George Yip London, UK / Shanghai, China / Maine, USA

  • Renowned expert on global marketing, strategy and innovation
  • Professor of Strategy and Co-Director of the Centre on China Innovation, China Europe International Business School (2011-present)
  • Critically acclaimed author, "Strategic Transformation" (2013)


Strategy in a Changing World (2013)
On Strategic Transformation (2013)


Professor George Yip is one of the world’s leading authorities on global strategy and marketing, managing global customers, and internationalisation.

He is currently Professor of Strategy and Co-Director of the Centre on China Innovation at China Europe International Business School, which is the top business school in mainland China. It is a research centre for Western and Chinese companies to learn how to conduct innovation in China for both Chinese and overseas markets. He is also a Fellow of the Academy of International Business and of the International Academy of Management; a Visiting Professor at Imperial College Business School; Co-Executive Editor of Chinese Management Insights and serves on the Editorial Advisory Board of MIT Sloan Management Review.

From 2008 to 2011, Professor Yip was Dean of Rotterdam School of Management (RSM), Erasmus University, a top six European business school with over 7,500 students. Before joining RSM, he was Vice President and Director of Research & Innovation at Capgemini Consulting. Other faculty positions have been at Harvard, UCLA, Cambridge and London business schools. Other business positions include at Unilever and Price Waterhouse, and various boards.

Professor Yip’s latest book, “Strategic Transformation” (2013), was described by The Financial Times as “the chief executive’s in-depth guide to how to sustain and refresh strategy over time.” Previous books include, “Managing Global Customers” (2007) and “Total Global Strategy: Managing for Worldwide Competitive Advantage” (1992; 1995). The latter was selected as one of the 30 best business books of 1992; has been published in ten languages, and was updated as a 3rd edition in 2012. Other books include “Asian Advantage: Key Strategies for Winning in the Asia-Pacific Region” (1998 and updated edition 2000) and “Strategies for Central and Eastern Europe” (2000).

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