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Marketing, Innovation & the Chinese & Emerging Economies

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Cross-border Research Network on Marketing, Innovation and Chinese Economy

The Research Network on Marketing, Innovation and the Chinese and Emerging Economies (MICEE) is founded and directed by Prof Qing Wang, Professor of Marketing and Innovation of Warwick Business School.

It explores key issues at the interface of marketing and innovation, in the context of emerging and fast growing economies like China and India. It engages academics, businesses, and policy makers in the various activities from research idea generation, funding support, research dissemination to provision of advisory and consultancy services for companies and governments.

Technological innovations with strong market orientation are an important source of growth for firms and economies worldwide. Firms at the leading edge of innovation tend to dominate world markets and promote the international competitiveness of their home economy.

It is recognised that emerging and fast growing economies like China and India have so far relied mostly on their cost advantages and abundance of human resources, instead of sophisticated technological and marketing skills and capabilities. However, different emerging economies also have their unique strengths and weakness due to their specific historical, political and cultural characteristics. Even within a country, regional and cultural differences have to be understood if businesses can survive and prosper. Yet, most existing studies on firms' innovation and marketing capabilities have been conducted in the western context, only a few studies have addressed innovation capabilities of firms in emerging economies such as China and India, which have played increasingly important role in the world economy. Even fewer studies have linked firms' technological capabilities with marketing capabilities to understand their impact on sustainable economic growth of these countries. Against this background, the aim of the MICEE network is to:

Aims of the MICEE Network:

  • provide analyses on the strengths, weaknesses, opportunities and challenges facing emerging economies particularly China, India, Brazil and Russia
  • investigate contextual and country specific factors that influence firms' marketing and innovation capabilities in these economies
  • explore and establish key issues in this field through themed workshops, conferences and forums
  • seek funding support and collaboration from national, international and industrial sources to conduct empirical and applied research on these issues
  • provide advisory and consultancy services on specific issues relevant to businesses and governments operating in these economies

Academic Members of the Network:

UK (18)

• Prof Qing Wang (Director of the Network)

Prof Daniel Read, Prof Paul Stoneman, Prof Richard Taffler, Prof Stephen Roper, Prof David Elmes, Prof Giorgio Riello, Dr Ana Galvao, Dr Scott Dacko, Dr Yansong Hu, Dr Tamara Ansons, and Simone Griesser of Warwick University; Prof Paurav Shukla, GCU in London; Prof Simon Collinson, Birmingham University; Prof Jaideep Prabhu and Dr Yongjiang Shi Cambridge University; Prof Nick von Tunzelmann, Prof Joe Tidd, and Stephen Flowers, SPRU, Sussex University; Dr Lara Spiteri-Cornish, Coventry University Business School.

Europe (3)

Prof Hubert Gatignon and Professor Jean-Claude Larréché of INSEAD, France; Dr Elisa Montaguti of University of Bologna, Italy.

North America (3)

Prof Darren Dahl, University of British Columbia; Prof John Lynch, University of Colorado; Dr Christopher Olivola, Carnegie Mellon University.

China (20)

Prof Jian Gao, Prof Hengyuan Zhu, Prof Xudong Gao, Professor Jin Chen, Tsinghua University; Prof Xiaobo Wu and Dr Jun Jin, Zhejiang University; Prof Xielin Liu and Dr Jiang Yu, Chinese Academy of Sciences; Prof Jianxing You, Dr Xiaoyu Yu, Dr Juan Shang, Shanghai University; Prof Song Chen, Prof Dajian Zhu, Prof Yanmei Zhu and Dr Rufei Ma, Tongji University; Prof Qingyun Jiang, Dr Yiming Sun of Fudan University; Prof XinZhong Xu, Dr Xingyue Zhou of Sun Yat-sen University; Dr Martin Liu of Nottingham University Ningbo campus.

India (5)

Prof Graghu Raghuram, Prof Kirti Sharda and Dr Saral Mukherjee, IIM Ahmedabad; Prof Satya Bhusan Dash, IIM Lucknow; Prof Ganapati Panda, IIT Bhubaneswar

Brazil (2)

Prof Cristiano Morini, UNICAMP; Dr Henrique Machado Barros, Insper.

Malaysia and Singapore (3)

Prof Amitava Chattopadhyay, INSEAD; Dr Dilip Mutum, Nottingham University Malaysia campus; Dr Leong Yow Peng,University Tenaga Nasional, Malaysia.

Corporate Links

Jarguar LandRover, UK & China; Unilever, UK & China; Bentley Motors, UK; House of Britannia, UK; Sincrono, UK; Clique Consulting, UK & China; CBS Television Network, US; Nielsen Research, US & UK; Huawei, China; Shanghai Automobile, China & UK; Chando Cosmetics, China; FT, China &UK; White Horse Advertising Agency, China; Reliance Group, India; Yes Bank, India; Infiniti Retail, Tata Group, India; Toyata, Brazil.

News Updates

  • Recent media coverage of the research at MICEE[media][/media]
  • Professor Qing Wang has been featured in the online Management section of the Financial Times - 'Ten Questions - Qing Wang'.
  • The website has been updated with a list of new publications and call for papers
  • The website has been updated with a list of new publications, recent awards and recent grants

Findings for Managers & for Policy Makers

“Too new” to purchase? Consumer response to really new products(PDF Document)

Past Events

Upcoming events

Leverhulme Luxury Network Final Conference: The Spaces of Luxury: Places, Spaces and Geographies from the Renaissance to the Present
University of Warwick, London, 5-7 February 2015
Warwick Business School, London Campus, University of Warwick
The Shard, 32 London Bridge Street, London SE1 9SG

Call for Papers


Qing Wang

Professor of Marketing and Innovation

Marketing and Strategic Management Group

Room B3.17
Warwick Business School
The University of Warwick
Coventry, CV4 7AL, UK

Contact Details:
Tel: +44 (0)24 7652 2819
Email: Qing dot Wang at wbs dot ac dot uk