On 27 October 2025, Doctor Wang Chenglu, Professor Emeritus in the Marketing Department at the University of New Haven, was invited to the School of Business (MSB) of Macau University of Science and Technology (MUST) to deliver an academic seminar titled “Demonstrating Contributions through Storytelling – From Editor’s Perspective”, with nearly 50 faculty members and students attended the seminar. The seminar not only conveyed insightful perspectives on the contribution of articles to MSB faculty members and students, but also provided new impetus for academic innovation in the marketing major.
Welcome speech by Chair Professor Felix Tung Sun Chan, Vice Dean of MSB
The seminar was hosted by Associate Professor Zheng Lei of MSB, with a welcome speech and commemorative gift presentation by Chair Professor Felix Tung Sun Chan, Vice Dean of MSB. Professor Wang commenced his presentation by discussing the core contributions to academic paper writing, delving into how to extract valuable research “stories” from theoretical construction, methodological design, and data analysis. He emphasized that an excellent academic paper should be presented in a storytelling structure, particularly in the introduction, hypothesis setting, and logical deductions, where maintaining a clear, powerful, and coherent narrative is crucial. During the seminar, Professor Wang analyzed common pitfalls in academic writing using specific examples, such as confusion in causal logic, weak or outdated theoretical foundations, and provided practical suggestions on how to enhance the persuasiveness of arguments and the integration of theory and practice. He repeatedly highlighted the three core elements of an academic paper: “Contribution is the lifeline, storytelling is the vehicle, and methodology is the support”. Professor Wang also encouraged young scholars to develop critical thinking during the writing process, to learn the structures and expressions of top-tier journal articles, and to enhance the rigor and credibility of their research through multi-method validation, thereby continuously improving the quality and academic impact of their papers.
Professor Wang Chenglu shared insights on the topic
Faculty members and students actively asked questions during the subsequent interactive session. Professor Wang engaged in discussions with participants on topics such as how to find unique research perspectives and existing controversies in market research. He provided comprehensive responses to questions with actual examples, as well as encouraged faculty members and students to actively observe the “non-traditional phenomena” in life to draw inspiration for research and pursue “interesting” academic outcomes.
Group photo of Professor Wang Chenglu (third from left in the front row) with faculty members and students attending the seminar
Professor Wang is a Professor Emeritus in the Marketing Department at the University of New Haven and an internationally renowned scholar in marketing. His research primarily focuses on consumer behavior and international marketing. He received the Fulbright Scholar award from 2017 to 2020 and has been included in Stanford University’s list of “World’s Top 2%” scientists for five consecutive years from 2020 to 2024. Professor Wang has published over 100 academic papers in prestigious international journals such as the Journal of Consumer Psychology and the Journal of Business Ethics. He has served as a guest editor for more than 16 SSCI (A rating in ABDC list) journals and has led the planning of several cutting-edge special issues in marketing. Professor Wang currently serves as the editor-in-chief of the SSCI Q1 journal “Journal of Research in Interactive Marketing” (JCR 7/316 in Business).
(Contributed and reviewed by Associate Professor Zheng Lei, format reviewed by Helen Kam)
