Plenary Speaker of ICMBT 2022



Prof. Yushan Zhao, University of Wisconsin, USA


Dr. Yushan Zhao is professor of marketing in the College of Business and Economics at University of Wisconsin, Whitewater. He has a Ph.D. in marketing from Michigan State University and a BS. His areas of specialization include innovation and technology management, international business, entrepreneurship, inter-firm relationship management, and environmental sustainability. He has more than thirteen years of business experience in business management and product innovation. Dr. Zhao’s research has appeared in numerous journals such as the Journal of the Academy of Marketing Science, Journal of Business Research, Journal of International Marketing, Energy Policy, Industrial Marketing Management, Entergy and Environment, and the Journal of Environmental Psychology. He is the recipient of the Article of the Year Award from the Journal of Business and Industrial Marketing (2004) and the Highly Commented Award from Emerald in 2004.

Title: A Research on Sustainability for Consumers at the Base of Pyramid

Abstract: According to previous studies, in the world, more than 2.7 billion people are in poorest social-economic group who live on less 2.5 US dollars a day. People at the base of pyramid suffer from poor education, resource scarcity, and environmental degradation, especially in developing countries. They have not benefited from the worldwide economic development as much as their counterparts in middle and affluent classes. Traditional approaches to the poverty reduction are aid-based models which maintain that foreign aids could reduce poverty through economic development. Some scholars, however, argue that poverty at the base of pyramid is a business opportunity for multinational corporations. People at the base of pyramid are highly concerned about their social and economic problems and proactive in solving their poverty and environmental issues. This research addresses consumers at the base of the pyramid and proposes that companies can profitably target the huge mass of consumers in the low social-economic group while contributing to alleviate poverty. At the same time, multinational corporations should play a leading role in serving the low-income market and exploring the economic growth potential for this sector. The study reviews the literature on poverty reductions, studies consumer behaviors at the base of the pyramid, and proposes suggestions to bring the consumers at the base of pyramid into the global economic development.




Assoc. Prof. Haithem Zourrig, Kent State University, USA


Dr. Haithem Zourrig is an associate professor of marketing at Kent State University. He received his Ph.D. from HEC Montreal in 2010. Dr. Zourrig has extensive international experience. He served as a tenure track faculty at the University of Regina in Canada and IESEG-Paris in France. He served as a visiting professor at the University of International Business and Economics (UIBE) and Beijing Wuxi University (BWU) in China. His research interests include consumer behavior and cross-cultural studies. Most of his research investigates consumer animosity, consumer revenge, service failure, deception and fraud, and shopping well-being. His research has appeared in peer-reviewed journals such as the Journal of Business Research, Journal of Service Management, Journal of Consumer Marketing, Academy of Marketing Science Review, and Journal of Retailing and Consumer Services. He received many Best Paper Awards from the Society for Marketing Advances (SMA), the American Society of Business and Behavioral Sciences (ASBBS), and the Association of Collegiate Marketing Educators (ACME). He also received the McGraw-Hill Education Distinguished Award from the Federation of Business Disciplines (FBD) and the 2018 AxcessCapon Teaching Innovation Award.


Title: Vulnerable Consumers during the Time of Covid-19 Pandemic

Abstract: This paper aims to provide new insight into vulnerable consumers' adaptation to stress resulting from the COVID-19 pandemic, with a particular emphasis on consumption coping strategies and well-being. Drawing on the appraisal-coping theory, this paper proposes a theoretical framework relating stress to coping responses and vulnerable consumers’ well-being. Social support is also introduced in the framework as a moderator. Examining the interplays between these concepts provides a comprehensive view of how changes in consumption patterns occur and how they affect vulnerable consumers’ well-being. Insights from this paper suggest that consumption activities could be viewed as responses of adaptation to chronic and acute stress. To adapt to new circumstances and reduce their stress, vulnerable consumers could engage in adaptive consumption coping or maladaptive consumption coping (i.e., compulsive and impulsive consumption), which in turn affect their psychological and physical, family, and economic well-being. The paper contends that service support would moderate the relationships between stress, coping responses, and vulnerable consumers’ well-being.