Dr. Linda Shi

Biography

Linda Hui Shi is an Associate Professor in Marketing at the Peter B. Gustavson School of Business, University of Victoria, Canada. Her research focuses on global marketing strategy, international entrepreneurial marketing, and customer relationship management, particularly in the context of luxury product consumption and counterfeit goods. She emphasizes multicultural consumer behavior and their purchasing decisions regarding luxury items. Linda's extensive publishing record includes contributions to academic journals such as the Journal of International Business Studies, Journal of World Business, and Journal of International Marketing, underscoring her active engagement in scholarly discussions around international marketing practices. She teaches courses on Organizational Research Methods at the PhD level, Global Marketing Strategies at the MGB level, and Marketing Principles at the BCom level. Prior to her current role, Linda held visiting teaching and research appointments at institutions such as Shanghai Jiao Tong University and WU—Vienna University of Economics and Business. Before completing her PhD at Michigan State University, she worked on significant projects at Procter & Gamble’s China headquarters, focusing on inventory reduction and supplier-customer management. Her current research initiatives involve exploring international entrepreneurial opportunity recognition and the luxury purchasing behavior of multicultural consumers, as well as maintaining senior-care service continuity.

Research Interests

Experience