JYH-SHEN CHIOU

JYH-SHEN CHIOU is a Professor at the Department of International Business, College of Commerce, National Chengchi University (NCCU). He obtained his Ph.D. in Marketing from Michigan State University in 1996 and has been with NCCU since 1996, serving as Associate Dean of Commerce (2013-2017), Department Chair (multiple terms), and Convener of Management Division II at Taiwan's National Science and Technology Council. His leadership extends to editorial roles in journals like Journal of Business Research and Management Review.

His research focuses on strategic marketing, consumer behavior in digital contexts (e-commerce reviews, social media), international B2B relationships, and brand management. Recent work explores fintech adoption, luxury retail strategies, and cross-cultural buyer-seller dynamics. He has published extensively in top-tier journals including Journal of World Business and Industrial Marketing Management.

He has led over 30 research projects funded by Taiwan's National Science Council, including multi-year grants on brand crisis management (2019-2022), consumer asset perception (2016-2019), and financial technology innovation (2017-2021). His work consistently examines technology's impact on marketing practices.

Honors include:

• Fulbright Scholar
• 4 EMBA Teaching Excellence Awards (104th–107th academic years)
• 3 College of Commerce Teaching Excellence Awards
• Distinguished Professor title from NCCU