• Schools

    • Dr Thomas LEUNG （梁劍平博士）
    PhD (University of Western Sydney, Australia)
    MCom (University of New South Wales, Australia)
    BA (University of Saskatchewan, Canada)

    Associate Dean, School of Business
    Associate Professor
    Department of Marketing

    Tel : (852) 3963 5083
    Email :
    thomasleung@hsu.edu.hk


    Prior to joining The Hang Seng University of Hong Kong, Dr Leung had been serving as faculty member in the capacity of Lecturer, Assistant and Associate Professor in the Department of Management and Marketing, The Hong Kong Polytechnic University. He provides consultation service for public companies and offers executive programmes in Hong Kong and has been acting as consultant for NEXT Magazine Brand Award since 2009. His primary research interests are Chinese negotiation, cultural marketing in China and brand management in China. His works have been widely cited in Industrial Marketing Management, Decision Support Systems, International Journal of Production Economics, Journal of Business Ethics, European Journal of Marketing, and others. He also published two research books. Dr Leung had over 10 years executive experience in international companies such as Allen Life Savers Ltd – a division of Nestle SA, Rheem Water Division in Australia and Plating Engineering and Chemicals Co Ltd (PENC) in Hong Kong.


    Research and Teaching InterestsIntellectual Contributions (Publications, Conferences, Books, Book Chapters, etc.)
    TopResearch and Teaching Interests
    • Chinese negotiation, cultural marketing in China and brand management in China
    TopIntellectual Contributions (Publications, Conferences, Books, Book Chapters, etc.)
    Refereed research book/book chapters
    • Leung, T.K.P. and Barnes, B.R. (2021). Ethical Cronyism: An Insider Approach for Building Guanxi and Leveraging Business Performance in China. In Nolan, J. and Rowley, C. (eds) Guanxi in Contemporary Chinese Business: The Persistent Power of Social Networking, p.16-40, NY: Routledge, ISBN: 978-0-367-64504-5.
    • Leung, T.K.P. (2010) Negotiate on a relationship in China, Saarbrucken, Germany: LAP Lambert, ISBN: 978-3-8433-5741-8, 475 pages
    • Wong, Y.H. & T.K.P. Leung (2001) Guanxi: Relationship marketing in a Chinese context, NY: The Haworth Press, ISBN: 0-7890-1290-1, 229 pages.
    Refereed journal articles
    • Leung, T.K.P. and Lei, L.H.W. (Forthcoming) “The economy of Sino-U.S. Conflict: Its impact on Chinese firms listed in America and Hong Kong as a financial hub” Asia Pacific Business Review.
    • Tang, F.T.L., Xie, T.T., Leung, T.K.P. and Barnes, B.R. (Forthcoming) “Asian Dimensions of Marketing: On the Concept of a Junzi Organisation” Journal of Euro-marketing.
    • Leung, T.K.P., Lei, L.H.W., Chung, P.P.K. and Kwok, M.S.T. (forthcoming). A Case Study: Is unmanned store a futuristic retail operation in Hong Kong? Heng Sang University Business Review.
    • Leung, T.K.P. and Barnes, B.R. (2020). Ethical Cronyism: An Insider Approach for Building Guanxi and Leveraging Business Performance in China, Asia Pacific Business Review, 26(2): 124-148.
    • Leung, T.K.P. and Barnes, B. (2019). Business performance in China: Ethical Cronyism and loyalty are the keys. Heng Sang University Business Review, Dec., 22-27.
    • Ngai, E.W.T., Leung, T.K.P., Wong, Y.H., Lee, M.C.M., Chai, P.Y.F. & Choi, Y.S. (2012). Design and development of a context-aware decision support system for real-time accident handling in logistic. Decision Support Systems, 52:816-827.
    • Wong, C. W. Y., Lai, K. H., Shang, K.C., Lu, C. S. & Leung, T. K. P. (2012). “Green operations and the moderating role of environmental management capability of suppliers on manufacturing firm performance”, International Journal of Production Economics. 140: 283-294.
    • Leung, T.K.P; Chan, Ricky Y.K; Lai, Kee-hung & Ngai, Eric W.T. (2011). “An examination of the influence of guanxi and xinyong (utilization of personal trust) on negotiation outcome in China: an old friend approach”, Industrial Marketing Management. 40(7): 1193-1205.
    • Chan, Ricky Y.K; Wong, Y.H. & Leung, T.K.P. (2008) \"Applying Ethical Concepts to the Study of \"Green\" Consumer Behaviour: An Analysis of Chinese Consumers\' Intentions to Bring their Own Shopping Bags\", Journal of Business Ethics, 79: 469-481.
    • Wong, Y.H; Chan, Ricky Y. K; Leung, T.K.P. & Pae, Jae H. (2008) “Commitment and Vulnerability in B2B Relationship Selling in the Hong Kong Institutional Insurance Service Industry,” Journal of Services Marketing, 22/2: 136-148.
    • Leung, T.K.P. Heung, Vincent C.S. & Wong, Y.H. (2008) “Cronyism- One Possible Consequence of Guanxi for an Insider- How to obtain and maintain it?” European Journal of Marketing, 42/ no.1/2: 23-34.
    • Wong, Y. H., Leung, T.K.P., Hung, Humphry and Ngai Eric (2007), “A Model of Guanxi Development: Flexibility, Commitment and Capital Exchange,” Total Quality Management, 18/8: 875-887.
    • Chan, Ricky, Y.K., T.K.P. Leung & Y.H. Wong (2006) “The Effectiveness of Environmental Claims for Services Advertising,” Journal of Services Marketing, 20/4: 233-250.
    • Wong, Y.H., Ricky Y.K & Leung, T.K.P., (2005) “Managing Information Diffusion in Internet Marketing,” European Journal of Marketing, 39/7-8: 926-946.
    • Leung, T.K.P., Lai, Kee-hung., Chan, Ricky Y.K. and Wong, Y.H. (2005) “The roles of xinyong and guanxi in Chinese relationship marketing,” European Journal of Marketing, 39/5-6: 528-559.
    • Wong, Y.H., Leung, T.K.P., Chan, Ricky Y.K., To, Chester K.M. & So, Stanley H.S. (2004) “Is Total Trust Possible?: An Empirical Study in Relationship Selling,” Journal of International Consumer Marketing, 16/4: 107-131.
    • Leung, T.K.P. (2004) “A Sino-United States Joint Venture Business Ethics Model and its implications to Multinational Firms,” International Journal of Management, 21/1: 58-66.
    • Leung, T.K.P. and Ricky Y.K. Chan (2003) “Face, favor and positioning- a Chinese power game,” European Journal of Marketing, 37/11-12: 1575-1598.
    • Heung, V., T.K.P. Leung, and A. Tan. (2002) “The Use of Service Quality Indices to Measure the Relative Competitiveness of Restaurants’ Services: The Case of Chinese restaurants in Hong Kong,” Pacific Tourism Review, 6: 107-118.
    • Leung, T.K.P. and Y.H. Wong (2001) “The ethics and positioning of guanxi in China,” Marketing Intelligence & Planning, 19/1: 55-64.
    • Leung, T.K.P. and S.M.S. Leung (2000) “Negotiating joint venture in China: the relationship between bureaucracy and strategies”, Asia Business Law Review, 27 (January): 20-29.
    • Leung, T.K.P. (1998) “Negotiating joint ventures in China: A systematic approach,” R&D Enterprises- Asia Pacific, 1(5/6): 13-20.
    • Buttery, E.A. and T.K.P. Leung (1998) “The difference between Chinese and Western negotiations,” European Journal of Marketing, 32(3/4): 374-389.
    • Heung, V. and T.K.P. Leung (1998) “Co-operative Marketing: Implications for Tourism Marketing in Indo-China,” Journal of Travel & Tourism Marketing, 7(2): 105-118.
    • Li, D.K.T., G.R. Walker, S.K. Lau, and T.K.P. Leung (1996) “Tax and Trade Reform in the People’s Republic of China: Implications for Foreign Direct Investment,” Asian Commercial Law Review, 1/6 (December): 241-253.
    • Li, D.K.T., G.R. Walker, S.K. Lau, and T.K.P. Leung (1996) “Foreign Investment and the New Tariffs and Customs Regime in the PRC,” International Trade Law and Regulation, 2/5(Oct): 180-188.
    • Li, D.k.T., G.R. Walker, M.A. Fox., S.K. Lau and T.K.P. Leung (1996) “Foreign Direct Investment in the PRC-Foreign Exchange Reform and Business Risk”, International Company and Commercial Law Review, 7/7 (July): 254-260.
    • Li, D.K.T., G.R. Walker, M.A. Fox, S.K. Lau and T.K.P. Leung (1996) “Foreign Exchange Reform in the PRC: Impact on Foreign Direct Investment and State-owned Enterprises”, Journal of International Banking Law, 11/6 (June): 228- 234.
    • Ho-Lau, L.B.Y. and T.K.P. Leung (1996), "The Case of the Superior Tampon that failed", Journal of Health Care Marketing, 16/1 (Spring): 16-21.
    • Leung, T.K.P., Y.H. Wong and S. Wong (1996), "A Study of Hong Kong Businessmen\'s Perceptions of the Role 'GUANXI' in the People's Republic of China", Journal of Business Ethics, 15/7 (July): 749-758.
    • Davies, D., T.K.P. Leung, S.T.K. Luk and Y.H. Wong (1995), "The Benefits of 'Guanxi', An Exploration of the Value of Relationships in Developing the Chinese Market", Industrial Marketing Management, 24 (June): 207-214.
    • Leung, T.K.P., Y.H. Wong and J. Tam (1995), "Adaptation and Relationship Building Process in the People's Republic of China (PRC)", Journal of International Consumer Marketing, 8/2: pp. 7-26.
    • Leung, T.K.P. and L.L. Young (1995) "Negotiation in the PRC: Results of a Survey of Small Businesses in Hong Kong", Journal of Small Business Management, 33/1 (January): 70-77.
    Investment tool book Leung, T.K.P. (2018). Investment philosophy. HK: Enrich Culture Group. (in Chinese)