriers in a Big Emerging Market," Journal of Consumer Marketing, Vol. 17. No. 1, 55-72.

Department of Marketing and International Business, Lingnan University
Tel: +852 2616 8240 Fax: +852 2467 3049 Email: mib@Ln.edu.hk