Academic Profile

Academic Profile

Asst Prof Caleb Tse

Assistant Professor
Division of Marketing and International Business
College of Business (Nanyang Business School)

Phone: (+65)6904 7284
Office: S3-01B-59

  • PhD The University of Hong Kong 2013
  • MBA The University of Hong Kong 2009
  • BA in Psychology The University of Southern California 2006
Caleb H. Tse is an Assistant Professor of Marketing and International Business at Nanyang Business School. Before joining NTU, he was an assistant professor in marketing at Sungkyunkwan Graduate School of Business (SKK GSB), in Seoul, S. Korea. He received his PhD from The University of Hong Kong in 2013. His main research areas include marketing strategy (customer co-creation and innovation), international business (counterfeiting, learning by exporting), and advertising (celebrity endorsement, cross-platform advertising). His research has been published in Journal of Management, Journal of Advertising, Journal of Advertising Research, and International Journal of Advertising. He serves as an editorial board member of International Journal of Advertising.
Research Interests
Marketing Strategy (firm co-creation and customer participation strategies, counterfeiting)
International Business (firm innovation, learning by exporting, SOE behavior)
Advertising and Branding (celebrity endorsement, advertising trends, cross-platform effects)
Current Projects
  • (1) What makes Headquarters of Multinational Corporations Good or Bad Parents to their Foreign Subsidiaries in Emerging Markets (2)What Role does Culture Play in Building Profitable International Sales Relationships?

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