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Yuanyuan Jiang - Assistant Professor, Business Administration

Ph.D., Durham University


Yuanyuan JiangWhat attracted you to Eastern?

“I was drawn to Eastern for its commitment to accessible, public liberal arts education, something I strongly believe in. The campus's New England charm enhances the learning environment. But what sealed the deal was the sense of community I felt during my campus visit, both with future colleagues and students. It became clear that Eastern wasn't just a workplace but a community where I could contribute meaningfully.”

Favorite class to teach?

“My favorite class to teach is anything related to marketing because of its practical and engaging nature. Through varied assessments, I focus on transitioning students from theoretical knowledge to practical skills. For instance, in my international marketing course, students learn to adapt marketing strategies to different cultural and economic landscapes. The ultimate aim is to not only make the subject matter come alive but to also arm students with essential cognitive skills and a global perspective for their future careers.”


What are your research interests?

“My primary research focus is on new product innovation, a field that sits at the intersection of various disciplines. What captivates me about this area is its dynamic nature — new ideas and methodologies are constantly emerging, making it an ever-evolving landscape. The practical implications are also vast; my research doesn’t just stay within the academic realm but has real-world applications. For instance, my studies have explored the factors that influence the success rate of product launches in various industries in the world, as well as the consumer behavior patterns that can be leveraged to improve product adoption. The goal of my work is not only to contribute to academic knowledge but also to provide actionable insights for practitioners in the field.”

What do you like best about teaching at Eastern?

“The most rewarding aspect of teaching at Eastern is seeing my students evolve into thoughtful, responsible professionals. Through case studies like the one on IKEA, students not only grasp key international marketing principles but also apply them creatively in real-world contexts. They go beyond the classroom, visiting stores and analyzing global strategies, enriching their understanding from a truly international perspective. This multifaceted approach heightens their awareness of cultural diversity and adaptation. Ultimately, the elegance lies in weaving complex theories and real-world application into a single, enriching educational experience.”

I find it rewarding to see students who have not previously engaged with history realize how much they enjoy it by the end of the semester.

Yuanyuan Jiang posing with students for photo


What is your teaching philosophy?

“My teaching philosophy is rooted in the belief that learning is best achieved through engagement and application. In courses like international marketing, I use varied assessment methods to move students beyond just 'know-what' to 'know-how.' This approach not only helps students adapt to changing global business environments but also builds critical cognitive skills like analytical and system thinking. The goal is to foster a comprehensive understanding that students can apply practically, all while encouraging a global perspective.”

Memorable moments at Eastern?

“One of the most memorable aspects of my time at Eastern has been the meaningful interactions I’ve had with my students. Whether it’s seeing the ‘aha’ moment during a complex lesson, celebrating their academic achievements, or witnessing their growth into well-rounded professionals, these moments reaffirm the importance and reward of teaching.”

Advice to students

“Life after college is an exciting time that offers a multitude of possibilities. In my view, here are some key avenues to explore:  Gaining real-world experience is invaluable. Try to secure internships in your field to learn the ropes and make professional connections. If possible, take some time to travel. It can be a profound experience that exposes you to different cultures and perspectives, which is invaluable in today's globalized world. Use this time to build your network. Attend industry events, workshops, or even informal gatherings to meet people who can offer different perspectives or job opportunities. While it’s important to think about the future, don't forget to enjoy the present moment. Participate in university activities, join clubs, and make lasting memories. By taking a balanced approach and taking advantage of opportunities in these areas, you'll not only enrich your life but also lay a strong foundation for your future.”

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I would like to thank you for this semester. For your patience and for creating an environment where we aren’t only allowed to succeed but also to fail. Thank you so much for facilitating such a positive learning environment! I really enjoyed the Consumer Behavior class and I’m excited to continue my education. I would like to express my thankfulness to you, a great professor, for your wonderful lessons in the class. You are always very kind, patient, and helpful, and truly care about your student's success! Your passion comes through in your teaching and seems to be a part of what makes you an effective professor. I’m glad I took this course with you. Thank you! I enjoy the music you play before class starts.
Student Quote
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