July 3, 2025. Shanghai – The 6th CEIBS Marketing Symposium was held at the Duan Yongping Academic Centre on the CEIBS Shanghai campus today, bringing together more than 60 renowned scholars from leading global institutions to explore the latest developments and challenges in marketing research.

The symposium provided a platform for in-depth academic exchange, featuring presentations on cutting-edge topics including consumer behaviour, pricing strategy, environmental marketing, and the impact of technology on retail and content platforms. Each presentation was followed by a lively Q&A session, facilitating robust discussion between presenters and attendees.

In his welcome address, CEIBS Vice President and Co-Dean Zhu Tian emphasised the importance of such gatherings in advancing both theoretical and practical understanding of marketing. He reiterated CEIBS’ commitment to its mission of “China Depth, Global Breadth,” highlighting symposium’s role in bridging academic excellence and real-world business application.

The one-day event included six presentations, each of which lasted one hour and incorporated post-presentation discussion. Below are summaries of the papers presented at this year’s symposium.

The Impact of Inter-departmental Proximity on Joint Sales in Retail Stores
Presenter: Praveen K. Kopalle, Dartmouth College
This study examines how physical and organisational proximity between departments within retail stores influences cross-selling and joint sales performance. Using spatial and sales data from multi-department stores, the research demonstrates that closer proximity significantly enhances collaborative selling outcomes. The findings offer practical insights for store layout optimisation and inter-departmental coordination strategies.

Free or Fee: The Influence of Payment on Preference for Quantity versus Quality
Presenter: Xianchi Dai, The Chinese University of Hong Kong
Through a series of experiments, this research explores how payment mechanisms (“free vs. fee”) affect consumers trade-offs between quantity and quality. The results show that free offerings lead to a preference for quantity, while paid options shift focus toward quality. The study provides implications for pricing and promotional strategies in both digital and physical marketplaces.

The Open Access Paradox: Quantifying Returns from University-Publisher Agreements
Presenter: Chunhua Wu, The University of British Columbia
This paper analyses the economic and academic impact of open-access agreements between universities and publishers. Using a large dataset of publication records, the study reveals that while such agreements increase article accessibility, they also lead to complex financial and scholarly trade-offs. The research offers guidance for institutions negotiating publisher contracts.

Can Firms Do Well by Doing Environmental Good? Cost-Benefit Analyses of Amazon’s Climate Pledge Friendly Program
Presenter: Junhong Chu, The University of Hong Kong
This study evaluates the economic and environmental outcomes of Amazon’s sustainability initiatives. By analysing sales and carbon footprint data, the research finds that participation in the programme boosts brand perception and customer loyalty, though operational costs vary. The results help firms assess the viability of eco-friendly business practices.

Too Intimate to Indulge: The Impact of Intimate Language in Sales Interactions on Indulgent Consumption
Presenter: Kuangjie Zhang, Nanyang Technological University
Drawing on linguistic and behavioural experiments, this research investigates how intimate language used by salespeople affects consumers’ indulgence in luxury or hedonic products. The findings suggest that overly intimate communication can backfire, reducing purchase intention among certain consumer segments. The study offers nuanced insights for sales training and communication strategy.

Optimal Pricing with Dynamic In-Consumption Social Interactions
Presenter: Michelle Yi Lu, CEIBS
This paper develops a dynamic pricing model that incorporates real-time social interactions among consumers during product usage. Applying the model to subscription-based and gaming industries, the research shows how firms can optimise pricing strategies to maximise engagement and revenue. The approach offers a novel tool for managing digital and experiential products.

The 6th CEIBS Marketing Symposium concluded with a networking session, allowing participants to continue their discussions and explore future collaborations. The event once again underscored CEIBS’ role as a hub for global marketing leadership and its ongoing contributions to this important academic field.