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.
News and insights
A new Executive Education programme at Cambridge Judge Business School is tailored to senior leaders seeking to instil Environmental, Social and Governance values into their organisations, as programme leaders Eden Yin and Jaideep Prabhu explain.
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…
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.
China Daily | 8 April 2016
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.
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.”
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