Biographical Sketch Professor Geng Cui taught at two
American universities before joining Lingnan in 2000. He also serves as the
Director of Hong Kong Institute of Business Studies and the Chair of the Academy
of International Business South East Asia Chapter (AIBSEAR). His research
interests include consumer behavior and marketing in China, foreign direct
investment strategies and performance, digital marketing, big data analytics,
and applications of artificial intelligence (AI) and machine learning in
marketing. His works have appeared in leading journals including Strategic Management Journal,
Science, Journal of International Business Studies, Journal of Management
Information Systems, Journal of Academy of Marketing Science, Journal of
Retailing, Journal of Business Research, Journal of International Marketing,
Journal of World Business and won several
research awards. He is a leading scholar on Chinese consumer research and has
received numerous citations and applications for marketing practice and
teaching. He has been a consultant to local and overseas organizations on China
business and marketing strategies.
His current projects focus on examining the effect of user-generated content
(UGC) on consumer behavior and marketing performance through sentiment analysis
of large online data in text (e.g., product reviews) and visuals (e.g., user
China Consumer Market; FDI Strategies and
Performance; Interactive marketing; E-commerce; Data Mining Using Machine Learning
Li, Haiyang, Xiwei Li, and Geng Cui (2017), “How Do Firms’ Gains From Inward
Activities Affect Their Outward Activities? Evidence from China,”
Strategic Management Journal, 38(13):
Cui, Geng, Xiaolin Li, TS Chan and Ling Peng (2015),“Cultural
Distance, Host Regulatory Quality, and Location Choice: A Hierarchical Analysis
of Chinese Multinationals,” in Geng Cui
and T.S. Chan (eds.), Asian Businesses in a Turbulent Environment:
Cui, Geng, TS Chan and Hua Zhang (2014),“Research
on Asian Firms: A Review and Look Forward,”” in TS Chan and Geng Cui (eds.),
The Rise of Asian Firms. Palgrave McMillan.
Zhang, Yuanyuan, Geng Cui and TS Chan (2014), “The Internationalization of
Emerging Market Multinationals: Effects of Host and Home Country Institutional
Factors,” in TS Chan and Geng Cui (eds.), The Rise of Asian Firms:
Strengths and Strategies. Palgrave McMillan.
Cui, Geng, TS Chan, Hua Zhang and Ling Peng (2014), “Different Roads to Rome?
Patterns of Internationalization in Chinese Firms,” in TS Chan and Geng Cui
(eds.), The Rise of Asian
Shengsheng Huang and T. S. Chan (2013),
“Global Firms Competing Locally: The Effect of Management Localization on
Subsidiary Performance in China,” in
TS Chan and Geng Cui (eds.), Multinationals and Global Consumers: Tension,
Potential and Competition. Palgrave McMillan.
Makino, Shige, Chan, TS and Geng Cui (2013),
“International Business Research in Asia”, in TS Chan and Geng Cui (eds.),
Multinationals and Global Consumers: Tension,
Potential and Competition.
Liu, Hongyan and Geng Cui, (2013), “The Pathway from Inward Internationalization
to Outward Internationalization: the Mediating Role of Dynamic Capability,”
Finance and Trade Economics (in
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,
38( 6), 944-960.
Chan, TS and Geng Cui (2006), "Marketing Strategies of Multinational firms in
China: Implications of Hong Kong Firms on Development in the Pearl River Delta
Cooperation between Hong Kong, Macau, and the Pearl River Delta Region,
M. K. Nyaw and Q. H. Chen (Eds.), Hong Kong: Joint Publishing.
Cui, Geng and Hon-Kwon Lui (2005), “Order of Entry and Performance of
Multinationals in an Emerging Market: A Contingent Resource Perspective,”
Journal of International Marketing,
Cui, Geng (1998), "The Evolutionary Process of Global Market Expansion:
Experiences of MNCs in China," Journal of
World Business, 33(1), 87-110. Citation of Excellence, ANBAR Electronic
e-WOM and Big Data Analytics
Peng, Ling, Geng Cui, Yuho Chung and Chunyu Li (2019), “A multi-facet item
response theory approach to improve customer satisfaction using online product
ratings,” Journal of Academy of Marketing
Science, 47(5), 960–976.
Li, Chunyu, Geng Cui, and Ling Peng (2018), “Tailoring management response to
negative reviews: The effectiveness of accommodative versus defensive
responses,” Computers in Human Behavior,
Zhuang, Mengzhou, Geng Cui and Ling Peng (2018), "Manufactured Opinions: The
Effect of Manipulating Online Product Reviews,"
Journal of Business Research, 87,
Li, Chunyu, Geng Cui, and Ling Peng (2017), “The Signaling Effect of Management
Response In Engaging Customers: A Study of The Hotel Industry,”
Tourism Management, 62 (October):
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, Mengzhou Zhuang and Ling Peng (2014), “What if Consumers View Online
Product Reviews as Intentional Manipulations,”
Journal of Marketing Science (in
Chinese), 10(1), 21-34. Best Paper award at the 2013 China Marketing Science
Conference, August, Beijing.
Peng, Ling, Geng Cui, and Chunyu Li (2013), "The comparative impact of critics
and consumers: Applying the Generalisability Theory to online movie ratings,”
International Journal of Market Research,
Cui, Geng, Hon-Kwong Lui and Xiaoning Guo (2012), "The Effect of Online Consumer
Reviews on New Product Sales,"
International Journal of Electronic Commerce, 17(1), 39–57.
Machine Learning and Marketing Optimization
Cui, Geng, Manleung Wong and Xian Wan (2015), “Targeting the High Value
Customers While under Resource Constraint: Partial Ordering Constrained
Optimization.” Journal of Interactive Marketing, 29(1): 27-37.
Manleung Wong and Xian Wan (2012), "Cost-sensitive Learning via Priority
Sampling to Improve the ROI of Direct Marketing,"
Journal of Management Information Systems,
Cui, Geng and Yanan Wang (2010), "Consumers’ SKU Choices in an Online
Supermarket: A Latent Class Approach," Journal of Marketing Management, 26(5), 495-514.
Cui, Geng, Manleung Wong and Guichang Zhang (2010), “Bayesian Variable Selection
for Direct Marketing Response Models,”
Expert Systems with Applications, 37, 7656–7662.
Cui, Geng, Man Leung Wong, Guichang Zhang and Lin Li (2008), “Model Selection
for Direct Marketing: Performance Criteria and Validation Methods,”
Marketing Intelligence & Planning,
Cui, Geng, M.L. Wong and H.-K. Lui (2006), “Machine Learning for Direct
Marketing Response Models: Bayesian Networks with Evolutionary Programming,”
Management Science, 52(4), 597-612.
Cui, Geng and Wong Man Leung (2004), "Implementing neural networks for decision
support in direct marketing,"
International Journal of Market Research. 46(2), 235-254.
Mining in Marketing Using Bayesian Networks and Evolutionary Programming,”
Fuzziness and Soft Computing,
International Marketing and Chinese Consumers
Yuan, Denghua, Geng Cui and Lei Lai (2016),"Sorry seems to be the hardest word:
consumer reactions to self-attributions by firms apologizing for a brand
crisis", Journal of Consumer Marketing,
33(4), 281 – 291.
Joy, A., J. Wang, T. Chan, J. Sherry and G. Cui (2014), "M(Art)Worlds: Consumer
Perceptions of How Luxury Brand Stores Become Art Institutions,"
Journal of Retailing, 90(3), 347-364.
Cui, Geng, Xiaoyan Yang, Hongyan Liu and Haizhong Wang (2013), "Culture,
cognitive style and consumer response to informational vs. transformational
advertising among East Asians: Evidence from the PRC,"
Asia Pacific Business Review, 1-16.
Cui, Geng, Xiaoyan Yang, Haizhong Wang and Hongyan Liu (2012), "Culturally
Incongruent Messages in International Advertising,"
International Journal of Advertising,
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, 29(3), 214 - 224.
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, 22(3),
Chan, T.S., Geng Cui and Nan Zhou (2009), "Competition
Foreign vs. Domestic Brands: A Study of Consumer Purchases in China,"
Journal of Global Marketing, 22(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, 20(3&4), 1-13.
Joy, Annamma, T.S. 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,
Chan, Tsang-Sing and Geng Cui (2004), "Consumer Attitudes toward Marketing in a
Transitional Economy: A Replication and Extension,"
Journal of Consumer Marketing, 21(1),
Cui, Geng and
Qiming Liu (2001), "Emerging Market Segments in a TransitionalEconomy: A Study of Urban Consumers in China,"
Journal of International Marketing,
Cui, Geng and Qiming Liu (2000), "Regional Market Segments of China:
Opportunities and Barriers in a Big Emerging Market,"
Journal of Consumer Marketing, 17(1),
Cui, Geng (1999), "Segmenting the Chinese Consumer Market: A Hybrid Approach,"
Journal of International Consumer
Marketing, 11(1), 55-76.
Cui, Geng (1998), "The Emergence of the Chinese Economic Area (CEA): A
Regiocentric Approach to the Markets,"
Multinational Business Review, 7(1), 63-71.
New Product Development and Promotion
Li, Chunyu, Geng Cui and Ling Peng (2017), “Picking winners: New product concept
testing with item response theory,”
International Journal of Market Research, 59(3)335–354.
Cui, Geng, Ling Peng and Laurent 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), 1-18.
Peng, Ling, Geng Cui and Chunyu Li (2012), “Individual Differences in Consumer
Response to Traditional versus Virtual Concept Testing,” Journal of Product &
Brand Management, 21(3), 167-175.
Cui, Geng, Wenjing Bao and TS Chan (2009), “Consumers’ Adoption of New
Technology Products: The Role of Coping Strategies,”
Journal of Consumer Marketing, 26(2),
Cross-cultural Marketing and Management
Cui, Geng and Pravat Choudhury (2003), "Consumer Interests and Ethical
Implications of Marketing: A Contingency Framework,"
Journal of Consumer Affairs, 37(2),
Cui, Geng and Pravat Choudhury (2002), "Marketplace Diversity and Cost-effective
Marketing Strategies," Journal of Consumer
Marketing, 19(1), 54-73.
Cui, Geng (2001), "Marketing to Ethnic Minority Consumers: A Historical Journey
(1932-1997)," Journal of Macromarketing, 21(1), 23-31.
Cui, Geng and Pravat Choudhury (2000), Marketing to Ethnic Consumers: An Annotated
the American Marketing Association, Chicago, Illinois. ISBN: 0877572852.
Cui, Geng (1997), "Marketing Strategies in a Multi-ethnic Environment,"
Journal of Marketing Theory and Practice,
Cui, Geng and Njoku Awa (1992), "Measuring Intercultural Effectiveness: An
Integrative Approach," International
Journal of Intercultural Relations, 16(4), 311-328, 1992 International Award
for Outstanding IJIR Article , the Society for Intercultural Education, Training
and Research (SIETAR), Washington, DC.
Cui, Geng and Sjef van den Berg (1991), "Testing the Construct Validity of
Intercultural Effectiveness," InternationalJournal of
Intercultural Relations, 15(2), 227-241.