Marketing Expert Reflects on Experiences as Fulbright Scholar in China

Professor Cheng "Charlie" Wang, an internationally-recognized authority on marketing, branding, and cross-cultural marketing, taught classes, lead curriculum development, and interacted with faculty, students, and business executives during his time in China.

May 7, 2019

By Jackie Hennessey, contributing writer

To say that Cheng "Charlie" Wang’s time as a Fulbright Scholar in China was a whirlwind – even he will admit – is quite the understatement.

Over the course of his Fulbright Specialist Program this spring at East China Normal University in Shanghai, Dr. Wang, professor and chair of the College of Business’ marketing department, gave research seminars, guided faculty on curriculum development and research projects, collaborated on global branding research with the Dean of the Asia-Euro Business School, taught graduate and undergraduate classes, and traveled to 10 other Chinese universities to give research talks and meet Chinese students who are interested in pursuing their MBA at the University of New Haven’s College of Business.

"One experience I will never forget is meeting Ifeoma Okwuje, the cultural affairs officer for the U.S. Consulate General in Shanghai," he says.

"Visiting Chinese universities and companies and talking with business leaders has greatly enhanced my research productivity in the field and my career development as a college marketing educator."Cheng "Charlie" Wang, Ph.D.

An internationally recognized expert in marketing, branding, cross-cultural marketing, marketing in China, and Chinese consumer behavior, Dr. Wang has published more than 70 articles in leading marketing journals.

The author of four books including the Handbook of Contemporary Marketing in China: Theories and Practices, Dr. Wang co-edits the Journal of Contemporary Marketing Science and serves as the special issue editor for seven journals, and he is frequently invited to give research presentations and lectures to faculty and graduate students at universities across China.

His paper on Guanxi – how Chinese people approach relationships and power – and the differences between Guanxi and western approaches to business marketing relationships was one of the most cited articles in Industrial Marketing Management. He has explored the challenges western businesses have transitioning from outsider status to insiders when doing business in emerging markets. Dr. Wang is also currently researching fandom in consumer culture.

He welcomed the breathtaking pace and the depth and breadth of the collaborative cross-cultural research that his Fulbright award provided.

"Visiting Chinese universities and companies and talking with business leaders has greatly enhanced my research productivity in the field and my career development as a college marketing educator," he says.

"I am getting firsthand knowledge and collecting data for my multiple research projects about Chinese markets and consumer markets," he continues "This will help me provide insight for my students as well as multinational marketers or global firms entering Chinese markets on appropriate marketing strategies."

"I am honored to have received this highly competitive award."Cheng "Charlie" Wang, Ph.D.

Dr. Wang, who grew up and completed his bachelor’s degree at Shanghai Teachers University in China, says he has relished his time back in his home country and having the chance to continue to build his global network of colleagues.

He says he’s especially enjoyed having the opportunity, as a Fulbright Scholar, to enhance the global recognition and brand awareness of the University of New Haven as he works with and meets with Chinese faculty and students at many universities.

"I am honored to have received this highly competitive award," he says.