Eden Yin is an associate professor and the co-director of the Cambridge Centre for Chinese Management at the Judge Business School, University of Cambridge. He obtained his PhD in Marketing at the Marshall School of Business, University of Southern California in Los Angeles, where he taught strategy marketing courses. At Cambridge, Dr Yin teaches core and elective courses in marketing for the MBA, EMBA and MOTI programs and executive programs on topics such as brand management, high-tech marketing and marketing strategies. Dr Yin has also taught courses at the Helsinki School of Economics, Australian National University, Hong Kong University, Shanghai Jiaotong University, Nanjing University (China), University of Pecs (Hungary), University of Arhus (Denmark), University of Sao Paulo (Brazil), and University of San Andres (Argentina).