The Department places strong emphasis on cross-cultural and international marketing research, particularly issues related to Hong Kong and the Chinese mainland. The main research interests of the faculty are as follows.
- Service marketing : As Hong Kong is a renowned international financial hub and one of the largest retail centers in Asia, the Department has a special research interest in the financial and retail industries in the region.
- China marketing : The implementation of the open door policy of the Chinese government since 1979 and the reversion of the city to Chinese sovereignty in 1997 have consolidated Hong Kong’s role as the “gateway” to China trade. Marketing issues related to China are thus an important topic for the current and future development of Hong Kong’s economy.
- Sociocultural aspects of marketing : Our faculty specialize in research into the market-specific social elements of marketing. These elements are manifestations of the cultural peculiarities of a society, and thus have important implications for the formulation of marketing strategies.
- Other areas of interest : Topics related to risk-taking behavior, social marketing and data mining also feature prominently on the departmental research agenda.