Dr. ZHENG Xu (鄭煦博士)

PhD - Marketing
MPhil - Marketing
BSc - Economics

Associate Professor

Dr. ZHENG Xu (鄭煦博士)

Contact Information

Address: 10-234, Lau Ming Wai Academic Building
City University of Hong Kong
Phone: +852 34429911
Fax: +852 34420346
Public CV: Download

Research Areas

  • Interorganizational relationship governance (e.g., franchising)
  • GIS-informed location choices and their impacts on firms’ financial performance and survival
  • Conflict management


Xu Vivian Zheng is an Associate Professor in Department of Marketing, College Business of City University of Hong Kong. Dr. Zheng's primary research interest lies in understanding how firms may employ various relationship governance mechanisms (e.g., contracts, socialization) to govern interorganizational (e.g., franchise) relationships properly, so as to reduce conflicts and to enhance cooperation. In addition, her research studies how GIS-informed location choices impact firms’ financial performance and survival. Vivian has published in leading marketing and business journals such as Journal of Marketing, Journal of Marketing Research, Journal of Operations Management, Journal of the Academy of Marketing Science, and Journal of Retailing, etc. Her industry focus is business format franchising.

Dr. Zheng teaches Global Marketing and Principles of Marketing across undergraduate, taught master, and MBA programs. She has received Student Learning and Development Excellence Award. She received her Ph.D. in Marketing from University of Wisconsin-Madison before joining the Marketing Department at CityU.

Research Grant

  • PI: "When Mutli-Unit Franchising Backfires: The Contingent Effects of Subgroup Configurations", General Research Grant - Research Grants Council, Hong Kong , Amount: 240,993 (2022-2023) , Zheng, Xu (Vivian), Li, Ji Jenny
  • PI: "Beyong Locations: The Contingent Effects of Governance Mechanisms in Clustering of Franchised Outlets", General Research Grant - Research Grant Council, Hong Kong , Amount: 486,176 (2021-2023) , Zheng, Xu (Vivian) and Yajing Fan
  • PI: "When It Is Good to Be Vague: The Strategic Use of Contract Ambiguity in Franchise Relationship Management", Strategic Research Grant - City University of Hong Kong , Amount: 100,000 (2018-2020) , Zheng, Xu (Vivian)
  • PI: "Unnatural Relationship Dissolution in Franchising: A Dual-Agency Perspective", General Research Grant - Research Grants Council, Hong Kong , Amount: HKD 501,250 (2015-2017) , Xu Zheng, Jeff Jianfeng Wang, Marko Grunhagen
  • PI: "Marketing Assets, Marketing Actions, and Firms' Response Strategies to Exogenous Shocks", Early Career Scheme - Research Grants Council , Amount: HKD321,696 (2013-2015) , Zheng, Xu

Administrative Assignments

Period Name Position
9/2021 - Now Sales and Marketing Consulting Unit Associate Director
8/2020 - Now BBA Global Business Program Leader


Journal Publications and Reviews
Chapters, Conference Papers, Creative and Literary Works