报告题目Theme： Outside-in Thinking（由外而内的思考）

报 告 人Reporter: Prof. Jifeng Mu

讲座语言Language：英文/ English

讲座时间Time： 2019.5.10，上午9:00 May 10, 2019, 9:00 am.

讲座地点Location： 西北工业大学管理学院214（长安校区）

Room214, School of Management, Chang’an Campus, NPU

主 持 人Host： 常玉 副教授 Associate Prof. Chang Yu

报告简介Abstract：

Technologies are changing at an unprecedented pace. Our life and work also change when technologies change. In an increasingly complex and interconnected world, how firms can successfully compete in the fast changing technological, social and economic environment? The most influential theory in management in last three decades is resource-based perspective and its updated siblings such as dynamic theory of the firm. However, owning resources does not necessarily mean that firms can have competitive advantage. What then are the foundation of competition and competitive advantage? This seminar will explore some fundamental issues and introduce outside-in thinking developed in recent years in marketing. The seminar will bring new perspectives, theories and methods on technology evolution, innovation, and competitive advantage in an increasingly complex and interconnected world from an outside-in perspective. The seminar participants will leave with inspirations, new ideas and new ways of thinking in innovation, technology, firm strategy, and competitive advantage.

报告人简介Introduction of Reporter：

Jifeng Mu holds the Ph.D. degrees in marketing from the University of Washington, Seattle, WA, USA and management science and engineering management from Xi’an JiaoTong University, Xian, China, respectively. He is currently a Professor of Marketing with tenure at Alabama A&M University, AL, USA. He has expertise in product innovation and technology management, marketing analytics and marketing strategy. He won several awards from organizations such as Presidential Excellence in Teaching Award from Alabama A&M University et al. He serves as an ad hoc reviewer for journals such as Journal of Marketing, Journal of the Academy of Marketing Science, Management Science and so on. He also published in journals such as Journal of the Academy of Marketing Science, Industrial Marketing Management, IEEE Transactions on Engineering Management, Journal of Product Innovation Management and International Journal of Production Research, among others.