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Wang, Gao

Professor of Marketing;
Baosteel Chair in Marketing;
Associate Dean;
Director of Executive Education Programme;
Programme Director of Chief Marketing Officer (CMO) Programme
Programme Co-Director of Global CEO Programme for China

wgao@ceibs.edu
Personal Webpage
(86) 21-28905627

Dr. WANG Gao is Professor of Marketing at CEIBS, Baosteel Chair in Marketing, Associate Dean and Director of Executive Education Programme, Director of the Chief Marketing Officer (CMO) Programme, Programme Co-Director of Global CEO Programme for China. Previously, he was Associate Professor and Deputy Chair of the Marketing Department at the School of Economics and Management, Tsinghua University, and Associate Director of China Retail Research Center. He teaches marketing management and Strategy Simulation in the EMBA programme, and various subjects in the Executive Education programme, such as CEO, CMO, AMP, Business Growth, and company specific programmes. He was awarded with CEIBS Medal for Teaching Excellence in 2019, the highest teaching reward in CEIBS.

He wrote and edited several books, such as the Series of Frontiers of Retail Study, and published many scholarly papers in journals like The Management World, Acta Psychologica Sinica, The Journal of Management Science, The Journal of Quantitative and Technical Economics, Nankai Business Review, International Journal of Market Research, and so on. He is an area editor of The Journal of Marketing Science and an editorial board member of Frontiers of Business Research in China. He is also a member of the Academic Committee of the Chinese Marketing Association.

Before joining the Tsinghua faculty, he worked as a Senior Consultant at Information Resources Inc (IRI) in Chicago with responsibility for marketing model development. The models he developed were served to companies like Coca Cola, P&G, and Kraft. He was also a Manager of the Strategic Analytics Group at the Minute Maid Company, a division of Coca Cola in Houston, for two years with responsibility for sales planning/evaluation and marketing plan. After returning to China, he also consulted for Lenovo, Johnson & Johnson, Li Ning, Digital China, General Motors, Shanghai Cartoon Group and other companies.

ACADEMIC DEGREES
RESEARCH INTERESTS
TEACHING INTERESTS
PUBLICATIONS
VIDEOS
IN THE MEDIA
ACADEMIC DEGREES
  •  MA and Ph.D. in Sociology, Yale University
  •  BA, Renmin University of China
RESEARCH INTERESTS
  •  Branding Strategy
  •  Customer Strategy
  •  Business Model Innovation
  •  E-commerce in China
  •  Business Growth Strategy
  •  Consumer Buying Behaviour
TEACHING INTERESTS
  •  Marketing Management
  •  Strategic Management of Branding
  •  Strategic Management of Customers
  •  Business Growth Strategy
  •  Business Model Innovation
  •  Marketing Engineering
PUBLICATIONS

Global expansion: the Chinese way

VIDEOS

2022-06-09 Will Gen-Z propel Chinese brands past international rivals?

2022-04-07 CEIBS teams win big at Global Contest for the Best China-Focused Cases

IN THE MEDIA

2024-10-16 Navigating the China market: 8 trends from our 2023 CMO report

2023-03-16 When Gen Z meets Chinese domestic brands

2022-10-13 Why is the Wuling Hongguang Mini EV so popular?

2022-01-17 Livestreaming critical for many, but unsustainable long-term

2021-12-09 Is livestream e-commerce the new forever magic?

2021-08-27 Domestic brand explosion in China impossible under traditional marketing model: Prof Wang Gao

2021-07-19 Will Gen-Z propel Chinese brands past international rivals?

2021-06-07 CEIBS Prof Wang Gao on why Chinese brands appeal to Generation Z

2020-08-26 Ready to Join Livestreaming Commerce? Think Before You Leap

2020-06-30 With the Games postponed, we need Olympism more than ever

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