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Senior Associate Professor of Marketing & Innovation, Xi'an Jiaotong-Liverpool University

Dr. Lixian Qian is a Senior Associate Professor in marketing and innovation at International Business School Suzhou (IBSS) of Xi'an Jiaotong-Liverpool University (XJTLU). He graduated from Lancaster University (UK) with PhD in Management Science (Marketing Analytics). He received his B.Sc. and M.Sc. degrees with distinctions from Fudan University (China). He had rich industrial experience in Global Fortune 500 companies (Intel Corporation and Emerson Electric) prior to his PhD.

Dr. Qian’s current research focuses on technology adoption and diffusion, marketing analytics, marketing-operation interface, innovative business model, and sustainability. His research articles have been published on peer-reviewed international journals and book chapters. Two of his research articles were designated as ESI Highly Cited Papers (among top 1% most cited in the corresponding fields) by Web of Science. His research has been funded twice by the General Programme of National Natural Science Foundation of China (NSFC).

Dr. Qian teaches a range of modules on marketing and research methods at undergraduate, postgraduate and executive education levels. He is the Fellow of the Higher Education Academy (FHEA) in the UK. He has received the 2016/2017 Outstanding Teacher Award of Xi'an Jiaotong-Liverpool University, the 2018/2019 IBSS Research Excellence Award and the Outstanding Advisor of the Sixth China National College Students Competition on Energy Economics in 2020.


  • 2012–present
    Associate Professor of Marketing, Xi'an Jiaotong Liverpool University