Kuo-Hsu (Maxwell) Hsu

Department of Marketing

HH 3434
University of Wisconsin – Whitewater
Whitewater, WI 53190
Phone:262/472-5471
Email: hsum@uww.edu

Education

Marketing Certificate, University of California, Berkeley.
Emphasis/major: Marketing

DBA, Louisiana Tech University, 1999.
Emphasis/major: Marketing

MBA, Sul Ross State University, 1994.
Emphasis/major: International Trade

BBA, National Cheng-Kung University, 1990.
Emphasis/major: Statistics

Teaching Format

Face-to-Face
Online MBA

Teaching Experience at Whitewater

Marketing Research, MKTG 321
International Marketing, MKTG 361
Service Marketing, MKTG 435
Advanced Statistical Methods (Graduate), MKTG 731
Business Research Methods (Graduate), MKTG 733

Research

Dr. Hsu’s research interests include diffusion of innovations, international business, service marketing management, and information technology management. His research has been published in top tier academic journals such as Applied Economics Letters, Information & Management, International Journal of Advertising, Journal of Hospitality Marketing and Management, Journal of International Marketing, Journal of Nonprofit and Public Sector Marketing, Journal of Services Marketing, and Journal of the Academy of Marketing Science, among others.
Dr. Hsu has received the Irwin/McGraw Hill Distinguished Paper Award three times: from the Southwestern Marketing Association (1999), the Association of Collegiate Marketing Educators (2002), and the Southwest Decision Science Institute (2008).

Service

Dr. Hsu has been serving in Marketing Channels’ editorial review board since year 2003. Dr. Hsu also serves as ad hoc reviewers for several academic journals. He served as the President of the Association of Collegiate Marketing Educators (2008-2009). In addition, Dr. Hsu serves at various UW-W committees (e.g., Undergraduate Research Program, Asian Studies, College of Business and Economics’ Research Committee).