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Chi Cheng Wu

 
Extension E-mail/Homepage
4647 chicheng@mail.nsysu.edu.tw

AREA of EXPERTISE

Microeconomic Analysis, Game theory, Marketing Strategy  and Marketing Analytics

WORK HISTORY

 

08/14-07/17  

Department Chair, Department of Business Management

08/11-present

Professor, Department of Business Management, National Sun Yat-Sen University, Taiwan

05/09-08/11

Division Head of Student Exchange, Office of International Affairs

08/06-07/11

Associated Professor, Department of Business Management, National Sun Yat-sen University.

03/03-07/06

Assistant Professor, Department of Business Management, National Sun Yat-sen University.

 

EDUCATION

Ph.D. in Marketing, June 2001, National Taiwan University, Taiwan.
Master of Business Administration, June 1997, National Taiwan University, Taiwan.
Bachelor in Mathematics, June 1995, National Taiwan University, Taiwan.

PUBLICATIONS

Refereed Academic Journals

 

  • Pei-wen Fu, Chi-Cheng Wu*, and Yung-Jan Cho(2016), “Parent-protecting advertising in product line extensions: Role of communication strategy, message type and extension type,” Computers in Human Behavior, Published online: Oct 2016.

  • Yi-Fen Liu & Chi-Cheng Wu(2015), “Parent-protecting advertising in product line extensions: Role of communication strategy, message type and extension type,” Journal of Marketing Communications, Published online: 11 Jun 2015. 

  •  Chi-Cheng Wu ,Ying-Ju Chen, and Yung-Jan Cho (2013), "Nested Network Effects in Online Free Games with Accessory Selling," Journal of Interactive Marketing, Vol. 27, pp158-171. [SSCI]

  • Gangshu Cai, Ying-Ju Chen, Chi-Cheng Wu, Lu Hsiao (2013), “Probabilistic Selling, Channel Structure, and Supplier Competition, “ Decision Sciences , Vol. 44(2), pp267-296. [SSCI]

  • Yung-Jan Cho, Chi-Cheng Wu, and Pei-Wen Fu (2012), “Growth Strategy at the 40th Anniversary, China Steel (2010)” (in Chinese), Sun Yat-sen Management Review, Vol. 20(1), pp65-92. [TSSCI]

  • Ching-Chieh Tsai, Chi-Cheng Wu, and Ruey-Dang Chang (2012), “Effects of Overvalued Equity and Managerial Incentives on Corporate Policy,” Emerging Markets Finance & Trade, Vol. 48, Supplement 1, pp. 74–87. [SSCI] Conference Papers

  • Chi-Cheng Wu, Yi-Fen Liu, Ying-Ju Chen, and Chih-Jen Wang (2012), ”Consumer responses to price discrimination: Discriminating bases, inequality status, and information disclosure timing influences," Journal of Business Research, Vol. 65(1), pp 106-116, (SSCI)

  • Chih-Jen Wang, Ying-Ju Chen, and Chi-Cheng Wu (2011), “Advertising Competition and Industry Channel Structure, Marketing Letters, Vol. 22(1), pp 79-99, (SSCI)

  • Chi-Cheng Wu, Ying-Ju Chen, Chih-Jen Wang (2009), “Is Persuasive Advertising Always Combative in a Distribution Channel?” Marketing Science, forthcoming. (SSCI Journal)

  • Chi-Cheng Wu, Chih-Jen Wang, Yi-Chun Kuo (2008), “Research on Impulse Buying Behavior: Post-Purchase Emotion,” (in Chinese), Sun Yat-sen Management Review, forthcoming. (TSSCI Journal)

  • Shan-Yu Chou and Chi-Cheng Wu(2006), “Commentary on ``Is Having More Channels Really Better? A Model of Competition among Commercial Television Broadcasters'',” Marketing Science, Vol. 25(5), pp538-542. (SSCI Journal)

     

  • Meng-Hsun Shih, Hsien-Tang Tsai, Chi-Cheng Wu, and Chung-Han Lu (2006), “A Holistic Knowledge Sharing Framework in High-Tech Firms: Game and Co-opetition Perspectives,” International Journal of Technology Management, Vol. 36(4), pp354-367. (SSCI Journal)

  • Chi-Cheng Wu and Chih-jen Wang (2005), “A Positive Theory of Private Labels: The Strategic Role of Private Labels in Duopoly National Brand Markets,” Marketing Letters, Vol. 16(2), pp 143-161. (SSCI Journal)

  • Shan-Yu Chou and Chi-Cheng Wu (2003), “Building Brand Image for a Monopoly via Optimal Sequential Product Line Extension Strategies,” (in Chinese), Journal of Management (Taiwan), Vol. 20(6), p1081-1121. (TSSCI Journal)

  • Shan-Yu Chou and Chi-Cheng Wu (2000), “The Study of Channel Assortment and Pricing Strategies of Cable Systems, “ (in Chinese), Journal of Management (Taiwan), Vol. 17(1), p71-100. (TSSCI Journal)

Conference Papers

  • Chi-Cheng Wu* and Yung-Jan Cho, “Managing Regret in Inter-Temporal Sales,” The 2016 ISMS Conference in Shanghai, China, 2016/06/16- 2016/06/18

  • Chi-cheng Wu and Pei-wen Fu (2015), A Study of Watching Behavior on Youtube TrueView Ads, SIBR-RDINRRU 2015 (Osaka) Conference, 2nd-3rd July, 2015, Osaka, Japan

  • Chi-Cheng Wu* and Yung-Jan Cho, “A Unified Model for Branding Campaigns of Various Kinds,” The 2014 ISMS Conference in Atlanta, USA, 2014/06/13- 2014/06/16

  • Chi-cheng Wu and Pei-wen Fu (2014), A Preliminary Study of Microfilm and Its Advertising Effectiveness, SIBR 2014 Kuala Lumpur conference, February 7th - 8th, 2014, Kuala Lumpur, Malaysia

  • Pei-wen Fu, Yung-jan Cho, and Chi-cheng Wu (2013), Perceived Experience Utilities of Family Stories – Empirical Study on Taiwanese Family Firms, IFERA 2013, St. Gallen, SwissLand.

  • Chi-Cheng Wu, Ying-Ju Chen, and Tony Chuo (2012), “Pricing Strategy in Online Games,” 2012 International Conference on Business and Information, Sapporo, Japan.

  • Chi Cheng Wu and Lu Hsiao (2013), Manufacturer's Response to the Retailer's Extended Warranty.  2013 INFORMS Marketing Science Conference, Istanbul, Turkey.

  • Pei-wen Fu, Yung-jan Cho, and Chi-cheng Wu(2013), Perceived Experience Utilities of Family Stories – Empirical Study on Taiwanese Family Firms, IFERA 2013, St. Gallen, SwissLand.

  • Chi-Cheng Wu, Yi-Fen Liu, 2011, “The Spillover Effects of Product Line Advertising,” 6th Annual London Business Research Conference, London, UK

  • Chi-Cheng Wu, Ying-Ju Chen, Chih-Jen Wang, 2010, “Strategic Roles of Advertising in Distribution Channels,” 2010 Informs Marketing Science Conference, Cologne, Germany.

  • Chi-Cheng Wu, and Shan-Yu Chou, 2009, “A Theory of Double Coupon,” 2009 Marketing Dynamics Conference, Hamilton, New Zealand.

  • Chi-Cheng Wu, “Pull Promotions and Vertical Product Line Design,” 2008 Informs Marketing Science Conference, Vancouver, Canada.

  • Chi-Cheng Wu, and Shan-Yu Chou, 2006, “Downward Line Extension as a Means of Entry Deterrence,” 2006 Informs Marketing Science Conference, Pittsburgher, U.S.

  • Chyi-Mei Chen, Shan-Yu Chou and Chi-Cheng Wu, 2006, “ Double Couponing as Commitment to Gain Bargaining Power within a Distribution Channel.” 2006 Informs Marketing Science Conference, Pittsburgher, U.S.

  • Chen, C.-M., S.-Y. Chou, Y.-H. Chiou, and Chi-Cheng Wu,2001, The Optimal Coupon Strategy with Internet, presented at 2001 International Conference of Electronic Business in Hong Kong, co-sponsored by Hong Kong Chinese University and International Consortium for Electronic Business.

Other Publications

PROJECTS

Period

Title

2017-2019

Manage Customer Lifetime Value (CLV) by Big Data Analytics

2013-2016

The Effects of Consumers’ Regret Aversion on a Firm’s Marketing Strategies

2011-2013

Perceived Experience Utilities of Family Stories – Empirical Study on Taiwanese Family Firms

2011-2013

The impact of retailer extended warranty on the manufacturer’s warranty policy and channel performance

2011-2013

The impact of retailer extended warranty on the manufacturer’s warranty policy and channel performance

2009-2011

A Study of Strategic Effects of Opaque Products in  Travel Industries

2007-2009

Pull Promotions and Vertical Product Line Design

2007-2008

Manufacturer’s optimal dynamic product line strategy under the threat of entry

2006-2007

Downward Line Extension as a Means of Entry Deterrence

2004-2005

Theory of Double Coupon: Strategic Interaction Perspective

2003-2004

Manufactures’ Optimal Product Line Design under Common Retailer

TEACHING EXPERIENCE 2004-2009

Degree

Course

Doctoral

Microeconomic Analysis.
Special Topics in Industrial Economics.

MBA

Managerial Economics.
Multivariate Data Analysis.
Human Resource Economics.

Part-time MBA

Managerial Economics for Strategic Decisions

BBA

Economics.
Microeconomics.

SERVICES

Year

Title

08/14-present

Department Chair, Department of Business Management, National Sun Yat-sen University.

05/09-08/11

Division Head of Student Exchange, Office of International Affairs,National Sun Yat-sen University.

12/04-09/12

Board of Directors, Chinese Academy of Direct Selling Management, Taiwan

AWARDS

Period

Title

2014

Superior Teaching Award, National Sun Yat-sen University.

2012

 

Distinguished Teaching Award, National Sun Yat-sen University

2011-2014

Distinguished Junior Research Professorship, National Sun Yat-sen University.

2011

Superior Teaching Award, National Sun Yat-sen University.

2011

Distinguished Teaching Award, National Sun Yat-sen University.

2010

NSC Dr. Wu Da-You Award .

2010

Young Scholar Award, National Sun Yat-sen University.

2010

Distinguished Teaching Award, National Sun Yat-sen University.

2008

Distinguished Teaching Award, National Sun Yat-sen University.

2006

Young Scholar Award, National Sun Yat-sen University.

2006

New Researcher of the Year Award, College of Management, National Sun Yat-sen University.

PROFESSIONAL MEMBERSHIPS

Period

Title

2004-Present

INFORMS: Society for Marketing Science—USA

2003-Present

Chinese Management Association—Taiwan

2004-Present

Chinese Academy of Direct Selling Management--Taiwan