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SKEMA China launches Eminent Scholars Lecture Series with global marketing insights
SKEMA China launched the "Eminent Scholars Lecture Series" for the 2024-2025 academic year at the International Joint Audit Institute (IJAI), which is known as Nanjing campus, a collaboration between SKEMA Business School and Nanjing Audit University. The initiative aims to foster high-quality development on the Nanjing campus, starting with a keynote lecture by Professor Yuxin Chen, a renowned global marketing expert and Dean of School of Business at New York University Shanghai.
Professor Chen's lecture, titled "Global Product Strategies and Cultural Engagement in the Context of Culture-Commerce Interactions," explored how multinational companies can strategically leverage their home country’s cultural "foreignness" for profitable positioning in foreign markets.
Using an analytical modeling approach, he examined real-world cases where companies integrated cultural elements to drive market acceptance, such as Japanese automakers sponsoring Japanese gardens in the U.S. and Shanghai-based brands contributing to the Yu-Garden Lantern Festival in Paris. The research highlighted cultural engagement's role in enhancing consumer appreciation and stimulating cultural-commerce integration.
Commitment to Academic Excellence and Research
Professor Wenyu Dou, Academic Dean of SKEMA China and Vice Dean of IJAI, expressed enthusiasm for the launch of the series, saying, “The Eminent Scholars Lecture Series is a significant initiative to promote academic exchange and inspire innovative thinking at the International Joint Audit Institute. By bringing world-renowned experts like Professor Yuxin Chen to our campus, we are creating valuable opportunities for students and faculty to engage with leading research and broaden their perspectives on global business practices.”
The event attracted participants from various universities in Nanjing and Shanghai, including professors, students, and inbound SKEMA France students, who appreciated the access to cutting-edge research in China. During the Q&A session, Professor Chen encouraged students to stay attuned to business phenomena and engage in meaningful research projects.
Yuxin Chen: an awarded professor
Before joining NYU Shanghai, Prof. Chen was the Polk Brothers Chair in Retailing and a Professor of Marketing at Northwestern University’s Kellogg School of Management, as well as a tenured Professor of Marketing at NYU Stern. His research has garnered international acclaim, earning him prestigious awards such as the Frank M. Bass Award, the John D.C. Little Award, and the Paul E. Green Award. He also serves as a senior editor for leading journals like Marketing Science and Production and Operations Management.
Hosted by Prof. Dou, the lecture marks a promising start for the series, signaling SKEMA's ongoing commitment to providing opportunities for meaningful interactions with renowned scholars, reinforcing its position as a hub for high-quality educational and research initiatives in the region.
