Dr. Tony GaoAssociate Professor; International Business | BE in Industrial and Management Engineering, Hebei Univesrity of Technology; ME in Business Management, Harbin Institute of Technology; PhD in Marketing, Virginia Polytechnic Institute and State University |
| Office: BEC 204 Phone: 250-472-4787 Email: tgao@uvic.ca |
Expertise
International business
Customer relationship management
Mobile marketing
Emerging markets
Retailing
China
Background
Tony Gao conducts research on management of customer relationships, marketing innovations, and international marketing, especially involving Chinese firms and consumers. He has published in Journal of Business Research, Journal of Business Ethics, Journal of Interactive Marketing, Business Horizons, Journal of International Marketing, Journal of Service Research, Thunderbird International Business Review, Multinational Business Review, Industrial Marketing Management, and Journal Advertising Research, among other journals.
Prior to joining the Peter B Gustavson School of Business in 2013, Tony served on the business school faculties of Northeastern University, Washburn University, and Hofstra University in the United States; and had worked previously with the China branch of Mitsubishi Corporation (a general trading company in Japan) in the areas of international trade and joint venture developments.
Tony’s views on marketing, China, and international business issues have been quoted by media outlets such as BusinessWeek, Financial Times, Forbes, UPI , Smart Money, Apparel, CIO, Consumer Digest, Boston Globe, Baltimore Sun, Indianapolis Star, Miami Herald, Pittsburgh Tribune-Review, and San Diego Union Tribune.
Selected
publications
Rohm, A., Gao, T., Sultan, F., and Pagani, M. (2012). Brand in the Hand: A Cross-Market Investigation of Consumer Acceptance of Mobile Marketing. Business Horizons. 55 (5), 485-493.
Gao, T., Leichter, G., and Wei Y. (2012). Countervailing Roles of Value and Risk Perceptions in Influencing Manufacturers’ Intention to Adopt Expensive, Discontinuous Innovations. Industrial Marketing Management, 41 (4), 659 – 668.
McGinnis, L., Gentry, J., and Gao, T. (2012). Antecedents to Consumers' Feelings of Sacredness about Extended Service Activities. Journal of Service Research, 15 (4), 474-488.
Gao, T., and Shi., L. (2011). How Do Multinational Suppliers Formulate Mechanisms of Global Account Coordination? - An Integrative Framework and Empirical Study. Journal of International Marketing, 19 (4), 61-87.
Wei, Y., Frankwick G., Gao, T., and Zhou, N. (2011). Consumer Adoption Intentions Toward the Internet in China: The Effects of Impersonal and Interpersonal Communication Channels. Journal of Advertising Research, 51 (4), 594-607.
Gao, T., Sirgy, J., and J. and Johar, J. (2010). Developing a Scale for Ethical Perceptions of Marketing Faculty: A Validation Study. Journal of Business Research, 63 (4), 366-371.
Sultan, F., Rohm, A., and Gao, T. (2009). Factors Influencing Consumer Acceptance of Mobile Marketing: A Two-Country Study of Youth Markets. Journal of Interactive Marketing, 23 (4), 308-320.
Recognition
& awards
Honorable Mention for the Best Article Award from Business Horizons (2012).
Recipient of the IMR Best Paper award at the Academy of International Business (AIB) Annual Meeting, in Nagoya, Japan (2011).
Recipient of Best Paper Award at the Journal of Marketing Science China Marketing Science Annual Conference, Tianjin, China (2009).
Winner of the National Association of Purchasing Management (now Institute for Supply Management) Doctoral Dissertation Competition (1998).
