Professor Eddy Fang

Eddy is Professor in the Department of Intelligent Operations and Marketing and was appointed Dean of the International Business School Suzhou (IBSS) at Xi¡¯an Jiaotong-Liverpool University (XJTLU) in 2025. In this role, he is committed to strengthening IBSS¡¯s global profile, advancing its interdisciplinary research agenda, driving innovation in teaching, and deepening collaboration between academia and industry to address pressing global and regional challenges.

Having served at IBSS for more than twelve years, Eddy has been central to shaping the school¡¯s pioneering position in global higher education. As Deputy Dean, Head of the Department of Economics, and Director of Accreditations, he played a leading role in securing the school¡¯s prestigious international accreditations (AACSB, EQUIS, AMBA/BGA), thereby raising IBSS¡¯s international reputation. A strong advocate of internationalisation and bridging East and West, he continues to promote educational models that align with global industry needs while encouraging computational and interdisciplinary approaches to emerging challenges such as artificial intelligence and shifting geopolitical dynamics.

Eddy earned his PhD at the University of Cambridge, where his research on the diffusion and adoption of innovations laid the foundations for his academic career. Since relocating to China in 2012, he has conducted pioneering research on consumer behaviour, tourism development, and contemporary issues in China¡¯s food industry. His current projects examine food safety and consumer trust, exploring the cultural and social mechanisms that shape decision-making. This research, supported by the National Science Foundation of China, has

been published in leading journals, including Technological Forecasting and Social Change, Journal of Business Ethics (FT50), and the Review of International Political Economy.

A Belgian-born Chinese scholar, Eddy combines global perspective with deep local insight. Beyond academia, he contributes actively to thought leadership through forums, workshops, and collaborations with industry. His expertise in consumer psychology and innovation adoption has supported international firms in navigating China¡¯s complex market environment. Looking forward, Eddy remains committed to positioning IBSS as a hub for global citizenship, interdisciplinary learning, and actionable business intelligence.

Education/Academic qualification

PhD, University of Cambridge, 2013
M.A., University of Warwick, 2007
BSc, Brussels Free University, 2006

Experience

Dean, International Business School Suzhou ¨C 2025 to present
Deputy Dean, International Business School Suzhou ¨C 2020 to 2025 Head of Department, Economics, International Business School Suzhou ¨C 2017 to 2020
Director of Accreditations ¨C 2016 to 2019
Programme Director BSc Economics, International Business School Suzhou ¨C 2016
Programme Director BSc Economics and Finance, Business School, Xiapos;an Jiaotong ¨C Liverpool University 2013¨C2015

Contact

Email: eddy.fang@gdsqbz.com
Address: BS507 (SIP Campus-IBSS Building)