Chengyan Yue

Professor Yue's research focuses on two major trans-disciplinary areas: horticultural marketing and global horticultural trade. Horticultural marketing contributes significantly to local and regional economies around the country. Working with researchers and industry stakeholders from multiple disciplines inspires Professor Yue to design unique and innovative research topics and approach them in non-traditional ways. By better understanding consumers’ and other stakeholders’ preference, Professor Yue's research provides important guidance and implications for marketing horticultural products in strategic ways, which can greatly increase the products’ success in the marketplace. The second filed of focus was global horticultural trade. In the past decades, many countries have set up their own trade standards and regulations in order to protect human, animal, or plant life and health. These distinct standards among countries often lead to trade disputes which involve many countries and billions of dollars. Many of these disputes were centered around horticultural products. The timely settlements of these disputes rely very much on the accurate economic analysis of these standards’ impact on trade. However, the existing economic models are not readily applicable to measure the standards’ impact under different situations, which makes it difficult to provide accurate trade policy guidance to governments and trade organizations. Professor Yue's research spans this gap. Her novel research findings have significant policy implications for international trade standards’ set-up and implementations and international trade dispute settlement.