Shubin YU
Associate Professor (Education Track)
Marketing
Biography
Shubin (Lance) Yu joined the Marketing Department at HEC Paris in Fall 2025. Before joining HEC, he was an Associate Professor at BI Norwegian Business School and an Assistant Professor at Peking University HSBC Business School.
His research bridges marketing communication, consumer–technology interaction, and the application of generative AI in business. His work has appeared in leading academic journals, including the Journal of Consumer Psychology, International Journal of Research in Marketing, and International Journal of Electronic Commerce.
Outside the classroom, Shubin founded MimiTalk.app, an AI-driven interview platform that helps organizations gather qualitative insights at scale. At HEC Paris he teaches Marketing Management and Generative AI for Management.
Personal Website: shubinyu.com
Scientific articles
Scientific articles
International Journal of Mobile Communications, 2023, vol. 22, n° 3, pp 278-295, (in coll. with M. Ashfaq, Y. Liu, K. Luo)
Journal of Medical Internet Research, December 2022, vol. 24, n° 12, pp e39573, (in coll. with L. Zhao)
Journal of Retailing and Consumer Services, May 2022, vol. 66, pp 102899, (in coll. with A. Yu, H. Liu)
Journal of Fashion Marketing and Management, 2022, vol. 26, n° 5, pp 870-889, (in coll. with L. Hudders)
Education
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Ph.D., Marketing Communications, Ghent University - Belgium
Academic appointments
Academic Responsibilities at HEC
- 2025- Associate Professor (Education Track), Marketing HEC Paris
External Academic Responsibilities
- 2024-2025 Associate Professor BI Norwegian Business School
- 2021-2023 Assistant Professor BI Norwegian Business School
- 2019-2021 Assistant Professor Peking University HSBC Business School
Awards & honors
- 2021 Award for Excellence in Teaching
- 2020 Faculty Award of Excellence in Teaching
- 2019 The Elyette Roux Best Thesis Prize on Luxury Brand Management
- 2016 LVMH-SMU Luxury Research Conference, Best Paper Award