Industry Background

Prior to entering academia, Dr. Jiyao Xun was selected for the inaugural International Graduate Programme of Tesco, the UK’s largest retailer. He worked in its Hertford head office (located north of the wider metropolitan area of London). He specialized in brand marketing, collaborating with creative and media agencies in London’s Soho district. To deepen his operational expertise, he also worked on the front lines at Tesco’s Waltham Abbey Extra store in Essex, gaining hands-on experience in retail management. 

Research & Scholarship

Driven by a passion for retail innovation, Jiyao pursued an MSc in Management Research at the University of Oxford’s Saïd Business School under Prof. Jonathan Reynolds. He later completed a fully-funded PhD in Marketing at the University of Nottingham (under Prof. Prithwiraj Nath and Prof. Sally McKechnie), a globally recognized institution for its legacy in marketing.

Jiyao’s research focuses on retail technology (e.g., metaverse applications), digital marketing strategies, social media dynamics, and marketing-finance interfaces. He serves as Associate Editor of the International Review of Retail, Distribution and Consumer Research (Taylor & Francis) and has published in leading journals such as Psychology & Marketing, Internet Research, Business Strategy & the Environment, and Industrial Management & Data Systems. 

Teaching & Leadership

Jiyao teaches executive-level courses at Xi’an Jiaotong-Liverpool University (XJTLU) and has guest-lectured at international forums. From 2014–2020, he served as Associate MBA Director (Asia) for Alliance Manchester Business School in Asia region. Since returning to China in 2012, he has built a pan-Asian network, advising governments, corporations, and industry associations on digital transformation and retail innovation.

PhD Supervision & Opportunities

Jiyao currently supervises doctoral projects on metaverse retailing and digital transformation (BI&A). He welcomes applications from prospective PhD students with interests in:

• Retail technology (e.g., VR/AR, metaverse)

• Social media and consumer behavior

• Digital transformation in Asian markets

Applicants should submit a CV, academic transcripts, and a 1,000-word research proposal (in English) via email.

学术背景
荀继尧博士现任西交利物浦大学创业家学院副教授、博士生导师，英国高等教育学院资深会士（SFHEA）。加入学术界前，他曾入选全球三大零售集团之一英国Tesco（特易购）首届国际管理培训生项目，专注品牌营销、零售运营，积累了相关的行业国际经验。

学术成就
荀博士持有牛津大学管理学研究硕士及英国诺丁汉大学全奖管理学博士学位，师从零售与营销领域权威专家。他的研究聚焦零售科技（元宇宙场景）、数字化营销战略、社交媒体及营销-金融交叉领域，成果发表于Psychology & Marketing、Internet Research、Business Strategy & the Environment, Industrial Management & Data Systems 等高质量期刊。现任International Review of Retail, Distribution and Consumer Research副主编，并长期为Industrial Management & Data Systems、Internet Research 等期刊担任评审专家。

行业与社会贡献
荀博士兼任中国仓储与配送协会专家、上海市供应链发展促进会智库专家、麦德龙（上海）顾问等职，为政企机构提供数字化转型战略咨询。2014–2020年曾任曼彻斯特商学院MBA项目副主任（亚洲区），负责区域高管课程设计与国际合作。

博士生培养与招生
现指导博士生课题包括：元宇宙零售体验、数字化转型。欢迎对上述领域感兴趣的研究生提交英文简历、研究计划摘要及代表性论文至邮箱申请。

Below is a list of current PhD students and their research projects:

• • Primary Supervisor for Cheng Ma (2024–Present):
    “Understanding the Impact of the Metaverse on Retail Consumer Behavior”

  • Primary Supervisor for Weihan Liang (2024–Present):
    “The Relationship Between Metaverse Technology Adoption and Consumer Intent in Physical Shopping Malls”

  • Secondary Supervisor for Hanlihui Ma (2023–Present):
    “Investigating the Effectiveness of Work-Based Learning on Learner Motivation, Engagement, and Self-Regulation”

  • Primary Supervisor for Xiaowei Fan (2022–Present):
    “Metaverse Applications in Retail Management”

  • Primary Supervisor for Dongyuan Yang (2021–Present):
    “Digital Transformation in Chinese Service Firms: The Role of Business Intelligence and Analytics in Financial and Non-Financial Performance”

• Retailing and technology (electronic/mobile-commerce & metaverse)
• Social media marketing
• Retail and entrepreneurship
• AI and Education (https://connect.xjtlu.edu.cn/group/aied/research)

Academic jobs held in last 10 years:

• EEH Academic, XJTLU-EC (2023- now)
• PD of BSc Supply Chain & Founding Director of Shanghai-Taicang Research Institute, IFS, XJTLU-EC (2020-23)
• Associate MBA Director (Asia Region) & PD of BSc Management (Singapore SIM), Alliance MBS (2014-20)

UG (From AY23-)

• ENT203TC Leadership & Communication
• ENT301TC Capstone Project
• ENT302TC Cutting-edge Practice in Innovation and Entrepreneurship
• Final Year Projects 

AY2020-23:

• IFB002TC Essentials of Intelligent Supply Chain
• IFB101TC Analytical Tools In Management Science
• IFB106TC Demand Forecasting & Management
• IFB110TC Fundamentals of Marketing
• IFB204TC Purchasing and Negotiation
• IFB207TC Service Management
• IFB317TC Strategic Management and Policy 

EEH summer school/ILEAD/AoFE/LM open programmes;

PhD Programmes;

• Supervised PhD student Weihan Liang’s research “Enhancing Virtual Reality Experience: Cognitive Fulfilment’s Impact on Customer Attitude” won Sugarbomb Best Paper Award In 2024 International Conference On Entrepreneurship, Technology and Social Sciences: Advancing Technopreneurship - Innovations, Opportunities, and Challenges, December 4-5, 2024, Kuala Lumpur. 指导博士生Weihan Liang 的研究论文荣获“国际创业、技术与社会科学会议：推动科技创业——创新、机遇与挑战”最佳论文奖。
• Supervised PhD student Xiaowei Fan’s research “Shaping Consumer Behaviour in Metaverse Retailing: The Role of Spatial Presence, Immersion, and Interactivity” won People’s Choice for Poster Presentation at the University of Nottingham Ningbo China 8^th Postgraduate Research Conference, 22-23 November, Ningbo, Zhejiang 指导博士生范筱溦获宁波诺丁汉大学第八届博士生学术研讨会海报展示奖 (22.11.24)
• Outstanding Paper Award at the 19th Chinese Academy of Management Annual Meeting 第19届中国管理学年会（营销管理方向）优秀论文奖, (26.10.2024) Xi’an Jiaotong-Liverpool University, Taicang, China.
• Supervised PhD student Xiaowei Fan’s research “What influences customers’ journey in the metaverse retailing? Results from meta-analytic structural equation modelling” won the Best Poster Presentation Award (Top 10%) at The First Wisdom Lake Postgraduate Researcher Development Conference 2023 XJTLU Postgraduate Research Symposium, 13-15 December 2023 Suzhou SIP (12.2023) 指导博士生范筱溦获首届慧湖青年博士发展大会暨2023年西交利物浦大学博士生论坛最佳海报展示奖。
• Supervised student project Bosch Warehouse Heavy Goods (Battery) Picking Process Optimization Project won the 2nd prize at 2023 XJTLU Student Research-led Learning Symposium, Learning Institute for Future Excellence, XJTLU (11.2023) 指导学生参加2023年西浦学生研究主导的学习研讨会-题为《博世仓库重货（电池）拣选流程优化项目》获会议二等奖
• AoFE/ILEAD open programmes training instructor/speaker on syntegrative education (AY22-23)
• Trainer for XJTLU affiliated school new faculty summer training camp, Taicang 演讲主题《以学生为中心的教学实践》西浦附校2023暑期高中教师专业能力提升培训讲师，西浦附属学校(太仓校区) (2023)
• TV interview on the Opening Ceremony of All-China Federation of Returned Overseas Chinese XJTLU Taicang Campus. 西浦创业家学院太仓侨联分会成立仪式分会主席接受《太仓市电视台》等电视采访（2023.04）
• Round table panel discussant on Suzhou Software Industry Association Special Committee of Meta-verse Ecology Conference, 苏州市软件行业协会元宇宙专委会会员大会暨元宇宙生态大会 “元宇宙产业生态发展圆桌论坛” 嘉宾 (2023.04)
• TV interview on the Grand Opening Ceremony of Taicang campus.西浦创业家学院（太仓）启用仪式西浦创业家学院教师代表接受《太仓市电视台》《新华日报》等电视采访（2022.9.5）太仓日报数字报刊平台-西浦融合式教育启航新征程 (taicangdaily.com)
• Forum speaker “Complementary Resources and SME Firm Performance” at Shanghai Maritime University (SEM) 上海海事大学滴水湖经济与管理论坛系列讲座第183期嘉宾 (2022)
• AoFE Open Programmes training instructor/speaker, 高校教学管理类线上公开研修项目西浦教育前沿院公开课嘉宾（AY2022）
• 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) 指导学生参加第七届全球议题线上会议-题为《后疫情时代的有机农业的供应链管理》项目获会议一等奖
• 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/) (AY2021)
• 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》演讲嘉宾, 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》演讲嘉宾 (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, 北海中学学生生涯规划高端论坛之六—西交利物浦大学学术讲座嘉宾《管理科学分析工具的应用—具体聚焦于营运管理和营销的交互作用》(Guangxi 12.2020)
• Guest speaker UG in Social Sciences, NYU Shanghai, Pudong Campus (2019)
• 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院校代表 (Harbin 01.2018)
• GMAC APAC Conference Chinese University of Hong Kong, China 管理专业研究生入学委员会亚太年会院校代表 (11.2017)
• Russell Group-China Collaborative Conference- representative 英国罗素大学集团中国合作会议院校代表 (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院校代表 (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).
• 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)