With over two decades of academic experience, Prof. Yang is a distinguished scholar specializing in governance strategies in marketing channels, institutional theory, business network analysis, and online service marketing. Recognized with University and College Research Excellence Awards, Prof. Yang's work has garnered prestigious accolades such as Emerald Citations of Excellence and IBM Best Paper Award Finalist. With a publication record exceeding 110 articles in esteemed journals like Journal of Marketing and Journal of International Business Studies, he also presented at over 40 conferences. His editorial roles include Editor-in-Chief for the Journal of Business-to-Business Marketing and Asian Journal of Business Research, and has served as Associate Editor for the European Journal of Marketing. Additionally, Prof. Yang secured 35 research grants, notably from NSFC and CERG/GRFs, and delivered seminars at numerous universities worldwide. Engaging extensively with businesses, particularly in China, and provides consulting services and training, forging invaluable connections between academia and industry.