Faculty Members Directory

Biography

Professor Tse began his career in UBC (1984-1993) and returned to Hong Kong since 1993. He has taught in HKUST (Deputy Head 1993), City U (Chair Professor 1994-1998) and HKU (Chair Professor in Marketing and Founding Head 1998-2022) before joining the Hang Seng University of Hong Kong. By 2025, his papers have been cited over 23,500 in Google scholar citation and he has been rated as 1% cited scholar since 2009. Journal of International Business Studies rated him as among the world’s most prolific scholars. He served gate-keeper roles in journals like JIBS (consulting editor), JM, JMR and the like.

Professor Tse is known for his research in international marketing (market-entry strategies), marketing in China (innovation, channel, advertising & branding) and service marketing (satisfaction models and brand love). His current research includes MNE geo-political challenges, resilience strategies, influencer marketing, online brand experience, and AI branding preferences.

Professor Tse has published 19 top-tier journal papers (including Journal of Marketing, Journal of Marketing Research, Journal of Consumer Research, and Journal of International Business Studies, 40 other journal papers in Marketing Letters, Journal of International Marketing, Journal of Advertising etc.), 1 annual (China Market Yearbook, 1 book (Cambridge University Press), 5 edited books, and many book chapters/conference papers on these topics.

Professor Tse was an Academic Trustee of Marketing Science Institute and a board member of the Sheth Foundation. He was a fellow of Center for Service Leadership in Arizona State University and a fellow of William Davidson Institute at the University of Michigan. He served as the founding vice-president of the Asia Academy of Management. At the University of Hong Kong, Professor Tse founded the Contemporary Marketing Centre, as a centre of distinction at the university. He was awarded the best MBA teacher and received research awards.

Professor Tse spoke at major global conferences including World Knowledge Forum, World Marketing Conference, USC’s Asia Pacific Business Outlook Conference, Beijing Stock Commission CEO Conference, China Professional Marketers’ Conference, and AMCHAM talks. He served in HKSAR Government's Central Policy Unit (1995-7) and sat on committees in other organizations including ICAC, and Real Estate Authority. He consulted for Time Medical, BASF, HSBC, SmarTone, All China Market Research, ChinaVest, Swire Properties, Elec & Eltec, Nomura Research International, and HKSAR Government (Efficiency Unit).

Research Interests

• Influencer marketing
• MNE geo-political challenges & resilience strategies
• Online brand experience and AI branding

Selected Books and Journal Publications

• Chan, Terri H., Kineta Hung, and David K. Tse. (2023). Comparing E-Commerce Micro-and Macro Influencers in TikTok Videos: Effects of Strategies on Audience Likes, Audience Shares, and Brand Sales. Journal of Interactive Advertising, 23(4), 307-322.

• Hung, Kineta, David K. Tse & Terri H. Chan. (2023). Gaining legitimacy and host market acceptance: A CRM analysis for foreign subsidiaries in China. International Marketing Review, 40(1), 80-101.

• Hung, Kineta, David K. Tse and Terri Chan. (2022). E-Commerce Influencers in China: Dual-Route Model on Likes, Shares, and Sales. Journal of Advertising, 51(4), 486-501.

• David K. Tse and Kineta Hung. (2020). Dynamic Growth of Chinese Firms in the Global Market: Challenges, Strategies and Implications. Cambridge University Press.

• Hung, Kineta and David K. Tse. (2020). Luxury brand consumption in emerging economies: Review and implications. Research Handbook on Luxury Branding. Edward Elgar Publishing.

• Jianjun Zhu, David K. Tse and Fei Qing. (2017). Effects of online consumer reviews on firm-based and expert-based communications. Journal of Research in Interactive Marketing, 12(1), 45-78.

• Ruth N. Bolton, Anders Gustafsson, Janet R. McColl-Kennedy, Nancy J. Sirianni and David K. Tse. (2014). Small Details that Makes Big Differences: a Radical Approach to Consumption Experience as a Firm’s Differentiating Strategy. Journal of Service Management, 25(2), 253-274.

• Maggie Chuoyan Dong, Bingxin Li, and David K. Tse. (2013). Do Business and Political Ties Differ in Cultivating Marketing Channels in China? Journal of International Marketing, 21(1), 39-56.

• Danny T. Wang, Flora F. Gu, David K. Tse and Chi Kin (Bennett) Yim. (2013). When Does FDI Matter? The Roles of Local Institutions and Ethnic Origins of FDI. International Business Review, 22(2), 450-465.

• Kineta Hung, Stella Li and David K. Tse. (2011). Interpersonal Trust and Platform Credibility in a Chinese Multi-brand Online Community: Effects on Brand Variety-Seeking and Time-Spent. Journal of Advertising, 40(3), 99-112.

• David K. Tse and Shegime Furuta. (2011). Guanxi: Roots, Cultural Values and Managerial Implications, ディスカヴァー・トゥエンティワン.

• Maggie Chuoyan Dong, David K. Tse and Kineta Hung. (2010). Effective Distributor Governance in Emerging Markets: The Salience of Distributor Role, Relationship Stages and Market Uncertainty. Journal of International Marketing, 18(3), 1-17.

• Flora Gu, N.M. Kim, David K. Tse and Danny Wang. (2010). Managing Distributors’ Changing Motivations over the Course of a Joint Program. Journal of Marketing, 74(5), 32-47.

• Flora Fang Gu, Kineta Hung and David K. Tse. (2008). When Does Guanxi Matter: Issues of Capitalization and its Dark Sides. Journal of Marketing, 72(4), 12-28.

• Bennett CK Yim, David K. Tse and Kimmy W. Chan. (2008). Strengthening Customer Loyalty through Intimacy and Passion: Roles of Customer–Firm Affection and Customer–Staff Relations in Services. Journal of Marketing Research, 45(6), 741-756.

• Maggie CY Dong, David K. Tse and S. Tamer Cavusgil. (2008). Efficiency of Governance Mechanisms in China’s Distribution Channels. International Business Review, 17(5), 509-519.

• Li, Julie J., Kevin Z. Zhou, Simon S.K. Lam, and David K. Tse. (2007). Active Trust Building of Local Senior Managers in International Subsidiaries. Journal of Business Research, 59(1), 73-80.

• Xueming Luo, Aric Rindfleisch, and David K. Tse. (2007). Working with Rivals: The Impact of Competitor Alliances on Financial Performance. Journal of Marketing Research, 44(1), 73-83.

• Kevin Z. Zhou, David K. Tse, and Julie Juan Li. (2006). Organizational Change and Innovations in a Transitional Economy: Antecedents and Consequences. Journal of International Business Studies, 37, 248-263.

• Seung Ho Park, Shaomin Li and David K. Tse. (2006). Market Liberalization and Firm Performance during China’s Economic Transition. Journal of International Business Studies, 37, 127-147.

• GY Gao, Yigang Pan, David K. Tse, Chi Kin (Bennett) Yim. (2006). Market Share Performance of Foreign and Domestic Brands in China. Journal of International Marketing, 14(2), 32-51.

• Kevin Z. Zhou, Chi Kin (Bennett) Yim and David K. Tse. (2005). The Effects of Strategic Orientations in Technology-based and Market-based Breakthrough Innovations. Journal of Marketing, 69(4), 42-60.

• Kineta Hung, David K. Tse and Flora F.Gu. (2005). Improving Media Decisions in China: A Targetability and Cost-Benefit Analysis. Journal of Advertising, 34 (1), 49-64.

• Philip Kotler, Gary Armstrong, Swee Hoon Ang, Siew Meng Leong, Chin Tiong Tan and David K. Tse. (2004). Principle of Marketing (Asia edition). Prentice-Hall.

• Kenneth S. Law, David K. Tse and Nan Zhou. (2003). Does human resource management matter in an emerging economy? The example of the PRC. Journal of International Business Studies, 34(3), 255-265.

• Rajeev Batra and David K. Tse. (2003). Marketing in Transition Economies. From Special Issue Editor Journal of International Marketing, 11(2), 3-5.

• David K. Tse and Ping Tu. (2003). Seminal Papers in China Marketing: the last 25 years. China Marketing Institute.

• Chung Ming Lau, David K. Tse and Nan Zhou. (2002). Institutional Forces and Organizational Culture in China: Effects on Change Schemas, Firm Commitment and Job Satisfaction. Journal of International Business Studies, 33(3), 533-550.

• Dongsheng Zhou, Shaomin Li and David Tse. (2002). The Impact of FDI on the Productivity of Domestic Firms: The Case of China. International Business Review, 11(4), 465-484.

• Chung-Ming Lau, Kenneth K S Law, David K. Tse and Chi-Sum Wong. (2002) Asian Management Matters: Regional Relevance and Global Impact. Imperial College Press.

• Gerald Albaum and David K. Tse. (2001). Adaptation of International Marketing Strategy: Components, Competitive Advantage and Firm Performance: A Study of Hong Kong Exporters. Journal of International Marketing, 9(4), 59-81.

• John Child and David K. Tse. (2001). China’s Transition and the Impacts on International Business. Journal of International Business Studies, 32(1), 8-21.

• 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, Shaomin Li and David K. Tse. (1999). Performance of Foreign Enterprises in China: The Impact of Order and Mode of Market Entry. Journal of International Business Studies, 30 (1), 81-104.

• 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(3), 779-805.

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

• Michael Hui and David K. Tse. (1996). What to Tell Consumers in Waits of Different Lengths: An Integrative Model of Service Evaluation. Journal of Marketing, 60(2), 81-90.

• David K. Tse, June Francis and Jan Walls. (1994). Cultural Differences in Conducting Intra- and Inter-cultural Negotiations: A Sino-Canadian Comparison. Journal of International Business Studies, 25(3), 537-555.

• Wei-na Lee and David K. Tse. (1994). Becoming Canadian: Understanding How Hong Kong Immigrants Change Their Consumption. Pacific Affairs, 67(1), 70-95.

• Wei-na Lee and David K. Tse. (1994). Changing Media Consumption in a New Home: Acculturation Patterns Among Hong Kong Immigrants in Canada. Journal of Advertising, 23(1), 57-70.

• David K. Tse and Wei-na Lee. (1993). Removing Negative Country Images: Effects of Decomposing Country-of-Origin, Branding and Product Experience. Journal of International Marketing, 1(4), 25-48.

• David K. Tse and Gerald J. Gorn. (1993). Country-of-Origin Effects in the Era of Global Brands. Journal of International Marketing, 1(1), 57-76.

• Shibata, David K. Tse, Ilan Vertinsky and Donald Wehrung. (1991). Do Norms of Decision Making Style, Organization Design and Management Affect Performance of Japanese Firms? An Exploratory Study. Journal of Economic and Managerial Decision, 12, 135-46.

• Gerald J. Gorn, David K. Tse and Charles B. Weinberg. (1990). The Impact of Free and Exaggerated Prices on Perceived Quality of Services. Marketing Letters, 2(2), 99-110.

• Richard Pollay, David K. Tse and Zheng-Yuan Wang. (1990). Advertising, Propaganda and Value Change in Economic Development: The New Cultural Revolution in China and Attitudes Toward Advertising. Journal of Business Research, 20(2), 83-96.

• David K. Tse, Franco M. Nicosia and Peter C. Wilton. (1990). Satisfaction As A Process: Its Rediscovery and Conceptualization. Psychology and Marketing, 7(3), 177-193.

• Ilan Vertinsky, Kam-hon Lee, David K. Tse and Donald A. Wehrung. (1990). Organizational Design and Management Norms: A Comparative Study of Managers' Perception in the People's Republic of China, Hong Kong and Canada. Journal of Management, 16(4), 99-110.

• David K. Tse, Russell W. Belk and Nan Zhou. (1989). Becoming a Consumer Society: A Longitudinal and Cross-cultural Content Analysis of Print Ads from People's Republic of China, Hong Kong, and Taiwan. Journal of Consumer Research, 15(1), 457-72.

• Donald A. Wehrung, Kam-hon Lee, David K. Tse and Ilan Vertinsky. (1989). Adjusting Risky Situations: Theory and Empirical Tests. Journal of Risk and Uncertainty, (2), 189-212.

• David K. Tse and Peter C. Wilton. (1988). Models of Consumer Satisfaction Formation: An Extension. Journal of Marketing Research, 25(2), 204-2

• David K. Tse, Kam-hon Lee, Ilan Vertinsky and Donald A. Wehrung. (1988). Does Culture Matter? A Cross-cultural Study of Executive's Choice, Decisiveness and Risk Adjustment in International Marketing. Journal of Marketing, 52(4), 81-95.