Dr Eric Shiu

Dr Eric Shiu

Department of Marketing
Assistant Professor in Marketing and Innovation Management

Contact details

Room G44, University House
University of Birmingham
B15 2TT

Eric Shiu is an Asssistant Professor in in Marketing, particularly in innovation management within the Department of Marketing. He is involved in disciplines closely related to innovation management, including new product development, 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 trust, adoption of new transport modes, 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 research experience across academic, governmental as well as industry domains, which earned him a number of research excellence awards and grants. 

An adapted paper of his PhD research has assisted him in receiving the first prize research award from the UK Online User Group. He has also won the best research paper award from European Applied Business Research Conference in Athens, Greece. He has published widely in academic journals ranked as internationally excellent.

Eric has been 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. More recently he has won PRME Research Seed Funding Competition.

He is a founding member of the interdisciplinary Cellular Agriculture Research Network as well as the Food Research Network.

He is a key researcher in innovation management within his department and is affiliated with the Consumer Science and Marketing Innovation research group.


Eric is module leader for postgraduate Innovation Management and New Product Management module. He also teaches undergraduate Research Methods module. 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 more than ten PhD graduates.


  • Innovation Management
  • New Product Development
  • Creativity theory and practice
  • Food marketing
  • Retailing
  • Energy and transport
  • Trust

Other activities

Eric is currently Academic Integrity Officer for the Department of Marketing. He has been active in a number of important management and administrative roles during his higher education career. The roles he has taken up included Programme Director for MSc Marketing programmes, 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, and Admissions Tutor for the former Bachelor of Commerce programme.

Externally, Eric sits on the programme committee for European Conference on Entrepreneurship and Innovation, as well as on the programme committee for European Conference on the Impact of Artificial Intelligence and Robotics. He is member of SAS User Group and SPSS User Group. He is also peer reviewer for a number of top academic journals such as Journal of International Marketing, Technovation, and European Journal of Marketing. 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

Other contribution

de Amstalden, M, Jabbour, L, Lewis, P, Miri, T, Onyeaka, H, Ögtem-Young, Ö, Pang, G, Shiu, E, Stephens, N & Winnall, L 2023, Written evidence submitted by the University of Birmingham (FSC0011): ‘Fairness in the food supply chain’: University of Birmingham. UK Parliament. <https://committees.parliament.uk/writtenevidence/122860/pdf/>

View all publications in research portal