Prof. Lancy Vai Iun MAC

Assistant Professor in Marketing
Programme Coordinator of 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
  • MBA in Strategic Management, University of Macau , Macau
  • Undergraduate Courses
    • Marketing Strategy (MKTG412)
    • Research Methods (MGMT331)
    • Principles of Marketing (MKTG220)
  • The role of marketing
  • Market driving firms
  • Marketing strategies of Chinese firms
  • Marketing performance assessment
  • The role of marketing in emerging market firms, funded by RDAO of the University of Macau, 2017-18, Principal Investigator
  • 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, Vol 23 Issue 4, pp. 493-508.(ABS2)
  2. 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.(ABS2)
  3. 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.(ASB2)
  4. 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.(ABS1)
  5. 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.
  1. 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.
  1. Zhang, Y.X. and Mac, L. (2019), “Internet Celebrities and Electronic Word of Mouth: How do Internet Celebrities Influence Purchase Intention? “, ISMS Marketing Science Conference 2019.
  2. Pan, Ying Jen, Evangelista, F. and Mac, L. (2018), “Value Dimensions of a GPT: An Empirical Study of Outbound Tourists in Taiwan”, The 3rd Annual Conference of the International Place Branding Association (IPBA).
  3. Mac, L. and Evangelista, F. (2018), “Proactive and responsive market orientation on marketing exploration and firm performance”, Global Marketing Conference.
  4. Mac, L. and Li, J. (2017), “What drives customer leading capability?”, European Academy of Marketing (EMAC) Annual Conference.
  5. Mac, L. and Evangelista, F. (2015), “Market Driving Strategy: Some Qualitative Insights”, Australian and New Zealand Academy of Management (ANZAM) Annual Conference.
  • Master Students
    • The effects of electronic word of mouth, brand experience and perceived risk on purchase intention of online food delivery service, 2019
    • Study of Chinse buyer behavior: Attitudes to products with Chinese style elements, 2019
    • Factors influencing customer loyalty in Chinese mobile payment industry, 2017
    • Digital marketing and social media on customer eng_a case study of small business enterprise, 2017
    • Developing the role inventory of marketing manager and testing the effect of marketing department power on firm performance, 2016
    • A Measure of Market-driving Orientation Strategy: Scale Development and Validation in Firms of China Mainland, 2016