Dr Eric Shiu

Dr Eric Shiu

Department of Marketing
Lecturer in Marketing and Innovation Management

Contact details

Room G44, University House
University of Birmingham
B15 2TT

Eric Shiu is a Lecturer in Marketing, particularly in innovation management within the Department of Marketing. He is involved in disciplines closely related to innovation management, including creativity theory and practice, technology management as well as knowledge management. He has also occasionally conducted research in other selected marketing and management areas such as inter-organizational relationship, retailing, and food marketing.


  • MA with Distinction (Lancaster)
  • MSc by Research (Edinburgh)
  • PhD (Edinburgh)
  • PG Cert Learning and Teaching (Birmingham)
  • Fellow (Higher Education Academy)


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.

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 forty 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 on two modules – Marketing Research as well as Product and Innovation Management – for the MSc Marketing Suite students. He also assists in providing quantitative research lectures and SPSS workshops to BSc Business Management students. He previously taught International Marketing as well as New and Hi-Tech Product Marketing.

Postgraduate supervision

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 six PhD graduates.


  • Innovation management

  • Creativity theory and practice

  • New product management

  • High technology product management

  • Selected marketing and management research areas

Other activities

Eric is currently Director of Education for the Department of Marketing. In this role, he is the key academic contact for the educational matters of the department, and is keeping track of the teaching and learning activities for quality assurance and continuous improvement purposes. Eric has been active in a number of important management and administrative roles during his higher education career. The roles he has taken up included Departmental Director of Education, Admission Tutor for MSc Marketing Suite, Dissertation Coordinator for MSc Marketing Suite, Year Aboard Tutor for BSc Management programmes, International Exchanges Coordinator for BSc Management programmes, Acting Director for MSc Marketing programme, and Admissions Tutor for the former Bachelor of Commerce programme.

Externally, 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.


Recent publications


Cheng, CCJ & Shiu, EC 2023, 'The relative values of big data analytics versus traditional marketing analytics to firm innovation: An empirical study', Information & Management, vol. 60, no. 7, 103839. https://doi.org/10.1016/j.im.2023.103839

Cheng, C & Shiu, E 2022, 'A two-level, longitudinal investigation into the effects of employee social entrepreneurship orientation and top management team decisions on product innovation', Technological Forecasting and Social Change, vol. 182, 121832. https://doi.org/10.1016/j.techfore.2022.121832

Cheng, C & Shiu, E 2020, 'Leveraging open innovation strategies for fueling eco-innovation performance in dynamic environments', Sustainability Accounting, Management and Policy Journal, vol. 11, no. 7, pp. 1245-1270. https://doi.org/10.1108/SAMPJ-04-2018-0103

Cheng, CCJ & Shiu, E 2020, 'What makes social media-based supplier network involvement more effective for new product performance? The role of network structure', Journal of Business Research, vol. 118, pp. 299-310. https://doi.org/10.1016/j.jbusres.2020.06.054

Yang, X, Zhao, K, Tao, X & Shiu, E 2019, 'Developing and validating a theory-based model of crowdfunding investment intention - perspective from social exchange theory and consumer value perspective', Sustainability, vol. 11, no. 9, 11, pp. 2525.

Cheng, C & Shiu, E 2019, 'Establishing a typology of open innovation strategies and their differential impacts on innovation success in an Asia-Pacific developed economy', Asia Pacific Journal of Management, pp. 1-25. https://doi.org/10.1007/s10490-019-09656-2

Cheng, CCJ & Shiu, E 2019, 'How to enhance SMEs’ customer involvement using social media: the role of Social CRM', International Small Business Journal, vol. 37, no. 1, pp. 22-42. https://doi.org/10.1177/0266242618774831

Tran, MK, Goulding, C & Shiu, E 2018, 'The orchestra of ideas: using music to enhance the 'fuzzy front end' phase of product innovation', Journal of Business Research, vol. 85, pp. 504-513. https://doi.org/10.1016/j.jbusres.2017.10.029

Hardman, S, Shiu, E, Steinberger-Wilckens, R & Turrentine, T 2017, 'Barriers to the adoption of fuel cell vehicles: a qualitative investigation into early adopters attitudes', Transportation Research Part A: Policy and Practice, vol. 95, pp. 166–182. https://doi.org/10.1016/j.tra.2016.11.012

Hardman, S, Shiu, E & Steinberger-Wilckens, R 2016, 'Comparing high-end and low-end early adopters of battery electric vehicles', Transportation Research Part A: Policy and Practice, vol. 88, pp. 40-57. https://doi.org/10.1016/j.tra.2016.03.010

Hardman, S, Chandan, A, Shiu, E & Steinberger-Wilckens, R 2016, 'Consumer attitudes to fuel cell vehicles post trial in the United Kingdom', International Journal of Hydrogen Energy, vol. 41, no. 15, pp. 6171–6179. https://doi.org/10.1016/j.ijhydene.2016.02.067

Cheng, C & Shiu, E 2016, 'Examining the link between service modularity and firm performance: A capability perspective', Journal of Service Theory and Practice, vol. 26, no. 5, pp. 696 - 720. https://doi.org/10.1108/JSTP-06-2015-0140

Jiang, Z, Shiu, E, Henneberg, S & Naude, P 2016, 'Relationship Quality in Business to Business Relationships – Reviewing the Current Literatures and Proposing a New Measurement Model', Psychology & Marketing, vol. 33, no. 4, pp. 297-313. https://doi.org/10.1002/mar.20876

Hardman, S, Shiu, E & Steinberger-wilckens, R 2015, 'Changing the fate of Fuel Cell Vehicles : can lessons be learnt from Tesla Motors?', International Journal of Hydrogen Energy, vol. 40, no. 4, pp. 1625-1638. https://doi.org/10.1016/j.ijhydene.2014.11.149


Hardman, S, Shiu, E & Steinberger-Wilckens, R 2015, 'Changing the fate of fuel cell vehicles: lessons from Tesla Motors', Paper presented at 5th European PEFC & H2 Forum 2015 , Lucerne, Switzerland, 30/06/15 - 3/07/15.

View all publications in research portal