Qing Wang
- Professor of Marketing & Innovation, Associate Dean (Internationalisation and Executive Education)
Biography
Professor Qing Wang was previously a faculty member at SPRU, Sussex University before joining Warwick Business School in 2000. She held visiting professor positions at several universities including Fuqua School of Business, Duke University (2004-5), Tsinghua School of Economics and Management, Tsinghua University (2002-3), and Insead, Singapore (2009). Professor Qing Wang is a Fellow of the Royal Society of Medicine in the UK, Academic Member of the Marketing Science Institute in the U.S. and External Expert for China's National Research Centre for Technological Innovation. She is Member of the Association for Consumer Research (ACR) and European Marketing Academy (EMAC). She published in leading refereed journals including Journal of Marketing Research, Journal of Product Innovation Management, and Research Policy. She is the Director of the MICE (Marketing, Innovation and the Chinese Economy) network and is Associate Editor of Journal of Research in Interactive Marketing and International Journal of China Marketing. She has consulted for companies in the UK, US and China.
Research interests
Marketing research methods and consumer adoption intention for the high risk and high reward realm of radically new products; the co-evolution of consumer learning and firm strategies and capabilities; customer relationship marketing for services industry; innovative capabilities and branding strategies of Chinese high-tech firms.
Selected research projects
- "International brand extension and the emerging market: AXA Group, October 2008 - September 2011.
- Innovation and international branding strategies of Chinese high-tech firms: The Chinese National Natural Science Foundation, September 2006 - August 2008.
- "After the box is opened: determinants of use of really-new products: Marketing Science Institute (MSI), September 2005 - August 2006.
- Factors influencing consumer adoption intention of really-new products: Marketing Science Institute and CBS Television Network, July 2004 - June 2005.
- The effect of joint ventures on Chinese firms technological capabilities: IDRC, September 1998 - August 1999.
- The R&D/Marketing Interface in the Innovation Process in the Pharmaceutical industry: The British Council, September 1988 - July 1992.
Only selected externally-funded projects are listed here.
Teaching activity this year
Masters Portfolio
- IB9W90 The Diffusion of New Products and Technologies
Undergraduate
- IB3260 Buyer Behaviour module leader
Publications
Journal articles
- What Are the Effective Strategic Orientations for New Product Success under Different Environments? An Empirical Study of Chinese Businesses. Journal of Product Innovation Management 29 (2012): 166-179.
- Are consumers what they consume? - Linking lifestyle segmentation to product attributes: an exploratory study of the Chinese mobile phone market. Journal of Marketing Management 25 (2009): 295-314.
- As time goes by: do cold feet follow warm intentions for really new versus incrementally new products? Journal of Marketing Research 45 (2008): 307-319.
- Capabilities and Production Theory. Structural Change and Economic Dynamics 18 (2007): 192-211.
- Impact of Relationship Marketing Tactics on Stayers and Switchers in a competitive Service Industry. Journal of Marketing Management 22 (2006): 25-59.
- Complexity and the functions of the firm: breadth and depth. Research Policy 29 (2000): 805-818.
Book chapters
- Understanding consumer responses to innovations. Gaining momentum: managing the diffusion of innovations. Ed. Tidd, J. London: Imperial College Press, 2010. Chapter 6. 195-214.
- Innovation Process in Complex Product Systems in China. China's future in the knowledge economy: Engaging the new world. Ed. Grewal, et al. Melbourne: Victoria University Press, 2002. 120-131.