Jeongwen Chiang

Dr. Chiang Jeongwen is Professor of Marketing at CEIBS. He previously taught as Professor of Marketing and Associate Dean at Cheung Kong Graduate School of Business; he was also a regular 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, with a major in the methods of microeconometrics. His research interests cover the quantitative analysis concerning competitive analysis, consumer choice theory and measurement of consumer satisfaction as well as competitive pricing, new product design and market forecasting, and formulation and implementation of localization marketing strategies. His papers have been published in world-renowned academic journals such as Marketing Science and Management Science. His article on consumer brand choice and purchase quantity in Marketing Science has been one of the leading papers frequently quoted by the academics.

Professor Chiang has been teaching EMBA and MBA marketing core course in various schools for many years. Currently, He also serves as Academic Director of CEIBS-IESE-Wharton Joint Global CEO Program, one of CEIBS’s important multi-school co-branding programs. Outside of academic, Dr. Chiang has served as a consultant for renowned foreign companies, such as Xerox, Merck and HSBC (Hong Kong), with rich experiences and knowledge in multinational industrial marketing. He often teaches executive programs on B2C and B2B marketing for large state-owned enterprises, such as China Telecom, Aviation Industry Corporation of China and China Mobile, as well as many large domestic and foreign companies, like Hainan Airline, Kraft Foods, 3M, Michelin, Novartis, SKF and Syngenta. He also has first-hand experiences with new product development and launch in China - for example, Wuliangye Group’s “Golden Liquor”.

Academic Degrees

•  Ph.D., Economics University of Minnesota
•  M.A., Economics Rutgers University
•  B.A., Economics National Taiwan University 

Research Interests

• Business Model Innovation
• O2O Business Model Analysis
• Competence Model Analysis
• Consumer Choice Theory
• New Product Design & Development
• Consumer Satisfaction 
• Luxury Goods Marketing 
• Digital Marketing

Teaching Interests

• Consumer Choice Theory
• Effect Analysis of Sales Promotion
• Measurement of Customer Satisfaction
• Database Marketing
• New Product/Service Design & Development
• Market Research
• Analysis of Competition in Telecommunication Industry
• Digital Marketing
• Marketing Strategies for Foreign Enterprises in China