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Linda Hui Shi

Associate Professor Linda Shi

Associate Professor

Contact:
Office: BEC 210 250-721-6408
Credentials:
BA in Finance, Sun Yat-Sen (Zhong Shan) University, Guangzhou, China; PhD, Eli Broad School of Business, Michigan State University
Area(s) of expertise:
Global marketing strategy, international marketing, global account management, B2B relationship management, international entrepreneurship, entrepreneurial opportunity recognition, dynamic capabilities, China and Asia-Pacific marketing, emerging market strategy, digital transformation, ESG, corporate philanthropy, non-market strategy, multicultural consumer behaviour, luxury consumption, counterfeit consumption, Shanzhai consumption
Related links:

Biography

Linda Hui Shi is an Associate Professor of Marketing and International Business at the Peter B. Gustavson School of Business, University of Victoria. Her research focuses on how firms navigate global markets and institutional complexity, particularly through strategic capability building, non-market strategies, digital transformation, global account management and multicultural consumer dynamics.

A central stream of her research examines global marketing strategy, international entrepreneurship, and institutional dynamics in emerging markets. Her work advances understanding of how firms build and deploy strategic capabilities across borders, recognize international entrepreneurial opportunities, and manage complex multinational customer relationships through global account management.

A second stream of her research investigates multicultural consumer behaviour, including luxury consumption, counterfeit markets, and identity-driven consumption among bicultural and immigrant consumers. Her recent work also explores digital transformation, ESG performance, and corporate philanthropy in emerging market institutional environments.

Professor Shi has published in leading international business and marketing journals, including the Journal of International Business Studies and the Journal of World Business, as well as the Journal of International Marketing, International Business Review, International Marketing Review, European Journal of Marketing, Management International Review, and the Journal of Business Research, among others.

Her research has received international recognition, including the International Marketing Review Best Paper Award at the 53rd Annual Meeting of the Academy of International Business and the Second Best Paper Prize at the 31st Annual Conference of the Consortium for International Marketing Research (CIMaR). She is also a Fellow of the Institute for the Study of Business Markets. Professor Shi contributes actively to the academic community through editorial service, including service on the Editorial Review Boards of the Journal of International Marketing and International Business Review.

Before entering academia, she worked at Procter & Gamble’s China headquarters as a Finance and Accounting Manager.

Teaching

Courses taught

    • Quantitative Organizational Research Method (PhD)
    • Global Marketing Strategy (MGB)
    • Marketing Principles (BCom)

Selected publications

Journal publications (2021 - present)

Shi, L. H., & Danis, W. M. (2026). Unlocking International Entrepreneurial Opportunities: The Impact of Dynamic Capabilities on Creation and Discovery. Journal of World Business, 61(3), 101723.

Shi, L. H., & Cui, A. P. (2025). The Impact of Self-construals on Bicultural Consumers’ Counterfeit Postpurchase Regret. European Journal of Marketing, 59(11), 2557–2584.

Shi, L. H., Cui, A. P., & Fitzsimmons, S. R. (2025). To Buy or Not to Buy Fakes: How Moral Emotions and Cultural Identity Conflict Shape Counterfeit Post-Purchase Regret? International Marketing Review, 42(1), 149–174.

Shi, L. H., Smith, B., Zou, S., Han, Y., & Tan, K. (Frank). (2024). The Mediated and Moderated Effects of IEO on International Performance: An Investigation of Emerging Market SMEs. Journal of World Business, 59(4), 101550.

Shi, L. H., Brandl, K., Song, J., & Zou, S. (2024). Global Account Management: Knowledge Resources and Capabilities for Relationship Management. International Business Review, 35(5), 102315.

Zhang, J., & Shi, L. H. (2023). Developing and Testing Scales for Home Support Service Continuity (HSSC): Cross-sectional Studies in Canada and UK. BMJ Open, 13(6), e069495.

Qin, Y., Song, L., Shi, L. H., & Tan, K. (Frank). (2023). A Global Perspective on Combating Shanzhai Products: Cross-cultural Solutions. Thunderbird International Business Review, 65(4), 409–421.

Jiang, L., Gao, H., & Shi, L. H. (2021). The Effect of Power Distance Beliefs on the Inconspicuous versus Conspicuous Consumption of Luxury Accessories in China and the USA. Journal of Marketing Management, 37(15–16), 1459–1489.

Book chapters

Jiang, L., Shi, L. H., & Shen, Y. (2023). The Trend Towards More Discreet Luxury in a Post-pandemic World. In V. Cova (Ed.), Sarabande des Hot Topics en Marketing (pp. 91–104). Publication Université Provence.

Su, M., Shi, L. H., & Tan, K. (Frank). (2022). Emerging Dragons: Chinese Brands’ Overseas Expansion. In T. Wu & N. Bu (Eds.), International Business in the New Asia-Pacific: Strategies, Opportunities and Threats (pp. 213–237). Springer.

Qin, Y., Shi, L. H., & Tan, K. (Frank). (2022). Shanzhai (Mountain Village) vs. Counterfeit Products in China: Conceptualization, Value Drivers, Business Models, and Solutions. In T. Wu & N. Bu (Eds.), International Business in the New Asia-Pacific: Strategies, Opportunities and Threats (pp. 259–273). Springer.

Select conference presentations (2020-present)

Shi, L. H., & Danis, W. (2025). Dynamic Capabilities and Entrepreneurial Opportunities in a Volatile World. Center for International Business Education and Research (CIBER) Webinar, Georgia State University.

Yang, W., & Shi, L. H. (2024). The Paradox of Philanthropy in Market Liberalization and Regulated Capitalism of Emerging Economies: Revisiting Government–Firm Dynamics. CIMaR Conference, University of Gävle, Sweden.

Song, J., Huang, H., & Shi, L. H. (2024). Digital Transformation is Double-Edged Sword: How Does It Affect CSR in Emerging Market Institutions. CIMaR Conference, Sweden. (Second Best Paper Prize)

Zhang, J., & Shi, L. H. (2024). Enhancing Management Continuity in Home Support Services: The Role of Information Modality and Moderating Variables. Production and Operations Management Society (POMS) Conference.

Yang, W., & Shi, L. H. (2024). The Paradox of Philanthropy in Market Liberalization and Green Technological Institutions of Emerging Economies: Revisiting Government–Firm Dynamics. Journal of Management Studies Paper Development Workshop.

Shi, L. H., & Cui, A. P. (2022). Global SIG Session: Culture and the Global Challenges—The Good, the Bad and the Ugly. Winter American Marketing Association (AMA) Conference.

Shi, L. H., Song, J., Brandl, K., Zou, S., & Wu, Q. (2020). Ambidexterity in Global Account Management: Interplay Across Individual and Organizational Levels. Academy of International Business (AIB) Annual Conference.

Shi, L. H., Smith, B., & Tan, K. (2020). International Entrepreneurial Dynamic Capabilities: Moderating Roles of Institutional and Cultural Distance. Academy of International Business (AIB) Annual Conference.

Awards & grants

Recognition & awards

  • 2024 - Second Best Paper Prize, 31st Annual Conference of the Consortium for International Marketing Research (CIMaR)

  • 2011 - International Marketing Review Best Paper Award, 53rd Annual Meeting of the Academy of International Business, Nagoya, Japan
  • Fellow, Institute for the Study of Business Markets (ISBM)

Grants

  • SSHRC Insight Grant, Social Sciences and Humanities Research Council of Canada
    “How Do Bicultural Consumers’ Cultural Values Affect Luxury Product Consumption?”

  • SSHRC Standard Research Grant, Social Sciences and Humanities Research Council of Canada
    “Boundary Spanning Capabilities of Global Account Managers”