Faculty & Research
Faculty & Research
Professor of Marketing, CEIBS
Dr. Jeongwen Chiang is Professor of Marketing at CEIBS. Prior to joining CEIBS, he was Professor of Marketing and Associate Dean (Academic) at Cheung Kong Graduate School of Business, he also taught as a regular Marketing faculty member at National University of Singapore, University of Rochester and Washington University in Saint Louis, and Hong Kong University of Science and Technology.
Dr. Chiang received his Ph.D. in Economics at the University of Minnesota and he is specialized in microeconometrics. His research interests cover the quantitative analysis concerning competitive analysis, consumer product choice theory, customer relationship management, membership system design as well as competitive pricing, new product design and market forecasting, and formulation and implementation of localization marketing strategies. Professor Chiang's publications have been frequently published on numerous world-leading academic journals such as Marketing Science and Management Science. His article on consumer brand choice and purchase quantity has been one of the leading papers frequently quoted by the academics. His publication 'Determining consumers' discount rates with field studies', which appeared in Journal of Marketing Research, won 2012 Paul E. Green Best Paper Award, recognized as the most influential academic paper of the year. His article ‘The decomposition of promotional response: an empirical generalization’ is the finalist for the long-term impact for ten years from 2000 to 2009 awarded by INFORMS.
Dr. Chiang has deep knowledge and experience in Chinese market. He has been teaching EMBA, MBA, Executive Education marketing core course in various schools in bilingual language for decades, he is also in charge of the course open to cross-broader enterprises who aim to becoming competitive in Chinese market. Currently, Dr. Chiang also serves as Academic Director of CEIBS-IESE-Wharton Joint Global CEO Program. In 2013, Dr. Chiang was appointed as the broad member of Consultant in China by AMA to dedicate to the promotion of the most cutting-edge knowledge in marketing throughout China to the world. Outside of academic, Dr. Chiang has rich practical experiences in marketing, especially in the field of Industry Product Manufacturing, Pharmaceutical and Medical Appliance, and Luxury Management. He has served as a consultant for renowned foreign companies and large-scale state-owned enterprise such as Xerox, Merck and China Mobile (Chongqing). He often teaches executive programs on B2C and B2B marketing for large state-owned enterprises, such as China Telecom, Bank of China, China Mobile, as well as many large domestic and foreign Fortune 500, like Hainan Airline, Kraft Foods, Michelin, Solvay, Novartis, Baxter, Pfizer, Syngenta, Schaeffler, GE, Taiping Life Insurance, Ping'an Group, Pepsi-Cola, Coca-Cola, Toyota, and Beijing Hyundai. He also participated personally in numerous strategic consulting cases for Chinese enterprises.
- Ph.D., Economics University of Minnesota
- M.A., Economics Rutgers University
- B.A., Economics National Taiwan University
- Customer Retention and Loss Forecast
- Consumer Product Choice Theory
- Fashion Industry Marketing
- New Customer Fission Digital Marketing
- Membership System Effect Analysis
- Member Wake-up Design and ROI
- Direct to Customer Digital Marketing
- B2B Marketing Strategy
- Private Traffic and Social Customer Relationship Management
- Social Media Marketing
- Digital Transformation Strategy and Method
- Pricing Strategy and Competition
- New Product Innovation/Service in Excellence
- Marketing Strategies for Foreign Enterprises in China
2022-04-07 CEIBS teams win big at Global Contest for the Best China-Focused Cases
2017-04-20 How China is Driving Sharing Economy Innovation
2016-11-15 Single’s Day under a Magnifying Glass
2016-11-11 China’s E-Commerce Giants battle on Single’s Day (11/11)
2016-11-11 Why international brands can’t afford to ignore China’s Single’s Day (11/11)
2016-11-11 The 101 on 11/11: China’s Single’s Day E-commerce Extravaganza
2014-12-17 Alibaba vs. Amazon, who will win?
2014-12-08 Why does China's Wanda Group want a piece of Lions Gate?