Associate Professor Henry Chung staff profile picture

Contact details +64 (09) 414 0800  ext. 43310

Associate Professor Henry Chung

Associate Professor

School of Communication, Journalism and Marketing

Dr Henry F. L. Chung is an Associate Professor in Marketing at Massey University. He has completed his Doctor of Philosophy with University of Waikato in 1999. Prior to this, he acquired a MBA degree in international business from The George Washington University in Washington D.C., USA and a BBA degree from National Taiwan University of Science and Technology. Henry’s key research areas include international marketing standardization/adaptation strategies, immigrant effect (i.e., Australian/New Zealand and international firms hiring immigrants to manage their business operation in the immigrants’ country of origin), market entry mode, managerial ties and guanxi (Chinese networking) and marketing orientation. He is one of the most active researchers on international marketing standardization/adaptation strategies in Australasia, with articles appearing in A-ranked (ABDC ranking) journals (e.g., International Marketing Review {2012}, International Business Review {2012}, European Journal of Marketing {2010, 2009, 2005}, Journal of International Marketing {2003}) and top ranked conferences (Academy of International Business, 2006-2011). A highly noticeable sustained distinction of this stream of research has been in the development of the cross-market scenario (transferring operations from one host market to another host market) (Chung et al., 2012, Chung, 2010, 2005, 2003).

 

Henry is a pioneer researcher on the immigrant effect (IE) in Australasia, with outputs appearing in A-ranked (ABDC ranking) (International Business Review {2012, 2013}, International Marketing Review {2010}, European Journal of Marketing {2008}) and journals with a high ISI impact factor (Asia Pacific Journal of Management {2010, 2001}), co-editing a special issue on IE and international business management and reviewing IE related articles for top international business journals and research organizations (e.g., Journal of International Business Studies, Journal of World Business, Economic and Social Research Council (ESRC), UK). Henry’s research on IE mainly focuses on how the immigrant effect can assist international firms to formulate their business strategies for their operations in the immigrant employees’ country of origin and why IE contributes to international operations. His IE outputs have appeared in top Australasia and international media (ABC, NZ Herald, New Paper of Singapore) and has helped governments formulate policies on immigration.

Henry’s guanxi/managerial ties research is derived from his research on IE and Greater China. The guanxi/managerial ties research is highly influential in Australasia. The guanxi/managerial ties research has appeared in A-ranked journal (Journal of Business Research {2013}, International Marketing Review {2012}, Industrial Marketing Management {2011}) and top ranking conferences (Academy of International Business).

Dr Henry F. L. Chung is an Associate Professor in Marketing. He has completed his Doctor of Philosophy with University of Waikato in 1999. Prior to this, he acquired a MBA degree in international business from The George Washington University in Washington D.C., USA and a BBA degree from National Taiwan University of Science and Technology. Henry’s key research areas include international marketing standardization/adaptation strategies, immigrant effect (i.e., Australian/New Zealand and international firms hiring immigrants to manage their business operation in the immigrants’ country of origin), market entry mode, managerial ties and guanxi (Chinese networking) and marketing orientation.

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Professional

Contact details

  • Ph: 4140800- ext 43310
    Location: QB3.43, QB Block
    Campus: Albany

Research Expertise

Research Interests

Dr Henry F. L. Chung is an Associate Professor in Marketing at Massey University. He has completed his Doctor of Philosophy with University of Waikato in 1999. Prior to this, he acquired a MBA degree in international business from The George Washington University in Washington D.C., USA and a BBA degree from National Taiwan University of Science and Technology. Henry’s key research areas include international marketing standardization/adaptation strategies, immigrant effect (i.e., Australian/New Zealand and international firms hiring immigrants to manage their business operation in the immigrants’ country of origin), market entry mode, managerial ties and guanxi (Chinese networking) and marketing orientation. He is one of the most active researchers on international marketing standardization/adaptation strategies in Australasia, with articles appearing in A-ranked (ABDC ranking) journals (e.g., International Marketing Review {2012}, International Business Review {2012}, European Journal of Marketing {2010, 2009, 2005}, Journal of International Marketing {2003}) and top ranked conferences (Academy of International Business, 2006-2011). A highly noticeable sustained distinction of this stream of research has been in the development of the cross-market scenario (transferring operations from one host market to another host market) (Chung et al., 2012, Chung, 2010, 2005, 2003).

 

Henry is a pioneer researcher on the immigrant effect (IE) in Australasia, with outputs appearing in A-ranked (ABDC ranking) (International Business Review {2012, 2013}, International Marketing Review {2010}, European Journal of Marketing {2008}) and journals with a high ISI impact factor (Asia Pacific Journal of Management {2010, 2001}), co-editing a special issue on IE and international business management and reviewing IE related articles for top international business journals and research organizations (e.g., Journal of International Business Studies, Journal of World Business, Economic and Social Research Council (ESRC), UK). Henry’s research on IE mainly focuses on how the immigrant effect can assist international firms to formulate their business strategies for their operations in the immigrant employees’ country of origin and why IE contributes to international operations. His IE outputs have appeared in top Australasia and international media (ABC, NZ Herald, New Paper of Singapore) and has helped governments formulate policies on immigration.

 

Henry’s guanxi/managerial ties research is derived from his research on IE and Greater China. The guanxi/managerial ties research is highly influential in Australasia. The guanxi/managerial ties research has appeared in A-ranked journal (Journal of Business Research {2013}, International Marketing Review {2012}, Industrial Marketing Management {2011}) and top ranking conferences (Academy of International Business).

Research Opportunities

  • International Marketing Strategy  (01/01/2014) International standardization/adaptation strategy, organizational learning and performance

Thematics

21st Century Citizenship, Resource Development and Management

Area of Expertise

Field of research codes
Business and Management (150300): Commerce, Management, Tourism And Services (150000): Human Resources Management (150305): International Business (150308): Marketing (150500): Marketing Management (incl. Strategy and Customer Relations) (150503): Marketing Theory (150506): Organisation and Management Theory (150310): Small Business Management (150314)

Research Projects

Summary of Research Projects

Position Current Completed
Project Leader 0 3

Research Outputs

Journal

Chung, F., Wang, CL., Huang, P-H., & Yang, Z. (2016). Organizational capabilities and business performance: When and how does the dark side of managerial ties matter?. Industrial Marketing Management. 55(May), 70-82 Retrieved from https://www.elsevier.com/
[Journal article]Authored by: Chung, F.
Chung, F., Yang, Z., & Huang, PH. (2014). How does organizational learning matter in strategic business performance? The contingency role of guanxi networking. Journal of Business Research. 68, 1216-1224
[Journal article]Authored by: Chung, F.
Wang, CL., & Chung, F. (2013). The moderating role of managerial ties in market orientation and innovation: An Asian perspective. Journal of Business Research. 66(12), 2431-2437 Retrieved from http://www.sciencedirect.com/science/article/pii/S0148296313002221
[Journal article]Authored by: Chung, F.
Chung, HFL., & Tung, RL. (2013). Immigrant social networks and foreign entry: Australia and New Zealand firms in the European Union and Greater China. International Business Review. 22(1), 18-31 Retrieved from http://www.sciencedirect.com/science/article/pii/S0969593112000066
[Journal article]Authored by: Chung, F.
Chung, HFL. (2012). Export market orientation, managerial ties, and performance. International Marketing Review. 29(4), 403-423
[Journal article]Authored by: Chung, F.
Chung, HFL., Wang, CL., & Huang, PH. (2012). A contingency approach to international marketing strategy and decision-making structure among exporting firms. International Marketing Review. 29(1), 54-87
[Journal article]Authored by: Chung, F.
Chung, F., Rose, E., & Huang, P. (2012). Linking international adaption strategy, immigrant effect, and performance: The case of home-host and cross-market scenario.. International Business Review. 21(1), 40-58 Retrieved from http://www.elsevire.co./locate/ibusrev
[Journal article]Authored by: Chung, F.
Enderwick, P., Tung, RL., & Chung, HFL. (2011). Immigrant effects and international business activity: an overview. Journal of Asia Business Studies. 5(1), 6-22
[Journal article]Authored by: Chung, F.
Tung, R., & Chung, F. (2011). Immigrant effect and international business management. Journal of Asia Business Studies. 5(1), 4-5
[Journal article]Authored by: Chung, F.
Chung, HFL., Rose, E., & Huang, PH. (2012). Linking international adaptation strategy, immigrant effect, and performance: The case of home-host and cross-market scenario. International Business Review. 21(1), 40-58
[Journal article]Authored by: Chung, F.
Chung, HFL. (2011). Market orientation, guanxi, and business performance. Industrial Marketing Management. 40(4), 522-533
[Journal article]Authored by: Chung, F.
Chung, HFL. (2009). Structure of marketing decision making and international marketing standardisation strategies. European Journal of Marketing. 43(5-6), 794-825
[Journal article]Authored by: Chung, F.
Chung, HFL., Enderwick, P., & Naruemitmongkonsuk, J. (2010). Immigrant employee effects in international strategy: An exploratory study of international service firms. International Marketing Review. 27(6), 652-675
[Journal article]Authored by: Chung, F.
Chung, HFL. (2010). International marketing decision governance, standardisation, and performance: A framework in the cross-market scenario. European Journal of Marketing. 44(11), 1642-1666
[Journal article]Authored by: Chung, F.
Chung, HFL. (2010). Analysing marketing customization strategies in Australasian firms: A framework for services and goods exporters. Asia Pacific Business Review. 16(4), 505-525
[Journal article]Authored by: Chung, F.
Tung, RL., & Chung, F. (2010). Diaspora and trade facilitation: The case of ethnic Chinese in Australia. Asia Pacific Journal of Management. 27(3), 371-392
[Journal article]Authored by: Chung, F.
Chung, HFL. (2008). Contribution of immigrant employees to international marketing standardisation strategies selection: An exploratory study. European Journal of Marketing. 42(1-2), 16-22
[Journal article]Authored by: Chung, F.
Chung, HFL. (2008). The impact of a centralised organisational structure on marketing standardisation strategy and performance: The experience of price, place and management processes. Journal of Global Marketing. 21(2), 83-107
[Journal article]Authored by: Chung, F.
Chung, HFL. (2007). International marketing standardisation strategies analysis: A cross-national investigation. Asia Pacific Journal of Marketing and Logistics. 19(2), 145-167
[Journal article]Authored by: Chung, F.
Chung, HFL., & Wang, Z. (2007). Analysis of marketing standardization strategies- A "city" market framework. Journal of Global Marketing. 20(1), 39-59
[Journal article]Authored by: Chung, F.
Chung, HFL. (2005). An investigation of crossmarket standardisation strategies: Experiences in the European Union. European Journal of Marketing. 39(11-12), 1345-1371
[Journal article]Authored by: Chung, F.
Chung, HFL. (2004). An empirical investigation of immigrant effects: The experience of firms operating in the emerging markets. International Business Review. 13(6), 705-728
[Journal article]Authored by: Chung, F.
Chung, HFL. (2003). International Standardization Strategies: The Experiences of Australian and New Zealand Firms Operating in the Greater China Markets. Journal of International Marketing. 11(3), 48-82
[Journal article]Authored by: Chung, F.
Chung, H. (2003). An empirical investigation of marketing programme and process elements in the home-host scenario. Journal of Global Marketing. 16(1/2), 141-186
[Journal article]Authored by: Chung, F.
Chung, H. (2001). An analysis of Taiwan's distribution system. International Journal of Retail and Distribution Management. 29(2), 87-98
[Journal article]Authored by: Chung, F.
Chung, H. (2001). Determination of export channel strategies: The experience of New Zealand firms. Journal of Asia-Pacific Business. 3(3), 25-52
[Journal article]Authored by: Chung, F.
Chung, H., & Enderwick, P. (2001). An investigation of market entry strategy selection: exporting vs foreign direct investment modes - a home-host country scenario. Asia Pacific Journal of Management. 18(4), 443-460
[Journal article]Authored by: Chung, F.

Book

Chung, HFL., & Huang, PH. (2013). Pricing strategies: The experience of firms operating in China. In Handbook of Contemporary Marketing in China: Theories and Practices. (pp. 137 - 154).
[Chapter]Authored by: Chung, F.
Chung, HFL., & Huang, PH. (2011). Pricing strategies: The experience of firms operating in China. In Handbook of Contemporary Marketing in China: Theories and Practices. (pp. 137 - 152).
[Chapter]Authored by: Chung, F.
Chung, F., & Huang, P. (2010). Pricing strategies: The experience of firms operating in China. In CL. Wang (Ed.) Handbook of Contemporary Marketing in China: Theories and Practices. (pp. 1 - 16). Hauppauge, NY, United States: Nova Science Publishers, Inc
[Chapter]Authored by: Chung, F.
Chung, F. (2008). International standardisation strategies: The experiences of Australian and New Zealand firms operating in the greater China markets. In SJ. Paliwosa, & JK. Ryans Jnr (Eds.) International Marketing: Modern and classic papers volume 2. (pp. 229 - 263). United Kingdom: Edward Elgar Publishing Ltd
[Chapter]Authored by: Chung, F.
Chung, H. (2003). An empirical investigation of marketing programme and process elements in the home-host scenario. In EK. Ed (Ed.) Strategic Global Marketing: Issues and Trends. (pp. 141 - 186). Binghamton, NY: International Business Press
[Chapter]Authored by: Chung, F.

Conference

Chung, F.Institutional Transitions and Network Approach of SMEs' Internationalization. Paper presented at the meeting of Academy of International Business Southeast Asia Regional Conference: Sustaining Growth in Emerging Markets amid Aging Populations. Chai Mai, Thailand
[Conference Paper]Authored by: Chung, F.
Chung, F.When and how organizational learning matters in competitive strategies and export performance. . Chiang Mai, Thailand
[Conference Paper]Authored by: Chung, F.
Chung, F.Decision making in multinational corporations and institutional similarity: Their effects on the performance of Western and Asian subsidiaries in the Australasian region. Paper presented at the meeting of 2016 Academy of International Business Southeast Asia Regional Conference. Guangshou, China
[Conference Paper]Authored by: Chung, F.
Chung, F., & Huang, PH.Market Orientation, Guanxi Networking and Innovation in Asian Emerging Economies. . Macau, China
[Conference Paper]Authored by: Chung, F.
Chung, F., & Huang, PH.(2014). Market orientation, Guanxi networking and innovation in Asian emerging economies. Paper presented at the meeting of 2014 Academy of International Business Southeast Asia Regional Conference Proceedings:. Macau, China
[Conference Paper]Authored by: Chung, F.
Chung, F., Tung, RL., & Yang, FZ. (2013). How do managerial ties matter in export performance? The contingency role of immigrant effect and the institutional environment. In P. McDougall-Covin, & T. Kiyak (Eds.) AIB 2013 Conference Proceedings. (pp. 279 - 280). : 55th Annual Meeting of the Academy of International Business. Bridging the Divide: Linking IB to Complementary Disciplines and Practice
[Conference Paper in Published Proceedings]Authored by: Chung, F.
Chung, F., Tung, RL., & Yang, FZ. (2013). How do managerial ties matter in export performance? The contingency role of immigrant effect and the institutional environment. , Bridging the Divide: Linking IB to Complementary Disciplines and Practice
[Conference Abstract]Authored by: Chung, F.
Chung, F., Tung, RL., & Yang, FZ. (2013, July). How do managerial ties matter in export performance? The contingency role of immigrant effect and the institutional environment. Presented at Bridging the Divide: Linking IB to Complementary Disciplines and Practice. Istanbul, Turkey.
[Conference Oral Presentation]Authored by: Chung, F.
Chung, HFL., Huang, P-H., & Chen, K. (2012, December). Analysis of organizational learning, competitive strategy and performance: An exporting perspective. Presented at Academy of International Business Southeast Asia Regional Conference: Multinationals and Global Consumers: Tension, Potential and Competition. Xiamen, China.
[Conference Oral Presentation]Authored by: Chung, F.
Chung, HFL., Huang, P-H., & Chen, K. (2012). Analysis of organizational learning, competitive strategy and performance: an exporting perspective. Proceedings of the Academy of International Business Southeast Asia Regional Conference 2012. (pp. 1 - 33). Hong Kong: Academy of International Business Southeast Asia Regional Conference: Multinationals and Global Consumers: Tension, Potential and Competition
[Conference Paper in Published Proceedings]Authored by: Chung, F.
Chung, H., & Huang, P.An analysis of international learning, international standardization strategy and performance. (pp. 1 - 18). : Academy of International Business Southeast Asia Regional Conference 2011- Economic and Political Transformation: Implications and impact on global business
[Conference Paper in Published Proceedings]Authored by: Chung, F.
Chung, F., Wang, W., & Huang, P. (2010). An analysis of international competitive strategy and firm performance: The moderation role of social networking. (pp. 1 - 21). : Academy of International Business Southeast Asia Regional Conference 2010
[Conference Paper in Published Proceedings]Authored by: Chung, F.
Chung, F., Rose, EA., & Huang, P.(2009). Linking international adaptation strategy immigrant effect and performance: The case of a cross-market scenario. Paper presented at the meeting of Proceedings of the 51st Annual Meeting of the Academy of International Business 2009: 'Knowledge Development and Exchange in International Business Networks'. San Diego, CA, United States
[Conference Paper]Authored by: Chung, F.
Chung, F., Enderwick, P., & NaruemitmongKonsuk, J.(2009). Immigrant employee effects in international strategy: An exploratory study of the service sector. Paper presented at the meeting of Proceedings of the 51st Annual Meeting of the Academy of International Business 2009: 'Knowledge Development and Exchange in International Business Networks'. San Diego, CA, United States
[Conference Paper]Authored by: Chung, F.
Chung, F.(2008). Standardisation international marketing: the crossmarket scenario in the North American region. Paper presented at the meeting of Proceedings of the 50th Annual Meeting of the Academy of International Business. Milan, Italy
[Conference Paper]Authored by: Chung, F.
Tung, RL., & Chung, HFL.(2010). Diaspora and trade facilitation: The case of ethnic Chinese in Australia. In Asia Pacific Journal of Management
[Conference Other]Authored by: Chung, F.
Chung, F. (2007). The impact of marketing control on marketing standardisation strategies. In Proceedings of the 49th Annual Meeting of the Academy of International Business 2007: 'Bringing the Country Back In: The Importance of Local Knowledge in a Global Economy'(pp. 141 - 141). : Academy of International Business
[Conference Abstract]Authored by: Chung, F.
Chung, F.(2007). The impact of marketing control on marketing standardisation strategies. . Indianapolis, IN
[Conference Paper]Authored by: Chung, F.
Chung, F. (2007). The structure of organisation and marketing standardisation strategy. In M. Thyne, KR. Deans, & J. Gnoth (Eds.) Proceedings of the Australian and New Zealand Marketing Academy Annual Conference (ANZMAC 2007). (pp. 1361 - 1368).
[Conference Paper in Published Proceedings]Authored by: Chung, F.
Chung, H., & Wang, Z. (2006). Analysis of marketing standardization strategies — the experience of service firms operating in Chinese cities. Proceedings of 48th Annual Meeting of the the Academy of International Business: "From the Silk Road to Global Networks Harnessing the Power of People in International Business". (pp. 120 - 121). : Academy of International Business - From the silk road to global networks: Harnessing the power of the people in international business
[Conference Paper in Published Proceedings]Authored by: Chung, F.
Chung, H.(2005). A cross-regional study of cross market standardisation strategies.
[Conference Paper]Authored by: Chung, F.
Chung, HF. (2005, July). A cross-regional study of cross market standardization strategies. Presented at Academy of International Business 47th Annual Conference: Local Roots, Global Links. Quebec City, Canada.
[Conference Oral Presentation]Authored by: Chung, F.
Chung, H. (2004). Analysis of marketing environment in the European Union (EU). In J. Wiley, & PT. Eds (Eds.) Australian and New Zealand Marketing Academy Conference: Marketing Accountabilities and Responsibilities. (pp. 1 - 8). Wellington, NZ
[Conference Paper in Published Proceedings]Authored by: Chung, F.
Chung, H.(2004). Analysis of marketing decision-making strategies of New Zealand companies operating in the European Union (EU).
[Conference Paper]Authored by: Chung, F.
Chung, H. (2003). Analysis of marketing strategies used by Australian and New Zealand companies doing business in the European Union (EU): A cross country comparison study (work in progress). (pp. 26 - 26). , ''New Europe'' Second New Zealand European Studies Conference Christchurch, New Zealand: National Centre for Research on Europe
[Conference Abstract]Authored by: Chung, F.
Chung, H. (2003). An investigation of the influences of marketing environmental factors on the choice of immigrant effects. (pp. 34 - 34). , Australian and New Zealand Marketing Academy Conference: Celebration of Ehrenberg and Bass: Marketing Discoveries, Knowledge and Contibution Adelaide, SA: Australian and New Zealand Marketing Academy
[Conference Abstract]Authored by: Chung, F.
Hyde, K., & Chung, H. (2002). The impact of immigrant effects on international marketing strategy. In RN. Shaw, S. Adam, & H. McDonald (Eds.) Australian and New Zealand Marketing Academy Conference (ANZMAC). (pp. 181 - 187). Geelong, VIC
[Conference Paper in Published Proceedings]Authored by: Chung, F.
Chung, H. (2002). Analysis of marketing strategies selection, the experience of Australian and New Zealand firms. In RN. Shaw, S. Adam, & H. McDonald (Eds.) Australian and New Zealand Marketing Academy Conference 2002 (ANZMAC). (pp. 21 - 28). Geelong, VIC
[Conference Paper in Published Proceedings]Authored by: Chung, F.

Other

Chung, F. (2009). Marketing orientation, innovation and performance: The case of Taiwanese and New Zealand firms. Presented at National Sun Yat-Shen University, Taiwan.
[Oral Presentation]Authored by: Chung, F.
Chung, F. (2009). Marketing orientation, innovation and performance: The case of Taiwanese and New Zealand firms. Presented at National Chung Hsing University, Taiwan.
[Oral Presentation]Authored by: Chung, F.
Chung, F. (2008). Fonterra 'did right thing' in milk alert. The New Zealand Herald
[Other]Authored by: Chung, F.
Chung, F. (2008). SanLu scandal shows China knowhow crucial. The Dominion Post
[Other]Authored by: Chung, F.
Chung, F. (2008). Troubles are spreading for Fonterra. Radio New Zealand - Morning Report
[Other]Authored by: Chung, F.
Chung, F. (2007). Marketing control and marketing standardisation strategies: An integrated typology. In Department of Commerce Working Paper Series(pp. 1 - 46). : Massey University, Department of Commerce
[Working Paper]Authored by: Chung, F.
Chung, H. (2005). An investigation of marketing standardisation strategies. In Working Paper Series(pp. 1 - 56). : Massey University, Department of Commerce
[Working Paper]Authored by: Chung, F.
Chung, H. (2005). A cross-regional study of intermarket standardisation strategies: A proxy framework. In Working Paper Series(pp. 1 - 32). : Massey University, Department of Commerce
[Working Paper]Authored by: Chung, F.
Chung, H. (2004). An investigation of marketing decision-making strategies - The experience of New Zealand Companies. In Working Paper Series(pp. 1 - 32). : Department of Commerce, Massey University
[Working Paper]Authored by: Chung, F.
Chung, H. (2003). An investigation of the influences of marketing environmental factors on the choice of immigrant effects. In Working Paper Series(pp. 1 - 13). : Massey University, Department of Commerce
[Working Paper]Authored by: Chung, F.
Chung, H. (2000). New Zealand in Taiwan - Issues of Marketing NZ Manufactured Products in Taiwan. (pp. 363 - 365). McGraw-Hill
[Other]Authored by: Chung, F.

Supervision and Teaching

Summary of Doctoral Supervision

Position Current Completed
Supervisor 2 0

Current Doctoral Supervision

Supervisor of:

  • Zhifang Zhang - PhD
    Emerging Market Firms’ Outward Foreign Direct Investment (OFDI) in New Zealand: Motivations and Perceived Reverse Spillovers
  • Herbert Sima - PhD
    An analysis of antecedents of export venture performance in the B2B scenario - the case of emerging economies

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