Dr SUN is passionate about integrating marketing theory and technological innovations into real business practice to make the business world better. His research pipeline includes two streams:
- Social ties and tech adoption in salesforce (e.g., informal networks, AI integration)
- Marketing decision-making in healthcare (e.g., visual biases, aesthetic paying)
Most of his current projects involve collaborations with leading industry partners across healthcare, high-tech, retail, and education sectors. Through his dean-level advisors from top business schools in North and South China, along with personal connections, he has established partnerships with eight companies. He primarily use field experiments, causal inference, and machine learning, complemented by lab and survey methods.