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Eden Yin

China Daily: Riding on emotions

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…

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The Economist: Should your chief executives be on social media?

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…

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The Economist: The China wave

Whereas a Western software firm typically releases an early "beta" version of a product only to a select group of guinea-pigs, Chinese firms are more likely to launch theirs straight into the market: they use consumers as co-creators, seeking their…

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MIT Sloan Management Review: Accelerated Innovation: The new challenge from China

Peter Williamson, Honorary Professor of International Management and Eden Yin, University Senior Lecturer in Marketing, report that Chinese companies are taking the global lead in innovation. Peter and Eden have spent three years investigating how Chinese companies are accelerating R&D…

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Brand building programme for Cambridge Judge Business School

An exciting two-day Executive Education programme at Cambridge Judge Business School (CJBS) tackles one of the most important topics in business today - building a brand. Headed by Dr Eden Yin, University Senior Lecturer in Marketing at CJBS, it's aimed…

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