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管理学workshop:GENETICS AND MARKETING
发布日期：2024-04-19 12:00 来源：
报告题目：GENETICS AND MARKETING
时间: 4月19日，上午10点
地点：承泽园344教室
报告人: GENETICS AND MARKETING
报告摘要：
Advances in molecular genetics have led to the exponential growth of the direct-to-consumer genetic testing industry. As genotyping costs plummet, genetic data have emerged as a novel yet realistic form of information with vast potential. This article presents one of the first marketing applications of molecular genetics. We report evidence that salespeople’s genetic variants linked to educational attainment predict sales performance. Both genetics and selling effort contribute to sales performance, whereas genetics contribute more than personality traits. We further show that adaptive learning, as captured in salespeople’s customer orientation and opportunity recognition skills, may explain the gene-sales relationship. We discuss the implications of these findings for sales management and the value of genetic research for the marketing field.
报告人简介：
Shiyang Gong (龚诗阳) is an Associate Professor of Marketing at the Business School, Beijing Normal University. He received his PhD in Business Administration from Tsinghua University. Gong employs diverse quantitative methods to develop scalable marketing solutions. His research spans across several industries, including consumer goods, digital contents, social media, and healthcare. He has published in leading academic journals such as Management Science, Journal of Marketing Research, and Psychological Science, among others. Additionally, his research has been featured in Harvard Business Review, Yahoo, and MIT News.
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首页
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管理学workshop:GENETICS AND MARKETING
发布日期：2024-04-19 12:00 来源：
报告题目：GENETICS AND MARKETING
时间: 4月19日，上午10点
地点：承泽园344教室
报告人: GENETICS AND MARKETING
报告摘要：
Advances in molecular genetics have led to the exponential growth of the direct-to-consumer genetic testing industry. As genotyping costs plummet, genetic data have emerged as a novel yet realistic form of information with vast potential. This article presents one of the first marketing applications of molecular genetics. We report evidence that salespeople’s genetic variants linked to educational attainment predict sales performance. Both genetics and selling effort contribute to sales performance, whereas genetics contribute more than personality traits. We further show that adaptive learning, as captured in salespeople’s customer orientation and opportunity recognition skills, may explain the gene-sales relationship. We discuss the implications of these findings for sales management and the value of genetic research for the marketing field.
报告人简介：
Shiyang Gong (龚诗阳) is an Associate Professor of Marketing at the Business School, Beijing Normal University. He received his PhD in Business Administration from Tsinghua University. Gong employs diverse quantitative methods to develop scalable marketing solutions. His research spans across several industries, including consumer goods, digital contents, social media, and healthcare. He has published in leading academic journals such as Management Science, Journal of Marketing Research, and Psychological Science, among others. Additionally, his research has been featured in Harvard Business Review, Yahoo, and MIT News.
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