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Graduate shuns commerce for academia

John Cremer

Vincent Mak gets more satisfaction from conducting research that has practical value than he does from making money

ON GRADUATING FROM Cambridge University with a first-class honours degree in natural sciences and an MSc in applied mathematics, Vincent Mak Wah-sung briefly considered taking the same route as many of his peers.

'They were flocking to investment banks and management consultancies,' he said. 'I respect them, but I'm not the sort of person who feels satisfied just making money for other people. I prefer to research things that have intrinsic value.'

Nevertheless, after six years of intense study he was still keen for a job in the 'real world'. So he returned to Hong Kong in the late 1990s to write arts reviews and features for local newspapers, before working as a senior researcher compiling case studies for Hong Kong University's School of Business. That experience served to reconfirm where his strengths and interests lay. It also reinforced his view that happiness in life does not depend on how much money you have in the bank.

So when a colleague suggested applying to take a PhD in the Hong Kong University of Science and Technology's department of marketing, Mr Mak jumped at the chance. He saw this as a logical and essential step for pursuing a career in academia, which would ultimately give him the time and opportunity to achieve his personal and professional goals.

Having won a studentship, he started in 2004 and is now in the third year of the programme. His research focuses on consumer behaviour and strategy, in particular opinion leadership and the way 'word of mouth' influences public perceptions of a product.

Citing just one example, Mr Mak said that a film such as The Shawshank Redemption may do poorly at the box office but, subsequently, chalk up massive sales on DVD, as people recommend it to family and friends.

Research into this phenomenon has given him the chance to learn much more about game theory, market forces, consumer psychology and quantitative modelling.

'It has a lot of pertinence to daily life, such as why people choose certain products, why one ad works but not another, and why one party acts a certain way in negotiations,' Mr Mak said.

For him, the best thing is that the subject requires academic rigour, but also relates to key aspects of day-to-day business involving marketing, purchasing and broader economic principles.

'Intellectually, it is very satisfying,' he said.

To keep on track and make steady progress towards completing his dissertation, he sets self-imposed deadlines.

'I usually talk to my supervisor every week to give an update,' he said. 'It's a way to keep in touch and seek advice, but the whole assumption of academic life is that people are smart enough to regulate themselves.'

Assuming all goes well, he hopes to secure a teaching post and, in due course, get tenure as a professor. As a career path, it is highly competitive, but it also allows time for further specialist research and the freedom to pursue diverse outside interests.

The main difficulty at present is making ends meet. However, Mr Mak supplements his studentship with a regular opinion column for Ta Kung Pao newspaper, as well as with occasional reviews of classical concerts. He is also making a name for himself as a writer of short stories in Chinese.

His advice to anyone considering a full-time PhD is to be very clear-headed and to realise there will be many challenges in the four years or so it takes to complete the programme. These will include passing qualifying exams, preparing and publishing papers, presenting at overseas conferences and laying the groundwork for a good professional reputation.

'You have to be sure you really want to do research and to go into the academic field,' Mr Mak said.

'Some graduate students have the feeling of being in a wilderness, or of being 'half way there', but I have a good idea of where I am heading and know I have to work hard towards a better future.'

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