Helen received her Ph.D. in Marketing at the W. P. Carey School of Business, Arizona State University, and her M.B.A. from the University of Hong Kong. She has been a faculty member with Arizona State University, Erasmus University Rotterdam, and the University of Hong Kong,

Helen's research is focused on sales/services interactions over new digital channels and social media (e.g., voice chat, live video chat, AI-facilitated Chabot, YouTube), as well as consumer creativity (e.g., co-created innovations or user innovations).

Helen has won numerous research awards, scholarships, and research grants. Her research has been published in top-tier journals, including the Journal of Marketing and the Journal of the Academy of Marketing Science. Prior to joining the academic world, Helen has worked for many years in marketing and management positions with major multinational companies, including Auchan, FedEx, Oxford Instruments, APL Logistics, and JC Decaux.

Education

• PhD, W. P. Carey School of Business, Arizona State University
• MBA, The University of Hong Kong