Staff Directory

Dr Yansong Hu

Associate Professor of Marketing


Research Interests

New product development and diffusion; social networks; industrial marketing; marketing strategy.

I would like to welcome students with strong quantitative background to work with me on research projects related to the following topics. For certain project, strong IT (or having access to IT resources) skills can be an advantage.

New product/service development: how to do things smarter, cheaper and faster? The dark side of the story such as failures;

New product/service adoption and disadoption and usage: sub-topics include social influence/contagion;

For the above topics, the empirical context can be related to the more emerging technologies where social media and big data are playing an essential role;

Teaching in 2017-2018

Executive MBA
  • IB8450: Marketing through Social Media
MSc Business
  • IB845B: Marketing through Social Media
Marketing & Strategy
  • IB845K: Marketing through Social Media
Undergraduate
  • IB3650: Marketing Communications

Marketing Group

Email:  /  Tel: 024 765 23915  /  Room: 3.203

Biography

Yansong is an Associate Professor of Marketing at Warwick Business School. His research focuses on new product development and diffusion, and social networks, and has won several international awards, including the Best Paper in Marketing and Technology Track in American Marketing Association Winter Marketing Educators' Conference (Austin), the M.Wayne DeLozier Best Conference Paper Award at the Academy of Marketing Science Conference (Florida), and an Honorable Mention Award in American Marketing Association TechSIG Best Dissertation Competition (Washington D.C.). His co-authored research output has appeared in marketing and management journals, including Marketing Science, and Journal of Product Innovation Management. He has taught both undergraduates and postgraduates, as well as business executives, and has received Excellent Teaching Award from Warwick Business School.

AD HOC REVIEWER FOR
Journal of the Academy of Marketing Science, Journal of Product Innovation Management, Industrial Marketing Management, European Journal of Marketing, Technovation, International Journal of Innovation Management.
Product Development & Management Association Best Dissertation Competition, PDMA Academic Forum. AMA Winter Marketing Educators' Conference, Academy of Management Annual Meeting.
EXTERNAL MEMBER FOR THE INTERVIEW PANEL: Business School, Maynooth University
Doctoral Programme Committee Representative of Marketing Group at Warwick Business School (2014-2016)

HONORS AND AWARDS
2015, Excellent Teaching Award, Warwick Business School
2011, Best Paper Award, Technology and Marketing Track, AMA Winter Marketing Educators' Conference, Austin
2008, Finalist, Product Development & Management Association Dissertation Competition, invited presentation at the Academic Research Forum of the 32nd PDMA Annual International Conference, Florida
2007, Winner of the M.Wayne Delozier Best Conference Paper Award, Academy of Marketing Science Annual Conference, Florida
2007, Invited presentation at the Marketing Science Institute Pre-conference on Accelerating Market Acceptance in a Networked World, Los Angeles
2007, Honorable Mention Award in American Marketing Association TechSIG Best Dissertation Proposal Competition, Washington D.C.
2007, 2006, European Consortium of Political Research Scholarships in Research Methods and Techniques

A sample of research projects:
Hu, Y and Van den Bulte, C (2012), The Social Status of Innovators, Imitators, and Influentials in New Product Adoption: It's Not Just about High versus Low, Marketing Science Institute Research Report No. 12-106, Cambridge, MA: Marketing Science Institute.

Publications

Journal Articles

Join the conversation

WBS on social media