Dr Kenneth Kwong is an Assistant Professor in the Department of Marketing, the School of Business at The Hang Seng University of Hong Kong (HSUHK). He is also an Executive Committee member of Wu Jieh Yee Centre for Innovation and Entrepreneurship, HSUHK. His teaching interests are in marketing channels and entrepreneurial marketing that cover both sides of trade and retail. He has published widely in International Journal of Market Research, Journal of Business Ethics and Journal of Consumer Marketing on consumer behaviors. He was a lecturer in Department of Management and Marketing at The Hong Kong Polytechnic University, and taught MBAs at Lingnan (University) College and South China University of Technology. He supervised DBA students at Sun Yat-sen University and Grenoble Ecole de Management’s joint research program. As a seasoned consultant, Dr. Kwong designs and administers surveys for business corporates and public organizations on brand identity, customer experience, satisfaction, and service quality. Below are some of his clients: