Dr. Yuhui Gao is a senior lecturer in Marketing at DCU Business School, Dublin City University. She holds a PhD in Marketing from Michael Smurfit Graduate School of Business, University College Dublin (UCD). Before joining DCU Business School, she was a Senior Teaching Assistant and taught a number of both undergraduate and postgraduate courses at Quinn and Smurfit School of Business, University College Dublin. She also taught in Asia Pacific Management Institute, Hong Kong. Prior to this, she worked as a Research Assistant at the Centre of International Marketing Studies at UCD. Numerous international marketing research projects she participated in have appeared in top marketing journals.She is currently the Chairperson of the BSc in Marketing, Innovation and Technology programme and the China Liaison Co-ordinator at DCU Business School. Her current research interests are marketing performance management (marketing metrics), marketing research, and firm leaders’ personal values and their relevance to marketing strategy. She is also a visiting Professor at Capital University of Economics and Business, Beijing, China. Yuhui has completely numerous consultancy projects with industries, such as DesignBurst, Microsoft, Blue Insurance and 100PACE. She has published widely in a number of international peer-reviewed journals including Industrial Marketing Management, Journal of Strategic Marketing, The Marketing Review, Journal of Asia Business Studies, Services Marketing Quarterly, International Business Review and Journal of Business Ethics. She is a member of European Marketing Academy and Academy of Marketing Science.