The Liberal Arts University in Hong Kong
The Liberal Art University in Hong Kong
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Associate Director of Undergraduate Business Programmes
Undergraduate Programmes Office, Faculty of Busniess

Professor of Teaching
Department of Marketing & International Business

Voice:  (852) 2616 8237
Fax:     (852) 2467 3049

BA Manchester Metropolitan; MBA Manchester; PhD PolyU

Research Interests
Globalisation in Service Industries, Multinational Business Strategy, Marketing Strategy in Asia-Pacific; Sports Marketing and Internationalization

Global Business Environment, International Business Management, Global Business and Sustainable Development & Doing Business in Emerging Markets

Recent Journal Publications
Whitla, Paul and Lianxi Zhou (2012), "How Negative Publicity Influences Consumer Attitudes: The Mediating Role of Moral Reputation", Journal of Business Research, Online, January 2012.

Whitla, Paul (2012), "Integrating Ethics into International Business Teaching: Challenges and Methodologies in the Greater China Context", Journal of Teaching in International Business, 22(3): 168-184.

Whitla, Paul (2009), "Crowsourcing and Its Application in Marketing Activities", Contemporary Management Research, 5(1): 15-28.

Whitla, Paul, Peter G. P. Walters and Howard Davies (2008), "Global Strategy in the International Advertising Industry," International Business Review, 17(3):235-249.

Whitla, Paul, Peter G. P. Walters and Howard Davies (2007), "Global Strategies in the International Hotel Industry," International Journal of Hospitality Management, Elsevier, 26, 777-792.

Whitla, Paul, Peter Walters and Howard Davies (2006), "The use of Global Strategies by British Construction Firms," Construction Management and Economics, Vol. 24.9, 945-954.

Whitla, Paul, "Crowdsourcing and its Application in Marketing Activities", Contemporary Management Research, In Press (ISSN 1813-5498).


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