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Wann-Yih Wu Professor


Wann-Yih Wu  Professor

Ph.D., Business Administration, Oklahoma State University

Area of Expertise: International Marketing, Management, International Business Management, Corporate Research Methods


  • President of Chinese Culture University
  • Director, Institute of International Management, National Cheng Kung University
  • Dean, College of Management, National Cheng Kung University
  • Chair, Department of Business Administration, National Cheng Kung University
  • Professor, Department of Business Administration, National Cheng Kung University
  • Senior Executive Officer, Corporate Planning, China Steel Corporation 


  1. Wu, W. Y, Chang, S. C. & Wong, Y. J. (2009). Family control and stock market reactions to innovation announcements. British Journal of Management. [SSCI] (accepted in press)  
  2. Wu, W.Y., & Fu, C.S. (2009). Closing the perception gap in advertising design. Journal of Classification. [SSCI] (accepted in press)  
  3. Wu, W.Y., Lin, B.S., Li, C.Y., & Chang, T.K. (2009). The moderating roles of product frivolity and motivations on cause-brand alliance. Industrial Management & Data Systems. (accepted in press). [SCI]  
  4. Wu, W.Y., Lin, B.S., & Cheng, C.F. (2009). Applying game theory to evaluate the effectiveness of manager compensation. Expert Systems with Applications. (accepted in press)[SCI]  
  5. Wu, W.Y. & Cheng, C.F. (2009). The optimal internal marketing strategy in services under open economy. Applied Economics Letters. 16(8), 841-845. [SSCI]  
  6. Wu, W.Y., Lin, B.S., & Cheng, C.F. (2009). Evaluating online auction strategy: A theoretical model and empirical exploration. Journal of Computer Information Systems. 49(3), 22-30. [SCI]  
  7. Wu, W.Y., Shih, H.A., & Chan, H.C. (2009). The analytic network process for partner selection criteria in strategic alliances. Expert Systems with Applications. 36(3), 4646-4653. (IF=1.177)[SCI]  
  8. Wu, W.Y., Sukoco, B.M., Li, C.Y., & Chen S.H. (2009). An integrated multi-objective decision making process for supplier selection with bundling problem. Expert Systems with Applications. 36(2), 2327-2337. (IF=1.177)[SCI]  
  9. Warden, C. A., Huang, S.C.T., Liu, T.C., & Wu,
  10. W.Y. (2008). Global media, local metaphor: Television shopping and marketing-as-relationship in America, Japan, and Taiwan. Journal of Retailing. 84 (1), 119-129. (IF=2.054) [SSCI]  
  11. Wu, W.Y., Chang, M.L., & Chen, C.W. (2008). Promoting innovation through the accumulation of intellectual capital, social capital, and entrepreneurial orientation. R &D Management. 38(3), 265-277. (IF=0.597) [SSCI] 
  12.  吳萬益、林文寶(2001),“影響學習型組織建立相關因素之研究”,文大商管學報,第六卷第一期,21-49。
  13. 吳萬益、林文寶(2001),“以資源網路觀點探討策略聯盟間管理作為與績效關係之研究”,淡江人文社會學刊,第八期,55-84。 
  14. 吳萬益、林文寶(2001),“不同規模企業在經營環境、組織運作、企業變革策略與績效關係之研究”,交大管理學報,第二十一卷第一期,49-80,[TSSCI Observed] 
  15. 吳萬益、陳淑惠(1999),“集團企業組織文化、決策模式與經營策略之研究:中美日德韓主要集團企業運作模式之實証分析”,交大管理學報,第十九卷第二期,131-179,[TSSCI Observed]。  
  16. 吳萬益、譚大純(1999),“海外派遣人員甄選標準與其效果之知覺一致性分析:以海峽兩岸台美日資企業外派人員為實証對象”,台大管理論叢,第九卷第二期,33-67,[TSSCI]。


  1. Marketing Research, Hwa Tai Publishing, 2006. 
  2. Business Research Methods, Hwa Tai Publishing, 2005.
  3. The Case Studies of Business Internationalization, Hwa Tai Publishing, 2000.


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