Joseph C. SALVACRUZ (施卓碩) Professor of Business Practice Email:mkjcs@ust.hk   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 [ CV ]

PROFESSIONAL EXPERIENCE:

• 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)

TEACHING INVOLVEMENT:

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

RESEARCH INTERESTS:

Strategic marketing management; branding; international marketing and business; food and agribusiness marketing; applied economics/econometrics.

SELECTED RECENT PUBLICATIONS:

"Durian: Smells Like Hell, Tastes Like Heaven! Marketing Opportunities for an Exotic Asian Fruit (A Case Study)." International Food and Agribusiness Management Review.

"Lanzones: An Agribusiness Marketing Simulation," Review of Agricultural Economics, Winter 1998, 20:2. pp. 631-643.

"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.

"Competitiveness of the US and ASEAN in the International Agricultural Market," Journal of Food Distribution Research, February 1996, 27:1, pp. 81-89.

Technological Progress, Factor Endowments, and International Agricultural Trade, New York: Garland Publishing, Inc., 1995.

"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 (co-authored with Michael R. Reed).

SELECTED CONFERENCE PRESENTATIONS:

"Implications of China's Ascension to the WTO on Chinese State Owned Enterprise (SOE) Managers' Strategic Orientation," Conference on Implications of China's Entry into the WTO Seattle, Washington, 02-03 December 1999.

"Relationship Marketing: Towards a Paradigm Shift in Agribusiness Management?," American Agricultural Economics Association Annual Meeting, Free Session Organizer Toronto, Ontario, Canada, 27-30 July 1997.

"Marketing Orientation and Export Performance of Food Processing Firms in New Zealand,” AMA Summer Educators’ Conference, Chicago, IL, 2-5 August 1997.

"Market Share Effects of Generic and Branded Promotions of Butter in New Zealand," INFORMS-Marketing Science Conference, Berkeley, CA, 21-24 March 1997.

"Impact of Generic Promotions on Sales of Butter and Margarine," Australia-New Zealand Marketing Educators' Conference, Auckland, NZ, November 1996.

WORKING PAPERS:

"Relationship Marketing in Agribusiness Management". 

"Product Class Promotion of Butter and Margarine in New Zealand".

"China's Ascension to the WTO and Chinese State Owned Enterprise (SOE) Managers’ Strategic Orientation". 

WORK IN PROGRESS:

"The Use of the LA/AIDS Model in Marketing Decision Making: Brand and Generic Advertising of New Zealand Dairy".

"The Importance of Branding and Labeling of Fresh Fruits and Vegetables in Hong Kong, China".

"Consumer Perception and Attitudes Towards Genetically-Modified Food Products".

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

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