Who We Are
At Microfoundation Institute, we strive to live our purpose of shaping the future with confidence and conviction by delivering insights and solutions to create a sustainable world with the best minds.
We leverage our unique blend of expertise in academia, industry, and technology to design forward-looking strategies, drive seamless execution, and advise our clients across industries as they build their futures.
Our Mission
Our purpose is to build a sustainable world with Insights and solutions from the best minds. Based on this foundational belief, our core mission is to deliver insights and solutions for organic growth. Insights mean seeing possibilities and the inner nature of things that others may not always see.
Insights help leaders recognize feasible opportunities, introduce new offerings to the world, alter the competitive landscape, and transform their organizations. Insights and solutions go hand in hand. Driving organic growth requires firms to have creative, feasible solutions with real, measurable results.
We deliver insights and solutions that no one has, so our partners and clients can explore opportunities and possibilities no one else can see. We collaborate with the best minds to provide insights and solutions that enable our partners and clients to sustain their competitive advantage and secure the future.
Our Vision
Shape the future with confidence and conviction.
We serve our clients and partners with insights and solutions based on our strength in technology applications such as AI in business, marketing and business strategy formulation, market opportunity analysis, and new product development and commercialization.
We help the future-oriented professionals and leaders navigate what’s next and shape the future with confidence and conviction. We provide our clients and partners with tools, strategic foresight, and metrics for sustainable organic growth, unlocking their full potential and seizing new market opportunities.
Our Value
We lead, learn, and do the right thing with honor, honesty, integrity, humility, passion, trust, commitment, respect, responsibility, expertise, craftsmanship, teamwork, and professionalism.
“Whatever you wish that others would do to you, do also to them.”
“And let us not grow weary of doing good, for in due time we will reap a harvest, if we do not give up.”
“Do not be overcome by evil, but overcome evil with good.”
“Whatever is true, whatever is honorable, whatever is just, whatever is pure, whatever is lovely, whatever is commendable, if there is any excellence, if there is anything worthy of praise, think about these things.”
Our Story
Every young man has a dream, a dream that drives him to explore the unknown and figure out how he can contribute to humanity and spend his life. Like all young people, the founder and co-founder of the Microfoundation Institute share similar life stories. Through trial and error, one man holds a Ph.D. in Marketing and a Ph.D. in Management Science and Engineering. Another man has a Ph.D in strategy and rigorous training in computer information systems.
In the dissertation, one man argues that the microfoundation of competitive advantages lies in marketing strategy, knowledge creation, and product innovation, while another intends to explore entrepreneurial opportunities in both theory and practice, serving as Chief Information Officer (CIO) and creating various ventures.
The theory and practice of both men influence how researchers conduct their research and managers navigate their organizational leadership dynamics, ultimately leading their firms. Together, their team aims to deliver rigorous, evidence-based insights and solutions in strategic thinking to businesses, fostering sustainable, organic growth for customers, employees, and other stakeholders.
Our Team
Jifeng Mu
Founder and Executive Director
Email: [email protected]
Dr. Jifeng Mu is a professor, author, editor, and entrepreneur. Dr. Mu has expertise in marketing strategy, marketing analytics, and innovation and technology management. Dr. Mu consults with worldwide businesses, big and small.
Dr. Mu publishes in some of the world’s most influential journals, such as Information Systems Research and Journal of the Academy of Marketing Science. Dr. Mu is forthcoming book The Road to Artificial Intelligence Marketing: Myth and Truth with Springer Nature. He served as a guest editor for Industrial Marketing Management (2018 – 2022).
ScholarGPS named Dr. Jifeng Mu among the top 0.5% of researchers worldwide in product innovation management and engineering management, and in the top 3% in marketing, based on exceptional research quality, research impact, and research productivity (2024).
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