Dr Huifeng Bai
Liverpool Business School
Faculty of Business and Law
Email: H.Bai@ljmu.ac.uk
Telephone: 0151 231 3100
ResearchGate
ORCID
Dr Bai joined the Liverpool Business School in April 2018 as Senior Lecturer in Marketing and Public Relations. His previous roles include Teaching Assistant and Lecturer in Luxury Fashion Marketing and Retailing at the Glasgow Caledonian University. He is teaching a range of marketing and retailing modules and supervising both undergraduate and postgraduate dissertations. He is also supervising doctoral researchers as lead-supervisor and co-supervisor. He has been providing consulting services to European luxury brands (in jewellery, fashion and accessories), Chinese fashion houses, and marketing research companies since 2013.
Huifeng’s doctoral research focused on luxury fashion retailers internationalisation strategies. He has successfully published research papers in the ABS ranked journals, including International Marketing Review (3*), International Journal of Retail & Distribution Management (2*), Journal of Retailing and Consumer Services (2*), Thunderbird International Business Review (2*), and Journal of Fashion Marketing and Management (1*). Beside the peer reviewer for several journals in international marketing and retailing, he is editorial board member of Journal of Fashion Marketing and Management, and SN Business & Economics.
Huifeng's membership of professional organisations includes:
- BAM (British Academy of Management)
- CIM (The Chartered Institute of Marketing)
- EMAC (European Marketing Academy)
- AM (Academy of Marketing)
- HEA (Fellow)
Languages
English
Chinese (Mandarin)
Chinese (Cantonese)
Degrees
2016, Glasgow Caledonian University, UK, PhD in Marketing
2012, Glasgow Caledonian University, UK, MRes in Research Methodology
2008, University of Glasgow, UK, MSc in International Trade & Finance
2007, University of Wales, Swansea, UK, BSc (Hons) in Business Economics
Certifications
2022, Liverpool John Moores University, Postgraduate Certificate of Academic Practice
2013, Glasgow Caledonian University, UK, Postgraduate Certificate of Graduate Teaching Assistant
Academic appointments
Guest Lecturer, Trinity College Dublin, 2023 - 2023
Visiting Scholar, Saitama University, 2022 - present
Guest Lecturer, IPAG Business School, 2022 - 2022
Guest Lecturer, Universidad San Pablo, 2019 - 2019
Lecturer in Luxury Fashion Marketing & Retailing, Glasgow Caledonian University, 2017 - 2018
Visiting Scholar, School of Resources & Environment, University of Jinan, 2017 - present
Teaching Assistant in Luxury Fashion Marketing & Retailing, Glasgow Caledonian University, 2013 - 2017
Postgraduate training
Advanced/Professional Writing Skills, UK, Glasgow Caledonian University, 2012 - 2012
Journal article
Sun Y, Wang R, Bai H, Whyatt G, Ohandi TT. 2024. Perceived Values of Luxury Fashion Brands – Evidence from Indonesian Millennials SN Business & Economics, 4 DOI Publisher Url Public Url
Bai H, Shi J, Song P, McColl J, Moore C, Fillis I. 2024. Localised multiple channel distribution strategies of luxury fashion retailers – Evidence from China Journal of Fashion Marketing and Management, DOI Publisher Url Public Url
Bai H, He W, Shi J, McColl J, Moore C. 2022. Parenting Advantages of Emerging Market Multinationals (EMNCs) in Luxury Fashion Retailing International Journal of Retail & Distribution Management, 50 :1-17 DOI Author Url Publisher Url Public Url
Bai H, McColl J, Moore C. 2021. Luxury fashion retailers’ localised marketing strategies in practice – Evidence from China International Marketing Review, DOI Author Url Publisher Url Public Url
Bai H, McColl J, Moore C. 2020. Motives behind Retailers’ Post-Entry Expansion Journal of Retailing and Consumer Services, 59 DOI Author Url Publisher Url Public Url
Bai H, McColl J, Moore C, He W, Shi J. 2020. Direction of Luxury Fashion Retailers’ Post-Entry Expansion – The Evidence from China International Journal of Retail & Distribution Management, 49 :223-241 DOI Author Url Publisher Url Public Url
Bai H, He W, Shi J, McColl J, Moore C. 2020. Internationalization strategies of emerging market multinationals (EMNCs) in luxury fashion retailing – Case study of Shandong Ruyi Group Thunderbird International Business Review, 63 :319-327 DOI Publisher Url Public Url
Bai H, McColl J, Moore C. 2018. Hong Kong, a Gateway for Mainland China? An examination of the impact of luxury fashion retailers’ ownership structures on expansion strategies International Journal of Retail & Distribution Management, 46 :850-869 DOI Author Url Publisher Url Public Url
Bai H, McColl J, Moore C. 2017. Luxury retailers’ entry and expansion strategies in China International Journal of Retail & Distribution Management, 45 :1181-1199 DOI Author Url Publisher Url Public Url
Gao B, Bai H, Blanes R, Liu H, Zhang Y, Tolegenov B, Zhang F. Achieving Net Zero-Emission Production through Hydrogen: Evidence from Scottish Whisky Industry International Journal of Green Energy, DOI Publisher Url Public Url
Conference publication
Liu H, Bai H. 2024. Embracing Sustainability and Circularity in Luxury: The Rise of the Pre-Loved Market in China Proceedings of the 56th Academy of Marketing Conference 2024, 2024 Academy of Marketing Conference :31-32 Author Url Publisher Url Public Url
Sun Y, Wang R, Bai H, Whyatt G, Tamara TT, Cattaneo E. 2024. How Millennials Perceive Luxury Fashion Brands - Case of Indonesia Proceedings of the European Marketing Academy, European Marketing Academy, EMAC 2024 53rd Annual Conference Publisher Url Public Url
Liu H, Bai H. 2023. Luxury Fashion Retailers’ Internationalisation: A Mixed-Methods Study of Dynamic Process in China Proceeds of the 8th Colloquium on European Research in Retailing (CERR), 8th Colloquium on European Research in Retailing (CERR) :139-146 Publisher Url Public Url
Shi J, Bai H. 2023. Dual-Internationalization Strategies of Emerging Market E-tailers Proceedings of the European Marketing Academy, 52nd, EMAC Annual Conference 2023 :A2023-112345 Publisher Url Public Url
Liu H, Bai H. 2022. Examining the Glocalised Marketing Strategies of Luxury Fashion Retailers in China Colloquium on European Research in Retailing Book of Proceedings, 7th Colloquium on European Research in Retailing (2022) :181-189 Publisher Url Public Url
Bai H, Shi J, Song P. 2021. Luxury Fashion Retailers' Multiple Channel Distribution Strategies - Evidence from China Colloquium on European Research in retailing, Book of Proceedings CERR 2021, 6TH COLLOQUIUM ON EUROPEAN RESEARCH IN RETAILING DOI Publisher Url Public Url
Wang Y, Bai H, Li J, Wang R. 2020. Key Opinion Leaders: An Invisible Force in Digital Home Media Proceedings - 8th International Conference on Digital Home, ICDH 2020, :344-349 DOI Publisher Url
Bai H. 2018. Omni-Channel Communication Strategies as A Way to Create Consumer Value – Evidence from Luxury Fashion Retailers in Mainland China 4th International Colloquium on Design, Branding and Marketing Public Url
Bai H. 2018. Examining Retailer Omni-Channel Distribution Strategies - Evidence from Luxury Fashion Retailers in Mainland China 11th MBAcademy International Conference on Management Business Orginisation & Innovation, 11th MBAcademy International Conference on Management Business Orginisation & Innovation Publisher Url Public Url
Bai H. 2018. Luxury Fashion Retailers’ Omni-Channel Distribution & Communication Strategies in Mainland China Colloquium on European Research in Retailing Proceedings, Colloquium on European Research in Retailing 2018 :120-124 Publisher Url Public Url
Bai H. An Examination of Internationalising Luxury Fashion Retailers’ Marketing Strategies in Mainland China 48th EMAC Annual Conference
Bai H, McColl J, McBride L. Internationalising Luxury Fashion Retailers’ Direction of Post-Entry Expansion in Mainland China 52nd Academy of Marketing Annual Conference
Bai H, McColl J, McBride L. The Critical Success Factors of Luxury Fashion Retailers Internationally Expanding into and within the Chinese Market 33rd BAM (British Academy of Management) Annual Conference
Bai H, He W, McColl J. Examining Internationalisation Strategies of Emerging Market Multinationals in Luxury Fashion – The Case Study of Shandong Ruyi Technology Group 33rd BAM (British Academy of Management) Annual Conference
Shi J, Bai H. The competitive advantage of Multi-platform-based ecosystem- the evidence from Alibaba 5th Colloquium on European Research in Retailing Public Url
Bai H, McColl J, Moore C, He W, Shi J. An Examination of Parenting Advantages of Emerging Market Multinationals in Luxury Fashion Retailing EMAC 50th Annual Conference Public Url
Chapters
Bai H, McColl J. 2023. The Outlook of Luxury Fahsion Retailers' Multiple Channel Distribution Strategies Pioneering New Perspectives in the Fashion Industry Disruption, Diversity and Sustainable Innovation :255-263 Emerald Publishing Limited. United Kingdom 9781803823485 DOI Publisher Url Public Url
Thesis/Dissertation
Bai H. An Examination of Foreign Luxury Fashion and Accessories Retailers’ Internationalisation Strategies and Post-Entry Expansion Strategies in Mainland China McColl J, Moore C.
External committees:
Ulster University, Ulster University, External assessor for foundation in Ulster BUsiness School. 2023
Dr Louise McBride, Glasgow Caledonian University, External examiner for Msc International Fashion Marketing. 2023
PhD & DBA External examiner, Teesside University. 2022
Editorial boards:
Journal of Fashion Marketing Management, Editorial board member. 2023
SN Business & Economics, Editorial board member. 2022
External PGR examinations performed:
Teesside University, DBA, Influences of the Market Entry Mode Choices On Performance of the International Service Firms Operating in Oman. 2023
Other Professional Activity:
As a peer reviewer, Huifeng is contributing to some leading academic journals in retailing and international marketing, including International Journal of Retail & Distribution Management (ABS 2*), Journal of Retailing and Consumer Services (ABS 2*), Journal of International Marketing (ABS 3*) and European Management Review (ABS 3*)..
Dr Bai has been providing consulting services to some European luxury brands (jewellery, fashion and accessories), Chinese fashion houses, and organisations in market research and consultancy..
Membership of professional bodies:
Associate, Chartered Institute of Marketing.
Member, Academy of Marketing (AM).
Member, The European Marketing Academy (EMAC).
Fellowships:
Fellow, HEA.
Research Grants Awarded:
JSPS, Emerging market multinationals internationalization strategies, Prof Jin Shi, Grant value (£): 35000.
QR RSF 2022 LJMU, Achieving Net Zero-Emission Production through Hydrogen: Evidence from Scottish Whisky Industry, Grant value (£): 10000.
External collaboration:
Saitama University, Prof Jin Shi.
University of Jinan, Shandong, China, Dr Weijing He, Dr Peng Song.