Dr Eric Shiu

Lecturer in Marketing


Eric Shiu

Contact details

Birmingham Business School
University House
University of Birmingham
B15 2TT


Eric Shiu achieved an MA degree with distinction at Lancaster University.  Afterwards, he underwent a doctoral research training programme through which he was awarded an MSc by Research degree, and then accomplished a doctorate at the University of Edinburgh.  Prior to joining the University of Birmingham Business School, Eric taught at the University of Edinburgh.  He has received a Certificate of Award after successful completion of the International Teachers Programme organised by the International Schools of Business Management.  


MA with Distinction (Lancaster)

MSc by Research (Edinburgh)

PhD (Edinburgh)

PG Cert Learning and Teaching (Birmingham)

Fellow (Higher Education Academy)


Eric has accumulated more than ten years of research experience across academic, governmental as well as industry domains, which earned him a number of research excellence awards. 

Additionally, an adapted paper of his PhD research has assisted him in receiving the first prize research award from the UK Online User Group.  More recently, he has won the best research paper award from European Applied Business Research Conference in Athens, Greece.  To date he has published more than thirty research papers. 

Eric has also been recently awarded a grant from European Science Foundation allowing him to carry out research collaboration with like-minded academics at continental European universities.  He has also successfully completed a high-tech product research consultancy project funded by Advantage West Midlands.


Eric currently teaches two modules – Marketing Research as well as Product and Innovation Management – for the MSc Marketing Suite students. He previously taught International Marketing as well as New and Hi-Tech Product Marketing.

Eric supervises students of undergraduate, master’s and PhD levels, and has been an examiner of a number of external and internal PhD theses.  To date he has successfully nurtured four PhD graduates. 

Eric is the Admissions Tutor for the MSc Marketing Suite. For the academic year of 2009-10, he was the Dissertation Coordinator for the MSc Marketing Suite. Eric also acted as Interim Programme Director for the MSc Marketing Programme in 2004-05. He was Admissions Tutor for Undergraduate Bachelor of Commerce Programme in 2001-03.


  • Innovation

  • Creativity

  • New product management and marketing

  • Research methodology

  • Research skills

Other activities

Eric sits on the programme committee for European Conference on Entrepreneurship and Innovation, which is held annually in European cities. He is founding member of Network for Interdisciplinary Creativity Knowledge. He is also member of ESOMAR, PDMA, ISPIM, SAS User Group and SPSS User Group.


Cheng and Shiu (forthcoming) "Validation of a proposed instrument for measuring eco-innovation: an implementation perspective", Technovation.

Shiu (Ed.) (forthcoming) Creativity Research: An Interdisciplinary and Multidisciplinary Research Handbook, Routledge.

Shiu (2011) “Exploring the relationships between creativity, innovativeness and innovation adoption”, In: Leading Issues in Innovation Research, Chauvel, D. (Ed.), Academic Publishing International.

Salari and Shiu (2010) "Developing a measurement scale for consumer innovativeness in the rarely purchased radical and really new product situation", EMAC, Copenhagen.

Shiu, Hair, Bush and Ortinau, (2009), Marketing Research, McGraw-Hill Higher Education.

Shiu, (2009), “Importance of cross-cultural creativity research”, In: The Future of Innovation, 2009, von Stamm, B. and Trifilova, A. (Eds.), Gower.

Shiu, (2009), “Exploring the relationships between creativity, innovativeness and innovation adoption”, 4th European Conference on Entrepreneurship and Innovation, Antwerp: University of Antwerp.

Cheng and Shiu (2008), “Re-innovation: The construct, measurement, and validation”, Technovation, Vol.28, Issue 10, pp.658-666.

Cheng and Shiu (2008) “Preconditions for product re-innovation in Taiwan: Evidence from high-technology firms”, Asia Pacific Business Review, Vol.14, No.2, p.191-211.

Shiu and Walker (2007), New product market visioning in small enterprises – a preliminary empirical study within the Central Technology Belt in England, Journal of Small Business and Enterprise Development, Vol.14, No.1, pp.81-92.

Evans and Shiu (2006), “E-business cross-functional alignment: the integration of processes and applications”, International Journal of Electronic Business, Vol.4, No.3/4, pp.302-319.

Christodoulides, de Chernatony, Furrer, Shiu and Abimbola, (2006), “Conceptualising and measuring the equity of online brands”, Journal of Marketing Management, Vol.22, pp.799-825.

Shiu and Dawson (2004), “Comparing the impacts of Internet technology and national culture on online usage and purchase from a four-country perspective”, Journal of Retail and Consumer Services, Vol.11, Issue 6, pp.385-394.

Shiu, Dawson and Marshall (2004), “Segmenting the convenience and health trends in the British food market”, British Food Journal, Vol.106, No.2, pp.106-127.

Shiu and Dawson (2001), “Cross-national consumer segmentation of Internet shopping for Britain and Taiwan”, The Service Industries Journal, Vol.22, No.1, pp.147-166. [with an earlier version appearing in Proceedings of International Conference on Service Management, p.409-424, 2001, France: Angers.

Back to top