Ph.D in Management, University of Sheffield;
Associate Professor of International Business & Marketing in Zhejiang Gongshang University, China from 2003-2014
P/T Lecturer in Marketing (University of Kent, UK: 2008-2009)
Ph.D student applications are welcome.
Research and knowledge exchange
Years of experience in corporate training and consultancy in China, e.g. China Mobile, China Zheshang Insurance, China Tea Research Institute.
Research interests: international business, internal marketing, brand management and international marketing.
Teaching and subject expertise
Teaching experience: Module leaders in Strategic Brand Management, Consumer Behaviour, International Marketing at both graduate and undergraduate levels.
Yu, Q. and Yen, D. (2017) "Acculturation: from Britain to China", 46th European Marketing Academy Conference, May, Groningen, the Netherlands.
Yu, Q. and Barnes, B. (2016) "Internal market orientation leveraging firm performance via internal success", Global Marketing Conference, July, Hong Kong, China.
Benedetta, C., Hosany, S., Yen, D. and Yu, Q. (2016)"How Little Emperors Travel with Global Brands: Core and Contextual Meanings of Global Brands", Global Marketing Conference, July, Hong Kong, China.
Yen, D., Benedetta, C. and Yu, Q. (2016) "British Sojourners in China: the outcomes of triple acculturation forces", 11th Royal Bank International Research Conference: Understanding the Global Consumer Culture: Views from Eastern and Western Scholars, June, Wuxi, China.
Yu, Q. Yen, D.A., Huang, Y. (2016) "Internal Market Orientation, a Novel Approach to Improve Firm Performance in China", 45th European Marketing Academy Conference, May, Oslo, Norway.
Yu, Q. Yen, D.A., Gupta, S. and Asaad, Y. (2015) “Managing Employees’ Corporate Brand Commitment in UK HE institutions Using an Internal Market Orientation Approach”, International Corporate Identity Group Symposium, February, London, UK.
Yu. Q. (2015) 'Internal Market Orientation and Organisational Performance', Guest speech at research seminar at Sheffield Business School, Sheffield Hallam University.
Yu, Q. and Barnes, B.R. (2012) “Internal Market Orientation and Organisational Performance, Academy of International Business (South East Asia) Regional Conference, December, Xiamen, China (Best Paper Award).
Yu, Q., Feng, W. and Yi, Q. (2010) “Internal Customer Orientation and Internal Supply Chain Management”, Proceedings of the IEEE International Conference on Industrial Engineering and Engineering Management, Macau.
Yu, Q. and Barnes, B.R. (2010) “Performance Improvement by Investing in Internal Marketing Management”, Proceedings of the 5th IEEE International Conference on Management of Innovation and Technology, ICMIT, Singapore.
Feng, W. and Yu, Q. (2008) “Empirical Research on Customer Loyalty towards Department Stores”, Proceedings of the 5th International Conference on Innovation and Management, Vols. I & II, Maastricht, Netherlands.
Barnes, B. R., Chan, S. S. Y., Yu, Q. and Siu, N. Y. M. (2007) “Exploring Cosmetics Advertising in Southern China: A Comparative Investigation of Hong Kong and Shenzhen”, Proceedings of the Academy of International Business (South East Asia) Group, Hangzhou, China.
Publications and research outputs
Yu, Q., Yen, D., Barnes, B and Huang, Y. (2017) "Enhancing firm performance through IMO and employee organisational commitment", International Journal of Human Resource Management, DOI: 10.1080/09585192.2017.1380059 Link to this article，http://www.tandfonline.com/doi/abs/10.1080/09585192.2017.1380059
Cappellini, B, Honsany, S., Yen, D. and Yu, Q. (2017) "Away from home: How young Chinese consumers travel with global brands". Journal of Retailing and Consumer Services, DOI: 10.1016/j.jretconser.2017.10.012. Link to this article: https://www.sciencedirect.com/science/article/pii/S096969891730070X
Yu, Q., Asaad, Y., Yen, D. and Gupta, S. (2016) "IMO and internal branding outcomes: an employee perspective in UK HE", Studies in Higher Education, DOI: 10.1080/03075079.2016.1152467. To link to this article: http://dx.doi.org/10.1080/03075079.2016.1152467
Zheng, Y., Xu, F., Lou, X. and Yu, Q. (2014) Chapters in “Market Innovation and Industry Development: Decoding the Mode of Haining China Leather City”, Economy Science Press: Beijing, ISBN 978-7-5141-4898-5 (in Chinese)
Ashnai, B., Smirnova, M., Kouchtch, S., Yu. Q., Barnes, B. R. and Naudé, P. (2009) “Assessing Relationship Quality in Four Business-to-Business Markets”, Marketing Intelligence & Planning, Vol. 27, No. 1, ISSN 0263-4503 (2010 Outstanding Paper Award for the Journal).
Barnes, B. R., Siu, N. Y. M. Yu, Q. and Chan, S. S. Y., (2009) “Exploring Cosmetics Advertising in Southern China: A Comparative Investigation of Hong Kong and Shenzhen”, International Journal of Advertising, Vol. 28, No. 2, ISSN 0265 0487.
Yen, D. A., Yu, Q, and Barnes, B. R. (2007) “Focusing on Relationship Dimensions to Improve the Quality of Chinese-Western Business-to-Business Exchanges”, Total Quality Management and Business Excellence, Vol. 18, No. 8, ISSN 1478-3363.
Barnes, B. R., Kitchen, P. J., Spickett-Jones, J.G. and Yu, Q. (2004) “Investigating the Impact of International Cosmetic Advertising in China”, International Journal of Advertising, Vol.23 No. 3, ISSN 0265-0487.
Many others in Chinese.