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)
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
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
Advanced/Professional Writing Skills, UK, Glasgow Caledonian University, 2012 - 2012
Bai H, He W, Shi J, McColl J, Moore C. 2021. Parenting Advantages of Emerging Market Multinationals (EMNCs) in Luxury Fashion Retailing International Journal of Retail & Distribution Management, DOI Publisher Url Public Url
Bai H, He W, Shi J, McColl J, Moore C. 2021. 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 Public Url
Bai H, McColl J, Moore C. 2021. Motives behind Retailers’ Post-Entry Expansion - Evidence from the Chinese Luxury Fashion market Journal of Retailing and Consumer Services, 59 DOI Author 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 and Distribution Management, 49 :223-241 DOI Author 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 and Distribution Management, 46 :850-869 DOI Author Url Publisher Url Public Url
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.
Bai H. LUXURY FASHION RETAILERS’ OMNI-CHANNEL DISTRIBUTION & COMMUNICATION STRATEGIES IN MAINLAND CHINA Colloquium on European Research in Retailing 2018 :121-125 Public Url
Bai H. Examining Retailer Omni-Channel Distribution Strategies - Evidence from Luxury Fashion Retailers in Mainland China 11th MBAcademy International Conference on Management Business Orginisation & Innovation Public Url
Bai H. 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 :163-169 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 CERR 2020: 5th Colloquium on European Research in Retailing, 5th Colloquium on European Research in Retailing :362-368 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, Weijing H, Shi J. Challenges of EMNCs in Luxury Fashion Retailing 28th Recent Advances in Retailing and Consumer Science Conference
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
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.