Professor Yigang Pan does research in two major areas. One is the branding strategies in cross cultural settings, such as the impact to linguistic differences on branding. The other is the market entry strategies of multinational corporations, such as setting up joint ventures, operating wholly owned subsidiaries, and managing holding companies in foreign markets. Professor Pan has published in Journal of Marketing Research, Journal of Consumer Research, Journal of International Business Studies, Strategic Management Journal, and so on. In particular, he has 14 publications in Journal of International Business Studies.
