I am a lecturer at Brunel University Business School London specialising in international business/branding and have a particular research interest in China with regards to the management of Chinese brands. More broadly, my research focuses on international business strategies in developing markets.I've been published in Regional Studies,the Journal of Organizational Change Management,the International Journal of Production Economics, European Journal of Marketing, the Journal of Information System Management, Advances in Information Systems Management and the International Journal of Knowledge Management Studies, among others. I am a member of the China–Britain Business Council (CBBC) and am currently consulting on doing business with Chinese enterprises.
UG International Business Programme Director
Newest selected publications
Balmer, JMT. and Chen, WF. (2017) 'Corporate heritage brands, augmented role identity and customer satisfaction.'. European Journal of Marketing, 51 (9-10). pp. 1510 - 1521. ISSN: 0309-0566 Open Access Link
Balmer, JMT. and Chen, WF. (2016) 'Corporate heritage tourism brand attractiveness and national identity'. Journal of Product and Brand Management, Vol. 25 (Iss: 3,). pp. 223 - 238. ISSN: 1061-0421 Open Access Link
Balmer, JMT. and Chen, W. (2015) 'China’s brands, China’s brand development strategies and corporate brand communications in China'. Journal of Brand Management, 22 (3). pp. 175 - 193. ISSN: 1479-1803 Open Access Link
Balmer, JMT. and Chen, W. (2015) 'Corporate Heritage Brands in China: Consumer engagement with China’s most celebrated corporate heritage brand-Tong Ren Tang: 同仁堂'. Journal of Brand Management, 22 (3). pp. 194 - 210. ISSN: 1350-231X Open Access Link
Chen, W., Woods, A. and Singh, S. (2013) 'Organisational change and development of reformed Chinese township and village enterprises'. Journal of Organizational Change Management, 26 (2). pp. 353 - 369. ISSN: 0953-4814 Open Access Link