Chunhua is Associate Professor in Marketing and Behavioural Science at the University of British Columbia Sauder School of Business. He holds the Finning Junior Professorship in Marketing. He received his Ph.D. in Business Administration from Washington University in St. Louis, and his B.S. degree in Statistics from Fudan University. His research, focuses on understanding consumer behaviour and firm strategy in the internet and mobile marketing domain. He teaches Market Research, Business Intelligence, Business Analytics at the undergraduate, graduate, MBA and executive levels. He was also a co-founder of an internet company providing financial information services in China.