Jiyao Xun

Profile

In the summer of 2020, Jiyao joined XJTLU's newly established Entrepreneur College and became a founding academic member at the School of IFB. He took the privilege to be trusted and given the once-in-a-life-time opportunity to explore the Syntegrative Education Model.

Before committing himself to academia, Jiyao was on the first batch of British No. 1 retailer Tesco’s international graduate programme and had worked in its Hertford head-office (north of the wider metropolitan area of London) in marketing and spent time to gain a depth understanding of retailing at Waltham Abbey Extra store. He's well-exposed to modern marketing and retail operation practices by intense work with creative and media agencies in the Soho area of London. His interest in retail led him to read an MSc at Oxford Saïd. He then embarked on a fully-funded PhD research journey at Nottingham where the school has a strong tradition in relationship marketing in the context of financial services.

Jiyao is research active in topics such as electronic word-of-mouth (eWOM), marketing-finance interface, branding, SME strategy, and increasingly intrigued to explore metaverse and retail management. Aside from supply chain teaching commitments, he remains active in teaching at senior executive level where he speaks at ILEADS' open programmes and a few other reputable MBA venues. A decade after returning back to China from UK, Jiyao has developed solid networks within local business communities where he is an expert of China Association of Warehousing and Distribution (CAWD), and Think Tank of a few leading business professional bodies in China.

**PhD applicants (full-time only) are encouraged to email their research proposal (in English) and discuss potential supervision.

**ORCID: https://orcid.org/0000-0002-8778-2951
  • Qualifications

    • Senior Fellow (SFHEA), The Higher Education Academy
    • Ph.D. Business & Management (Full Scholarship); MA Marketing, University of Nottingham, UK
    • M.Sc. Management Research, Saïd Business School, University of Oxford, UK
  • Experience

    • Associate Professor & Programme Director of Intelligent Supply Chain with Contemporary Entrepreneurialism, School of Intelligent Finance and Business, XJTLU-Entrepreneur College (Taicang), 2020-to date.
    • Associate MBA Programmes Director (Asia Regions) & Programme Director of BSc (Hons) Management (Singapore SIM), Alliance MBS, University of Manchester, 2014-20.
    • Associate Professor & Oriental Scholar Candidate, SHU-UTS Business School & MBA Center, Shanghai University, Shanghai China 2013-14.
    • Assistant Professor in Marketing (lead academic in consumer behaviour cluster), Department of Business Economics and Management/International Business School Suzhou, Xi’an Jiaotong- Liverpool University, Suzhou, China 2012-13.
    • Lecturer in Marketing, Nottingham Business School, Nottingham Trent University, Nottingham, City Campus, Nottingham, UK 2010-12.
    • Sessional Lecturer in Marketing & Strategy, Kaplan International College Nottingham (NTIC), Nottingham, UK 2010-12.
    • Teaching Assistant, University of Nottingham, Executive Education China Programme, Nottingham, UK 2009-10.
    • Management Trainee, Tesco PLC, Hertfordshire, UK 2006-07.
  • Research interests

    • Social media & electronic word-of-mouth (eWOM) and firm value
    • Metaverse & retail management
    • Customer emotions & branded service encounter
    • Technology & strategic management for SMEs
    • Higher education management
    • Structural equation modeling
  • Articles

    • Yang, T; Xun, J; Chong, WK (2022). "Complementary Resources and SME Firm Performance: The Role of External Readiness and E-commerce Functionality", Industrial Management & Data Systems,122 (4), p1128-1151. (EI; SCIE-Q2; ABDC-A, IF= 4.224)
    • McKechnie, S.; Nath, P.; Xun, J. (2018), "New Insights into Emotion Valence and Loyalty Intentions in Relational Exchanges", Psychology and Marketing, 35 (2), pp. 160-169. (SSCI; ABS 3; ABDC-A; IF=4.786)
    • Xun, J & Guo, B. (2017) "Twitter as customer eWOM: an empirical study on their impact on firm financial performance", Internet Research, 27(5), pp.1014-1038. [Lead article] (SSCI; SCIE-Q1; ABS 3; ABDC-A; IF=7.089)
    • Yang, T; Xun, J; He X. (2015) “British SMEs’ E-commerce Technological Investments and Firm Performance: a RBV Perspective.” Technology Analysis & Strategic Management, 27 (5), pp. 586-603. (SSCI;SCIE; ABS 2; ABDC-A; IF=2.975)
    • Xun, J. (2015) “Return on website visit duration: applying web-analytics data”. Journal of Direct, Data and Digital Marketing Practice. 17 (1), pp. 54–70.
    • Xun, J. (2014) “Revisiting the two-stage choice model: An empirical study of consumer choice on brand website visits”, Behaviour and Information Technology, 33 (11), pp.1192-1207. (EI; SSCI; SCIE-Q2; ABS 2; ABDC-A; IF=3.156)
    • Xun, J (2014) “The ups and downs of online dating: Effects of positive and negative anticipatory emotions on participant volition behaviour”. Journal of Direct, Data and Digital Marketing Practice, 16 (1), pp. 51–60.
    • Xun, J. (2013), “Corporate Social Responsibility in China: A Preferential Stakeholder Model and Effects”, Business Strategy and the Environment, 22 (7), pp. 471-483. (SSCI-Q1; ABS 3; ABDC-A; IF=11.923)
    • Xun, J. (2011), “Measuring the effects of dating websites’ investments in user self-presentation and peer-interactivity on firm performance”, Journal of Targeting, Measurement and Analysis for Marketing, 19 (¾), pp. 183-193.
    • Xun, J. (2010), “Retail internationalisation through M&As”, International Review of Retail, Distribution and Consumer Research, 20, (5), pp. 469-493. [Lead article] (ESCI; ABS 1; ABDC-B)
    • Xun, J.; Reynolds, J. (2010), “Applying netnography to market research: the case of the online forum”, Journal of Targeting, Measurement and Analysis for Marketing, 18 (1), pp. 17-31.
    • Xun, J. (2010) “Marks and Spencer’s Shanghai debut—bull in a china shop?” The Retail Digest, (formerly European Retail Digest), Winter, p. 46-49, Oxford Institute of Retail Management (ISSN: 1757-1669), Oxford Saïd Business School.
    • Xun, J. (2009) “Bag Ban, China’s Green Revolution?” The Retail Digest, (formerly European Retail Digest), Spring, p. 16-19, Oxford Institute of Retail Management (ISSN: 1757-1669), Oxford Saïd Business School.
    • Xun, J. (2008) “Three problems on the talent issue in Chinese modern retailing”, The Retail Digest, (formerly European Retail Digest), Fall, p. 12-15, Oxford Institute of Retail Management (ISSN: 1757-1669), Oxford Saïd Business School.
  • Proceedings

    • Ma, H.; Wang, Q; Xun, J. (2022) “Investigate the dynamic of students’ learning motivation in a Work-based learning (WBL) programme,” 7th Global Issues Conference - Global Partners in Education (virtual).
    • Huo, M; Peng, J; Wu, K; Zhang, L; Liu, Y; *Xun, J. (2022) “Tackling the insufficient food supply in the sufficient Chinese hot-pot chain restaurant industry- A summer project,” 7th Global Issues Conference - Global Partners in Education (virtual).
    • Liao, W; Hua, Y; Lin, S; Zhang, Y; Wu, J; *Xun, J. (2022) “Supply chain management in organic agriculture in the post-Covid-19 era,” 7th Global Issues Conference - Global Partners in Education (virtual).
    • Wang Q.; Xun, J.; Gu H (2022) “Cultivating lifelong learners: A pedagogical innovation via action research”, Teaching and Learning Conference 2022: Teaching in the spotlight: Where next for enhancing student success? The Advance HE Conference (virtual).
    • Xun J, Chong T. (2021) "Media engagement and customer value creation: a comparative study of Android versus iOS shoppers" , The Global Conference on Services and Retail Management (GLOSERV 2021) virtual conference. University of Naples Federico II, Naples, Italy & University of South Florida, Tampa, Florida, USA May 11-13.
    • Xun, J.; McKechnie, S.; Nath, P. (2017), "Using Goal Theory and Agency of Causation Framework to Understand the Effects of Emotion Valence on Future Intentions", in Global Innovation and Knowledge Academy 2017, ISEG Lisbon School of Economics and Management, Portugal, 28-30 June.
    • Xun, J.; Nath, P.; McKechnie, S. (2017), "Effects of goal attainment and locus of causality in relational exchanges on emotion valence and future loyalty intentions", in EMAC Annual Conference, University of Groningen, Groningen, The Netherlands, 23-26 May.
    • Xun, J.; (2014) “Foreign retailers’ corporate social responsibility in China: an integrative model”, 7th Oxford Asia Retail Conference, National University of Singapore, 09.2014. (Session Chair).
    • Xun, J.; (2013) “Impacts of government policies and regulations on the development of international retailing and services: an empirical study of foreign retailers’ green marketing initiative (GMI) in China”. The 11th Workshop The Society of Asian Retailing and Distribution (SARD) November 29 – December 1, 2013 National Kaohsiung First University of Science and Technology.
    • Xun, J.; (2013), “Consumer Choice on Brand Website Visits: A Limited Consumer Search Approach”, INFORMS Marketing Science Conference, July 11-13, 2013 Istanbul, Turkey.
    • Xun, J.; Nath, P.; McKechnie, S., (2012), “Relationship marketing from a customer self-determined perspective”, Proceedings of the Academy of Marketing Conference, Southampton University, Southampton, England, July.
    • Xun, J.; Nath, P.; McKechnie, S., (2010), “When relationship really matters: A study of online dating site user’s goal-directed emotions and relationships with service providers”, Proceedings of the INFORMS 2010 Marketing Science Conference, Cologne, Germany, June 16-19.
    • Xun, J.; Nath, P.; McKechnie, S., (2010), “When relationship really matters: A cross-cultural study of online dating site user’s goal-directed emotions and relationships with service providers”, Proceedings of the 23rd European Marketing Academy (EMAC) Doctoral Colloquium, Copenhagen Business School, Copenhagen, Denmark, May 30 – June 1.
    • Xun, J., (2009), “Who moved my bags, Chinese consumers attitude change towards plastic bag ban”, Proceedings of Oxford Institute of Retail Management the 5th Asia Pacific Retail Conference, Hong Kong Polytechnic University, Hong Kong S.A.R., China, 25-27 August.
    • Xun, J.; Nath, P.; McKechnie, S., (2009), “E-Marketing success: the role of web competence, capabilities, and usage on web performance”, Proceedings of the Academy of Marketing 2009 Doctoral Colloquium, Leeds Metropolitan University, England, July.
    • Xun, J., (2009), “The ‘big issue’ in international retailing”, Proceedings of the 15th Conference of the European Association for Education and Research in Commercial Distribution (EAERCD), Surrey University, England, 15-17 July.
  • Books, monographs, compilations and manuals

    • Yang T., He X, Xun J, Zhu Z (2017) [In Chinese] University Endowment Fund: Research on Operating and Management Model. Shanghai Jiaotong University Press. (ISBN 9787313166456) (《大学捐赠基金的运作与管理模式研究》上海交通大学出版社
    • Xun, J. (2015). “Self-determined Relationship Marketing: Conceptualization and Complexity”. In: William D. Nelson, ed. Advances in Business and Management. Volume 7. N.Y. USA: Nova Science Publishers, Inc. Ch. 8, p. 121-140.
    • Williams, Mark; Siebers, Lisa Qixun; Xun, Jiyao (2014). “Chinese retail policy and strategy”, Routledge Studies in International Business and the World Economy. Vol. 56, p.200-239. (Indexed by Web of Science)
    • Siebers, L & Xun, J. (2015). “Retail strategies in China- challenges and opportunities”. In: Malobi Mukherjee, Richard Cuthbertson, Elizabeth Howard., ed. Retailing in Emerging Markets: A policy and strategy perspective (Hardback) – Routledge. Ch. 9, p.222-239.
    • Xun, J. (2014). “A New Perspective on Corporate Social Responsibility in Emerging Markets: An Empirical Study of Foreign Retail Firms in China”. In: W.D. Nelson, ed. Advances in Business and Management (Volume 6). N.Y. USA: Nova Science Publishers, Inc. Ch. 4.
    • Xun, J.; (2008) How Consumers Use Electronic Word-of-mouth (eWOM) to Support Their Purchasing Activity. University of Oxford. Social Sciences Division. Thesis. 68 leaves; Barcode: 306477485.
  • Chapters, cases, readings and supplements

    • Shanghai Supply Chain Development Promotion Association (with AMT) White paper publication in Chinese supply chain management case study 3 [In Chinese] 上海市供应链发展促进会智库专家案例点评《上海郑明现代物流有限公司》(12.2021)
    • Shanghai Supply Chain Development Promotion Association (with AMT) White Paper 2: 上海市供应链发展促进会智库专家案例点评《上海卓昕瑞供应链管理有限公司集成供应链服务赋能制造业数字化转型》 (10.2021)
    • Shanghai Supply Chain Development Promotion Association (with AMT) White Paper 1: 上海市供应链发展促进会智库专家案例点评《上海贝业新兄弟供应链管理有限公司打造家居服务场景新生态》(10.2021)
    • 25 MBA dissertation/live business projects supervision, AMBS, 2014-20.
  • Grants

    • 2021-2024 PI on “Social media on firm’s BLM marketing initiatives and impact on firm financial performance”, XJTLU Research Enhancement Funding (REF-20-02-04)
    • 2021-2024 PI “Enhancing Learners’ Self-Efficacy: Identifying Best Practices of University-Industry Collaboration”, XJTLU Teaching Development Fund, (TDF20/21-R22-152)
    • 2014 PI “The impact of emotional spillover on customer loyalty and brand perception in service by employees” Demand-Chain Institute of Management, Shanghai University (XK2114001) [In Chinese].
    • 2014 PI “Introduction to marketing-the construction of an English-taught demonstrative course for foreign students at HEIs in Shanghai” by Shanghai Education Commission [In Chinese].
    • 2013-2014 PI “Understand the financial impact of consumer dynamic twittering behavior towards firms”, XJTLU Research Development Fund (RDF-12-02-01).
    • 2014 PI “Education and teaching reform and curriculum development project”, SILC Business School, Shanghai University [In Chinese]
    • 2011 Co-investigator ‘Market opportunity for spoken English discrimination (SED) in China’. Funded by the School of Education, School of Psychology, and School of English Language, Nottingham University UK.
    • 2010-2011 Co-investigator ‘Understand the web design interaction and personalization features on influencing buyer behaviors using experimental techniques’ Nottingham University UK.
  • Professional service activities

    • Session Chair of Individual Behaviour Session 3 The 6th Thought Leader's Conference of Marketing Science and Innovation (MSI 2022), Technological Forecasting and Social Change Special Issue Academic Conference (第六届营销科学与创新国际高峰论坛个体行为组分会场主持人) (02.2022)
    • XJTLU Academic Board Member, School of IFB (10.2021-)
    • Independent Members of the XJTLU Review Board (06.2021-onwards)
    • Global Engagement Committee-Representative for Taicang campus; Sept 2020- ongoing
    • 2021: Ad hoc Reviewer for Industrial Management & Data Systems (Emerald, ISSN: 0263-5577; ABDC-A Journal)
    • 2020: Ad hoc Reviewer for Internet Research; (Emerald, ISSN: 1066-2243; ABDC-A Journal)
    • 2016-2019: Ad hoc Reviewer for Journal of Small Business Management; (WILEY-BLACKWELL; USA; ISSN: 1540-627X; ISI Journal Citation Reports 2015: 65/192 (Management); IF: 1.937; ABDC-A Journal)
    • Ad hoc Reviewer for Journal of East-West Business (Taylor & Francis; Print ISSN: 1066-9868 Online ISSN: 1528-6959; Indexed by Web of Science)
    • Ad hoc Reviewer for The International Review of Retail, Distribution and Consumer Research (Taylor & Francis, Print ISSN: 0959-3969 Online ISSN: 1466-4402)
    • Ad hoc Reviewer for Qualitative Market Research: An International Journal (Emerald Insight; ISSN: 1352-2752; ABDC-B Journal)
    • Ad hoc Reviewer for Journal of Current Chinese Affairs (Hamburg University Press; Published by the Institute of Asian Studies at the GIGA German Institute of Global and Area Studies in Hamburg in collaboration with the National Institute of Chinese Studies (NICS) of the White Rose East Asia Centre (WREAC) in the UK.
    • Reviewer for the 15th Conference of the European Association for Education and Research in Commercial Distribution (EAERCD), University of Surrey, UK
    • Consulting experiences: General Mills Häagen-Dazs (Dept. of Strategy & Innovation); Merck China; international talent programme for a few SoEs in China (Energy), Japan (Insurance & manufacturing) and Korea (Banking)
  • Teaching activities

    • PhD supervision (AY2021-25). "Digital transformation for Chinese traditional banks: the role of business intelligence and analytics use on firm financial performance and non-financial performance" D.Yang
  • Courses taught

    • PhD Programme
    • IFB317TC Strategic Management and Policy
    • IFB207TC Service Management
    • IBSS FYP/SMO405-MSc Management Dissertation
    • ENT001 Explore AI and Entrepreneurship- AI Application in Supply Chain
    • IFB204TC Purchasing and Negotiation
    • IFB-TC Summer/Winter PDP Programme
    • IFB106TC Demand Forecasting & Management
    • IFB002TC Essentials of Intelligent Supply Chain
    • IFB101TC Analytical Tools in Management Science
    • ILEAD Open Programmes
  • Professional memberships

    • Expert of China Association of Warehousing and Distribution (CAWD) 中国仓储与配送协会专家 (10.2021)
    • Think Tank, Shanghai Supply Chain Development Promotion Association 上海市供应链发展促进会智库专家-2021
    • Think Tank, Shanghai Technology Exchange 上海技术交易所专家库-2020
    • Council member, Research Association on Big Data and Artificial Intelligence of Jiangsu Law Society 江苏省法学会大数据与人工智能法学研究会第一届理事会理事-2020
    • Certified Educator by Council for Private Education (CPE) Singapore 新加坡私立教育理事会认证学者-2017
    • Certified Educator in Harvard Case Method Teaching, Harvard Business Publishing, 哈佛案例教学法证书-2017
    • Senior Fellow of Higher Education Academy, 英国高等教育学院资深会士(SFHEA), 2016.
    • Oxford Business Alumni (OBA-牛津商界校友)
  • Awards and honours

    • 1st prize of supervised student project Liao et al., 'Supply chain management in organic agriculture in the post covid-19 era' at 7th Annual Global Issues Conference (04.2022)
    • Presenter on ILEAD open programmes 西浦教育前沿院公开课嘉宾 (教学管理公开研修项目/专业负责人能力持续提升项目/中外合作办学可持续发展/研究导向型教学与教学改革领导力/) (2021- to date)
    • Guest, '2021 China International Retail and Innovation Forum' 《2021中国国际零售创新大会》嘉宾 (Shanghai 05.2021)
    • Guest, The 10th China Pharmaceutical Cold Chain Summit 《第十届中国药品冷链峰会》嘉宾, Suzhou (04.2021)
    • Speaker on 'Supply chain talent development: the syntegrative approach at EC Taicang' at the Shanghai forum on the construction and development of supply chain management 《2021供应链管理专业建设发展上海论坛》, Lingang (Shanghai 22-25 April, 2021)
    • Speaker on the 2021 'Digital Economy Development and Digitalised Talent Development Conference', Shanghai Yangpu Industry Internet and Block Chain Application & Innovation Centre 《2021数字经济发展与数字化人才培养》(Shanghai 01.2021).
    • Keynote speaker on 'Analytical tools in management science-focusing on the interactions between marketing and operation' Beihai Senior High School Of Guangxi Province, (Guangxi 12.2020)
    • The Association of MBAs (AMBA) Asia Pacific Deans and Directors' Conference 英国工商管理硕士协会院长及主任国际会议 (Harbin 01.2018)
    • GMAC APAC Conference Chinese University of Hong Kong 管理专业研究生入学委员会亚太年会(11.2017)
    • Russell Group-China Collaborative Conference- representative 英国罗素大学集团中国合作会议 (Fudan, 06.2015).
    • The Association of MBAs Asia Pacific Deans and Directors' Conference 英国工商管理硕士协会院长及主任国际会议 (Chongqing, 2015).
    • Round Table Panel Guest, Future of retailing in China, by Oxford Institute of Retail Management (OXIRM), Saïd Business School, University of Oxford (Shanghai, 2015).
    • Oriental Scholar Candidate of Shanghai University Shanghai (2014 Academic Year)
    • Round Table Panel Guest, 8th China Retail Forum and Consortium for Operational Excellence in Retailing—Greater China 2012 Tsinghua University & The Ministry of Commerce, and Wharton School, University of Pennsylvania. (Beijing, 2012)
    • Nottingham University Business School Conference Full Grant Recipient & Session Chairman for ‘Relationship Marketing’ Track at the Academy of Marketing Conference, Southampton University, (Southampton, 2012)
    • Doctoral Fellow, Advanced Model Building for Marketing, Aston Business School, (Birmingham, 2012)
    • EDEN Doctoral Fellow, European Institute for Advanced Studies in Management (Brussels, 2011)
    • Doctoral Consortium Fellow, INFORMS Marketing Science (Cologne, 2010)
    • Doctoral Colloquium Fellow, 23rd European Marketing Academy (EMAC) (Copenhagen, 2010)
    • Doctoral Colloquium Grant Recipient & Fellow, Academy of Marketing (Leeds, 2009)
    • Nautilus Travel Grant of Templeton College, Oxford University (2008)
    • Saïd Business School University of Oxford, Conference Grant Recipient (2008)
    • Doctoral Fellow, Research Methods for Industrial Doctoral Community, Institute for Manufacturing (IfM) - University of Cambridge 2008-2009)
  • Telephone

    +86 (0)512
  • Email

    Jiyao.Xun@xjtlu.edu.cn
  • Address


    Suzhou Dushu Lake Science and Education Innovation District
    Suzhou Industrial Park
    Suzhou
    P.R.China
    215123