Professor Vivian Zheng is an Associate Professor in the Department of Marketing at City University of Hong Kong. She received her Ph.D. in Marketing from the University of Wisconsin-Madison.

Professor Zheng’s research primarily focuses on inter-firm relationship governance mechanisms, specifically including: (1) retail location selection and multi-channel governance in marketing channel contexts; (2) inter-organizational governance mechanisms; (3) development strategies of franchising companies (e.g., regional expansion); and (4) corporate ESG practices.

Professor Zheng has published in leading marketing and business journals such as the Journal of Marketing, Journal of Marketing Research, Journal of Operations Management, Journal of the Academy of Marketing Science, and Journal of Retailing, among others.

What do you enjoy most about teaching CityUHK MBA students?

Teaching CityUHK MBA students is truly a rewarding experience, as their positive feedback and recognition of the value of the classes for their career development are incredibly fulfilling. 

How do you combine theoretical concepts with the latest industry practices and business trends?

I strive to bridge the gap between theory and practice by incorporating real-world marketing cases into my teaching, helping students see how theoretical concepts apply to current industry practices and business trends.

What books would you recommend CityUHK MBA students to read? Why?

One book I highly recommend is The Tipping Point by Malcolm Gladwell, which offers profound marketing insights and illustrates how small changes can drive significant outcomes.

What business topics should CityUHK MBA students be the most familiar with when they graduate from our programme?

As MBA students, it’s essential to develop a strong grasp of topics such as digital transformation, sustainability, and the impact of AI on business, as these areas will shape the future of industries.

One career advice to our CityUHK MBA students.

My career advice is to stay curious, adaptable, and never stop learning—your MBA journey doesn’t end at graduation. 

Any other information that you feel comfortable sharing with our prospective students?

Lastly, I hope students cherish their time in our programme and always remember that the CityUHK MBA is their lifelong foundation and support system.