Associate Professor Shenzhao Fu is garnering international recognition for his research on the effects of western multinational companies on consumer perceptions in China. With specializations that include cross-cultural management, negotiation, E-business marketing and international business, Dr. Fu encourages his students to approach marketing from the perspective of business owners/developers – as well as their target consumers – helping budding marketers develop more robust strategies, campaigns and forms of analysis, increasing the likelihood of success in their future marketing endeavors.