U.S. and Non-U.S. Scholars

Fulbright New Century Scholars Program
Overview • Previous NCS Programs • NCS Scholar List • NCS Brochure • 2009-2010

Dr. Lu Hsu is a Professor of Marketing at National Chung Hsing University in Taiwan.  She received her Ph.D. in the Department of Agricultural Economics at Kansas State University in 1996, specializing in consumer economics, agricultural and agribusiness marketing.  She has carried out research projects funded by National Science Council and Council of Agriculture in Taiwan.  Her research interests include consumer studies, information marketing, and agribusiness management.

Dr. Hsu’s research seeks to understand special aspects of the retail markets from consumers’ views and to reveal how information can be effectively disseminated in the market.  Dr. Hsu has extensive experiences in handling large-scale surveys and statistical analyses.  Field work has been done in Greater China in the past several years to experience and examine opportunities in the regional markets for Asian agribusinesses.

Comparative Food and Agricultural Systems – Collaboration between the Masters of Agribusiness Program at Kansas State University and Asian Agribusiness

This project is to enhance effectiveness in food and agricultural systems in Asian agribusinesses utilizing resources from the Masters of Agribusiness (MAB) Program at Kansas State University in the US.  This project aims to form a link between Asian agribusinesses and an award-winning fully accredited distance education professional program that focuses on food and agribusiness management.  The contribution of this project is to help Asian agribusinesses to learn innovative knowledge of agribusiness management that has been fully studied in an academic institution but may not be available to practitioners.

This project is important in a way to fulfill the need of the MAB Program at Kansas State University to include Asian agribusinesses in its widely covered research resources.  For regional economic development, the communication channel developed in this project for Asian agribusinesses can be important in a way to provide innovative knowledge in agribusiness management.  Since Asian agribusiness has its uniqueness in the international agricultural market, enhanced efficiency in agribusiness management forms a strong foundation for safe and steady food supply from Greater China, which contributes to the global economic development.

Selected Publications

• Hsu, J.L. & Nien, H.-P. (2008), “Who are Ethnocentric? Examining Consumer Ethnocentrism in Chinese Societies,” Journal of Consumer Behaviour, 7(6): 436-447.
• Hsu, J.L., Liu, K.E., Huang, M.-H. & Lee, H.J. (2008), “Consumer Knowledge and Risk Perceptions of Avian Influenza,” Poultry Science, 87(8): 1526-1534.
• Hsu, J.L., Chen, C.M.-L. & Hung, S.W.-C. (2008), “Who are Innovative Consumers of Packed Coffee Drinks in Taiwan?” International Journal of Innovation and Learning, 5(3): 283-299.
• Hsu, J.L., Liang, G.-Y. & Tien, C.-P. (2005), “Social Concerns and Willingness to Support Charities,” Social Behavior and Personality, 33(2): 189-200.
• Hsu, J.L. & Wann, J.J.-W. (2004), “Competitiveness and Consumer Preferences of U.S. Fruits in Taiwan,” Agribusiness, 20(4): 433-448.