Xiaolan Chen

About

Overview

Xiaolan Chen is a Doctoral Researcher in Management (Marketing) at Bayes Business School (formerly Cass), City University of London. Her research interests lie in Customer engagement, Digital marketing, Cross-cultural marketing, Marketing-for-good and Disintermediation studies.

Xiaolan completed her Bachelor's degree in Management at the Central University of Finance and Economics, and a Master’s degree in International Trade, Strategy and Operations at the University of Warwick.

Drawing on cross-cultural marketing theories, Xiaolan is interested in investigating how Customer Engagement theory move towards a new era with cultural influence being considered. She adopts a mixed research method, which helps construct cultural adaptiveness that can expand the influence of customers in emerging markets and help maintain the sustainability of the position of brands in international competition.

Qualifications

• MSc International Trade, Strategy and Operations, University of Warwick, United Kingdom, Oct 2018 – Sep 2019
• BSc Management, Central University of Finance and Economics, China, Sep 2014 – Jul 2018

Languages

Chinese (Cantonese) (can read and understand spoken), Chinese (Mandarin) (can read, write, speak, understand spoken and peer review) and English (can read, write, speak, understand spoken and peer review).

Expertise

Primary topics

• Digital Marketing
• E-Marketing