Dr Jiyao Xun brings a distinctive cross‑cultural and strategic perspective to his research on retail digitalisation and internationalisation—a perspective forged during his early career in Tesco’s International Graduate Programme at the time of the retailer’s expansion into China. He holds a PhD and MA from the University of Nottingham and an MSc from the University of Oxford. His work has been published in leading journals, including Psychology & Marketing, International Marketing Review, International Journal of Retail and Distribution Management, Industrial Management & Data Systems as well as JUSTC, and was recognised with the 2024 Best Paper Prize from the Chinese Academy of Management. He serves as Associate Editor for The International Review of Retail, Distribution and Consumer Research and as a Founding Editorial Member of Future Education (OAE), and regularly contributes to industry white papers. Dr Xun has successfully secured competitive research grants from provincial and national funding bodies for projects on metaverse consumer behaviour. At XJTLU, he teaches business courses, served as Programme Director for the BSc Supply Chain Management (2020–2022), guiding the programme through a substantial quality enhancement exercise (DAP), and sits on university‑level curriculum governance committees. He currently supervises PhD candidates in metaverse retailing and social media consumer behaviour, with recent graduates having moved into academic and banking positions. He also currently serves as UCRP representative for AoLNS - Academy Curriculum Review Panel (ACRP) and PGR Director for EEH (2026–2028). His contributions to the university have been recognised with the XJTLU Special Contribution Award for Fundamental Education Development and the XJTLU Learning Mall Outstanding Contribution Award as Honorary Lecturer. Earlier in his career, he held an academic management role as Associate Director of MBA Programmes for a leading UK business school in Asia, and was awarded Senior Fellow of the Higher Education Academy (SFHEA).

荀继尧博士，是一位产教融合领域的实践者与研究者。他的职业生涯起步于英国Tesco国际管培生项目，彼时正值该品牌进军中国市场，这段独特的经历使他在跨文化零售心理与国际市场拓展方面获得了第一手洞察，也深刻影响了他后续的研究方向。他获得诺丁汉大学营销学硕士与商务管理博士学位，并另获牛津大学管理学研究硕士学位。其研究成果发表于《心理学与市场营销》《国际营销评论》《国际零售与分销管理杂志》《工业管理与数据系统》《中国科学技术大学学报》等权威期刊，并荣获2024年中国管理学年会优秀论文奖。目前，他担任《国际零售、分销与消费者研究评论》副主编，同时也是《未来教育》创刊编委，并主笔多份行业白皮书。在科研方面，荀博士主持省级竞争性课题，并参与国家级合作项目，主要研究兴趣集中于元宇宙环境下的消费行为。教学上，他在西交利物浦大学承担商科核心课程教学，于2020-22年间担任供应链管理本科专业主任，成功主导该专业通过学位授予权学术质量评估。他指导博士生聚焦元宇宙零售与社交媒体消费行为，已毕业学生多任职于高校与银行系统。他还积极参与校级课程委员会，协助完善课程体系建设，并于2026学年起兼任创业港博士研究生主任。在校期间，他曾获西浦基础教育发展特别贡献奖及学习超市荣誉讲师杰出贡献奖。此前，荀博士还曾任英国某头部商学院亚洲区MBA项目副主任，并持有英国高等教育学院高级会士资格。有意申请博士研究生的同学，可将英文简历与研究计划书发送至邮箱，我们期待申请人具备强烈的求知欲、探索精神和较强的心理韧性，研究方法不限，欢迎跨学科背景者踊跃联系。

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

• Associate Professor, XEC-XJTLU (2020- now)
• Associate MBA Programmes Director (Asia), Alliance MBS (2014–20)
• Earlier academic career: Associate Professor and Assistant Professor at various universities (before 2014)

• ENT111TC AI Ideation and Strategy
• ENT203TC Leadership and Communication
• ENT301TC Capstone Project
• ENT302TC Cutting-edge Practice in Innovation and Entrepreneurship
• ENT411TC Strategic Capabilities for AI Technology Innovation
• ENT413TC Technology Transfer Theory and Practice TTM Pathway Co-teacher
• INF101TC Syntegrative Education in Deep Practice Coachin Sessions
• Final Year Projects EEH Summer School ILEAD AoFE LM Open Programmes PhD Programmes

• Supervised PhD student Weihan Liang received the Excellent Paper Award (Organization and Marketing Sub-forum, Master & PhD Group) at the 2nd Wensi International Youth Forum, Renmin University of China, Beijing (10 May 2026).
  
  
• Supervised PhD student Weihan Liang, winner of the Best Oral Presentation Award (top 5%) and the Excellent Presentation Award (top 10%) at the 2026 XJTLU Postgraduate Research Symposium (19–20 March 2026).
  
  
• Distinguished Lecturer Award at XJTLU Learning Mall (Jan 2026)
  
  
• Outstanding Contribution to XJTLU Basic Education Development (December, 2025)

• Supervised PhD student Cheng Ma, winner of the Best Doctoral Dissertation Award at the 2025 Logistics Research Network (LRN) China Conference (in association with the Chartered Institute of Logistics and Transport UK), (November, 2025).

• Designated as an Expert and included in the Jiangsu Provincial Department of Education's Expert Database (June 2025).

• Nominated Financial Consumption Expert for Suzhou Municipal Education Bureau (March 2025).

• Supervised PhD student Cheng Ma, awarded Best Oral Presentation Award (Top 10%) at the First XJTLU-UoL-XJTU Postgraduate Research Joint Conference & 2025 XJTLU Postgraduate Research Symposium (21 March 2025).

• Supervised PhD student Xiaowei Fan, awarded Excellent Poster Presentation Award (Top 20%) and Excellent Oral Presentation Award (Top 20%) at the First XJTLU-UoL-XJTU Postgraduate Research Joint Conference & 2025 XJTLU Postgraduate Research Symposium (21 March 2025).

• Supervised PhD student Weihan Liang’s research “Enhancing Virtual Reality Experience: Cognitive Fulfilment’s Impact on Customer Attitude” awarded Sugarbomb Best Paper Award at the 2024 International Conference on Entrepreneurship, Technology, and Social Sciences (4–5 December 2024, Kuala Lumpur).

• Supervised PhD student Xiaowei Fan’s research “Shaping Consumer Behaviour in Metaverse Retailing: The Role of Spatial Presence, Immersion, and Interactivity” awarded People’s Choice for Poster Presentation at the University of Nottingham Ningbo China 8th Postgraduate Research Conference (22–23 November 2024, Ningbo).

• Outstanding Paper Award (Marketing Management Track) at the 19th Chinese Academy of Management Annual Meeting (26 October 2024, Taicang, China).

• Supervised PhD student Xiaowei Fan’s research awarded 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 Industrial Park [SIP]).

• Supervised student project “Bosch Warehouse Heavy Goods (Battery) Picking Process Optimization Project” awarded Second Prize at the 2023 XJTLU Student Research-led Learning Symposium, Learning Institute for Future Excellence (November 2023).

• ILEAD/AoFE Open Programmes Training Instructor/Speaker on Syntegrative Education, Teaching Management, and Research-led Pedagogical Reform (Academic Years 2020–2021, 2021–2022, 2022–2023).

• Trainer for XJTLU Affiliated School New Faculty Summer Training Camp, Taicang (2023).

• TV Interview on the Opening Ceremony of the All-China Federation of Returned Overseas Chinese XJTLU Taicang Campus (April 2023).

• Round Table Panel Discussant at the Suzhou Software Industry Association Special Committee of Meta-verse Ecology Conference (April 2023).

• TV Interview on the Grand Opening Ceremony of XJTLU Taicang Campus (5 September 2022).

• Forum Speaker on “Complementary Resources and SME Firm Performance” at Shanghai Maritime University (2022).

• Supervised student project “Supply Chain Management in Organic Agriculture in the Post COVID-19 Era” awarded First Prize at the 7th Annual Global Issues Conference (April 2022).

• Speaker on “Supply Chain Talent Development: The Syntegrative Approach at EC Taicang” at the Shanghai Forum on Supply Chain Management Construction and Development (22–25 April 2021, Lingang, Shanghai).

• Speaker at the 2021 Digital Economy Development and Digitalised Talent Development Conference, organized by the Shanghai Yangpu Industry Internet and Blockchain Application Innovation Centre (January 2021, Shanghai).

• Keynote Speaker on “Analytical Tools in Management Science” at Beihai Senior High School of Guangxi Province (December 2020).

• Guest Speaker for Undergraduate Social Sciences at NYU Shanghai (2019).

• Representative of Alliance MBS at the Association of MBAs (AMBA) Asia Pacific Deans and Directors Conference (January 2018, Harbin).

• Delegate of Alliance MBS at the GMAC APAC Conference (November 2017, Hong Kong SAR China).

• Representative of Alliance MBS at the Russell Group-China Collaborative Conference (June 2015, Fudan University).

• Delegate of Alliance MBS at the Association of MBAs Asia Pacific Deans and Directors Conference (2015, Chongqing).

• Panel Guest on “Future of Retailing in China” by the Oxford Institute of Retail Management (OXIRM), Saïd Business School, University of Oxford (2015, Shanghai).

• Panel Guest at the 8th China Retail Forum, co-organized by Tsinghua University, the Ministry of Commerce, and the Wharton School, University of Pennsylvania (2012, Beijing).

• Session Chair for Relationship Marketing Track at the Academy of Marketing Conference, supported by the Nottingham University Business School Conference Full Grant (2012, Southampton University).

• Doctoral Fellow in Advanced Model Building for Marketing, Aston Business School (2012, Birmingham).

• EDEN Doctoral Fellow, European Institute for Advanced Studies in Management (2011, Brussels).

• Doctoral Consortium Fellow, INFORMS Marketing Science Conference (2010, Cologne).

• Doctoral Colloquium Fellow, European Marketing Academy (EMAC) Conference (2010, Copenhagen).

• Doctoral Colloquium Grant Recipient, Academy of Marketing Conference (2009, Leeds).

• Nautilus Travel Grant Recipient, Templeton College, University of Oxford (2008).

• Conference Grant Recipient, Saïd Business School, University of Oxford (2008).

• Doctoral Fellow, Research Methods for Industrial Doctoral Community, Institute for Manufacturing (IfM), University of Cambridge (2008–2009).