Linda Hui Shi

Associate Professor

Contact:: Office: BEC 210 lshi@uvic.ca 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:: Marketing strategy/global marketing strategy, marketing in Asia pacific region, China marketing, luxury product consumption and counterfeit research, business-to-business customer relationship management

Biography

Linda Hui Shi is an associate professor of marketing and international business at the Peter B. Gustavson School of Business, �Թ��, Canada. Her research examines global marketing strategy and international entrepreneurial marketing, with emphasis on customer relationship management, global account management (GAM), and multicultural consumer behavior related to luxury and counterfeit goods. She has published a sustained stream of work in GAM that advances understanding of how multinationals manage their most important global customers. Current projects focus on (1) international entrepreneurial opportunity recognition, (2) multicultural/immigrant consumers’ luxury product purchasing, and (3) senior-care service continuity.

Linda has published in the Journal of International Business Studies, Journal of World Business, Journal of International Marketing, International Business Review, International Marketing Review, Management International Review, Journal of Business Research, Business Horizons, and European Journal of Marketing, among others.

She teaches organizational research methods (PhD), global marketing strategies (MGB), marketing principles (BCom) and doing business in emerging markets. Linda has held visiting research and teaching appointments at Shanghai Jiao Tong University (China), WU—Vienna University of Economics and Business (Austria), and Shantou University (China), among others. Prior to earning her PhD in marketing at Michigan State University, she worked at Procter & Gamble’s China headquarters on projects in inventory reduction, supplier and customer management and cost accounting process optimization.

Teaching

Courses taught

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

Selected publications

Journal publications

Shi L. H. and Cui A. P. (2025), “The impact of self-construals on bicultural consumers’ counterfeit postpurchase regret”, European Journal of Marketing, 1-28.

Shi, L.H., Cui, A.P. and Fitzsimmons, S. (2025), "From purchase to regret: deterring counterfeit consumption through moral emotions and multicultural identity", International Marketing Review, 42 (1), 149-174.

Shi L. H., Brandl, K. M., Song, J. and Zou, S. (2024), “Global Account Management: Knowledge resources and Capabilities for Relationship Management,” International Business Review, 102315.

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

Zhang, J. and Shi L. H. (2023), “Developing and testing scales for home support service continuity (HSSC): cross-sectional �Թ�� in Canada and UK,” British Medical Journal (BMJ) Open, 13(6), e069495.

Qin, Y., Song, L., Shi L. H. & Tan, K. (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.

Qin, Y., Shi L. H., Stöttinger, B., & Cavusgil, E. (2019). Neither an authentic product or a counterfeit: Growing popularity of Shanzhai products in global markets.” Canadian Journal of Administrative Sciences, 36(3), 291-453.

Qin, Y., Shi, L. H., Song, L., Stöttinger, B., & Tan, K. (2018). Integrating consumers’ motives with suppliers’ solutions to combat Shanzhai – A phenomenon beyond counterfeit. Business Horizons, 61(2), 229-239.

Liu, Y., Li, Y., Shi, L. H., & Liu, T. (2017). Knowledge Transfer in Buyer-Supplier Relationships: The Role of Transactional and Relational Governance Mechanisms. Journal of Business Research, 78 (September), 285-293.

Shi, L. H. & Gao, T. (2016). Performance Effects of Global Account Coordination Mechanisms: An Integrative Study of Boundary Conditions. Journal of International Marketing, 24 (2), 1-21.

Gao, T. & Shi, L. H. (2012). How Do Multinational Suppliers Formulate Global Account Coordination Mechanisms? -- An Integrative Framework and Empirical Study. Journal of International Marketing, 19(4), 61-87.

Shi, L. H. and Wu, F. (2011). Dealing with Market Dynamism: The Role of Reconfiguration in Global Account Management. Management International Review, 51(5), p635-663.

Shi, L. H., White, J.C., Shaoming. Z., Tamer Cavusgil, S. (2010). Global Account Management Strategies: Drivers and Outcomes. Journal of International Business Studies, 41 (4), p 620-638.

Spreng, R., Shi, L. H., & Thomas, J.P. (2009). Service Quality and Satisfaction in Business-to-Business Services. Journal of Business & Industrial Marketing, 24 (8), p537-548.

Presentations

Shi, L. H., Cui, A., & Jiang, L. (2019). Bicultural Identity’s Influence on Luxury Product Counterfeit Purchase. China Marketing International Conference (CMIC) 2019 in Guangzhou, China.

Shi, L. H. & Danis, W. (2019). International Entrepreneurial Opportunity Recognition: A Two Country Study. AMA Global Marketing SIG Conference 2019 in Buenos Aries, Argentine.

Shi, L. H. & Danis, W. (2019). Dynamic Capabilities and International Entrepreneurial Opportunity Recognition: Discovery, Creation, and Serendipity. AIB Conference 2019 in Copenhagen.

Shi, L. H. and Danis, W. (2018). The Role of Dynamic Capabilities in International Entrepreneurial Opportunity Recognition. 27th Annual CIMaR Conference, September 12-15, 2018 Atlanta, USA.

Song, J., Shi, L. H., Li, J., & Wei, Y. (2018). The Effects of Entrepreneurial Innovation and Institutional Support on Export Performance: Evidence from Emerging Market Firms. 27th Annual CIMaR Conference, September 12-15, 2018 Atlanta, USA.

Shi, L. H. (2018). Global Account Management: Dynamic Capabilities, Strategies, and Business Environments. AMA Global Marketing SIG Conference May 21-23 2018, Santorini, Greece.

Shi, L. H., Peng Cui, A., & Jiang, L. (2018). Counterfeiting Luxury Consumption and Perceived Regret: The Role of Social Identity. AMA Global Marketing SIG Conference May 21-23 2018, Santorini, Greece.

Shi, L. H. & Danis, W. (2017). Exploring the International Entrepreneurial Opportunity Recognition Archetypes: Discovery, Creation and Serendipity. Presented at the Competitive Track at the 21st McGill Conference on International Entrepreneurship (MIE) hosted by NUI Galway on August 30th – September 1st 2017.

Song, J., Shi, L. H., Li, J., Yinhong Su, S. (2017). The Effects of Entrepreneurial Innovation and Institutional Support on Export Performance: Evidence from Emerging Market Firms. Proceedings of 2017 Summer AMA Conference, San Francisco, CA on August 4-6, 2017.

Ling, J., Gao, H., & Shi, L. H. (2017). Power Distance Belief, Social-Function Attitude and Luxury Consumption. The 26th Annual CIMaR Conference, June 20-23, 2017 Florence, Italy.

Shi, L. H. & Danis, W. (2016). What are International Entrepreneurial Opportunity Recognition Archetypes: Discovery, Creation and Serendipity? Presented at the Competitive Track at the 25th Annual CIMaR Conference, the Consortium for International Marketing Research Conference hosted by Xi’an Jiaotong Univeristy, Xi’an, China, June 2016.

Shi, L. H. Aligning Boundary Spanning Capabilities across Organizational Unit and Individual Levels in Global Account Management. Institute for the Study of Business Markets Biennial Academic Conference 2016.

Awards & grants

Recognition & awards

2011 - IMR Best Paper, Academy of International Business Annual Conference, Nagoya, Japan

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