Professor David Tse Kwai-che PhD, University of California, Berkeley MBA, University of California, Berkeley BBA, The Chinese University of Hong Kong Acting Provost and Vice-President (Academic and Research) Email: davidtse@hsu.edu.hk

About Professor David Tse Kwai-che

Professor David K C Tse is a distinguished scholar serving as Acting Provost and Vice-President (Academic and Research) and Chair Professor of Marketing at The Hang Seng University of Hong Kong (HSUHK). He is also Emeritus Professor of Marketing at The University of Hong Kong.

Professor Tse received his MBA and PhD in Marketing from the University of California, Berkeley. He began his academic career at the University of British Columbia, where he earned tenure before returning to Hong Kong. He subsequently held senior academic appointments at the Hong Kong University of Science and Technology, City University of Hong Kong, and the University of Hong Kong, where he served as Chair Professor of International Marketing, University Endowed Professor, and Founding Head of Marketing. He also founded HKU’s Contemporary Marketing Centre.

Widely regarded as one of the leading scholars in marketing and international business, Professor Tse has been recognised among the world’s most highly cited scholars since 2009. His research has attracted more than 24,000 Google Scholar Citations, and he has published extensively in premier journals including the Journal of Marketing, Journal of Marketing Research, Journal of Consumer Research, and Journal of International Business Studies. His scholarship spans international marketing, multinational enterprise strategies, marketing in China, consumer behaviour, service excellence, and customer satisfaction, with current interests in brand resilience, online brand experience, AI-enabled branding, and organisational adaptation in the AI era.

Beyond research, Professor Tse has made significant contributions to academic leadership and professional service. He has served as Academic Trustee of the Marketing Science Institute, Board Member of the Sheth Foundation, Founding Vice-President of the Asia Academy of Management, and Fellow of several internationally renowned research institutes. He has also held honorary professorships at Peking University and Fudan University, and led the China Marketing Scholar Forum for a decade, helping develop a generation of marketing scholars in Chinese Mainland.

Professor Tse has extensive experience in public policy, governance, and industry engagement. He served in the Hong Kong SAR Government’s Central Policy Unit (1995-1997) and on committees of organizations including the Independent Commission Against Corruption (ICAC) and the Estate Agents Authority. He has advised government agencies and multinational corporations, including HSBC, BASF, SmarTone, Swire Properties, Time Medical, and other leading organisations, and has served as a non-executive director and strategic advisor to companies in healthcare technology and international business.

As Acting PV/VPAR of HSUHK, Professor Tse provides strategic leadership for the University’s academic development, research excellence, innovation, and internationalization agenda, while advancing institutional priorities in interdisciplinary research, responsible AI, and global engagement.

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