Sherriff is a Professor of Marketing at the emlyon Business School. Prior to joining Emlyon, he was the Profess or of Marketing at the Nanjing University of Finance & Economics and also taught at the Hong Kong Polytechnic University over twenty years. He was the Founder of the Brand Management & Innovation Centre at PolyU’s Shenzhen campus and the Founder of the Asian Centre for Brand Management at The Hong Kong Polytechnic University and also served as Director of the MBA/EMBA Program to promote and manage the PolyU’s MBA and EMBA program in China. He has served as visiting professor/scholar at a number of business schools in Europe, the USA, China, Australia and New Zealand.

Sherriff has extensive real-life marketing experience in Hong Kong, Mainland China, Australia, and New Zealand. He has been actively consulted by both private and public organizations. Currently he is the consultant to the Federation of Hong Kong Brands, the Honorary Independent Code Administrator of the Direct Selling Association of Hong Kong, and a member of the Technical Advice Committee of the Hong Kong Brand Development Council and the SMEs Customers Liaison Committee under the Department of Industry & Trade, HKSAR Government respectively. He is a popular speaker on Branding and Marketing in China and has conducted executive training workshops and seminars on marketing management in China, service quality management, and brand management to over 25000 government officials and business executives at different levels from different countries.

 Sherriff completed his undergraduate study at the Chinese University of Hong Kong and obtained MBA and PhD degree from the University of New South Wales, Australia. In addition, he was trained through the Executive Education program at Wharton Business School and IMD.  He has diverse research interests, including service marketing strategy, service quality and perceived value, customers’ value co-creation behavior, brand management capabilities and brand performance, managing marketing activities s in China, and cultural impact on brand learning and buying behavior. So far he has published over 100 papers in major international journals, book chapters, and conference proceedings. He received the Faculty Service Award (Faculty of Business) in 2004, Excellence in Knowledge Transfer Award (twice: 2012 and 2017) and the Professional Service Award (2013) during his service at PolyU. He also received several Conference Best Paper awards and the Best Paper Award in the International Journal of Retail and Distribution Management.

Chen, Ivy S. N., Luk, Sherriff. T. K., and Tao, Jinghui. (2019). “Kerry Logistics – Pave the Silk Road.’ Asian Case Research Journal, Vol23(1): 153-191

Sharma, Piyush., (Luk, Sherriff T. K.), Cardinali, Silvio, and Ogasavara, M H. (2018) Challenges and opportunities for marketers in the emerging markets”, Journal of Business Research, Volume 86, pp210-216

Jiang, Natalia, Luk, (Sherriff T. K.), and Cardinali, Silvio. (2018). The Role of Pre-Consumption and Consumption Experience in Perceived Value of Retailer Brands – Consumers’ Experience from Emerging Markets”, Journal of Business Research, 86-374-385.

Luk, Sherriff T. K., Li, Esther, and Liu, Ben S. C., (2018) “Service-in-use and Service Co-Design Behaviour: Consumer Trust Perspective”, Journal of Services Marketing, 32 (4), pp505-519.