External Research Affiliate | King’s Business School, King’s College London | China
Short Bio 🌟
Dr. Michael B. Griffiths is a distinguished Social Anthropologist whose career has been deeply intertwined with the study and analysis of China’s complex cultural landscape. With over 24 years of experience working in China, Dr. Griffiths has developed an exceptional expertise in understanding the socio-cultural dynamics and consumer behaviors unique to the region. He earned his Ph.D. in Social Anthropology from Leeds University Business School in 2009, where his groundbreaking research contributed significantly to the academic discourse on Chinese consumer culture. Dr. Griffiths’s work explores a diverse range of topics including social identities, consumer lifestyles, and brand relationships, often drawing from phenomenological, structuralist, and critical discourse analytical perspectives. His unique ability to synthesize cultural insights with business strategies has made him a sought-after consultant and thought leader. In addition to his academic achievements, Dr. Griffiths has a robust track record as a business strategist and brand consultant. His insights into consumer culture and brand dynamics have shaped successful strategies for numerous multinational companies, making him a key player in the field of global market research and brand development.
Profile
SCOPUS
Education 🎓
Dr. Griffiths’s educational background is both diverse and distinguished, providing him with a solid foundation in both anthropology and business. He obtained his Ph.D. in Social Anthropology of China from Leeds University Business School in 2009. His doctoral research was pivotal in advancing the understanding of Chinese consumer behavior, contributing to various international scientific journals and conferences. Prior to his Ph.D., Dr. Griffiths earned an MA in Chinese Studies with Distinction from the University of Leeds in 2005. This degree equipped him with a deep knowledge of Chinese language, culture, and history, further enriching his research and professional practice. His undergraduate education includes a BA in Philosophy & English Literature from Keele University, which provided him with a strong analytical and critical thinking background. In addition to his academic qualifications, Dr. Griffiths has pursued professional development through a CELTA Certificate in English Language Teaching to Adults (2022) and a Foundation Certificate in Existential Psychotherapy, Counselling, and Coaching (2024), reflecting his commitment to lifelong learning and broadening his expertise beyond traditional anthropology.
Experience 💼
Dr. Griffiths’s professional journey is marked by a series of significant roles that highlight his expertise in cultural insight, brand strategy, and research. Since January 2022, he has served as a Researcher at King’s Business School, King’s College London, where he investigates cultural codes of intimacy and their implications for brand relationships. This role underscores his ongoing commitment to exploring the nuances of consumer culture in China. In January 2021, Dr. Griffiths founded Primexcel Advisory, an international education and careers advisory business, where he offers development services for international students. His role as Founder & Principal Consultant at Paradigm Shift in Shanghai, starting from September 2019, involves localizing multinational corporation propositions for China, providing ethnographic insights, and developing brand strategies. Prior to these positions, he was a Partner & Director of Operations at Creation Station, an international cultural exchange and student training center, where he led academic program design and general management. His tenure at Kantar TNS as a Global Expert in Cultural Insight & Strategy (2013–2018) involved delivering strategic semiotic analyses and creating influential frameworks for global strategies. Dr. Griffiths’s earlier roles include significant contributions as a Director of Ethnography at Ogilvy, where he managed consumer insights projects, and as a Visiting Scholar at Roskilde University and Nanjing University, where he conducted advanced interdisciplinary research.
Research Interests 🔬
Dr. Griffiths’s research interests are centered around the intricate dynamics of Chinese consumer culture and social identity. His work often employs methodologies such as phenomenology, structuralism, and critical discourse analysis to explore how consumer behaviors and cultural narratives are constructed and understood in China. His research addresses various dimensions of consumer culture, including the roles of consumer-brand relationships, emerging trends in popular culture, and the implications of globalization on local cultural practices. Dr. Griffiths’s investigations into intimacy and social identities in China offer valuable insights into how these concepts are negotiated and represented in consumer contexts. His work not only contributes to academic knowledge but also informs practical applications in brand strategy and market research. By integrating ethnographic insights with theoretical frameworks, Dr. Griffiths provides a comprehensive understanding of how cultural and consumer dynamics intersect in the global market.
Awards 🏆
Dr. Griffiths’s exceptional contributions to the field have been recognized through several prestigious awards. In 2017, he won the The Ginny Valentine ‘Badge of Courage’ Global Award for his perseverance and determination in conducting commercial ethnography in Iran. This award highlights his dedication to uncovering and communicating important cultural insights. The same year, he received the Innovation Award at the Needscope Global Awards for his work on commercial semiotics for GTB / Ford, showcasing his innovative approach to brand strategy. His academic excellence was recognized in 2005 when he was named the Most Outstanding Student at the Centre for Chinese Business & Development at Leeds. Additionally, in 2001, Dr. Griffiths was honored with the Magnolia Award by the Ningbo Municipal People’s Government for his contributions to cultural and educational exchanges in China.
Publications 📚
Dr. Griffiths has an extensive publication record, with significant contributions to the fields of anthropology, consumer culture, and brand strategy. His notable works include:
- Griffiths, Michael B. (2024) – Chinese Intimacies & Consumer-Culture-Brand Relation accepted June 13th, forthcoming in Consumption, Markets, & Culture. This article explores the complexities of intimacy in China and its impact on consumer culture and brand relationships.
- Griffiths, Michael B. and William Landell Mills. (2015) – The Ideal Man: The Challenge of National Cultures for Global Brands published in Intelligence Applied, June 2015, pages 1-13.
- Griffiths, Michael B. and Jesper W. Zeuthen. (2014) – Bittersweet China: New Discourses of Hardship and Social Organization in Journal of Current Chinese Affairs, 43(4), pages 143–174.
- Zeuthen, J.W. and Griffiths, M.B. (2012) – The End of Urban-Rural Differentiation in China?: Hukou and Resettlement in Chengdu’s Urban-Rural Integration in Politics and Markets in Rural China, Routledge, pages 218-232.
- Griffiths, Michael B., Flemming Christiansen, and Malcolm Chapman. (2010) – Chinese Consumers: The Romantic Reappraisal in Ethnography, September 2010, 11(3), pages 331-357.
- Griffiths, Michael B. (2010) – Lamb Buddha’s Migrant Workers: Self-assertion on China’s Urban Fringe in Journal of Current Chinese Affairs, 39(2), pages 3-37.