معرفی
Joseph Xu is an Associate Professor of Marketing in the McAfee School of Business at Union University. He holds dual PhDs in Marketing (Xiamen University) and Business Administration (Old Dominion University), along with master's and bachelor's degrees from Zhongnan University of Economics and Law.
His research focuses on marketing strategies, customer value co-creation, and entrepreneurial networks. Key areas include:
- Consumer participation in service design
- Cross-cultural business capabilities
- Network effects on entrepreneurial performance
Recent publications demonstrate a strong empirical focus on Chinese markets, examining B2B relationships, cooperation behaviors, and dynamic capabilities development. His work frequently employs longitudinal designs and conceptual modeling to explore organizational psychology mechanisms.
Professor Xu actively mentors students, helping them connect classroom learning with real-world business problem-solving. His teaching philosophy emphasizes critical thinking and practical application of marketing principles.
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