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

Shi J, Bai H. 2023. Dual-Internationalization Strategies of Emerging Market E-tailers Proceedings of the European Marketing Academy, 52nd, EMAC Annual Conference 2023 :A2023-112345 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

Sun Y, Wang R, Bai H, Whyatt G, Tamara TT, Cattaneo E. How Millennials Perceive Luxury Fashion Brands - Case of Indonesia Proceedings of the European Marketing Academy, European Marketing Academy, EMAC 2024 53rd Annual Conference Public Url

Liu H, Bai H. Embracing Sustainability and Circularity in Luxury: The Rise of the Pre-Loved Market in China 2024 Academy of Marketing Conference

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

Bai H, Shi J, Song P, McColl J, Moore C, Fillis I. Localised multiple channel distribution strategies of luxury fashion retailers – Evidence from China Journal of Fashion Marketing and Management, DOI 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.

External committees:

Ulster University, Ulster University, External assessor for foundation in Ulster BUsiness School. 2023

Dr Louise McBride, Glasgow Caledonian University, External examiner for Msc International Fashion Marketing. 2023

PhD & DBA External examiner, Teesside University. 2022

Editorial boards:

Journal of Fashion Marketing Management, Editorial board member. 2023

SN Business & Economics, Editorial board member. 2022

External PGR examinations performed:

Teesside University, DBA, Influences of the Market Entry Mode Choices On Performance of the International Service Firms Operating in Oman. 2023

Other Professional Activity:

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

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

Membership of professional bodies:

Associate, Chartered Institute of Marketing.

Member, Academy of Marketing (AM).

Member, The European Marketing Academy (EMAC).

Fellowships:

Fellow, HEA.

Research Grants Awarded:

JSPS, Emerging market multinationals internationalization strategies, Prof Jin Shi, Grant value (£): 35000.

QR RSF 2022 LJMU, Achieving Net Zero-Emission Production through Hydrogen: Evidence from Scottish Whisky Industry, Grant value (£): 10000.

External collaboration:

Saitama University, Prof Jin Shi.

University of Jinan, Shandong, China, Dr Weijing He, Dr Peng Song.