Dr Cathy LEUNG (梁妙儀博士)
EdD(Bristol)
PGDP(Leicester)
BA (Hull)

Senior Lecturer
Department of Management

Tel : (852) 3963 5412


Before joining The Hang Seng University of Hong Kong in 2018, Dr Leung was a practitioner of marketing management in the IT, property development and public relations industries, and then worked as research staff at the Chinese University of Hong Kong.?A core principle underpinning Dr Leung’s teaching philosophy is that business education needs to be firmly grounded in the real business world. While teaching at undergraduate and postgraduate levels, Dr Leung has designed and delivered executive business programmes, and conducted training sessions and professional seminars for social workers and other professionals. She has also received numerous invitations from universities in the UK to give guest lectures.


Research and Teaching InterestsIntellectual Contributions (Publications, Conferences, Books, Book Chapters, etc.)
TopResearch and Teaching Interests
  • International-level Business Strategy, E-entrepreneurship, Digital Inclusion, and IT in Business Services
TopIntellectual Contributions (Publications, Conferences, Books, Book Chapters, etc.)
  • Leung Miu Yee (Accepted) ‘’Initiatives on promotional campaigns to generate sales transactions on a man-made festival: How bachelor’s day is turning 1111 into money’’ Emerald Emerging Market Case Journal.
  • Leung Miu Yee (forthcoming) ‘’Why Alibaba might be leading ahead in the world’s e-commerce for another 10 years’’, Emerald Emerging Market Case Journal.
  • Leung Miu Yee (forthcoming) Out of the sin-bin and into your e-shopping trolley: The case of Taobao\'s doppelg?nger brand image, Emerald Emerging Market Case Journal.
  • Leung Miu Yee (2015), “The growing pressure on Groupon’s once-successful daily deal business” Emerald Emerging Markets Case Journal.
Conference Paper
  • Presented ‘’Born to 2B Connected: Digital Natives’ attitude and behavior towards socializing online’’, Faculty of Business and Management” at AIBSEAR Conference 2015
Invited Presentations
  • “Why Alibaba might be leading ahead in the world’s e-commerce for another 10 years’’ Presented at: Department of Marketing and Management, University of Bristol, 2018; the Communication & Computing Research Centre, University of Sheffield Hallam, 2018”
  • "Born 2B Connected: Digital natives’ attitudes and behaviour towards socializing online\". Presented at: Department of Marketing and Management, University of Bristol, 2016; Department of Computer and Science, University of Sheffield Hallam, 2016; Faculty of Business and Management, University of Swansea, 2016.
  • “The growing pressures on Groupon’s once-successful daily-deal business\". Presented at Department of Economic and Finance, University of Bristol, 2015.
  • “Women shaping the 21st century through cyber conversation in a virtual community”. Presented at Department of Economic and Finance, University of Bristol, 2014.
  • “Measuring tie strength dimension within a virtual brand community”. Presented at: Plymouth Business School, University of Plymouth, 2013; School of Business Management, University of Wales 2012.
  • “Information technology in a knowledge-based society: Adoption of web-campus for students\' learning and academic development”. Presented at: Department of Business Management, University of Sheffield Hallam, 2011.