Dr. Lydia Qianqian Li is an associate professor in Shanghai University, China. She holds her PhD in international business from Fudan University. Her research focuses on marketing and business ethics in emerging markets. She gained several research funds from NSFC, The Ministry of Education, etc. She published 2 books, and more than 20 papers in journals like International Journal of Advertising, and Chinese Management Studies. She has developed 11 business teaching cases published by Ivey Publishing, the Global Platform of China Cases (CEIBS), case centers of Tsinghua University, etc. Practically, Dr Li has served as Market Analyst in Euromonitor International and Trainer and Coordinator of GfK Verein. She has been nominated as "Rugman The Most Promising Scholar" in 2018AIB conference, and "2020 Highly Commended Award" in the 2020 Emerald Literati Awards for Excellence.