Dr. Yip has joined PolyU SPEED as Principal Lecturer in August 2011. Before joining the School, Dr. Yip was the Associate Professor and the Associate Head of the Department of Management and Marketing, Faculty of Business, The Hong Kong Polytechnic University. He was also Advisor to the Asian Centre for Brand Management between 2005 and 2011. He is a Fellow of the Hong Kong Institute of Marketing and Fellow of The Chartered Institute of Marketing, UK.
Dr. Yip has taught marketing subjects for many years, delivering lectures from undergraduate to postgraduate levels. He supervises MPhil and DBA students. His current research interest focuses on customer value - its creation, delivery and measurement. He favours doing cross disciplinary research and has been working with colleagues from other academic disciplines such as organisational behaviour and finance. One such example, taken from his current joint research project with organisational behaviour academics, is to study the relationships among leadership style, organisation service climate, frontline sales behaviour and customer loyalty.
Dr. Yip has published in a number of US and European marketing journals, including the Journal of Retailing, European Journal of Marketing, International Journal of Advertising, Entrepreneurship Theory and Practice, Industrial Marketing Management, Journal of Business Research, International Marketing Review, Journal of Brand Management and Tourism Management. | 
