Charles Chi Cui

Prof. Charles Chi Cui is a Professor of Marketing at the School of Management and Marketing, Westminster Business School (WBS), University of Westminster. He leads the Research Group for Inclusive and Sustainable Business and serves on editorial boards of academic journals. Prior roles include Director of Research and Knowledge Exchange at Northumbria University and Associate Professor at Alliance Manchester Business School. He holds a PhD in International Business Management and has over 20 years of academic experience, including supervising 11 PhD and 2 DBA candidates. His research focuses on international marketing, behavioral science, diversity/inclusion, sustainability, and branding, using mixed methods like SEM, fsQCA, and qualitative analyses.

Education: PhD in International Business Management (specializing in joint venture management), MA in International Business Management, Postgraduate Diploma in Development Studies, and Certificate in Mechanical Manufacture. Pre-academic career included 12 years in manufacturing, trade, and a Sino-British joint venture in China.

Research interests span brand addiction, consumer social inclusion, cross-cultural values, and digital marketing. He advocates for rigorous, multidisciplinary research with practical impact. Teaching expertise includes international marketing, branding, and research methods at UG, PG, and MBA levels. He has designed doctoral training courses such as Advanced Survey Design and Critical Thinking for Scientific Research.

Labs/Teams: Leads the Research Group for Inclusive and Sustainable Business, fostering collaborations on diversity-driven marketing and sustainable business practices. His work emphasizes multicultural marketplace well-being and institutionalizing inclusive strategies.