DCUBS

Biographical Details:

Yuhui Gao is a lecturer in Marketing at DCUBS.She holds a PhD from University College Dublin in the areas of marketing performance and the impact of managers' personal values on marketing strategy. Before joining DCUBS, she was a Senior Teaching Assistant and taught a number of both undergraduate and postgraduate courses at Quinn and Smurfit School of Business, University College Dublin. She also taught in Asia Pacific Management Institute, Hong Kong. Prior to this, she worked at the Centre of International Marketing Studies, UCD Smurfit School of Business for over three years. Numerous research projects in international marketing she participated have appeared in top marketing journals.

Research Interests:

Marketing Performance Measurement; Marketing and Innovation; Marketing Strategy and Leadership; Marketing Research

Selected Peer Reviewed Journals

• Dr Yuhui Gao. .
• Dr Yuhui Gao. .
• Bradley, Frank, Yuhui Gao and Carlos M. Sousa. 2013. A Natural Science Approach to Investigate Cross-Cultural Managerial Creativity. International Business Review, Forthcoming,
• Curry, Neil and Yuhui Gao. 2012. Low Cost Airlines - A New Customer Relationship? An Analysis of Service Quality, Service Satisfaction and Customer Loyalty in a Low Cost Setting, Services Marketing Quarterly. 33, 2, pp104-118.
• Gao, Yuhui. 2010. Measuring Marketing Performance: A Review and A Framework. Marketing Review. 10, 1, pp25-40.
• Wang, Xiaoxia and Yuhui Gao. 2010. Irish consumers' perception of Chinese brands and how to improve the "Made in China" image. Journal Of Asia Business Studies, 4, 2, pp80-85.
• Gao, Yuhui and Frank Bradley. 2007. Engendering a Market Orientation: Exploring the Invisible Role of Leaders' Personal Values. Journal Of Strategic Marketing, 15, 2-3, pp79-89.
• Bradley, Frank, Ralf Meyer, and Yuhui Gao (2006). 2006. Use of Supplier-Customer Relationships by SMEs to Enter Foreign Markets. Industrial Marketing Management, 35, 6, pp652-665.

Selected Chapters

• Dr Yuhui Gao. .
• Wang, Shuo and Gao, Yuhui. Stakeholder Relationship, Encyclopedia of Corporate Social REsponsibility (Forthcoming).
• Wang, Shuo and Gao, Yuhui. Corporate Social Responsibility. Wiley Encyclopedia of Management 3rd Edition (Forthcoming)
• Wang, Shuo and Gao, Yuhui. Corporate Social Performance Measurement, Encyclopedia of Corporate Social Responsibility (Forthcoming).

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• Shuo, Wang, Yuhui Gao, Gerard Hodgkinson (2012), The Cognitive Drivers of Corporate Charitable Donations: A Policy-Capturing Study, 2012 Academy of Management Annual Meeting (AOM), 03-AUG-12 - 07-AUG-12, Boston, Massachusetts, USA.
• Gao, Yuhui, Frank Bradley and Susan Tai (2012), The Role of Managers' Personal Values in Market Orientation, Business Strategy, and Firm Performance, 41st European Marketing Academy Conference (EMAC), 22-MAY-12 - 25-MAY-12, Lisbon, Portugal
• Gao, Yuhui (2011), Market Orientation, Business Strategy and Firm Performance: The Moderating Effects of Managers' Personal Values, Academy of Marketing Science Annual Conference (AMS), 24-MAY-11 - 27-MAY-11, Miami, FL, USA
• Gao, Yuhui (2010), Does marketing performance drive financial performance?, Academy of Marketing Science Annual Conference (AMS), 26-MAY-10 - 29-MAY-10, Portland, Oregon, USA
• Shuo, W, Flood, P, Gao, Y (2009), Responsible Leadership as a Driver of Green Organisational Culture, European Business Ethics Network Annual Conference, 10-SEP-09 - 12-SEP-09, Athens, Greece
• Gao,Yuhui, Frank Bradley and Susan Tai (2008), 'From Marketing Performance to Financial Performance: Some New Findings', European Marketing Academy Conference (EMAC), 27-MAY-08 - 30-MAY-08, Brighton, United Kingdom
• Gao, Yuhui (2008), 'Linking Personal Values, Organizational Culture, and Market Orientation', Cultural Perspectives in Marketing Conference, Academy of Marketing Science, 16-JAN-08 - 19-JAN-08, New Orleans, LA, U.S.A.
• Gao, Yuhui and Frank Bradley (2007), A New Marketing Performance Paradigm: A Chinese Study, Academy of Marketing Conference (AM), 03-JUL-07 - 06-JUL-07, Surrey, UK
• Gao,Yuhui, Carlos M. P. Sousa and Frank Bradley (2007), Export Performance of SMEs: the Role of Export Assistance and Distributor Support, 36th European Marketing Academy Conference (EMAC), 22-MAY-07 - 25-MAY-07, Reykjavik, Iceland
• Gao,Yuhui, Frank Bradley and Carlos M. P. Sousa (2007), Discovering the Hidden Factors that Drive Market Orientation: the Importance of Personal Values, 36th European Marketing Academy Conference (EMAC), 22-MAY-07 - 25-MAY-07, Reykjavik, Iceland
• Gao, Yuhui, Frank Bradley and Shuming Zhao (2006), An Incipient Exploration of Market Orientation from Human Perspective: Evidence from China, Academy of International Business (AIB), 23-JUN-06 - 26-JUN-06, Beijing, China
• Sousa, M. P. Carlos, Frank Bradley and Yuhui Gao (2006), Antecedents of Price Adaptation in International Markets, 35th European Marketing Academy Conference (EMAC), 23-MAY-06 - 26-MAY-06, Athens, Greece
• Gao, Yuhui, Frank Bradley and Carlos M. P. Sousa (2006), Engendering a Market Orientation: Exploring the Invisible Role of Personal Values, 35th European Marketing Academy Conference (EMAC), 23-MAY-06 - 26-MAY-06, Athens, Greece
• Gao, Yuhui and Frank Bradley (2005), A New Perspective of Market Orientation: Key Role of Human Values, 5th Biennial Academy of Marketing/American Marketing Association Joint Conference, 05-JUL-05 - 08-JUL-05, Dublin, Ireland
• Gao, Yuhui and Frank Bradley (2004), Do Managerial Values Have an Impact on Shareholder Value?-Disclosing the Marketing 'Black Box', 7th Annual Irish Academy of Management Conference (IAM), 02-SEP-04 - 03-SEP-04, Dublin, Ireland