Christine LAI

Bio

“Behind Every Sale Is a Human Being” is the central axis of my pedagogical approach and my research. To undergraduate students, I focus on developing young professionals working in sales; to graduate and corporate students, I hold a coaching role on what requires a successful sales operation and what leads to a motivating sales force.
Along the same line, my research revolves around enhancing the buyer-seller relationships by understanding their perceptions and behaviors and building satisfying and motivating sales forces in response to market and organizational changes.
My research has been published in academic outlets and non-academic publications. My collaborations with worldwide sales scholars and business partners continue deepening our knowledge of the sales-service ecosystem and supporting sales education.