Eden Yin

Associate Professor in Marketing

Co-Director of the Cambridge Centre for Chinese Management

Fellow of St Edmund’s College

BSc (Jilin University), MA (West Virginia University), PhD (University of Southern California)

My research interests include innovation strategies of Chinese firms, going global strategies for Chinese firms, building China’s global brands, branding strategies in the digital era, and new product growth in high-tech industries. I’m a member of the American Marketing Association, INFORMS, AIB and the Academy of Marketing Science.

I’m part of the Marketing subject group at Cambridge Judge Business School, which focuses on strategy, modelling and consumer behaviour.

My details

Contact details

+44 (0)1223 339617

e.yin@jbs.cam.ac.uk

Academic area

Marketing

Professional experience

Dr Yin is a member of the American Marketing Association, INFORMS, AIB and the Academy of Marketing Science. He has taught both undergraduate and graduates, as well as business executives, in the United States, the United Kingdom, China, Australia, Finland, Denmark, Brazil and Argentina.

Previous appointments

Eden Yin taught strategic marketing at the University of Southern California and principles of marketing and internet marketing at the Loyola Marymount University in Los Angeles prior to joining Cambridge Judge Business School.

Publications

Selected publications

  • Tellis, G., Yin, E. and Bell, S. (2009) “Global consumer innovativeness: cross country differences and demographic commonalities.” Journal of International Marketing, 17(2): 1-22
  • Tellis, G., Yin, E. and Niraj, R. (2009) “Does quality win? Network effects versus quality in high-tech markets.” Journal of Marketing Research, 46(2): 135-149
  • Tellis, G., Yin, E. and Niraj, R. (2009) “Why and how quality win over network effects and what it means (Rejoinder).” Journal of Marketing Research, 46(2): 150-162
  • Yin, E. and Bao, Y. (2006) “The acquisition of tacit knowledge in China: an empirical analysis of the ‘supplier-side individual level’ and ‘recipient-side’ factors.” Management International Review, 46(3): 1-22
  • Yin, E. and Choi, C.J. (2005) “The globalization myth: the case of China.” Management International Review, 45(Special Issue): 103-120
  • Tellis, G.J., Stremersch, S. and Yin, E. (2003) “The international takeoff of new products: the role of economics, culture, and country innovativeness.” Marketing Science, 22(2): 188-208

Journal articles

  • Williamson, P.J., Wu, X. and Yin, E. (2019) “Learning from Huawei’s superfluidity.”Ivey Business Journal, May/Jun
  • Williamson, P.J., Wu, X. and Yin, E. (2018) “Super-fluidity: creating an organization that flexes with the market [in Chinese].” Harvard Business Review China, May: 121-127
  • Yin, E., Ansari, S. and Akhtar, N. (2017) “Radical innovation, paradigm shift and incumbent’s dilemma: the case of the auto industry.”Future Studies Research Journal, 9(1): 138-148 (DOI: 10.24023/FutureJournal/2175-5825/2017.v9i1.301)
  • Wan, F., Williamson, P.J. and Yin, E. (2015) “Antecedents and implications of disruptive innovation: evidence from China.”Technovation, 39-40: 94-104 (DOI: 10.1016/j.technovation.2014.05.012)
  • Yin, E. (2015) “Does a rose by any other name really smell as sweet?” Financial World, Dec/Jan: 46-48
  • Williamson, P.J. and Yin, E. (2014) “Accelerated innovation: the new challenge from China.”MIT Sloan Management Review, 55(4): 1-8
  • Tellis, G.J., Yin, E. and Niraj, R. (2011) “How quality drives the rise and fall of high-tech products.”MIT Sloan Management Review, 52(4): 14-16
  • Yin, E. and Williamson, P.J. (2011) “Rethinking innovation for a recovery.”Ivey Business Journal (Online Edition), May/Jun
  • Tellis, G.J., Yin, E. and Niraj, R. (2010) “Does quality win? Competing against an entrenched market leader in high-tech market.”GfK Marketing Intelligence Review, 2(2): 8-15 (DOI: 10.2478/gfkmir-2014-0058)
  • Tellis, G., Yin, E. and Bell, S. (2009) “Global consumer innovativeness: cross country differences and demographic commonalities.” Journal of International Marketing, 17(2): 1-22
  • Tellis, G., Yin, E. and Niraj, R. (2009) “Does quality win? Network effects versus quality in high-tech markets.” Journal of Marketing Research, 46(2): 135-149
  • Tellis, G., Yin, E. and Niraj, R. (2009) “Why and how quality win over network effects and what it means (Rejoinder).” Journal of Marketing Research, 46(2): 150-162
  • Johnson, J., Yin, E. and Tsai, H. (2009) “Persistence and learning: success factors of Taiwanese firms in international markets.” Journal of International Marketing, 17(3): 39-54
  • Liu, F. and Yin, E. (2007) “The four syntheses of embracing corporate social responsibility.” Review of Economic Research (Chinese), 2086(30): 4-8 (DOI: 10.16110/cnki.issn2095-3151.2007.30.002)
  • Yin, E. and Bao, Y. (2006) “The acquisition of tacit knowledge in China: an empirical analysis of the ‘supplier-side individual level’ and ‘recipient-side’ factors.” Management International Review, 46(3): 1-22
  • Yin, E. and Choi, C.J. (2005) “The globalization myth: the case of China.” Management International Review, 45(Special Issue): 103-120
  • Tellis, G.J., Stremersch, S. and Yin, E. (2003) “The international takeoff of new products: the role of economics, culture, and country innovativeness.” Marketing Science, 22(2): 188-208

Books, monographs, reports and case studies

  • Ofek, E., Tao, T., Yin, E. and Dai, N.H. (2018) “Huawei: how can we lead the way?” Harvard Business School Case: N9-518-071.

Book chapters

  • Yin, E. (2020) “Promoting the Belt and Road Initiative: a strategic marketing approach.” In: De Cremer, D., McKern, B. and McGuire, J. (eds.) The Belt and Road Initiative: opportunities and challenges of a Chinese economic ambition. London: Sage, pp.344-364
  • Yin, E. and Prabhu, J.C. (2018) “Innovation in China and India.” In: Golder, P.N. and Mitra, D. (eds.) Handbook of research on new product development. Cheltenham: Edward Elgar, pp.146-170
  • Williamson, P.J. and Yin, E.Y. (2013) “Innovation by Chinese EMNEs.” In: Williamson, P, Ramamurti, R, Fleury, A. and Fleury, M. T. L. (eds.): The competitive advantage of emerging market multinationals. Cambridge: Cambridge University Press, pp.64-94
  • Williamson, P.J. and Yin, E.Y. (2013) “The new wave of disruptive innovation from China: why and how global incumbents need to respond.” In: Ling, P.P. (ed.) Disruptive innovation in Chinese and Indian businesses: the strategic implication for local entrepreneurs and global incumbents. Abingdon, UK and New York, NY: Routledge, pp.179-198.
  • Tellis, G.J. and Yin, E. (2010) “Consumer innovativeness.” In: Sheth, J. and Malhotra, N. (eds.) Wiley international encyclopedia of marketing. Chichester: Wiley. (DOI: 10.1002/9781444316568.wiem03009)
  • Yin, E. (2010) “International product diffusion.” In: Sheth, J. and Malhotra, N. (eds.) Wiley international encyclopedia of marketing. Chichester: Wiley. (DOI: 10.1002/9781444316568.wiem06042)
  • Williamson, P. and Yin, E. (2009) “Racing with the Chinese dragons.” In: Alon, I., Chang, J., Fetscherin, M., Lattemann, C. and McIntyre, J.R. (eds.): China rules: globalization and political transformation. New York: Palgrave Macmillan, pp.69-100
  • Yin, E. (2008) “Establishing the moral basis of global capitalism: implications for MNEs in emerging markets.” Lewin, A.Y., Cavusgil, S.T., Hult, G.T. and Griffith, D. (eds.): Thought leadership in advancing international business research. New York: Palgrave Macmillan, pp.205-229
  • Yin, E. (2000) “A comparative study of high-tech industries in Taiwan and Korea.” In Chen, B. and Huang, S. (eds.): The Asian financial crisis and Taiwan’s economy. Beijing: China Economic Press, pp.233-267

Conference papers

  • Yin, E., Bao, Y., Munir, K. and Merlo, O. (2008) “Global mindedness and strategic orientation of Chinese small and medium sized enterprises in their international expansion efforts.” In: Proceedings of the Global Marketing Conference, Shanghai, China.
  • Yin, E., Merlo, O. and Bell, S. (2008) “Global mindedness and strategic orientation of Chinese firms in their international expansion efforts.” In: Managing and marketing organizations in an era of global complexity: Proceedings of the Academy of World Business Marketing and Management Development Conference, 14-17 July, Rio de Janeiro, Brazil, 3(1). pp.16-25
  • Bell, S., Merlo, O. and Yin, E. (2007) “Too much of a good thing: organizational learning as resource or distraction?” In: INFORMS Marketing Science Conference, 28-30 June, Singapore.
  • Yin, E. and Bao, Y. (2007) “Global mindedness and the strategic orientation of Chinese firms in their internationalization efforts.” In: Israel Strategy Conference (ISC), 1st, 24-25 December, Jerusalem.
  • Yin, E., Tellis, G.J. and Bell, S. (2005) “The global innovator and country innovativeness.” In: Rejuvenating marketing: contamination, innovation, integration: European Marketing Academy, 34th Conference, 24-27 May 2005, Bocconi University, Milan, Italy.
  • Bell, S.J. and Yin, E. (2004) “Customer neglect: creating value through poor service.” In Chen, J. (ed.) Service systems and service management in the knowledge society: Proceedings of the International Conference on Service Systems and Service Management: volume II, 19-21 July 2004, Beijing, China. Beijing: International Academic Publishers/World Publishing Corporation, pp.237-242
  • Yin, E. (2004) “Establishing the moral basis of global capitalism: the role of China’s business system.” In Academy of International Business: Advancing IB theories, constructs and methods: Emerging Research Frontiers in International Business Studies Conference, 2nd, 16-19 September, Michigan State University.

Awards and honours

  • INFORM Society for Marketing Science Long Term Impact Award, 2009
  • Excellence in Global Marketing Research Award, American Marketing Association, 2006
  • ERIM Award for Impact on Management Practice, 2004

News and insights

More articles from Eden
ExecEd delegates.

Programme news

How organisations can adopt sustainable marketing principles

Eden and Jaideep discuss the importance of ESG values to long-term organisational success, ESG-centred marketing and how to establish it, and the challenges facing firms seeking to instil ESG principles into their marketing operations.

Read more
Illustration of white paper aeroplanes all flying in formation, except for a rogue red plane flying off in its own direction.

Marketing

How COVID-19 could change marketing forever, and for the better

by Professor Jaideep Prabhu and Dr Eden Yin There is no doubt that the COVID-19 (coronavirus) pandemic has been devastating for individuals and businesses all around the world. But could there also be an upside to all that disruption? After all: A crisis is too good an opportunity to waste. As marketing professors, we have turned our thinking over the last few months to the question of how companies large and small can use the pandemic to rethink how they do their marketing. Based on our own teaching and research, we think that this might actually be a golden opportunity for you as marketers to go back to the drawing board and rethink how you engage with your markets. As always, the first stop on any such journey should be your customers. This is a great time to get reacquainted with them. Who exactly are your they? What makes them tick? Who among them are the ambassadors, the fans, of your products and services and your brands? What is it about them or your offerings that gives them such delight and keeps them coming back? COVID may well have changed what they value: for instance, they might value their health…

Read more
A hand uses chalk to write brand, objective, advertising, marketing, identity and product on a blackboard.

Marketing

Three ways COVID-19 has changed marketing and branding

Professor Jaideep Prabhu and Dr Eden Yin discuss how the events of 2020 have not only changed the world, but also the world of marketing.

Read more

Media coverage

China Daily | 8 April 2016

Riding on emotions

Dr Eden Yin, University Senior Lecturer in Marketing at Cambridge Judge Business School, comments on reasons why senior executives might avoid social media and outlines reasons why CEOs should join the conversation online. “There’s a shift underway that calls for a new kind of corporate culture and business model – a transformation of business as a whole,” he says.

The Economist | 4 January 2016

Should your chief executives be on social media?

China is an important market for global brands, but consumers here are seen as “volatile and fickle” so companies are struggling to keep up with their changing tastes, writes Andrew Moody in China Daily. Dr Eden Yin, University Senior Lecturer in Marketing at Cambridge Judge, commented: “Chinese people spend their time socialising, particularly on social media like WeChat. They are basically bored, and that is why they get excited by these fads and trends that suddenly sees everyone rushing to buy the same product.”

The Economist | 13 September 2014

The China wave

Peter Williamson, Honorary Professor of International Management, and Eden Yin, University Senior Lecturer in Marketing at Cambridge Judge Business School, on Chinese innovation and management.

MIT Sloan Management Review, 23 April 2014
Accelerated Innovation: The new challenge from China

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