Professors

Guojun HE

Associate Professor

Market dynamics, Status consumption, Sociology, Politics and Geopolitics, Consumer Culture Theory

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Guojun HE

Academy

Transformation

Research center

Marketing Interactions

Location

Lille

Discipline

Marketing

Dr. He spent half a decade in England, where he earned his MSc and MRes degrees from the School of Management, University of Bath. He then moved to Canada, enjoyed the Canadian winter there for over five years and earned his PhD degree from HEC Montreal. Now, serving as an Associate Professor in Marketing, and the Director of MSc International Marketing and Business Development (IMBD) based in Lille, Dr. He finds France his beloved home, and SKEMA his cherished professional-family.

Education
2021
Ph.D. in Marketing, HEC Montréal, Canada
2013
MRes Management within Marketing, University of Bath School of Management, Great Britain
2012
MSc Management in Marketing, University of Bath School of Management, Great Britain
Experience
Full-time academic positions
Since 2026
Associate Professor in Marketing, SKEMA Business School, France
Other academic affiliations and appointments
Since 2024
Director of MSc International Marketing and Business Development (IMBD), SKEMA Business School, France
2019 - 2020
Adjunct Professor in Marketing, Bishop's University, Canada
2017 - 2020
Lecturer in Marketing, HEC Montréal, Canada
2015 - 2018
Research Associate, HEC Montréal, Canada
Other professional experiences
2020 - 2025
Assistant Professor in Marketing, SKEMA Business School, France
Research grants, Awards and Honors
Awards and Honors
2019
Research Travel Grants, HEC Montréal
Other research activities
Reviewer for:
Strategy and Leadership, Cogent Arts & Humanities, Technological Forecasting and Social Change, Journal of Macromarketing, Journal of Business Research
Organization of a conference or a research seminar
2021
Co-Chair for Roundtable Session, The Association of Asian Studies, United States of America
Other academic activities
Since 2025
Review Committee, AMA Marketing & Public Policy, United States of America
Since 2024
Review Committee, Academy of Marketing Science, United States of America
Since 2024
Panel Member of SKEMA DBA Proposal, SKEMA Business School, France
2023 - 2024
Reviewer for the book "Literature, Religion and Humanities Cross-cultural Processes in Modern China"
Since 2020
Review Committee, The Association for Consumer Research, United States of America
2020 - 2021
Reviewer for the book "The Routledge Handbook of Digital Consumption". (eds. Llamas, R. & Belk, R.)
2020 - 2021
Reviewer for the book "Consumer Culture Theory in Asia: History and Contemporary Issues". (eds. Minowa, Y. & Belk, R.)
Since 2019
Review Committee, American Marketing Association, United States of America
2017 - 2024
Review Committee, Administrative Sciences Association of Canada (ASAC), Canada

Peer-reviewed journal articles

HE, G., ZHANG, W., CHADWICK, S. and CHEN, Y. (2025). From marginal to mainstream – a governmentality perspective of market transitions in ESports. European Sport Management Quarterly, 25(6), pp. 1053-1073.
ZHANG, W. and HE, G. (2025). Taste and identity in Hong Kong: negotiating colonial and neocolonial tensions. Qualitative Market Research, 28(3), pp. 506-527.
HE, G., TRAN, T.T.H. and LEONIDOU, L.C. (2024). It's here to stay: Lessons, reflections, and visions on digital transformation amid public crisis. Technological Forecasting and Social Change, 206(123557).

Conference proceedings

HE, G., ZHANG, W., BELK, R. and LIMA, M. (2025). Status Hope: the conceptualisation of the status games. Global Marketing Conference, pp. 408.
HE, G., ZHANG, W., CHADWICK , S. and CHEN , Y. (2025). From Marginal to Mainstream--A Governmentality Perspective of Market Transition in eSports. Global Marketing Conference, pp. 532.
ZHANG, W. and HE, G. (2024). Taste and Identity in Post Colonial Hong Kong: Navigating Colonial Legacy and Neo Colonial Tensions.
FANG, D., HE, G. and CHEN, Y. (2021). "It is Everyone's Responsibility to Sort Waste": Citizen Consumers Needed in the Post consumption Waste Sorting. Administrative Sciences Association of Canada, 42, pp. 6.
LI, E., HE, G., LAM, M. and LIU, W.S. (2020). Big Brother is Watching you! A Case Study of China's Social Credit System.
HE, G., FANG, D. and LI, E. (2020). The Use of Consumer Goods in Promoting Gender Equality.
HE, G. and DESCHENES, J. (2019). The Crafting of Luxury: A Process of Constructing a Hyperreal World., 40.41.
HE, G. and DESCHENES, J. (2019). The Use of Consumer Goods in Politics: A Study on the Chairman Mao Badges.
HE, G. and DESCHENES, J. (2019). The Use of Consumer Goods in Politics: A Study on Using Chairman Mao Badges to Create Hyperreal Myths.
HE, G., DESCHENES, J. and WANG, Y. (2017). Guanxi and Charitable Solicitations and Donations in China., 99.
HE, G., DESCHENES, J. and WANG, Y. (2017). Raising Money for a Good Cause in Corporate China. pp. 878-881.
DESCHENES, J., HE, G. and WANG, Y. (2016). Preliminary Reflections on Renqing Avoidance Strategies in Charitable Donations.
DESCHENES, J., HE, G. and WANG, Y. (2015). Guanxi and Donation: Preliminary Findings. pp. 432-433.

Book chapters

HE, G., LI, E. and HUSAIN, M. (2022). The Power of Digital Integration: The Normalization of Tracking and Surveillance Technologies. In: Llamas, R. & Belk, R.W. eds. Routledge Handbook of Digital Consumption. 1st ed. Abingdon, Oxon ; New York, NY: Routledge, pp. 447 - 460.
LI, E., HE, G., LAM, M. and LIU, W.S. (2021). Utopia and Dystopia: Consumer Privacy and China's Social Credit System. In: Minowa, Y., & Belk, R.W. eds. Consumer Culture in Precarious Asia. 1st ed. New York: Routledge.
HE, G., FANG, D. and DESCHENES, J. (2021). A Bite of the Gender Equality Discourse in China: Observations from Food. In: Rhee, J., Nagayama, C. & Li, E.P.H eds. Gender and Food in Contemporary Asia. 1st ed. Rowman & Littlefield, pp. 39-61.

Conference presentations

TRAN, J., HE, G. and LEONIDOU, L.C. (2024). It's here to stay: Lessons, reflections, and visions on digital transformation amid public crisis. In: EMAC 2024. Bucharest.
FANG, D., HE, G. and CHEN, Y. (2021). It is Everyone's Responsibility to Sort Waste. In: Administrative Sciences Association of Canada Conference. Montreal.
BABBAR, M., HE, G. and HANLON, R. (2021). Governmentality Amid Public Health Crisis and Beyond--Cases and Examples From Asia. In: Western Conference of the Asscotiation of Asian Studies. Utah.
HE, G., LI, E. and HUSAIN, M. (2021). The Power of Digital Integration: The Normalization of Tracking and Surveillance Technologies. In: Western Conference of the Asscotiation of Asian Studies. Utah.
LI, E., HE, G. and LAM, M. (2020). Big Brother is Watching you! A Case Study of China's Social Credit System. In: CCT (Consumer Culture Theory) Conference. Leister.
FANG, D., HE, G. and LI, E. (2020). The Use of Consumer Goods in Promoting Gender Equality. In: Administrative Sciences Association of Canada Conference. Halifax.
HE, G. and DESCHENES, J. (2019). The Crafting of Luxury: A Process of Constructing a Hyperreal World. In: Administrative Sciences Association of Canada Conference. St-Catherine.
HE, G., DESCHENES, J. and WANG, Y. (2017). Guanxi and Charitable Solicitations and Donations in China. In: Administrative Sciences Association of Canada Conference. Montreal.
HE, G., DESCHENES, J. and WANG, Y. (2017). Raising Money for a Good Cause in Corporate China. In: China Marketing International Conference. Nanchang.
DESCHENES, J., HE, G. and WANG, Y. (2016). Preliminary Reflections on Renqing Avoidance Strategies in Charitable Donations. In: China Marketing International Conference. Qingdao.
DESCHENES, J., HE, G. and WANG, Y. (2015). Guanxi and Donation: Preliminary Findings. In: China Marketing International Conference. Xi'an.