• Research
    • Research
    • KCG Projects
    • Publications
      • Working Papers
      • Journal Articles
      • Policy Papers
      • Public Contributions
    • News
  • People
    • Managing Director and Coordinator
    • Fellows
    • External Research Fellows
  • Events
  • About / Contact
KCG Kiel Menü

Menü

  • Research
  • People
  • Events
  • About

KCG Researchers Visit Sun Yat-Sen University in Guangzhou, China

21st October 2019
KCG Secretary
  • News
© Nils Hoffmann

KCG Researchers, Prof. Dr. Stefan Hoffmann and Nils Christian Hoffmann, visit Prof. Juelin Yin, Ph.D. (KCG External Research Fellow) and her colleagues at the Sun Yat-Sen University in Guangzhou, China this October. The visit, following Juelin Yin’s research stay at the Kiel University last year, aims at facilitating their discussions and research cooperation in the future. The bilateral cooperation between Kiel and Guangzhou so far already led to a joint research paper under review on consumers’ reaction to supplier hypocrisy in global supply chains.

Stefan Hoffmann stayed in Guangzhou for one week and gave a research talk at the business school of the Sun Yat-Sen University. He presented evidence from laboratory and field experiments that examined whether consumers use augmented reality apps in real world scenarios and showed that the effectiveness of ARPI (augmented reality-delivered product information) depends on the adaptability and detailedness of the product information presented.

Nils Christian Hoffmann will stay in Guangzhou until November to have more time to discuss with Juelin Yin about future research projects in more detail. The team plans to further deepen their cooperation and work on both joint academic publications and research grants.

During their visit, the KCG researchers also took part in a research seminar given by Prof. Yanfeng Zhou and her PhD students. Their discussions centred on the contemporary key topics in marketing and consumer behaviour, such as sustainable food consumption, corporate irresponsibility and corporate social responsibility.

The business school of Sun Yat-Sen University is one of the ten best business schools in China with a worldwide reputation for excellent teaching and research. The research stay of KCG researchers in China helps strengthen the existing cooperation relationships with colleagues in Guangzhou. It also helps build a bridge between the Sun Yat-Sen University on the one hand and the Kiel University and KCG on the other hand. Moreover, the visit helps KCG researchers learn more about the Chinese culture. Due to China’s substantial role in the world economy nowadays, more understanding about the Chinese culture is highly relevant for future cross-cultural research on globalization-related topics.

The research visit was partly funded by the Fund for Internalization of Kiel University.

 


Involved Team members

  • Prof. Dr. Stefan Hoffmann

Involved Team members

  • Dr. Nils Christian Hoffmann

Involved External Research Fellows

  • Prof. Juelin Yin Ph.D.

Projects

Project 1
Cross-cultural differences in the perception of corporate social responsibility and consumer social responsibility along global supply chains
Project 1
Experimental studies of moral responsibility in global supply chains
Project 1
Modelling economic and social dimensions of global supply chains
Project 1
Global supply chains, environmental regulation and green innovation

Other Projects

KCG Projects

Partner

  • Research
  • Projects
  • PublicationsThe KCG has various series of publications to provide research findings and policy implications to different interested groups, e.g., students, academics, policy makers and the public. The lists of publications will be updated on a regular basis. Brief introductions to the latest publications are provided below.
  • News
  • People
  • Events
  • About / Contact
© 2025 - Kiel Centre for Globalization | Legal Notice | Privacy
Share on
Unsere Website setzt Cookies, um das Angebot für Sie nutzerfreundlich und sicher zu gestalten, sowie zur Erhebung anonymisierter Statistiken. Ausführliche Informationen finden Sie in der Erklärung zum Datenschutz.AkzeptierenNeinErfahren Sie mehr