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. Jiyao is 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 Think Tank of a few leading business professional bodies in China. He is also the founding director of Shanghai-Taicang Research Institute (沪太研究所-STRI) which aims to to relate sound scholarship to the practical needs of firms, service companies and public sector agencies in the Shanghai-Taicang economic corridor.

*本人目前正在招收管理学博士，欢迎对学术探索意愿强，定量分析基础扎实，英语写作能力出众的研究生申请，具体研究课题不限；现有两名博士正在从事数字化转型和元宇宙零售研究。
**沪太研究所（所址：太仓校区E4005) 即将运行，欢迎对行业实践，高管访谈和管理咨询有兴趣，并且掌握基本的数字化技术，问卷收集，数据预处理的高年级本科生，研究生和博士生的加入。