-
崔 耕
CUI Geng

Director
Hong Kong Institute of Business Studies (HKIBS)

Professor

Department of Marketing & International Business

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


Education
PhD Connecticut; MPS Cornell; BA Peking

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, Management 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, and 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 profile pictures).


Research Interests

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

Teaching
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), e-Commerce and Social Media Marketing (MScMIB)


Course Websites:

MKT2221 - Marketing in the Chinese Mainland

CLC9011 - China as a Business and Consumer Society

MIB605 - e-Commerce and Social Media Marketing

Selected Publications by Research Areas

 

FDI, Multinationals, and Internationalization

 

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): 2704–2725.

 

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: Uncertainty and Coping Strategies. Palgrave McMillan.

 

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 Firms. Palgrave McMillan.


陳增聲, 鄺婉樺, 崔耕 (合編), <新形勢下中國企業戰略發展案例> .澳門: 澳門基金會贊助項目. 2014.
 

Cui, Geng, 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. Palgrave McMillan.

 

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 Chinese).

 

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 Region", Economic 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, 13(4), 28-56.

 

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 Intelligence 1999.

 


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, 84, 272-284

 

Zhuang, Mengzhou, Geng Cui and Ling Peng (2018), "Manufactured Opinions: The Effect of Manipulating Online Product Reviews," Journal of Business Research, 87, 24-35.

 

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): 42-53.

 

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, 55(3), 413-436.

 

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.

 

Cui, Geng, Manleung Wong and Xian Wan (2012), "Cost-sensitive Learning via Priority Sampling to Improve the ROI of Direct Marketing," Journal of Management Information Systems, 19(1), 335-367.

 

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, 26(3), 275-292.

 

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.

 

Cui, Geng and Man Leung Wong (2002), “Data Mining in Marketing Using Bayesian Networks and Evolutionary Programming,” Studies in Fuzziness and Soft Computing, 105, 198-214, Hysica-Verlag.

 


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, 31(2), 355-376.

 

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), 229-245.

 

Chan, T.S., Geng Cui and Nan Zhou (2009), "Competition of Foreign vs. Domestic Brands: A Study of Consumer Purchases in China," Journal of Global Marketing, 22(3), 181-197.

 

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, 10, 99-126.

 

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), 10-26

 

Cui, Geng and Qiming Liu (2001), "Emerging Market Segments in a Transitional Economy: A Study of Urban Consumers in China," Journal of International Marketing, 9(1), 84-106.

 

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), 55-72.

 

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), 110-120.

 


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), 364-387.

 

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 Bibliography, the American Marketing Association, Chicago, Illinois. ISBN: 0877572852.

 

Cui, Geng (1997), "Marketing Strategies in a Multi-ethnic Environment," Journal of Marketing Theory and Practice, 5(1), 122-134.

 

Cui, Geng (1996), "Integrate Ethnic Diversity into Marketing Education," Marketing Education Review, 6(1), 1-7.

 

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," International Journal of Intercultural Relations, 15(2), 227-241.

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