Joseph SALVACRUZ
施卓碩
PhD in Agricultural Economics / International Trade
University of Kentucky, 1993

Professor of Business Practice

Senior Lecturer
Department of Marketing



(852) 2358 7697
mkjcs@ust.hk
Room LSK4007
Personal Web

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ORCID
0000-0001-8201-4112

Scopus ID
57194492354




Research Interest Publications Teaching Assignment Space used




Research Interest

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Strategic marketing management
Food and agribusiness marketing
Branding
International marketing and business
Applied economics / econometrics



Publications

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All Years 14 2022 0 2021 0 2020 0 2019 0 2018 0 2017 1 2016 13

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2017 1

Competing against bling. How can an understated watch brand stand out in China ?
Harvard Business Review, v. 95, (3), May 2017, p. 155-159
Nason, Stephen W.; Salvacruz, Joseph; Stevenson, J. P. Article

1998 2

Lanzones: An Agribusiness Marketing Simulation
Applied Economic Perspectives and Policy, v. 20, (2), 1 October 1998, p. 631-643
Salvacruz, Joseph Chu; Barry, W. Bobst Article
Food Marketing: An International Perspective [Book review]
European Journal of Marketing, v. 32, (9/10), 1998, p. 924-926
Salvacruz, Joseph C. Book review

1996 2

Competitiveness of the United States and ASEAN in the International Agricultural Market
Journal of Food Distribution Research, v. 27, (1), February 1996, p. 81-89
Salvacruz, Joseph Chu Article
Determinants of Agricultural Export Market Potentials: The Case of the US and New Zealand
1996 AMA Educators' Proceedings: Enchancing Knowledge Development in Marketing, v. 7, 1996, p. 106-112
Salvacruz, Joseph Chu Conference paper

1995 3

Technological Progress and International Trade: The Case of the ASEAN LDCs
Agricultural Competitiveness: Market Forces and Policy Choice : Proceedings of the Twenty-Second International Conference of Agricultural Economists Held at Harare, Zimbabwe (Iaae) / by Zimb International Conference of Agricultural Economists 1994 Harare (Author), Douglas D. Hedley (Editor), George H. Peters (Editor). Vermount : Dartmouth Pub Co, 1995, p. 355-363
Salvacruz, Joseph Chu; Reed, Michael R. Book chapter
Technological Progress, Factor Endowments, and International Agricultural Trade
Technological Progress, Factor Endowments, and International Agricultural Trade / New York: Garland Publishing, Inc., 1995
Salvacruz, Joseph Chu Book chapter
Analysis of Fresh Apple Trade in the Philippines
Proceedings of Pan-Pacific Conference XII: A Business, Economic and Technological Exchange : May 29-June 1, 1995, Dunedin and Queenstown, New Zealand, Pan-Pacific Business Association. 1995, p. 255-257
Salvacruz, Joseph Chu Conference paper

1994 4

Market Segmentation: Identifying the High-Growth Export Markets for U.S. Agriculture
Journal of Food Distribution Research, v. 25, (1), February 1994, p. 26-33
Salvacruz, Joseph Chu; Reed, Michael R. Article
Technological Change and Agricultural Trade Patterns
Journal of Food Distribution Research, v. 25, (1), February 1994, p. 34-39
Salvacruz, Joseph Chu Article
Product Cycle Trade in the Processed Food Industry
1994 International Conference of Association of Agricultural Economists (IAAE 1994), Harare, Zimbabwe, 22-29 August 1994
Salvacruz, Joseph Chu; Reed, Michael Conference paper
Technological Progress and Competitiveness in the Food Processing Industry
1994 International Conference of Association of Agricultural Economists (IAAE 1994), Harare, Zimbabwe, 22-29 August 1994
Salvacruz, Joseph Chu; Reed, Mike; Karungu, Peter Conference paper

1993 1

Identifying The Best Market Prospects for U.S. Agricultural Exports
Agribusiness: An International Journal, v. 9, (1), January 1993, p. 29-41
Salvacruz, Joseph Chu; Reed, Michael R. Article

1992 1

Market Assessment Models for U.S. Agricultural Exports
Journal of Food Distribution Research, v. 23, (1), February 1992, p. 119-126
Salvacruz, Joseph Chu; Reed, Michael R.; Mather, David Article


Expand All Collapse All


Article 1

Competing against bling. How can an understated watch brand stand out in China ?
Harvard Business Review, v. 95, (3), May 2017, p. 155-159
Nason, Stephen W.; Salvacruz, Joseph; Stevenson, J. P.


Expand All Collapse All


Article 1

Lanzones: An Agribusiness Marketing Simulation
Applied Economic Perspectives and Policy, v. 20, (2), 1 October 1998, p. 631-643
Salvacruz, Joseph Chu; Barry, W. Bobst

Book review 1

Food Marketing: An International Perspective [Book review]
European Journal of Marketing, v. 32, (9/10), 1998, p. 924-926
Salvacruz, Joseph C.


Expand All Collapse All


Article 1

Competitiveness of the United States and ASEAN in the International Agricultural Market
Journal of Food Distribution Research, v. 27, (1), February 1996, p. 81-89
Salvacruz, Joseph Chu

Conference paper 1

Determinants of Agricultural Export Market Potentials: The Case of the US and New Zealand
1996 AMA Educators' Proceedings: Enchancing Knowledge Development in Marketing, v. 7, 1996, p. 106-112
Salvacruz, Joseph Chu


Expand All Collapse All


Book chapter 2

Technological Progress and International Trade: The Case of the ASEAN LDCs
Agricultural Competitiveness: Market Forces and Policy Choice : Proceedings of the Twenty-Second International Conference of Agricultural Economists Held at Harare, Zimbabwe (Iaae) / by Zimb International Conference of Agricultural Economists 1994 Harare (Author), Douglas D. Hedley (Editor), George H. Peters (Editor). Vermount : Dartmouth Pub Co, 1995, p. 355-363
Salvacruz, Joseph Chu; Reed, Michael R.
Technological Progress, Factor Endowments, and International Agricultural Trade
Technological Progress, Factor Endowments, and International Agricultural Trade / New York: Garland Publishing, Inc., 1995
Salvacruz, Joseph Chu

Conference paper 1

Analysis of Fresh Apple Trade in the Philippines
Proceedings of Pan-Pacific Conference XII: A Business, Economic and Technological Exchange : May 29-June 1, 1995, Dunedin and Queenstown, New Zealand, Pan-Pacific Business Association. 1995, p. 255-257
Salvacruz, Joseph Chu


Expand All Collapse All


Article 2

Market Segmentation: Identifying the High-Growth Export Markets for U.S. Agriculture
Journal of Food Distribution Research, v. 25, (1), February 1994, p. 26-33
Salvacruz, Joseph Chu; Reed, Michael R.
Technological Change and Agricultural Trade Patterns
Journal of Food Distribution Research, v. 25, (1), February 1994, p. 34-39
Salvacruz, Joseph Chu

Conference paper 2

Product Cycle Trade in the Processed Food Industry
1994 International Conference of Association of Agricultural Economists (IAAE 1994), Harare, Zimbabwe, 22-29 August 1994
Salvacruz, Joseph Chu; Reed, Michael
Technological Progress and Competitiveness in the Food Processing Industry
1994 International Conference of Association of Agricultural Economists (IAAE 1994), Harare, Zimbabwe, 22-29 August 1994
Salvacruz, Joseph Chu; Reed, Mike; Karungu, Peter


Expand All Collapse All


Article 1

Identifying The Best Market Prospects for U.S. Agricultural Exports
Agribusiness: An International Journal, v. 9, (1), January 1993, p. 29-41
Salvacruz, Joseph Chu; Reed, Michael R.


Expand All Collapse All


Article 1

Market Assessment Models for U.S. Agricultural Exports
Journal of Food Distribution Research, v. 23, (1), February 1992, p. 119-126
Salvacruz, Joseph Chu; Reed, Michael R.; Mather, David


Expand All Collapse All


1998 2

Lanzones: An Agribusiness Marketing Simulation
Applied Economic Perspectives and Policy, v. 20, (2), 1 October 1998, p. 631-643
Salvacruz, Joseph Chu; Barry, W. Bobst Article
Food Marketing: An International Perspective [Book review]
European Journal of Marketing, v. 32, (9/10), 1998, p. 924-926
Salvacruz, Joseph C. Book review

1996 2

Competitiveness of the United States and ASEAN in the International Agricultural Market
Journal of Food Distribution Research, v. 27, (1), February 1996, p. 81-89
Salvacruz, Joseph Chu Article
Determinants of Agricultural Export Market Potentials: The Case of the US and New Zealand
1996 AMA Educators' Proceedings: Enchancing Knowledge Development in Marketing, v. 7, 1996, p. 106-112
Salvacruz, Joseph Chu Conference paper

1995 3

Technological Progress and International Trade: The Case of the ASEAN LDCs
Agricultural Competitiveness: Market Forces and Policy Choice : Proceedings of the Twenty-Second International Conference of Agricultural Economists Held at Harare, Zimbabwe (Iaae) / by Zimb International Conference of Agricultural Economists 1994 Harare (Author), Douglas D. Hedley (Editor), George H. Peters (Editor). Vermount : Dartmouth Pub Co, 1995, p. 355-363
Salvacruz, Joseph Chu; Reed, Michael R. Book chapter
Technological Progress, Factor Endowments, and International Agricultural Trade
Technological Progress, Factor Endowments, and International Agricultural Trade / New York: Garland Publishing, Inc., 1995
Salvacruz, Joseph Chu Book chapter
Analysis of Fresh Apple Trade in the Philippines
Proceedings of Pan-Pacific Conference XII: A Business, Economic and Technological Exchange : May 29-June 1, 1995, Dunedin and Queenstown, New Zealand, Pan-Pacific Business Association. 1995, p. 255-257
Salvacruz, Joseph Chu Conference paper

1994 4

Market Segmentation: Identifying the High-Growth Export Markets for U.S. Agriculture
Journal of Food Distribution Research, v. 25, (1), February 1994, p. 26-33
Salvacruz, Joseph Chu; Reed, Michael R. Article
Technological Change and Agricultural Trade Patterns
Journal of Food Distribution Research, v. 25, (1), February 1994, p. 34-39
Salvacruz, Joseph Chu Article
Product Cycle Trade in the Processed Food Industry
1994 International Conference of Association of Agricultural Economists (IAAE 1994), Harare, Zimbabwe, 22-29 August 1994
Salvacruz, Joseph Chu; Reed, Michael Conference paper
Technological Progress and Competitiveness in the Food Processing Industry
1994 International Conference of Association of Agricultural Economists (IAAE 1994), Harare, Zimbabwe, 22-29 August 1994
Salvacruz, Joseph Chu; Reed, Mike; Karungu, Peter Conference paper

1993 1

Identifying The Best Market Prospects for U.S. Agricultural Exports
Agribusiness: An International Journal, v. 9, (1), January 1993, p. 29-41
Salvacruz, Joseph Chu; Reed, Michael R. Article

1992 1

Market Assessment Models for U.S. Agricultural Exports
Journal of Food Distribution Research, v. 23, (1), February 1992, p. 119-126
Salvacruz, Joseph Chu; Reed, Michael R.; Mather, David Article


No Publications


No Publications


No Publications


No Publications


No Publications






Teaching Assignment

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2021-22 Winter 1 2021-22 Fall 6 2020-21 Summer 2 2020-21 Spring 2 2020-21 Winter 2 2020-21 Fall 8

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SBMT5300 Enhancing Professional Skills


GBUS4910 Capstone Project
MARK2120 Marketing Management
MARK3220 Marketing Research
MARK5120 Marketing Strategy and Policy
SBMT5030 Marketing Management and Strategy
WBBA2030 Effective Communication in Business


MIMT5010 Market Research for Business Applications
SBMT5300 Enhancing Professional Skills


MARK3410 Promotion and Advertising Management
MARK3420 Consumer Behavior


SBMT3200N Corporate Project
SBMT5300 Enhancing Professional Skills


BIBU4840 Biotechnology and Business Capstone Project
GBUS4910 Capstone Project
MARK2120 Marketing Management
MARK3420 Consumer Behavior
MARK3520 Competitive Positioning
MARK5120 Marketing Strategy and Policy
SBMT5030 Marketing Management and Strategy
WBBA2030 Effective Communication in Business









ProjectsFrom January 2020 to December 2022

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