Dr. Jifeng Mu stands as a definitive bridge between the precision of engineering and the visionary strategies of global marketing. He has forged a path as a polymath dedicated to the intersection of business, technology, and innovation. His journey is a testament to the power of a dual perspective, bridging Eastern and Western approaches to solving complex corporate challenges.

The Foundation of Dual Excellence

Dr. Mu’s intellectual journey began with a feat of academic endurance: Earning dual Ph.Ds from two of the world’s most prestigious institutions. With a doctorate in Marketing from the University of Washington and a second in Management Science and Engineering from Xi’an Jiaotong University, he cultivated unique “bilateral” expertise. This dual foundation enabled him to view business challenges not as singular problems but as complex systems in which technology and human behavior are inextricably linked. This combination gives him a unique lens through which to view the modern business world, a world where the engineering of a product is as critical as its marketing strategy.

Bridging the Gap: From Theory to Impact

Dr. Mu’s influence resonates through the most prestigious corridors of academic thought. His research, appearing in elite journals such as Information Systems Research and the Journal of the Academy of Marketing Science, has redefined how we understand the “DNA” of corporate survival: Innovation and technology management. These insights shape how the world’s most successful firms navigate the complexities of innovation. His work does not gather dust in libraries. Peers recognize it through Best Paper Awards from major conferences such as the American Marketing Association (AMA) and the Product Innovation and Management Association (PDMA). His work as a guest editor for Industrial Marketing Management further solidified his role as a thought leader, shaping the conversation around business innovation.

The AI Frontier: Myth and Truth

As the “experimental phase” of AI concluded and the era of “Serious ROI” began in 2026, Dr. Mu stands ready to guide the industry. His forthcoming book, The Road to Artificial Intelligence Marketing: Myth and Truth, promises to be a timely guide that separates fleeting hype from the enduring truths of technology. Dr. Jifeng Mu embodies the “Microfoundations” philosophy, the belief that individual expertise and social networks are the bedrock of organizational greatness. He remains a sentinel at the digital frontier, ensuring that as technology accelerates, human ingenuity remains the guiding force. By separating fleeting trends from enduring economic truths, Dr. Mu provides the clarity required to lead in an automated age.

Architect of Economic Impact

Dr. Mu’s journey has taken him from a professorship at Xi’an Jiaotong University to a visiting role at the University of Washington. Today, he is Professor of Marketing and Research Associate in the Division of Research and Economic Development at Alabama A&M University. He serves as a vital bridge between academia and the real world.  

• Driving technology commercialization: He is responsible for university-wide commercialization efforts, overseeing university-wide technology transfer and commercialization, turning laboratory breakthroughs into real-world business solutions.
• Evaluating economic impact: He assesses how academic research translates into real-world economic benefits, evaluating how research translates into community prosperity and job creation.

The Impeccable Standard

Dr. Mu’s dedication has not gone unnoticed. In 2024, ScholarGPS named him one of the top 0.5% researchers worldwide in product innovation management and engineering management, and in the top 3% in marketing. This elite recognition underscores his exceptional research quality, impact, and productivity.

A consultant to businesses worldwide and a recipient of teaching awards, including the Presidential Award for Excellence in Teaching, Dr. Mu’s journey is that of a global citizen whose dual expertise and relentless pursuit of knowledge shape the future of innovation and marketing. In Dr. Mu, we see the future of business: A seamless integration of engineering precision, marketing strategy, and the wise application of artificial intelligence.