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Raymond Xia image
Area of specialisation Marketing
Consumer Behaviour
Methodology
Faculty / key office Lecturer, DBA (Doctor of Business Administration), Otago Business School
Education PhD (University of Otago, NZ)
MA (University of Durham, UK)

International teaching and industry experience

Raymond's background is in industry. Before his PhD in OBS in 2012, he was educated in the UK and worked in a marketing role in the industry for ten years, including household appliances, IT products and FMCG. His last full-time job in industry was the head of Marketing of RedBull in China. After he helped RedBull China reached the annual sale of RMB$10 billion (NZD$2.16 billion) from RMB$3 billion (NZD$0.65b) in five years, he turned to an academic career and moved to NZ to do a PhD in Marketing.

He began teaching undergrad marketing papers from 2014. Currently, he is teaching International Marketing in the Marketing department, Global Strategy and research methods for the DBA (Doctor of Business Administration). He is involved in supervision DBA candidates also.

Why Raymond enjoys teaching in the MBA programme

The charm of business is that you never know what will be in the future, just like life. Hence, there is no standard answer and standard solution in business as no one knows which will win in market until it does. Our MBA students are, and we encourage them to be, critical and creative on exploring business solutions and I enjoy the surprises they bring up. I love to see the spark of ideas colliding. Like Socrates said, education is not the filling of a vessel, but the kindling of a flame. I love to be lit up. The fresh cases from the real world that we use for teaching inspires me as well. It makes me feel we are creating something new.

What global perspective is reflected in your course/teaching?

The world is changing more and more rapidly, our practical courses in business school are, therefore, accordingly dynamic. Half of the most successful companies nowadays were nobody, or did not exist, ten years ago. Similarly, the business model in ten years' time will differ. We cannot use today's logic and understanding to explain and guide businesses in ten years' time. However, the essence of business is same. What I am teaching is not focusing on skills for current problem, but on understanding what and how, for now and for future. The secret of 'win bigly' is moving before others. Nowadays, no superstars in business become a superstar by repeating what others do or repeating what they learnt from a business school. No one. Instead of being 'effective', I want my students to be 'appropriate'- for what they predict is likely to happen in the foreseeable future.

Publications

Chen, S. J., Tran, K. T., Xia, Z. R., Waseem, D., Zhang, J. A., & Potdar, B. (2023). The double-edged effects of data privacy practices on customer responses. International Journal of Information Management, 69, 102600. doi: 10.1016/j.ijinfomgt.2022.102600

Xia, R. (2021). Do we need stricter rules for the most-at-risk? Newsroom: Ideasroom, (10 March). Retrieved from https://www.newsroom.co.nz/ideasroom/should-we-have-stricter-rules-for-the-most-at-risk

Xia, R. (2021). The wariness thwarting our contact tracing. Newsroom: Ideasroom, (29 January). Retrieved from https://www.newsroom.co.nz/ideasroom/the-wariness-thwarting-our-contact-tracing

Xia, R. (2021, January). Study reveals key to getting more people scanning Covid Tracer app. Newstalk ZB, Mike Hosking Breakfast. Retrieved from https://www.newstalkzb.co.nz/on-air/mike-hosking-breakfast/audio/dr-raymond-xia-study-reveals-key-to-getting-more-people-scanning-the-covid-tracer-app/

Chen, S., Waseem, D., Xia, Z., Tran, K. T., Li, Y., & Yao, J. (2021). To disclose or to falsify: The effects of cognitive trust and affective trust on customer cooperation in contact tracing. International Journal of Hospitality Management, 94, 102867. doi: 10.1016/j.ijhm.2021.102867

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