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Dr Y. Pan
Dr. Y. Pan   Associate Professor of Marketing at the School of Business and Associate Director of the Chinese Management Centre
Also the Professor of International Business at York University

Tel: (852) 2857 8345
Fax: (852) 2858 5614
Email:

Audio clip of Dr Y. Pan

Research Interests

Brand Management, Market Entry Strategies, International Marketing, Marketing, Marketing in China (Business Strategies and Consumers)

Biograohy

He holds a Ph.D. degree in marketing from Columbia University.

His area of research is on brand and market entry strategies. In the past several years, he has published more than 20 articles in this area, several of which in the context of China. Currently, he is an active participant of several large-scale research projects about marketing in China, including business strategies, and consumers in China.

He taught at China Europe International Business School in Shanghai and was a visiting professor at City University of Hong Kong.

Publications

Vibha Gaba, Yigang Pan, and Gerardo R. Ungson (2001), "Timing of Entry in International Market: An Empirical Study of U.S. Fortune 500 Firms in China," Journal of International Business Studies, forthcoming.

Yigang Pan (2001), "Equity Ownership in International Joint Ventures: The Impact of Source Country Factors," Journal of International Business Studies, forthcoming.

Yigang Pan and David K. Tse (2000), " The Hierarchical Model of Market Entry Modes," Journal of International Business Studies, 31(4): 535-554.

Yigang Pan and Xiaolian Li (2000), "Joint Venture Formation Strategies of Very Large Multinational Firms," Journal of International Business Studies, 31(1):179-189.

Yigang Pan, Shaomin Li, and David K. Tse (1999), "The Impact of Order and Mode of Market Entry on Profitability and Market Share," Journal of International Business Studies, 30(1): 81-104.

Yigang Pan and Peter S.K. Chi (1999), "Financial Performance and Survival of Multinational Corporations in China," Strategic Management Journal, 20(4): 359-374.

David K. Tse, Yigang Pan, and Kevin Y. Au (1997), "How MNCs Choose Entry Modes and Form Alliances: The China Experience," Journal of International Business Studies, 28(4): 779-805.

Yigang Pan (1997), "The Formation of Japanese and U.S. Equity Joint Ventures in China," Strategic Management Journal, 18(3): 247-254.

Yigang Pan and David K. Tse (1996), "Cooperative Strategies between Foreign Firms in an Overseas Country," Journal of International Business Studies, 27(5): 929-946.

Yigang Pan (1996), "Influences on Foreign Equity Ownership Level in the Joint Ventures in China," Journal of International Business Studies, 27(1): 1-26.

Yigang Pan and Bernd H. Schmitt (1996), "Language and Brand Attitudes: Impact of Script and Sound Matching in Chinese and English," Journal of Consumer Psychology, 5(3): 263-277.

Yigang Pan, Sue O'Curry, and Robert E. Pitts (1995), "The Attraction Effect and Political Choice in Two Elections," Journal of Consumer Psychology, 4(1): 85-101.

Donald R. Lehmann and Yigang Pan (1994), "Context Effects, New Brand Entry, and Consideration Sets," Journal of Marketing Research, 31(3): 364-374.

Bernd H. Schmitt, Yigang Pan, and Nader Tavassoli (1994), "Language and Consumer Memory: The Impact of Linguistic Differences Between Chinese and English," Journal of Consumer Research, 21(3): 419-431.

Bernd H. Schmitt and Yigang Pan (1994), "Managing Corporate and Brand Identities in the Asia-Pacific Region," California Management Review, 36(4): 32-48.

Yigang Pan and Donald R. Lehmann (1993), "The Influence of New Brand Entry on Subjective Brand Judgments," Journal of Consumer Research, 20(1): 76-86.

Teaching Interests
  • Marketing Management
  • International Marketing
  • Strategic Marketing Management
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