Prof. Joseph C SALVACRUZ

Prof. Joseph C SALVACRUZ

Professor of Business Practice

Academic qualification

  • PhD University of Kentucky, Agricultural Economics/International Trade
  • M.S. Kansas State University, Economics (Agricultural/Economics/Agribusiness)
  • B.S. University of the Philippines at Los Banos, Agribusiness Management


  • Senior Consultant, Market Solutions LLC (current)
  • Visiting Scholar, Hong Kong University of Science and Technology (1999 - 01)
  • Visiting Professor, China Europe International Business School (1998 - present)
  • Visiting Scholar, Hong Kong University of Science and Technology (1996 - 97)
  • Lecturer/Senior Lecturer, University of Auckland (1994 - 01)
  • Research Associate, University of Kentucky, Center for Agricultural Export Development-International Trade Center (1992-94)
  • Instructor/Assistant Professor, University of the Philippines at Los Banos (1978-87)


  • Undergraduate Program; Post-graduate Program; Executive Education (International Executive MBA [IEMBA], Executive Diploma in Management, Company Specific Programs).


  • Strategic marketing management
  • Food and agribusiness marketing
  • Branding 
  • International marketing and business
  • Applied economics/econometrics


  • Nason, Stephen, Joseph Salvacruz, and J.P. Stevenson, “Competing Against Bling: How Can Un Understated Watch Standout in China,” Harvard Business Review (2017). 
  • Salvacruz, Joseph C. and Barry W. Bobst, “Lanzones: An Agribusiness Marketing Simulation,” Review of Agricultural Economics 20:2 (Winter 1998) pp. 631-643.
  • Salvacruz, Joseph C., Book Review of Schaffner, David J., William R. Schroder, and  Mary D. Earle, Food Marketing: An International Perspective. Boston: Mc-Graw-Hill, 1998,” European Journal of Marketing . 32:9/10 (1998).
  • Salvacruz, Joseph C. “Determinants of Agricultural Export Market Potentials: The Case of the US and New Zealand,” Refereed Proceedings of the 1996 American Marketing Association Summer Educators’ Conference. August 1996.           
  • Salvacruz, Joseph C.  "Competitiveness of the US and ASEAN in the International Agricultural Market." Journal of Food Distribution Research 27:1(Feb 1996). pp. 81-89.
  • Salvacruz, Joseph Chu. Technological Progress, Factor Endowments, and International Agricultural Trade. (New York: Garland Publishing, Inc.), 1995.
  • Salvacruz, Joseph C. and Michael R. Reed. "Technological Progress and International Trade: The Case of the ASEAN LDCs." in Agricultural Competitiveness: Market Forces and Policy Choices. Edited by George H. Peters and Douglas D. Hedley (Vermont: Darmouth Press), 1995.  pp. 355-63.


Journal of Food Distribution Research, Agribusiness: An International Journal, International Business Review, Journal of International Food and Agribusiness Marketing, New Zealand Journal of Business.