Chen Yanyan graduated in 2012 and 2018 with a Master's Degree in International Business and a PhD in Marketing respectively from Nottingham University Business School China (NUBS China). She is now an Assistant Professor at Toulouse Business School. Before this appointment, she was a graduate teaching assistant at the University of Nottingham Ningbo China. Toulouse Business School is a well-known top business institution in France and one of the first business schools to be triple-accredited by AMBA, EQUIS and AACSB.

Yanyan has two papers published in the Journal of Business Ethics: When guilt is not enough: interdependent self-construal as moderator of the relationship between guilt and ethical consumption in a Confucian context, and Deeds not words: a cosmopolitan perspective on the influence of corporate sustainability and NGO engagement on the adoption of sustainable products in China. As an important publication in the field of business, the Journal of Business Ethics is one of the 50 journals used by the Financial Times to compile its prestigious Business School research rankings. It is also an SSCI and ABS Level 3 journal possessing an impact factor of 3.8 in 2018. Yanyan's research interest focuses on marketing research including marketing strategy with emotion appeals such as shame appeal in status consumption and guilt appeal in ethical consumption. She is also interested in consumer psychology and social and environmental values during consumption. In this interview, she let us listen to her experience at the University of Nottingham Ningbo China (UNNC).

Enjoy Thinking on the Long, Lonely and Arduous Path of Doctoral Studies

In 2012, Yanyan received her Master's Degree at UNNC. In 2013, on the advice of her tutor, Associate Professor in Marketing at NUBS China, Dr Dirk Moosmayer, she declined several full-time job offers and began studying for her PhD. "I have always wanted to become a teacher, engaging in teaching and research. I did not realise the great importance of PhD in my career development until I got Dirk's advice, and as we worked so well together during my postgraduate study, I decided to take a PhD under his guidance."

However, doing a PhD is far more difficult than expected. Yanyan thought of giving up countless times, but she finally completed her doctoral studies with determination and perseverance. "It was a long, lonely and arduous path, like trying to discover something new in the dark. The hardest thing is bettering yourself endlessly. Although you are doing well at this moment, you must tell yourself to do better, striving for better models, better findings and better papers. Also, sometimes, I was not clear about my future, doubting whether I would get a satisfying job or not, and hesitating about being an assistant professor after graduation, which was probably harder and lower-paid than going into business. It was difficult to stick to what I really wanted to do without yielding to the temptation of an easier life."

Although there were lots of obstacles in her doctoral studies path, Yanyan experienced the simple joy of thinking. She was fascinated by both the beauty of logic in the process of thinking and the happiness of discovering new things after thinking. "I enjoy thinking. Every time I hear a good argument, read a good article, come up with new ideas and discover new things, I feel extremely happy. The joys of thinking logically and discovering something new are free of charge, but they are more enduring and wonderful than many physical joys."

In 2018, Yanyan received her PhD in Marketing. After posting her resume on academic job websites and receiving an interview, because of her rich teaching and research experience, she was appointed as the Assistant Professor at Toulouse Business School in France. "I enjoy teaching and interacting with my students, as well as doing research and thinking. Also, communication with students often gives me a lot of inspiration and stimulates me to think more deeply." Now, her work focuses on teaching and research, and she will possibly take charge of an MSc programme and then return to China in a few years.

"Here are some tips for those who plan to study for a PhD. First, do some research before you make your decisions. Some people choose to do a PhD and become a teacher to earn a good salary. In fact, the salary of a university teacher is relatively low. Second, you had better have a good cooperative relationship with a supervisor who gets along well with you. Third, it is normal to encounter difficulties and arguments with your supervisor during doctoral studies. Instead of complaining, you should concentrate on how to get your work done well, face the problems rationally and find solutions. Fourth, don't give up your goals for those trivial matters."

Thanks to UNNC for Intellectual Freedom, Warm Friendship and Paternal Care

Yanyan said she gained a lot from UNNC.

In 2010, after graduating from college, Yanyan went to UNNC for further study because of her appreciation of UNNC's unique educational philosophy. During these eight years, UNNC has given her great freedom and encouraged her to think outside of the box. "I used to be criticised for thinking too much or too strangely, but UNNC does not ignore blue-sky thinking or suppress unconventional ideas, and such considerable freedom helps and nurtures my ability to think better. What's more, UNNC attaches great importance to the development of a student's critical thinking such as running a wonderful critical thinking course during my first semester."

"In my mind, a university is not necessarily a bastion of freedom, but UNNC is."

In addition to the innovative educational philosophy, Yanyan is also grateful to UNNC for broadening her horizons and allowing her to make lifetime friends there. "We were a group of 12 students during my postgraduate study, and all of us are still close friends. I am going to visit one of them in a few days — she has just had a baby."

When asked which teacher impressed her the most, Yanyan answered without hesitation, "Of course, Dr Dirk Moosmayer, my supervisor. Actually, I see him more than just my supervisor, he is also one of my best friends. Not only does he provide professional supervisions, but he also cares about the student's emotional state and health, which indeed have a big influence on a student's work efficiency during doctoral studies. When I felt hopeless, he said, 'Don't worry about it. Have a rest and you will surely be better.' He often told me, 'You need enough rest. You need to be in good health.'"

After graduating from UNNC, Yanyan still keeps in touch with Dr Moosmayer. "We still discuss together a lot and co-write papers. He has taught and helped me a lot, and I hope we can collaborate more in the future as my academic abilities gradually improve."

A Tip for Fellow Juniors

"Be yourself, do what you love and what you are good at, and get around your weaknesses wisely. UNNC has many opportunities for you to discover what you love and what you are good at. Seize opportunities because when you start working, it might be too late."

Published on 14 October 2019