Dr Charles Cui

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Profile photo of: Dr Charles Cui Email: Show Email Address
Position: Senior Lecturer in International Management and Marketing
Personal home page: http://personal.mbs.ac.uk/ccui
Academic unit: Management Sciences and Marketing


Dr. Cui is a Senior Lecturer (Associate Professor) in International Management and Marketing at Manchester Business School. Previously he received professional training in mechanical engineering and worked in the manufacturing sector, international trade and with a Sino-British joint venture in China. He provided services for senior executive training (e.g. Rolls-Royce plc, the Business Link) and has been consulted by British firms on developing business in China. He holds a Postgraduate Diploma in Development Studies (University of Lancaster, UK), MA with Distinction in International Business Management (De Montfort University, UK) and PhD in International Business (De Montfort University, UK).

Dr. Cui has designed and taught the courses in International Marketing (UG, MSc, MBA), Principles of Marketing (UG, MSc), Marketing Research (UG), Critical Thinking (PhD), Survey Design (PhD, DBA), and Foundation Statistics (PhD). His philosophy of teaching emphasises on critical thinking and inspiring students to aim high and maintain intellectual and scientific curiosity in their life-long learning.

In his hobbies, Dr. Cui has been studying the violin with Ms Catherine Yates of The Halle (UK), and is an enthusiast in Argentinian tango (Argentinian tango is on UNESCO's Representative List of the Intangible Cultural Heritage of Humanity since 2009).

Research Interests

Dr. Cui's research is in international marketing and cross-cultural behaviour. His focuses are on cognition and reasoning in consumers and managers in cross-cultural and multi-cultural contexts. Dr. Cui specialises in quantitative methods (e.g., Structural Equation Modelling with LISREL). His current interest also expands to logical analysis applied to theory development and behavioural research. Dr. Cui has supervised several doctoral students with successful completion. His research has been published in academic journals and conferences of international standing.

Programme involvement

Specialist fields




Publication summary




Working papers

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Showing 30 publication(s)



  • Cui, C. C., & Piacentini, M. (2012). Multicultural Perspectives in Customer Behaviour. In Multicultural Perspectives in Customer Behaviour: Series: Key Issues in Marketing Management. London: Routledge. . Publication link: 16e5e9d8-b4de-459d-88c2-d53cb0bf16ff
  • Awanis, S., & Cui, C. (2012). Dynamic view of consumer vulnerability: A contextual analysis of credit card debt among the youth market. In Proceedings of the EMAC 2012 Conference. Lisbon: European Academy of Marketing. . Publication link: 97e35eff-effb-4803-b1d5-101c13fcfd92


  • Wang, W., & Cui, C. (2011). Influences of culture and language: Intentional or unintentional switch of thinking pattern? In Proceedings of 2011 Academy of Marketing Science World Marketing Congress. Reims: Academy of Marketing Science. . Publication link: 032d08c9-c4e6-48c6-a31f-8b3a79577452


  • Cui, C., Cadogan, J. W., Li, E. K. Y., Paliwoda, S. J. (Ed.), & Ryans, J. K. (Ed.) (2008). Export market-oriented behavior and export performance: the moderating roles of competitive intensity and technological turbulence. In International Marketing: Modern and Classic Papers: The International Library of Critical Writings on Business and Management. (Vol. I, pp. 195-215). Cheltenham, UK: Edward Elgar Publishing Limited. . Publication link: bd1fbeaa-1146-4554-8b32-8af59cd2cf56


  • Cadogan, J. W., Cui, C. C., Morgan, R. E., & Story, V. M. (2006). Factors facilitating and impeding the development of export market-oriented behavior: A study of Hong Kong manufacturing exporters. Industrial Marketing Management, 35(5), 634-647. DOI: 10.1016/j.indmarman.2005.06.014. Publication link: c6ccff13-def6-4426-9f63-cc41ae316144


  • Cui, C., & L-w, W. (2005). The Impact of Strategic Orientation and Key Strategic and Process Factors on NPD Performance. In host publication.. Publication link: 45dc7177-47bf-41f3-b22f-df444b845d86
  • Cui, C., & Aldred, C. (2005). A Cross-cultural Comparative Study of the British and Chinese Consumer Decision-making Styles and Implications for International Marketing Strategies. In host publication.. Publication link: 66f292a3-2af8-45a1-a83c-3e55ea7b9971
  • Cui, C., & Zhu, J. L. (2005). Chinese Cultural Characteristics: collectivism, individualism or in-between? Evidence from a Materialism Research of Chinese Young-adult Consumers. In host publication.. Publication link: a6deb189-fa7b-4634-9d5a-e756e3c4edba
  • Cornwell, B., Cui, C. C., Mitchell, V., Schlegelmilch, B., Dzulkiflee, A., & Chan, J. (2005). A cross-cultural study of the role of religion in consumers' ethical positions. International Marketing Review, 22(5), 531-546. DOI: 10.1108/02651330510624372. Publication link: c2557128-5079-4c83-96d2-768df06208a2
  • Cui, C., & Zhu, J. L. (2005). Consumers' Desire for Unique Products and Choice of Shopping Destinations. In host publication.. Publication link: f614024b-dda4-43e5-867e-a53c1b14eeea
  • Cui, C., & L-w, W. (2005). The Effect of Strategic Orientations on NPD Performance: a Contingency Perspective of Mediators. In host publication.. Publication link: fa64ecf1-9eb5-48bf-bd8c-d593e8f261e3


  • Cui, C., & Zhu, J. L. (2004). Consumer Materialism in China - Differences from the West: an Empirical Study of its Meaning and Measurement. In host publication.. Publication link: e93a9591-739e-402c-bf0b-b15294e3ec21
  • Cui, C., C., . U., & Zhu, J. L. (2004). Materialism and Conspicuous Consumption: an Existential-phenomenological Analysis of Young-adult Chinese Consumers. In host publication.. Publication link: af9ef659-d195-4e7a-9aa9-123f2d5839b9
  • Cui, C., Lewis, B., & Dong, X. (2004). Employee and Customer Perceptions of Service Quality - Match or Mismatch? A Study of Chinese Retail Banking. Unknown Journal, 3. . Publication link: a6418891-5886-4329-8f43-4339e5a35c03
  • Cui, C., & Cadogan, J. W. (2004). Chinese Export Agents' Adoption of Export Market-oriented Behaviours: measurement and performance relationship. Unknown Journal, 3. . Publication link: 0638e0cc-b204-42fa-b001-14137d56682d


  • Cui, C., Lewis, B., & Dong, X. (2003). Service Quality in Chinese Retail Banking: an Exploratory Study. In host publication.. Publication link: 5ea804b3-9a21-45cd-8b5b-4df4c7589340
  • Cui, C., & H-h, C. (2003). Key Factors Affecting the Performance of International Technological Co-operations. In host publication.. Publication link: 563a69ba-d0b9-43fc-8ee3-2c87c1724e1a
  • Cui, C., Lewis, B., & Won, P. (2003). Service Quality Management in the Banking Sector in South Korea. Unknown Journal, 21. . Publication link: 68aa94b3-35bb-4e73-a964-dc0ed03a84a3
  • Cui, C., Schlegelmilch, B. B., Mitchell, V., Cornwell, B., Dzulkiflee, A., & Chan, J. (2003). Consumers' Idealism and Relativism in Brunei, Britain, Hong Kong, Austria and US. In host publication.. Publication link: 9077e06e-626a-459b-8f8e-f98bf61d9a2c
  • Cui, C., Cadogan, J. W., & Li, E. K. (2003). Export Market-oriented Behaviour and Export Performance: the Moderating Roles of Competitive Intensity and Technological Turbulence. Unknown Journal, 20. . Publication link: 1dcc8968-bc4a-4ca3-a42a-c015fd76aa61
  • Cui, C., Lewis, B., & Myria, I. (2003). Service Quality in Retail Banking in Cyprus: Dimensions and Gaps. Unknown Journal, 16. . Publication link: d1cd236d-0250-44f4-a6c8-0206f2e88a36


  • Cui, C., Coyne, J., & Ball, D. F. (2002). Working Effectively in Strategic Alliances Through Managerial Fit Between Partners: some evidence from Sino-British joint ventures and the implications for R and D professionals. R&D Management, 32(4). DOI: 10.1111/1467-9310.00265. Publication link: f72cf75a-9fe9-4e67-b954-558f1e021128