Prof. Lancy Vai Iun MAC

Assistant Professor in Marketing

Faculty of Business Administration
University of Macau, E22
Avenida da Universidade, Taipa, Macau, China

Contact Information

Room: E22-1051
Telephone: (853) 8822-4758
E-mail: lancymac
  • Ph.D. in Marketing, ISCTE, Portugal, 2004
  • MBA in Strategic Management, University of Macau, Macau, 1994
  • Undergraduate Courses
    • Marketing Strategy (MKTG412)
    • Principles of Marketing (MKTG220)
    • Research Methods (MGMT331)
  • Role of Marketing
  • Marketing performance assessment
  • Marketing strategies of Chinese firms
  • Marketing driving firms
  • Market learning and performance of Chinese exporters, funded by the Research Committee of University of Macau, 2005-2006, Principal Investigator
  • Market driving organizations in an emerging economy, funded by the Research Committee of University of Macau, 2012-2014, Principal Investigator
  1. Mac, L. and Evangelista, F. (2017), “Transforming learning into export performance by Chinese firms”, Asia Pacific Business Review, 23:4, 493-508.
  2. Mac, L. and Evangelista, F. (2017), “How Chinese exporters acquire learning capability: Empirical evidence from an emerging economy”, In: Organizational Learning in Asia: Issues and Challenges. Jacky Hong, Robin Snell and Chris Rowley (editors), Elsevier, UK. pp. 122-152.
  3. Mac, L. and Evangelista, F. (2016), “Intensity and diversity of Internationalization among SME exporters in China”, Multinational Business Review, Vol 24 Issue 3, pp. 229 – 248.
  4. Evangelista, F. and Mac, L. (2016), “The influence of experience and deliberate learning on SME export performance”, International Journal of Entrepreneurial Behavior and Research, Vol 22 Issue 6, pp. 860 – 879.
  5. Mac, L. and Evangelista, F. (2016), “The relative impact of market orientation and entrepreneurship on export performance: Do we really know enough?”, Journal of Global Marketing, Vol. 29 Issue 5, 266-281.
  6. Mac, L. and Ho, S. (2015), “The Impact of Internal Marketing on Organizational Commitment: The Mediating Roles of Customer Orientation and Internal Communication”, EuroAsia Journal of Management, Vol 25 Issue 1/2, pp 3-13.
  7. Lei, M. and Mac, L (2005). “An Empirical Study of the Service Quality-Customer Loyalty Relationship in the Macau Public Transportation Sector”, Euro Asia Journal of Management, 15 (2), 99-111.
  1. Mac, L. and Evangelista, F. (2018), “Proactive and responsive market orientation on marketing exploration and firm performance”, Global Marketing Conference.
  2. Mac, L. and Li, J. (2017), “What drives customer leading capability?”, European Academy of Marketing annual conference.
  3. Mac, L. and Evangelista, F. (2015), “Market Driving Strategy: Some Qualitative Insights”, Australian and New Zealand Academy of Management Conference (ANZAM).
  4. Mac, L. and Ho, S. (2014), “The impact of internal marketing on organizational commitment: The mediating roles of customer orientation and internal communication”, Australian and New Zealand Academy of Marketing (ANZMAC), Brisbane, Australia.
  5. Mac, L. and Evangelista, F. (2013), “Market Driving Strategy: Some Qualitative Insights”, Australian and New Zealand Academy of Management Conference (ANZAM), Tasmania.
  6. Mac, L. and Evangelista, F. (2012), “Export Intensity and Diversity Among Small- And Medium-Sized Exporters in China”, Proceedings of European Academy of Marketing 41st Conference, Lisbon.
  7. Mac, L (2011), “The performance impact of a market driving strategy: some preliminary findings”, Proceedings of European Academy of Marketing 40th Conference.
  8. Mac, L. (2010). “The Role of Marketing Organization in the Market Orientation-Performance Relationship”, Proceedings of American Marketing Association (AMA) Winter Educator’s Conference, Volume 21, ISBN 0-87757-340-9.