In this report, based on the challenges faced by traditional B2B research, such as data saturation, research methodologies and new scenarios, Professor Zhang Chuang focused on two ideas to discuss the topic selection of B2B research combined with his team’s exploration and practice: in-depth exploration based on traditional research fields, and cross-scenario horizontal expansion based on the basic analysis units of B2B research. He also elaborated on how to enhance the theoretical contributions of research. Regarding the improvement of theoretical contributions, Professor Zhang Chuang gave a detailed explanation from four aspects: contribute to what, contribute to how, contribute to why and contribute to who/when/where. For the dilemmas and challenges in the theoretical research of B2B marketing, Professor Zhang Chuang proposed paying attention to the "new" theories adapted to new scenarios, and expounded in detail related research such as distributor slackness in marketing channels, corporate tolerance for distributor opportunism in marketing channels, and triadic governance embedded in marketing channels.

During the interactive Q&A session, Professor Zhang Chuang answered the questions raised by teachers and students about the report, and conducted exchanges and explanations with them on the design of qualitative, quantitative and mixed research methods.

On the afternoon of the 25th, Professor Zhang Chuang carried out in-depth discussions on academic frontiers with teachers and students of the School of Management. Seven master’s and doctoral students from the fields of business administration and marketing of the school presented their research results respectively, and also shared the difficulties and puzzles they encountered in the research process.

Professor Zhang Chuang provided detailed and in-depth comments on each graduate student’s research. He commented on the research content of each student, pointed out the existing problems in the research, and put forward specific and practical improvement suggestions. In the guidance, Professor Zhang Chuang not only paid attention to the rigor of academic theories, but also emphasized the integration of research and practice. He encouraged students to apply theoretical knowledge to solving practical problems, which can not only enhance the practicality of research, but also promote the innovative development of academic theories. In addition, Professor Zhang Chuang conducted in-depth analysis and discussion on the research difficulties and doubts raised by the students. This substantive guidance is of great help for students to improve their future research and achieve better research results.

After this academic exchange meeting with Professor Zhang Chuang, the students said that they not only had a clearer understanding of their own research directions, but more importantly, made obvious progress in the perspective of thinking about problems and the methods of solving problems, and gained great inspiration and improvement in academic thinking and research methods.

Zhang Chuang, PhD in Management, is currently a Professor and Doctoral Supervisor of Marketing at the School of Economics and Management, Dalian University of Technology, and Chief Expert of Major Projects of the National Social Science Fund of China. He was selected into the Program for New Century Excellent Talents in University of the Ministry of Education. He once served as Dean of the School of Business Administration and Dean of the Institute of Circulation Economics at Dongbei University of Finance and Economics. He also holds concurrent positions including Vice President of the Chinese University Marketing Society and Vice President of the National University Teaching Research Association of Trade Economics. Professor Zhang Chuang’s main research direction is marketing strategy. He has published more than 100 academic papers in international journals such as Journal of Operations Management, Journal of Business Ethics, Journal of Business Research and Industrial Marketing Management, as well as Chinese core journals including Management World, Nankai Business Review, Chinese Journal of Management Science and China Industrial Economics. He has presided over more than ten vertical projects including Major Projects and General Projects of the National Social Science Fund of China, General Projects of the National Natural Science Foundation of China, and Projects of the Humanities and Social Sciences Fund of the Ministry of Education.

Written by/Zhang Jingdong Reviewed by/Jia Ming