Curriculum Vita

 

CHEN LIN (林宸)

 

 

China Europe International Business School

699 Hong Feng Road, Pudong, Shanghai, CHINA

Email: linc@ceibs.edu

 

 

EMPLOYMENT

Assistant Professor of Marketing                                                                         July 2015-Present

China Europe International Business School

 

Assistant Professor of Marketing                                                                                     2012- 2015

 Eli Broad College of Business, Michigan State University

 

EDUCATION

Ph.D.,  Marketing

Goizueta  Business School, Emory  University

2012

B.Computing.(with Honors),  E-Commerce

School of Computing, National  University  of Singapore

 

2007

 

RESEARCH INTERESTS

 

Digital Marketing; Retailing; Corporate Social Responsibility; Empirical Marketing Models; Bayesian Statistics; Customer Relationship Management

 

TEACHING INTERESTS

 

Retailing; Digital Marketing; Service Marketing; Customer Relationship Management; Marketing Management; Customer Insights; Business Innovations

 

 

PUBLICATIONS

 

1.       Lin, Chen, Jeongwen Chiang, Yuxin Chen and Yufei Zhang, "Do 'Little Emperors' get more than 'Little Empresses'?: Boy-Girl Gender Discrimination as Evidenced by Consumption Behavior of Chinese Households". Forthcoming, Marketing Science.

 

2.       Lin, Chen, Sriram Venkataraman and Sandy D. Jap,  “Media Multiplexing Behavior:  Implications for Targeting and Media Planning,” Marketing Science, March/April 2013, vol. 32 no. 2 310-324.

-          Winner, MSI-WIMI (Now Wharton Customer Analytics Initiative) Proposal Competition on Multichannel Customer Behavior

 

3.   Lin, Chen, “Six Steps to Internet Thinking”, Harvard Business Review (China), September 2014

       -       Special invited column (one article every issue)

 

PAPERS IN ADVANCED STAGES (in reverse chronological order)

 

1.       Zhang, Yufei, Clay Voorhees, Chen Lin, Tomas Hult, and Roger Calantone “Information Search and Product Returns Across Mobile and Traditional Online Channels”, under Third Round Review pending Editor’s decision at Journal of Retailing

 

2.       Zhang, Yufei, Feng Wang, Thomas Hult and Chen Lin, “Increase Adoption and Shorten the Calendar: A New Formula that Cultivates Innovators”, under review at Journal of the Academy of Marketing Science

 

3.       Lin Chen, Jeongwen Chiang, Yuxin Chen and Yufei Zhang, “Conspicuous Consumption Through Children – Empirical Evidences in China”, preparing to submit to Journal of Consumer Research

 

4.       Lin, Chen and Mengze Shi, “Linking Team Agility to Market Performance”, preparing to submit to California Management Review

 

5.       Lin, Chen and Yuxin Chen, “Managing Convenience”

 

6.       Lin, Chen and Douglas Bowman,  The Impact   of Introducing a Customer Loyalty Program on Category Sales and Profitability”

 

7.       Lin, Chen and Douglas Bowman,  “Consumer Choices Across Seemingly Disparate Product Categories: Latent Trait Segmentation.

- AMA Winter Educators’ Conference Best Paper Award in Marketing Research and Analytics

 

8.       Lin, Chen, Yuxin Chen and Jeongwen Chiang,  “The Optimal Design of So-Lo-Mo Marketing”.

- Winner, MSI research competition on Social Media Marketing and Social Interactions

- Winner, Yahoo! Labs Global Faculty Research and Engagement Program Award

 

WORK IN PROGRESS

 

1.       “Teachers’ Effect in AI-Assisted Learning”

 

REAL SITUATION LEARNING AND FIELD CASES WITH TEACHING NOTES (in reverse chronological order)

 

Featured Case Teaching Experience on 10 Business Case Studies to Teach Online, Harvard Business Publishing Online, Nov 13, 2020

 

1.       Lin Chen and Zhijing Cao; Beryl: Livestreaming E-Commerce, CI-520-057, 2020

- Submitted to the Global Contest for Best-China Focused Case 2020

- Real Situation Learning Case

- >1 million views on CEIBS Livestreaming Talk

 

2.       Lin Chen  and Zhijing Cao; Ruhnn: Marketing Influencers, CI-520-057, 2020

- Submitted to the Global Contest for Best-China Focused Case 2020

- Real Situation Learning Case

 

3.       Lin, Chen and Chi Zhang, KFC China: Building Competitive Advantage through Digitization, MKT-20-645-CC, 2019

- Nomination for Global Contest for Best-China Focused Case 2019

- Selected into Harvard Business Publishing case library and Shanghai MBA Case Library

- Real Situation Learning Case

 

4.       Lin, Chen and Chi Zhang, Pizza Hut China: Revitalizing the Brand; CI-519-042;2019

- Selected into Shanghai MBA Case Library

- Real Situation Learning Case

 

5.       Lin, Chen and Chi Zhang, Arc'teryx China: Harnessing Data Insights to Improve Customer Acquisition CC-519-044-2019

- Selected into Shanghai MBA Case Library

 

6.       Lin Chen, New Retail Practice at Ting Hsin Group; CI-519-071_2019

- Real Situation Learning Case

 

7.       Lin Chen, Luckin Coffee: Starbucks’Challenger in China; CC-518-055; 2019

- Selected into Shanghai MBA Case Library

- Top 3 Downloaded Case on China Case Center in 2019

- Featured in Fortune Magazine and Financial Times

 

8.       Lin, Chen; Mobike: An Overnight Success; MKT-18-553-CC;2018

 - Selected into Shanghai MBA Case Library

                - Featured in Davos World Economic Forum and Financial Times

 

9.       Lin, Chen, FamilyMart :“Internet Plus” Strategy; STR-17-460-CE; 2017

- Winner, Global Contest for Best China-Focused Case

- Selected into Harvard Business Publishing case library and Shanghai MBA Case Library

- #1 Downloaded Case on China Case Center since 2016

- Real Situation Learning Base Established with the Ting Hisn Group

 

10.    Lin, Chen and Jeongwen Chiang; Natural Workshop: Developing the Fans Economy; CC-517-046; 2017

 

11.    Lin, Chen and Jeongwen Chiang; SAIC Volkswagen Establishing a Digital Marketing System for Dealers; CC-516-09; 2016

 

12.    Lin, Chen and Jeongwen Chiang; Handu Yishe (HStyle): Full Throttle on Mobile Marketing; CC-515-057; 2015

 

13.    Lin, Chen,  Fenda: Knowledge Monetization in Social Media Marketing”, CI-517-003, 2015

 

 

BOOKS AND BOOK DRAFTS

 

1.       Lin, Chen, Ting Hua, Zhongming Jiang and Shidong Cheng, A Feast for Sharing Economy (一场共享经济盛宴:资本博弈的背后), People’s Daily Press, 2017. Filed by the National Library.

 

2.       Book Draft, Membership Management (会员管理), with Alex Xingmin Hu and Jeongwen Chiang

 

HONORS AND AWARDS

 

 

Nomination Award, Global Contest for Best China-Focused Case, 2020

 

Winner, Global Contest for Best China-Focused Case, 2017

 

CEIBS New Media Star, 2015

 

Yahoo! Faculty Research and Engagement Program Award ($20K), Palo Alto, CA, 2014. (25 recipients across all disciplines around the globe, one of the only two winners in the area of business)

 

Winner, MSI Proposal Competition on Social Interactions and Social Media Marketing ($7K), 2014

 

Haring Symposium, Indiana University, 2014

 

Best Op-Ed Columnist, SINA Finance, 2013

 

AMA Winter Educators’ Conference Best Paper Award in Marketing Research and Analytics, Las Vegas, NV, 2013

 

INFORMS Doctoral Consortium Fellow, Rice University, 2011, and University of Michigan, 2009

 

Goizueta Fellowship, Emory University, 2011

 

Winner, MSI-WIMI Proposal Competition on Multichannel Customer Behavior ($8K), 2010

 

Duke-Columbia-UCLA Workshop on Quantitative Marketing   and Structural Econometrics, Duke

University, 2010

 

Graduate School Fellowship, Emory University, 2007-2012

 

Graduate School Travel Grants, Emory University, 2008-2012

 

Sheth Fellow, Emory University, 2009

 

Undergraduate Research Opportunities Program, National University of Singapore, 2005-2006

 

University Scholars Program, National University of Singapore, 2003-2007

 

Singapore Ministry of Education Scholarship, 2002-2007

 

Accelerated Program for Talented High School Students, National University of Singapore, 2002-2003

 

First Runner-up, National High School Debate Competition, China, 2002

 

 

INVITED TALKS AND CONFERENCE PRESENTATIONS

 

“How to Develop Cases of China Depth and Global Breadth”, China Marketing Association of Universities Marketing Cases Workshop, Fudan University, 2020

 

          “Conspicuous Consumption Through Children – Empirical Evidences in China”,

2ND Marketing Science Salon of Shanghai Universities, Fudan University, 2019

 

 “Do Parents Spend More on Boys? An Empirical Examination on Discrimination in China”, Carnegie Mellon University, Pittsburgh, PI, Feb 2017 (also at Tsinghua University, March 2016)

 

Invited Speaker, US-China Imitative on Global Issues, Georgetown University, Feb 2017

 

“Do Parents Spend More on Boys? An Empirical Examination on Discrimination in China”, Yale China-India Conference, London Business School, July 2016

 

“Do Parents Spend More on Boys? An Empirical Examination on Discrimination in China”, INFORMS Marketing Science Conference, Fudan University, Shanghai, China, June 2016

 

“The Optimal Design of SoLoMo Marketing,” Decision Science Institute Annual Meeting, University of Washington, Seattle, WA, Nov 2015

 

“The Optimal Design of SoLoMo Marketing,” INFORMS Marketing Science Conference, Emory University, Atlanta, GA, June 2014.

 

“Consumer Choices Across Seemingly Disparate Product Categories:  Value-based Segmentation by

Latent Traits,” University of Chicago, Chicago, IL, May 2014(Also at Georgia State University, The University of Hong Kong, Chinese University of Hong Kong, China European International Business School, Cheung Kong Graduate School of Business, Tsinghua University, Fudan University)

 

“Consumer Choices Across Seemingly Disparate Product Categories:  Value-based Segmentation by

Latent Traits,” AMA Winter Educators Conference, Las Vegas, Nevada, Feb 2013.

 

“Consumer Choices Across Seemingly Disparate Product Categories:  Value-based Segmentation by

Latent Traits,” INFORMS Marketing Science Conference, Boston University, Boston, MA, June 2012.

 

“Media Multiplexing Behavior:  Implications for Targeting and Media Planning,’ EmoryMAC Spring

Conference on Best Practices in Analytics, Emory University, Atlanta, GA, March 2012.

 

“Consumer Choices Across Seemingly Disparate Product Categories:  Value-based  Segmentation by Latent Traits,” Frank  Bass UTD-Frontiers of Research  in Marketing  Conference,  University  of Texas at Dallas,  Richardson, TX, February 2012.

 

“Consumer Choices Across Seemingly Disparate Product Categories:  Value-based Segmentation by

Latent Traits,” INFORMS Marketing Science Conference, Rice University, Houston, TX, June 2011.

 

“Media  Multiplexing  Behavior:  Implications  for Targeting and  Media Planning,” Frank  Bass UTD- Frontiers of Research in Marketing  Conference, University  of Texas at Dallas, Richardson, TX, Febru- ary 2011.

 

“Media Multiplexing Behavior:  Implications for Targeting and Media Planning,” WIMI-MSI Confer- ence on Cross-Platform and Multi-Channel Customer Behavior, University of Pennsylvania, Philadel- phia, PA, December  2010.

 

“The  Impact   of Introducing  a  Customer Loyalty  Program on  Category   Sales  and  Profitability,” INFORMS Marketing  Science Conference, University of  Michigan, Ann Arbor, MI, June 2009.

 

TEACHING

 

²  Teaching at CEIBS (Average Teaching Rating as of 2021: 4.8-4.9/5):

 

EMBA Digital Marketing (Beijing, Shanghai, and Shenzhen classes, 2016-2021)

EMBA Real Situation Learning in Digital Innovation in the Retail and Service Industry (2019-2021)

EMBA Business Trends and Technological Innovation (2017)

Hospitality EBMA Marketing Management (2020, 2021)

Global EMBA Digital Marketing (2021)

EE Advanced Management Program Marketing Management Core Class (Six classes annually, 2016- 2021)

EE Company Specific Program (Carlsberg, Coca-Cola, Pepsi, Haid, Pernod Richard, McDonald’s, Ting Hsin Group, CZBank, Huarun, etc.) (2016-2021)

EE Open Program on Marketing Management (2020-2021)

EE Management Development Program (2016-2021)

EE Alumni Specific Program (2016)

EE CMO Digital Marketing (2015, 2016)

CEIBS Media Class (2017-2019)

CEIBS Case Master Development Program (2017-2021)

World Economic Forum Program and other inbound/outbound programs on Digital China (2015, 2016)

MBA Consumer Insights and Analytics (2020-2021)

MBA Digital Marketing (2015-2018)

MBA Digital Marketing I (2019-2021)

MBA Digital Marketing II (2019-2021)

MBA Marketing Research (2016-2018)

MBA Business Trends and Technological Innovation (2016-2017)

EMBA Project Supervision and Defense (2015-2021)

 

²  Teaching Prior to Joining CEIBS

 

MKT 812/822 (MBA Core): Integrated Marketing Communications and Social Media Marketing, Michigan State University, (2015)  

 

MKT 460 (Undergraduate Capstone): Marketing Strategy, Michigan State University, (2012-2014)

 

MKT 908 (PhD Seminar): Marketing Decision Models, Michigan State University, (2012-2014.)

 

BUS 449/549 (BBA and MBA): Customer Relationship Management and Social Media Marketing, Emory University, 2010.

 

 

 

MEDIA PUBLICATIONS AND MENTIONS

 

 

Business TV shows: China Business Network, Discovery Channel, GDTV

Bilingual Columns: Sina Finance, Forbes, Economist Intelligence Unit

 

Regular Media Appearances:

Wall Street Journal, Financial Times, Fortune, CGTV/CCTV Live, Davos World Economic Forum, VOA, NPR, Xinhua News, BusinessWeek, CaiJing, Los Angeles Times, AFP, El Pais, Les Echos, Handelsblatt, Het Financieele Dagblad, Global Times, China Daily, China Newsweek, Sanlian Lifeweek, The Paper.cn, The LINK, Channel NewsAsia, CEIBS Business Review, World Journal, CNStock, Tech in Asia, Greater Lansing Business Monthly

 

EIU Column:

·         Retail Therapy: Lessons from China

·         Chinese e-Commerce Giants JD.com and Alibaba Battle for Turf

·         China’s Social-Media-Savvy Entrepreneurs Give Companies a Boost

Forbes Column:

·         Downsides to Being a Social Media Savvy Entrepreneur

·         China’ s E-commerce Battle Heats Up

·         Internet Plus: Can Mobile Commerce Fuel China’s Economy

·          A Bite of China: Is Internet Thinking a Fad

·          Mobile and Rural: Dual Engines for Alibaba’s Future

·         Why Alibaba Shopping Spree Makes Sense

Sina Finance Column (Voted Sina Finance Best Op-Ed Columnist)

·         林宸谈瑞幸咖啡:以碰瓷星巴克起家,成本优化变成伪命题 Luckin’s Cost

·         我对电商的一点看法 My Comments on E-Commerce

·         乐视七巧板 (LeEco’s Strategy)

·         落实互联网思维的六条战略(Six Steps to Internet Thinking)

·         现在出国留学还划算吗?(ROI on Education Abroad)

·         小时代的营销是互联网的胜利(Internet Marketing of Movies)

·         世界杯营销跳楼指南(How to Do Your Marketing for World Cup)

·         美国教授谈中国互联网思维 (Internet Thinking)

·         微博到底值多少钱?(How Much is Weibo Worth)

·         周一见纸媒给新媒体上堂课 (Print Media Vs. New Media)

·         阿里为何推娱乐宝叫板央行(Alibaba’s Entertainment Fund )

·         加多宝能成为中国的可口可乐吗?(Jia-Duo-Bao: China’s Coca-Cola?)

·         看韩剧《星星的你》里的新媒体营销(New Media Marketing Strategies for TV

·         陈光标式营销为何在美国不灵(Philanathical Marketing )

·         马云双十一如何赚得更多(How Could Jack Ma Make More Money on 11.11? )

·         教你几招营销读心术(Reading Consumers’ Minds)

·         看美国体育产业如何点球成金 (Sport Marketing in the U.S)

 

Other selected column articles

·         李佳琦、薇娅一晚净赚8个亿?深度揭秘红人经济的红与黑(Influencer Marketing) CEIBS Knowledge, Oct 2020

·         深度拆解直播电商:是一飞冲天,还是昙花一现?  (Livestreaming E-Commerce) CEIBS Knowledge, July 2020

·         平凡的地摊经济会因为被看见而变得不平凡吗(Street Stall Business) CEIBS Knowledge, June 2020

·         What’s Next for E-Commerce in China? China Daily, Jan 26, 2019

 

·          Who Can Break the E-Commerce Monopoly CaiJing Cover Story April 2019

·          Social Media Savvy CEOS, CEIBS Business Review Cover Story, June 2016

·         Social Commerce, Business School Cover Story, June 2016

·          Reading Consumers’ Mind, CEIBS Business Review, June 2014

·         Valuation Worries Cast Shadow over Weibo,Global Times April 24, 2014  

·         “How Much is Weibo Worth? CNStockApril 4, 2014

 

SERVICE

 

 

Reviewer, California Management Review

Member, China Zhi Gong Party Shanghai Committee, 2020

Moderator, NYU Shanghai Forum on Knowledge Business, 2018

Keynote Speaker, CEIBS Forum on She-economy 2018

Keynote Speaker, CEIBS EE-Agricultural Industry Camp on Digital Innovation, 2018

World Economic Forum Summer Davos, 2017 (MC for one session and panelist for two sessions), also supervising the WEF Digital Transformation Initiative Project, white paper publically available. 

Panelist, Georgetown Initiative for US-China Dialogue, Feb 2017.

Keynote speaker, CEIBS Marketing Association Annual Meeting 2017

Keynote Speaker, CEIBS Entrepreneurship Forum, 2017

Panelist, World Economic Forum China Business Roundtable, 2016

MC and Panelist, CEIBS Forum on Open Innovation, 2016

Keynote Speaker, CEIBS Bowen Forum, 2016

Keynote speaker, CEIBS Chained Business Association Annual Meeting 2016

Keynote speaker, CEIBS Annual Gala-Guangxi Chapter 2016

Keynote speaker, CEIBS Annual Gala-Suzhou Chapter 2015

Academic Symposium Organizer, CEIBS, 2016, 2017

Faculty Advisor, CEIBS Media Survey, 2016

 

Track Chair, Annual Meeting of Decision Science Institute, 2015

 

Undergraduate Program Committee, Michigan State University, 2014-2015

 

Department Advisory Committee, Michigan State University, 2012-2014

 

Recruiting Committee, Michigan State University, 2012, 2013

 

Faculty Mentor, Broad Chinese Business Society, MSU Chinese Undergraduate Students Association, Chinese Entrepreneurship Network, Michigan State University, 2012-2015

 

Member, Municipal Committee of the Chinese People’s Political Consultative and China Youth Federation, Shandong, China, 2013-2016

 

 

PROFESSIONAL AFFILIATIONS 

·   American Marketing Association

·      INFORMS Society on Marketing Science