DUAN Zhirong

Professor Duan Zhirong serves as an assistant professor in the Department of Innovation, Entrepreneurship and Strategy at Tsinghua University's School of Economics and Management, where she has built an impressive career spanning teaching, research, and consulting. Her academic journey includes degrees from both Tsinghua University (bachelor's in mechanical design, master's in industrial foreign trade, and doctorate in management) and the University of New South Wales (doctorate in marketing). Her expertise in macro-marketing and enterprise internationalization has earned her significant recognition, including the George Fiske Best Paper Award at the 36th Annual Macromarketing Conference for her work on category combination measurement in marketing systems. Beyond academia, she leads innovative programs like the Tsinghua MBA FinLab project, collaborating with Business Finland to provide strategic consulting for Finnish companies entering the Chinese market. Her teaching excellence has been recognized through multiple awards, including the Tsinghua University Outstanding Young Teacher Group Award and Outstanding SRT Instructor Prize. As a visiting scholar at both the Wharton School and Harvard Business School, she maintains strong international connections while serving on various professional bodies including the American Management Association and Macromarketing Association. Her research impact extends through numerous publications on topics ranging from Chinese manufacturing enterprises' transnational operations to trust-building among small entrepreneurs in China.