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Dr. Helen Si WANG

Marketing

Assistant Professor

3917-1614
Dr. Helen Si WANG

Academic and Professional Qualifications

  • PhD  W. P Carey School of Business, Arizona State University
  • MBA  The University of Hong Kong
  • BA   Southeast University
     

Brief Biography

Helen received her Ph.D. in Marketing at the W. P. Carey School of Business, Arizona State University, an M.B.A. from The University of Hong Kong, and a B.A. from Southeast University, China.

Helen's research can be classified into two main categories: (1) customer creativity and co-created innovation and (2) dynamic social interaction and its impact on business outcomes. In the domain of customer creativity and innovation, Helen's research is focused on exploring the key common factors that influence both individual creativity and organization innovation. In the domain of dynamic social interaction and its business impact, Helen is particularly interested in conversational interactions and the emerging trend of social interaction in the computer-mediated environment.

Helen has won numerous research awards and scholarships from ASU. In 2012, Helen was nominated as AMA/Sheth Foundation Doctoral Consortium Fellow. Prior to joining the academic world, Helen has worked for more than seven years in Marketing and Management positions with several major multinational companies, including Auchan, FedEx, Oxford Instruments, APL Logistics.

Teaching

  • Undergraduate Courses
  • Introduction to Marketing, and Services Marketing at The University of Hong Kong
  • Marketing & Business Performance,  Services Marketing Strategy , Business to-Business Marketing Strategy  at Arizona State University
  • MBA & Executives Training
  • Honeywell Global Executive Online Courses: Managing Service Quality, Course Leader at Arizona State University
  • Services Marketing and Management: “Services in China”, Guest Lecturer  at Arizona State University

Research

Research Interest

  • Consumer Creativity/Product & Service Innovation/Customer Co-Created Innovation
  • Service Conversations/Dynamic Interaction Model of Service Encounter
  • Embodied Social Cognition in Computer-Mediated-Environment


Publications

  • Bitner, Mary Jo and Helen Si Wang, 2014, “Service Encounters in Service Marketing Research”, Handbook of Service Marketing Research, Roland Rust and Ming-Hui Huang (eds.), Edward Elgar Publishing Ltd.
  • Wang, Helen Si, James Ward, and Muhanad Manshad, Daniel Brannon, 2014, “Customer Live Chat Experience in an Embodied Virtual Interaction" 23rd Annual Frontiers in Service Conference, University of Miami, USA
  • Wang, Helen Si, Mary Jo Bitner, Amy Ostrom, and Doug Olsen, 2014, “Service Conversations: Dynamics of Service Context and Customer Participation” 2014 AMA Winter Marketing Edcuators' Conference, Orlando, USA.
  • Wang, Helen Si, Mary Jo Bitner, Amy Ostrom, and Doug Olsen, 2012, “Whose Questions Really Matter? – Examining the Dynamics of Doctor-Patient Interactions and Medical Service Outcomes”, 21st Annual Frontiers in Service Conference, University of Maryland, USA.
  • Wang, Helen Si, Mary Jo Bitner, and Amy Ostrom, 2011, “Customer Participation In Context: An Investigation of Context Complexity, Information Sharing, and Interactional Control in Value Co-creation”, 20th Annual Frontiers in Service Conference, The Ohio State University, USA.
  • Wang, Helen Si, Mary Jo Bitner, and Amy Ostrom, 2010, “Motivating Customer Creativity: An Investigation of Customer Idea Generation in Co-Created Service Innovation”, 19th Annual Frontiers in Service Conference, Karlstad University, Sweden.

Services

  • Reviewer, Society of Consumer Psychology Conference, 2014
  • Reviewer, Winter AMA Conference, 2014, Digital Marketing and Social Media Track
  • Reviewer, Winter AMA Conference, 2012, Marketing Strategy and Organization Track
  • Reviewer, Winter AMA Conference, 2011, Branding, Retailing and Services Marketing Tracks
  • Committee Member, Honors Thesis of Katelyn Flores, 2013, Barrett, The Honors College at Arizona State University
  • Advisor, Honors Contract of Nathan Coury, 2012, Barrett, The Honors College at Arizona State University

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