Projects per year
Personal profile
Personal profile
Before committing himself to academia, Jiyao was on the first batch of British No. 1 retailer Tesco’s International Graduate Programme. He worked in its Hertford head office, located north of the wider metropolitan area of London, focusing on brand marketing. Additionally, he spent time at the Waltham Abbey Extra store in Essex to gain an in-depth understanding of retail operations. His exposure to modern marketing and retail operation practices was further enhanced by intensive collaborations with creative/media agencies in the Soho area of London and work in retail stores.
Driven by his interest in retail, Jiyao pursued an MSc at Oxford Saïd (under the tutelage of Prof Jonathan Reynolds). He then embarked on a fully-funded PhD research journey at Nottingham (under the guidance of Prof Prithwiraj Nath and Prof Sally McKechnie), a school renowned for its strong tradition in relationship marketing within the context of financial services. Jiyao is research-active in topics such as the marketing-finance interface, metaverse retail management, and marketing strategy. He serves as the Associate Editor of the International Review of Retail, Distribution and Consumer Research (Taylor & Francis).
In addition to his research, Jiyao teaches at the senior executive level, speaking at XJTLU's open programmes among other reputable venues. More than a decade after returning to China from the UK, Jiyao has developed a pan-Asian network and offers advisory and research support to both the public and private sectors, demonstrating local depth and broad expertise.
Current supervised PhD students focus in the areas of metaverse retailing and digital transformation. Interested potential PhD applicants are welcomed to explore similar or related topics. Please send your CV and a preliminary research proposal (in English) by email.
荀继尧,牛津大学管理学研究硕士,英国诺丁汉大学市场营销硕士,管理学全奖博士。西交利物浦大学创业家学院副教授, 博导,英国高等教育学院资深会士(SFHEA)。曾入选全球三大零售企业之一的英国Tesco (特易购) 第一届国际管理培训生项目。2012年西浦国际商学院初创期加入西浦,后在2014-2020担任英国曼彻斯特商学院MBA副主任(亚洲区)。2020年西浦创业家学院(太仓)初创期回到西浦。
研究兴趣为零售与数字化科技(元宇宙),社交媒体,营销金融交互,营销科技战略,和融合式教育。在《Psychology & Marketing》,《Internet Research》,《Business Strategy and the Environment》,《Behavior and Information Technology》 ,《Technology Analysis & Strategic Management》, 《Industrial Management & Data Systems》, 《Journal of Computer Information Systems》, 《Service Industries Journal》,《Distance Education》,《Asia Pacific Journal of Education》,《中国科学技术大学学报》等SSCI/SCI/ABDC/PKU索引期刊发表论文。受邀担任《International Review of Retail, Distribution and Consumer Research》副编辑,《Internet Research》,《Industrial Management & Data Systems》, 清华大学社会科学院经济学研究所《数字经济》等刊物评审人。其他社会职务包括:中国仓储与配送协会专家,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,上海技术交易所专家,上海市供应链发展促进会智库专家,上海管理科学学会会员,中国零售百强百联集团科创年度高质量创新导师, 全国本科毕业论文抽检评审专家,等。
指导的供应链本科学生分别获第七届全球议题会议一等奖, 西浦学生研究主导的学习研讨会二等奖; 与指导的博士生获中国管理学年会优秀论文奖,等各类奖项。目前指导的博士生研究课题情况如下,欢迎有兴趣的研究生邮件联系申请我校和本人的博士项目。
- Primary supervisor for Cheng Ma (2024- In Progress) “Understanding the impact of the meta-verse on retail consumer behavior”
- Primary supervisor for Weihan Liang (2024- In Progress) “The relationship between the adoption of metaverse technology and consumer intent based on physical shopping malls”.
- Secondary supervisor for Hanlihui Ma (2023-In Progress) “Investigating the effectiveness of work-based learning in terms of learner motivation, engagement, and self-regulation”.
- Primary supervisor for Xiaowei Fan (2022-In progress) “Metaverse and retail management”.
- Primary supervisor for Dongyuan Yang (2021-In progress) “Digital transformation for Chinese service firms: the role of business intelligence and analytics use on firm financial and non-financial performance”.
Research interests
- Retail (metaverse) marketing
- Social media marketing-finance interface
- Mobile OS strategy & customer value
- Research methods
- Supply chain & marketing integration
- AI and Education (https://connect.xjtlu.edu.cn/group/aied/research)
Experience
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)
Teaching
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;
Awards and honours
- 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)
Expertise related to UN Sustainable Development Goals
In 2015, UN member states agreed to 17 global Sustainable Development Goals (SDGs) to end poverty, protect the planet and ensure prosperity for all. This person’s work contributes towards the following SDG(s):
Education/Academic qualification
Senior Fellow (SFHEA), The Higher Education Academy
PhD, Business & Management (Full Scholarship); MA Marketing (Jubliee Campus, Notts), University of Nottingham
M.Sc. Management Research, Saïd Business School, University of Oxford
External positions
Mentor, Bailian Group Science and Technology Innovation and Entrepreneurship Mentor (百联高质量创新导师)
1 Jan 2024 → 30 Dec 2025
Technical Programme Committee Member , 12th International Symposium on Project Management
Dec 2023 → …
Member , Research Centre for AI and Education, Xi'an Jiaotong-Liverpool University
Dec 2023 → …
Executive Director 大会常务理事, the 3rd General Assembly of the Youth Committee of Suzhou Overseas Chinese Federation (苏州市侨联青年委员会)
Dec 2023 → …
Expert Committee Member, Suzhou Software Industry Association on Metaverse (苏州市软件行业协会元宇宙专委会)
Apr 2023 → …
Chairman, Federation of Returned Overseas Chinese XJTLU Taicang Campus (西浦侨联太仓分会)
Feb 2023 → …
Expert, China Association of Warehousing and Distribution (中国仓储与配送协会)
Oct 2021 → …
Think Tank, Shanghai Supply Chain Development Promotion Association 上海市供应链发展促进会
Sept 2021 → Sept 2025
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)
Jan 2021 → …
Think Tank, Shanghai Technology Exchange (上海技术交易所)
Jan 2021 → …
Certified Educator, Council for Private Education (CPE)
May 2017 → …
Certified Educator, Harvard Business Publishing
Jan 2017 → …
Senior Fellow, Higher Education Academy
Jan 2016 → …
Person Types
- Staff
Fingerprint
Collaborations and top research areas from the last five years
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CoESE: Beyond Boundaries: Syntegrating Capstone, FYP, and Industry Innovations
Lo, J., King, A., He, T., Xun, J., Zenchenkov, M., Tan, A. H. P., Zhu, F., Huang, S., Huang, S., Xiong, L., Vasquez Gomez, J. C., Ateeq, M., Liu, J., Lau, T. C. & Zhao, Y.
1/09/24 → 31/08/26
Project: Internal Research Project
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TDF: Enhancing Learners’ Self-Efficacy: Identifying Best Practices of University-Industry Collaboration in Higher Education
1/09/21 → 31/12/24
Project: Internal Research Project
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Research on Risk Management of Enterprises' Overseas Investment
Xun, J., 郭彪, 杨坦, 王以成, 贺童, 杨东元 & 沈宇峰
11/10/22 → 30/06/23
Project: Governmental Research Project
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Social media on firm’s ‘black lives metters' (BLM) marketing initiatives and impact on firm financial performance
Xun, J., Hong, Y., Guo, B. & Zhan, Y.
1/09/21 → 31/08/24
Project: Internal Research Project
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Understand the financial impact of consumer dynamic twittering behaviour towards firms
1/04/13 → 30/06/14
Project: Internal Research Project
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Research hotspots in new retail and new logistics in China and abroad: A comparative analysis based on CiteSpace scientific mapping
Xun, J., Li, Y. & Fan, X., 2025, (Accepted/In press) In: Journal of University of Science and Technology of China. 55, 8Research output: Contribution to journal › Article › peer-review
Open Access -
An Exploration of Retail Consumer Behaviour in the Metaverse within the Context of Technological Innovation
Ma, C., Xun, J., Ye, Z. & Hong, Y., Nov 2024, (Submitted).Research output: Contribution to conference › Paper › peer-review
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Cross-border Merger and Acquisitions (M&A) Challenges and Opportunities - China’s largest pharma M&A case studies, Exploring Practice-Led Research for Professional Development.
Yang, T. & Xun, J., Aug 2024, (Accepted/In press) IGI Global.Research output: Book/Report/Edited volume › Book › peer-review
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Enhancing Virtual Reality Experience: Cognitive Fulfilment’s Impact on Customer Attitude.
Liang, W., Li, Y. & Xun, J., Oct 2024, (Submitted) 2024 International Conference On Entrepreneurship, Technology and Social Sciences : SpringerBriefs in Applied Sciences and Technology. SpringerResearch output: Chapter in Book or Report/Conference proceeding › Conference Proceeding › peer-review
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Flowing into the Metaverse: Understanding Customer Behavior in Virtual Retail Spaces through Flow Theory
Fan, X., Xun, J. & Dolega, L., 26 Oct 2024, 19th Chinese Academy of Management Annual Meeting: 第19届中国管理学年会. Suzhou, p. 78Research output: Chapter in Book or Report/Conference proceeding › Conference Proceeding › peer-review
Activities
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Case Masters Growth Camp
Jiyao Xun (Participant)
1 Dec 2024 → 2 Dec 2024Activity: Participating in or organising an event › Participating in an event e.g. a conference, workshop, …
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Entrepreneurship and Innovation Seminar Presentation: "Inspiring Innovation, Shaping Tomorrow: Insights from Outstanding Projects in the Entrepreneurship and Innovation Contest," the Human Resource Department, Business School, Wuxi Taihu University, Jiangsu, China
Jiyao Xun (Speaker)
Nov 2024Activity: Talk or presentation › Invited talk
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Retail Sales Management Training on the Topic of "The Philosophy, Techniques, and 'Creativity' of Offline Branded Store Sales" for the Corporate EMBA Programme (Approx. 100 Store Manager Participants)
Jiyao Xun (Speaker)
Oct 2024Activity: Talk or presentation › Invited talk
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Marketing Seminar Presentation: "The Effects of Mobile Operating Systems on Customer Value in Retail," the Marketing Department, Business School, Wuxi Taihu University, Jiangsu, China
Jiyao Xun (Speaker)
Oct 2024Activity: Talk or presentation › Invited talk
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Shanghai Management Science Society (SHMSS) (上海市管理科学学会) (External organisation)
Jiyao Xun (Member)
Sept 2024 → Aug 2029Activity: Membership › Membership of committee