Dr. Yuyan Wei, PhD
- Assistant Professor, Marketing
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Biography
Dr. Wei received her PhD in Business Administration with a specialization in Marketing from McMaster University. She also holds an MSc from the University of Manchester and an MBA from Wuhan University. Her research interests lie in sustainable marketing, corporate green strategies, eWOM, innovation and new product development, and marketing-finance interface.
Yuyan has more than five years of industry experience in marketing research, new product marketing, and brand management positions in different industries. Before joining Concordia, Yuyan has worked for Trent University.
Teaching activities
Teaching presently
MARK302 - Marketing Research
MSCA618 - Research Methods
Research activities
External Research Grants
Social Sciences and Humanities Research Council (SSHRC) of Canada, Insight Development Grant on “Responsible Innovation for SDGs: Engaging minor stakeholders to solve grand challenges” (Principle Investigator, 2024-2026) CAD $64,699
Publications
Yuyan Wei and Devashish Pujari (2023), "Does buying green pay off? Stock market reactions to green acquisitions", Industrial Marketing Management, 114, 137-151.
Yuyan Wei and Devashish Pujari (2025), "Drivers of green innovation and green acquisition: empirical evidence from the food and beverage industry", Journal of Business & Industrial Marketing, 40(1), 101-115.
Participation activities
Selected refereed conference
"Responsible Innovation in Business: A Systematic Literature Review," 2025 PDMA Ignite Innovation Summit and JPIM Research Forum
"Driving towards Sustainability: Market Performance of Green Product Innovation in the U.S. Automobile Industry," 2025 AMA Summer Academic Conference
"ESG Media Buzz and Firm Value: The Moderating Effect of Firms' Strategic Emphasis" 2025 AMS Annual Conference
"Drivers and Outcomes of Corporate Green Acquisition Strategy," 2022 JPIM Research Forum
"ESG Media Buzz and Firm Value: The Moderating Effect of Firms' Strategic Emphasis" 2025 AMS Annual Conference
"Drivers and Outcomes of Corporate Green Acquisition Strategy," 2022 JPIM Research Forum
"The Effect of Green Acquisitions on Firm Value," 2021 AMA Winter Academic Conference (Virtual).
"Green Acquisitions: Are They Just Low-hanging Green Fruits?" 2020 JPIM Virtual Research Forum (former Annual PDMA Research Forum). Best Conference Paper Award.
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