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Dr. Wei received a PhD in Business Administration with a specialization in Marketing from McMaster University. She holds an MSc from the University of Manchester and an MBA from Wuhan University. Her research interests lie in Sustainable Marketing, Corporate Green Strategies, Electronic Word of Mouth (eWOM), Innovation in New Product Development, and the Marketing-Finance Interface. With over five years of industry experience, she has worked in marketing research, new product marketing, and brand management positions across various industries. Before joining Concordia University, Dr. Wei worked at Trent University. She is currently involved in teaching MARK302 - Marketing Research and MSCA618 - Research Methods. Her research activities have been supported by external grants, including the Social Sciences and Humanities Research Council (SSHRC) of Canada, where she is the Principal Investigator of a project titled “Responsible Innovation and the Sustainable Development Goals: Engaging Minor Stakeholders to Solve Grand Challenges” (2024-2026).
Concordia University • Montreal, QC
Teaching marketing courses and conducting research in sustainable marketing and corporate green strategies.
Trent University • Peterborough, ON
Worked in marketing research and new product development.
Administered by the Mel Hoppenheim School of Cinema; focuses on cinematic arts practice and research-creation.