Wenkai Zhou

Wenkai Zhou

Assistant Professor

WH 460D

Dr. Wenkai Zhou is an Assistant Professor of Marketing at the Austin E. Cofrin School of Business, University of Wisconsin–Green Bay. He holds a Ph.D. degree in Business Administration-Marketing from New Mexico State University, an M.B.A. degree from University of California, Riverside, and a B.A. degree (Magna Cum Laude) in Business Administration-Marketing from Eastern Washington University. He currently teaches Introductory Marketing, Marketing Research, Marketing Management, and Consumer Behavior at UWGB. Prior to UWGB, he's also had extensive experience teaching International Marketing.

Originally from Xi'an, the greatest ancient capital of China, Dr. Zhou understands the essence of Chinese cultural dimensions that create an impact on their business ideologies. In contrast, he's acclimated well to international arenas through 3 years of childhood experience in N.S.W., Australia and many years of academic pursuit in various parts of the United States. Moreover, he's also participated in global enterprise management seminar series held at Oxford University, the United Kingdom, to further expand his horizon and develop entrepreneurial creativity in a global context. 

Dr. Zhou leverages his unique background in marketing and intercultural communication in pursuit of his primary research focus on cross-cultural marketing studies between Asian and Western populations. His other current research interests include consumption trends in emerging markets, innovative survey methodologies, social influence on the consumer decision process, marketing ethics, and marketing pedagogy. He has presented at various premier academic conferences in the field of marketing and his work has appeared, or is forthcoming, in various academic journals. He is the co-author of a book chapter in the Handbook of Quantum Storytelling Consulting (Emerald Group Publishing) and has reviewed manuscripts for journals such as Journal of Business EthicsInternational Journal of Bank Marketing, and Journal of Information Technology Case and Application Research; as well as for conferences such as the American Marketing Association's Academic Conferences, the Academy of Marketing Science Annual Conferences, and the Society for Marketing Advances Annual Conferences. In 2018, he is serving as a guest co-editor for a special issue of International Marketing Review.