Dr Huifeng Bai

Liverpool Business School

Dr Huifeng Bai joined the Liverpool Business School in April 2018. Prior to this position, he worked as a Teaching Assistant and a Lecturer at the Glasgow Caledonian University. He taught a range of marketing and retailing modules and acted as a dissertation supervisor for both undergraduate and postgraduate students.

Huifeng’s doctoral research focused on luxury fashion retailers internationalisation strategies. He is building his research profile in international luxury fashion marketing and has already published research papers in the ABS ranked journals. He is also contributing to some international leading academic journals (International Journal of Retail & Distribution Management, Journal of Services Marketing, Journal of Fashion Marketing and Management, and European Management Review) as a peer reviewer.

Huifeng's membership of professional organisations includes:
- The Walpole
- BAM (British Academy of Management)
- CIM (The Chartered Institute of Marketing)
- EMAC (European Marketing Academy)

Dr Bai has been providing consulting services to European luxury brands (in jewellery, fashion and accessories) and Chinese fashion houses since 2013. His recent consulting & research & supervision (for doctoral research students) interests include:
- Internationalisation & post-entry strategies (management & operation)
- Digital marketing strategies (Omni-channel communication & distribution)
- Brand management (transformation & promotion & positioning & rebranding)
- Consumer behaviour (generations & cultural influences)
- Effect of country of origin & ownership structure (parenting advantages)
- SME marketing & management (luxury & fashion)

Languages

English
Chinese (Mandarin)
Chinese (Cantonese)

Degrees

2016, Glasgow Caledonian University, UK, PhD in Marketing
2012, Glasgow Caledonian University, UK, MRes in Research Methodology
2008, University of Glasgow, UK, MSc in International Trade & Finance
2007, University of Wales, Swansea, UK, BSc (Hons) in Business Economics

Certifications

2013, Glasgow Caledonian University, UK, Postgraduate Certificate of Graduate Teaching Assistant

Academic appointments

Lecturer in Luxury Fashion Marketing & Retailing, Glasgow Caledonian University, 2017 - 2018
Visiting Scholar, School of Resources & Environment, University of Jinan, 2017 - present
Teaching Assistant in Luxury Fashion Marketing & Retailing, Glasgow Caledonian University, 2013 - 2017

Postgraduate training

Advanced/Professional Writing Skills, UK, Glasgow Caledonian University, 2012 - 2012

Conference publication

Liu H, Bai H. 2023. Luxury Fashion Retailers’ Internationalisation: A Mixed-Methods Study of Dynamic Process in China Proceeds of the 8th Colloquium on European Research in Retailing (CERR), 8th Colloquium on European Research in Retailing (CERR) :139-146 Publisher Url Public Url

Liu H, Bai H. 2022. Examining the Glocalised Marketing Strategies of Luxury Fashion Retailers in China Colloquium on European Research in Retailing Book of Proceedings, 7th Colloquium on European Research in Retailing (2022) :181-189 Publisher Url Public Url

Wang Y, Bai H, Li J, Wang R. 2020. Key Opinion Leaders: An Invisible Force in Digital Home Media Proceedings - 8th International Conference on Digital Home, ICDH 2020, :344-349 DOI Publisher Url

Bai H. 2018. Omni-Channel Communication Strategies as A Way to Create Consumer Value – Evidence from Luxury Fashion Retailers in Mainland China 4th International Colloquium on Design, Branding and Marketing Public Url

Bai H. 2018. Luxury Fashion Retailers’ Omni-Channel Distribution & Communication Strategies in Mainland China Colloquium on European Research in Retailing Proceedings, Colloquium on European Research in Retailing 2018 :120-124 Publisher Url Public Url

Bai H. Examining Retailer Omni-Channel Distribution Strategies - Evidence from Luxury Fashion Retailers in Mainland China 11th MBScademy International Conference on Management Business Orginisation & Innovation Public Url

Bai H. An Examination of Internationalising Luxury Fashion Retailers’ Marketing Strategies in Mainland China 48th EMAC Annual Conference

Bai H, McColl J, McBride L. Internationalising Luxury Fashion Retailers’ Direction of Post-Entry Expansion in Mainland China 52nd Academy of Marketing Annual Conference

Bai H, McColl J, McBride L. The Critical Success Factors of Luxury Fashion Retailers Internationally Expanding into and within the Chinese Market 33rd BAM (British Academy of Management) Annual Conference

Bai H, He W, McColl J. Examining Internationalisation Strategies of Emerging Market Multinationals in Luxury Fashion – The Case Study of Shandong Ruyi Technology Group 33rd BAM (British Academy of Management) Annual Conference

Shi J, Bai H. The competitive advantage of Multi-platform-based ecosystem- the evidence from Alibaba 5th Colloquium on European Research in Retailing Public Url

Bai H, McColl J, Moore C, He W, Shi J. An Examination of Parenting Advantages of Emerging Market Multinationals in Luxury Fashion Retailing EMAC 50th Annual Conference Public Url

Bai H, Shi J, Song P. Luxury Fashion Retailers' Multiple Channel Distribution Strategies - Evidence from China 6TH COLLOQUIUM ON EUROPEAN RESEARCH IN RETAILING Public Url

Shi J, Bai H. Dual-Internationalization Strategies of Emerging Market E-tailers EMAC Annual Conference 2023 Public Url

Chapters

Bai H, McColl J. 2023. The Outlook of Luxury Fahsion Retailers' Multiple Channel Distribution Strategies Pioneering New Perspectives in the Fashion Industry Disruption, Diversity and Sustainable Innovation :255-263 Emerald Publishing Limited. United Kingdom 9781803823485 DOI Publisher Url Public Url

Journal article

Bai H, He W, Shi J, McColl J, Moore C. 2022. Parenting Advantages of Emerging Market Multinationals (EMNCs) in Luxury Fashion Retailing International Journal of Retail & Distribution Management, 50 :1-17 DOI Author Url Publisher Url Public Url

Bai H, McColl J, Moore C. 2021. Luxury fashion retailers’ localised marketing strategies in practice – Evidence from China International Marketing Review, DOI Author Url Publisher Url Public Url

Bai H, McColl J, Moore C. 2020. Motives behind Retailers’ Post-Entry Expansion Journal of Retailing and Consumer Services, 59 DOI Author Url Publisher Url Public Url

Bai H, McColl J, Moore C, He W, Shi J. 2020. Direction of Luxury Fashion Retailers’ Post-Entry Expansion – The Evidence from China International Journal of Retail & Distribution Management, 49 :223-241 DOI Author Url Publisher Url Public Url

Bai H, He W, Shi J, McColl J, Moore C. 2020. Internationalization strategies of emerging market multinationals (EMNCs) in luxury fashion retailing – Case study of Shandong Ruyi Group Thunderbird International Business Review, 63 :319-327 DOI Publisher Url Public Url

Bai H, McColl J, Moore C. 2018. Hong Kong, a Gateway for Mainland China? An examination of the impact of luxury fashion retailers’ ownership structures on expansion strategies International Journal of Retail & Distribution Management, 46 :850-869 DOI Author Url Publisher Url Public Url

Bai H, McColl J, Moore C. 2017. Luxury retailers’ entry and expansion strategies in China International Journal of Retail & Distribution Management, 45 :1181-1199 DOI Author Url Publisher Url Public Url

Thesis/Dissertation

Bai H. An Examination of Foreign Luxury Fashion and Accessories Retailers’ Internationalisation Strategies and Post-Entry Expansion Strategies in Mainland China McColl J, Moore C.

Other Professional Activity:

As a peer reviewer, Huifeng is contributing to some leading academic journals, including Journal of Fashion Marketing and Management (ABS 1*), International Journal of Retail & Distribution Management (ABS 2*), Journal of Services Marketing (ABS 2*)and European Management Review (ABS 3*)..

Dr Bai has been providing consulting services to some European luxury brands (jewellery, fashion and accessories) and Chinese fashion houses..

Membership of professional bodies:

Associate, Chartered Institute of Marketing.

Member, European Marketing Academy.

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