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Jiyao Xun

Associate Professor

Calculated based on number of publications stored in Pure and citations from Scopus

Research activity 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 and had worked in its Hertford head-office (north of the wider metropolitan area of London) in brand marketing and spent time to gain a depth understanding of retailing at Waltham Abbey Extra store in Essex. He's well-exposed to modern marketing and retail operation practices by intense work with creative/media agencies in the Soho area of London and retail stores. 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 marketing-finance interface, metaverse retail management, and marketing strategy. He is the Associate Editor of the International Review of Retail, Distribution and Consumer Research (Taylor Francis). Jiyao also teaches at senior executive level where he speaks at XJTLUs open programmes amongst other reputable venues. More than a decade after returning back to China from UK, Jiyao has developed a pan-Asian network, as well as local depth where he offers advisory and research support to the Taicang government.

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)。曾入选英国零售商Tesco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年西浦太仓校区初创期回到西浦。

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,等SSCI/SCI/ABDC期刊发表论文。受邀担任《International Review of Retail, Distribution and Consumer Research》副编辑,Internet ResearchIndustrial Management & Data Systems 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,百联集团科创年度高质量创新导师,等。


  • 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 (


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), Alliance MBS (2014-20)


UG (From AY23-)

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


  • 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

  • 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 (
  • 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):

  • SDG 4 - Quality Education
  • SDG 8 - Decent Work and Economic Growth
  • SDG 9 - Industry, Innovation, and Infrastructure
  • SDG 11 - Sustainable Cities and Communities
  • SDG 12 - Responsible Consumption and Production

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 202430 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 2021Sept 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


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