Gao Wang

Dr. WANG Gao is Professor of Marketing at CEIBS, Associate Dean (Executive Education Programme), Academic Director of the Chief Marketing Officer (CMO) programme and Programme Director of Programme for Company Chairman. Previously, he was Associate Professor and Deputy Chair of the Marketing Department at the School of Economics and Management, Tsinghua University, and Associate Director of China Retail Research Center. He teaches marketing management and Strategy Simulation in the EMBA programme, and various subjects in the Executive Education programme, such as CEO, CMO, AMP, Business Growth, and company specific programmes. 

He wrote and edited several books, such as the Series of Frontiers of Retail Study, and published many scholarly papers in journals like The Management World, Acta Psychologica Sinica, The Journal of Management Science, The Journal of Quantitative and Technical Economics, Nankai Business Review, International Journal of Market Research, and so on. He is an area editor of The Journal of Marketing Science and an editorial board member of Frontiers of Business Research in China. He is also a member of the Academic Committee of the Chinese Marketing Association.

Before joining the Tsinghua faculty, he worked as a Senior Consultant at Information Resources Inc (IRI) in Chicago with responsibility for marketing model development. The models he developed were served to companies like Coca Cola, P&G, and Kraft. He was also a Manager of the Strategic Analytics Group at the Minute Maid Company, a division of Coca Cola in Houston, for two years with responsibility for sales planning/evaluation and marketing plan. After returning to China, he also consulted for Lenovo, Johnson & Johnson, Li Ning, Digital China, General Motors, Shanghai Cartoon Group and other companies.

Academic Degrees

•  MA and Ph.D. in Sociology, Yale University 
•  BA, Renmin University of China

Research Interests

•  Branding Strategy
•  Customer Strategy
•  Business Model Innovation
•  E-commerce in China
•  Consumer Buying Behaviour 

Teaching Interests

•  Marketing Management
•  Strategic Management of Branding
•  Strategic Management of Customers
•  Business Growth Strategy
•  Business Model Innovation
•  Marketing Engineering