Shubin YU
Professeur Associé (Education Track)
Marketing
Biographie
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
Articles scientifiques
Articles scientifiques
Telematics and Informatics, février 2024, vol. 86, pp 102071, (in coll. with L. Zhao)
Journal of Medical Internet Research, 2024, vol. 26, n° e46551, (in coll. with X. Wei, C. (. Li)
Journal of Consumer Psychology, janvier 2024, vol. 34, n° 1, pp 35-48, (in coll. with J. (. Xiong, H. Shen)
Public Relations Review, juin 2024, vol. 50, n° 2, pp 102449, (in coll. with Y. Xiao, E. Zhou)
Formation
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Ph.D., Marketing Communications, Ghent University - Belgique
Nominations académiques
Responsabilités académiques à HEC
- 2025- Professeur Associé (Education Track), Marketing HEC Paris
Responsabilités académiques externes
- 2024-2025 Professeur Associé BI Norwegian Business School
- 2021-2023 Professeur assistant BI Norwegian Business School
- 2019-2021 Professeur assistant Peking University HSBC Business School
Prix & honneurs
- 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