As a new professor at UiS Business School, Hongyan Shi wants to help students build their skills in decision-making.
– I have developed my research program around three paradigms: innovation strategies, promotion/advertising strategies, and pricing strategies, explains Hongyan Shi.
Her research is mainly looking at developing game-theoretic models and optimization models to theoretically investigate firms' decision-making on marketing mix, considering the strategic interactions between firms in the market.
– With the continuous occurrence of new technologies, new markets, and new business models, the research on innovation, promotion/advertising, and pricing will continue to be important.
So Shi is not done with researching. In the future, she would like to take up more research projects on business and government interactions in an emerging market, where policymakers may have a different focus on market development than in developed countries.
What will she do as a new professor?
– I believe that research in emerging markets will have more relevant implications for marketing managers as well as policymakers, which may then create further impacts even on multinational firms’ global marketing strategies. It is also my aspiration to continue to collaborate with researchers with diverse backgrounds not only in the marketing field but also with researchers in other disciplines interested in similar research.
She wants to help students build their skills in decision-making as future marketing managers. And as a new professor, she will do this by focusing more on case teaching, where students are trained to think in a context with limited information but to propose a solution to solve a problem.
Leading international field journals
Hongyan Shi has been at the University of Stavanger Business School since January 2021. She was then hired as an associate professor of Marketing. Before that, she spent 9.5 years as an assistant professor at Nanyang Business School at Nanyang Technological University in Singapore. And 29. March, she was promoted and is now a professor at UiS Business School.
She holds a Ph.D. degree in Business Administration (specialized in Marketing) from the University of Illinois at Urbana-Champaign, an MSC degree in Management Science, and a bachelor's degree in Industrial Engineering from Beijing University of Aeronautics and Astronautics, China.
Her research has been published in leading international field journals such as Management Science, Journal of Marketing Research, Production and Operations Management, and European Journal of Operational Research.
And the prestigios Harvard Business Review published one of her articles last year.
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