Guoqing Guo

Education

• Ph D in Economics at Renmin University of China
• 1983.09-1986.07 Master in Economics at Renmin University of China
• 1979.09-1983.07 Bachelor in Economics at Renmin University of China

Working Experiences

• 1995.06- present Professor of Marketing, Renmin University of China
• 2003.09-2004.10 Vice Secretary General, Zhuhai Municipal People’s Government,
• Guangdong Province ,China
• 2001.02-2001.08 Visiting Professor, School of Business, The University of Hong Kong
• 2000.10-2000.11 Visiting Professor, Templeton College, University of Oxford, UK, sponsored by the EU-China Higher Education Cooperation Program
• 1996.03-2001.06 Associate Dean of School of Business, Renmin University of China
• 1993.11-1994.02 Visiting Professor, Faculty of Management, McGill University, supported by Canadian International Development Agency
• 1987.06-1989.12 Associate Professor, Renmin University of China
• 1986.09-1987.06 Lecturer, Renmin University of China

Research Interests

• History of marketing thought and marketing innovation
• Services marketing
• Marketing strategy

Courses

• Principles of marketing
• History of marketing thought and marketing innovation
• Services marketing and digital operation

Publications

Papers

Selected Academic Articles

1. Haiyang Li, Kwaku Atuahene-Gima,Guo Guoqing, “Agency Business Diversification, Product Innovation, and Performance: A Study of New Technology Ventures in China” , the 7th International Conference on Marketing and Development, at the School of Administration, University of Ghana, January 3-8,2000.
2. Guo Guoqing, and Susan Tai, “Retail Promotion Practices in China”, Proceedings of the International Conference on Comparative Management, organized by American Chinese Management Educators, Los Angeles, August 6-8, 1993, 280-282.
3. Guo Guoqing, “The Regain of China’s Membership for WTO and Its Influences on the International Strategies of Rural Enterprises in China,” 21st Century Projects Monthly in Singapore,Vol. 3, 1994, 24-27.
4. Guo Guoqing, Haipeng Niu, and Leslie S. C. Yip, “Firm’s Media Strategy in the Advertising Industry of China”, Proceedings of the Fifth International Conference on Marketing and Development, edited by Kunal Basu, Annamma Joy, and Zheng Hangsheng, June 1995, 403-405.
5. Guo Guoqing, and Thomas K. P. Leung, “The Influences of Government policies on New Product Development in State-owned Enterprises in China”, Proceedings of the Fifth International Conference on Marketing and Development, edited by Kunal Basu, Annamma Joy, and Zheng Hangsheng, , June 1995, 305-311.
6. Guo Guoqing, “Nonprofit Organizations: the Dominant Mode in the Reform of China’s Institutions”, USA-China Business Review, Vol. 2（6）, Jun 2002, 1-25.
7. Guoqing Guo，Fanny Sau-Lan Cheung，Wing-Fai Leung，Cheris Wing-Chi Chow ,“Attitudes toward Internet Advertising: Cross-cultural Study”，International Journal of Internet Marketing and Advertising，Vol.3（2）, 2006,158-176
8. Guoqing Guo, Fanny Sau-Lan Cheung, and Wing-Fai Leung, Cross-Cultural Differences in Attitude towards TV Advertising among Beijing, Hong Kong and Warwick Viewers, International Journal of Integrated Marketing Communications, Vol.4(1), 2012，43-60.
9. Ying Ding, Jiaqi Zhong, Guoqing Guo, Fengchao Chen. The impact of reduced visibility caused by air pollution on construal level, Psychology & Marketing,2021;38:129-141.
10. Chongyou Ruan and Guoqing Guo . Leader-Member Exchange and Employee Creativity: Mediating Role of Perceived Obligation. International Journal of Management, Business, and Economics, Vol 7( 2), May - August 2020: 19-30.

Competitive Research Grants

1. Competitive Earmarked Research Grant from the National Natural Science Foundation of China, on “A positive study of the managerial regulations and external environments for the innovation oriented non-public enterprises in China”. 2.Competitive Earmarked Research Grant from the Ministry of Education of China, on “the Development Trends of Hi-tech Industry in Taiwan and the Cooperative Modes between the Straits ”.
2. Competitive Earmarked Travel Grant (USD 2500) from the AMA Foundation for the Winter Educator Conference, February 2002.
3. Competitive Earmarked Research Grant from the State Natural Science Foundation of China, on “the Research into the Environmental Changes and Marketing Strategies of China’s NPO after the WTO Accession”. 5.Competitive Earmarked Research Grant (EURO 2500) from EU-China Higher Education Cooperation Program, on “the Positive Study of the Consumer Protection Practices in the European Union and the Significance to the Chinese Marketers”. 6.Competitive Earmarked Research Grant from the China Publishing Foundation for Outstanding Chinese, on “the Research into Contemporary Nonprofit Organizations”. 7.Competitive Earmarked Research Grant from the Beijing Publishing Foundation for Philosophy and Social Sciences, on “the Study of Nonprofit Organizations in Modern Society”.
4. Competitive Earmarked Research Grant from the State Natural Science Foundation of China, on “the Positive Study of the Complementary and Competitive Relationships between the Industries of Science and Technology on the both Sides of the Taiwan Straits”. 9 Competitive Earmarked Research Grant from the State Social Science Foundation of China, on “the Comparative Study between the Developed and Developing Countries on the Growth Models of the Nonprofit Organizations”.
5. Competitive Earmarked Research Grant from the State Natural Science Foundation of China, on “Research into the Development and Management of Nonprofit Organizations in Foreign Countries”.
6. Competitive Earmarked Research Grant from the Ministry of Education of China, on “the Study on the Strategies and Tactics of Marketing Internationalization in Large and Medium- Sized Enterprises in China”.
7. Competitive Earmarked Research Grant (CAD$ 10,000) from CIDA and McGill-Renmin University of China Linkage, on “Marketing Audit and Control Processes in Chinese Enterprises” with Professor Kunal Basu, 1993-1994.
8. Competitive Earmarked Research Grant (CAD$ 10,000) from CIDA and McGill-Renmin University of China Linkage, on “Innovation in Developing Countries: Contingencies, Intra-Firm Processes and Success Requirements” with Professor Kunal Basu,1994-1995.

Cases and Textbooks

• Guo Guoqing，Chen Kai. Marketing, 7th Edition, Digital Edition, Renmin University of China Press，2022.
• Guo Guoqing. Fundamentals of Marketing, 9th Edition, Digital Edition，Renmin University of China Press，2022.
• Guo Guoqing. Services Marketing, 5th Edition，Renmin University of China Press，2021.
• Guo Guoqing. Marketing, 4th Edition, Digital Edition，Renmin University of China Press，2021.
• Guo Guoqing. History of Marketing，Higher Education Press，2019.
• Guo Guoqing，Wang Xia，Liang Dong. Marketing Decision Models，Higher Education Press，2019

Services & Awards

Key community services

• 2001 Visiting Professor, School of Business, The University of Hong Kong, taught Marketing Strategy in China at the IMBA Programme by HKU and Fudan University
• 2000 Visiting Professor, Templeton College, University of Oxford
• 1999 Visiting Professor, taught seminar on Consumer Behavior in China at faculty of Business, Hong Kong Baptist University
• 1997 Visiting Professor, taught seminar on Promotional Practices in China at faculty of Business, City University of Hong Kong
• 1996 Key Speaker at the First Management Forum on New Product Development jointly organized by the City University of Hong Kong, and Asia-Pacific Product Development and Management Association, 13-14 December, Hong Kong
• 1995 Secretary-General, Fifth International Conference on Marketing and Development, Beijing
• 1995 “Marketing Audit and Control Processes in Chinese Enterprises”, McGill - Renmin University of China Linkage ( with Professor Kunal Basu)
• 1993-1994 Visiting Professor, taught seminar on Marketing in Developing Countries at Faculty of Management, McGill University, supported by Canadian International Development Agency Visiting Professor, joint research on the topic “Innovation in Developing Countries: Contingencies, Intra-Firm Processes and Success Requirements”, McGill - Renmin University of China Linkage ( with Professor Kunal Basu)

Honors and Awards

• 2010 The book of “History of Marketing Theory” was awarded the Second Rank of the Excellence Achievement Prizes of Beijing Philosophy and Social Science, China
• 2008 The Textbook of “An Introduction to Marketing” was awarded the National
• Excellent Textbook by the Ministry of Education, China
• 2008 The Textbook of “Fundamentals of Marketing (Third Edition)” was awarded the
• National Excellent Textbook by the Chinese Marketing Association
• 2007 The Textbook of “Fundamentals of Marketing (Third Edition)” was awarded the
• National Excellent Textbook by the Ministry of Education, China
• 2004 Candidates of the New Century Excellent Talents in University by the Ministry of
• Education, China
• 2002 The Textbook of “Fundamentals of Marketing (First Edition)” was awarded the
• First Rank of the National Excellent Textbook by the Ministry of Education,
• China
• 2002 The Textbook of “Marketing” was awarded the First Rank of the National
• Excellent Textbook by the Ministry of Education, China
• 1996 The book of “Marketing Management: Theories and Models” was awarded the
• Second Rank of the Excellence Achievement Prizes of Beijing Philosophy and
• Social Science, China
• 1996 Distinguished Professor Award of Fok Yeung Tung Education Foundation, China
• 1995 Selected as one of the 100-Academic-Scholar Project of Beijing Municipal
• Theoretical Talents in Social Sciences for New Century
• 1995 Selected as an expert who is entitled to special grants from the State Council