Essec\Faculty\Model\Profile {#2237
#_index: "academ_cv"
#_id: "B00819526"
#_source: array:39 [
"bid" => "B00819526"
"academId" => 34850
"slug" => "jiang-junqiu"
"fullName" => "Junqiu JIANG"
"lastName" => "JIANG"
"firstName" => "Junqiu"
"title" => array:2 [
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"en" => "Assistant Professor"
]
"email" => "junqiu.jiang@essec.edu"
"status" => "ACTIF"
"campus" => "Campus de Cergy"
"departments" => []
"phone" => ""
"sites" => []
"facNumber" => 34850
"externalCvUrl" => "https://faculty-new.essec.fr/cv/jiang-junqiu/pdf"
"googleScholarUrl" => ""
"facOrcId" => "https://orcid.org/https://orcid.org/0009-0004-3369-3621"
"career" => array:1 [
0 => Essec\Faculty\Model\CareerItem {#2239
#_index: null
#_id: null
#_source: array:7 [
"startDate" => "2024-09-01"
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]
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"en" => "Assistant Professor"
]
"institution" => array:2 [
"fr" => "ESSEC Business School"
"en" => "ESSEC Business School"
]
"country" => array:2 [
"fr" => "France"
"en" => "France"
]
]
+lang: "fr"
+"parent": Essec\Faculty\Model\Profile {#2237}
}
]
"diplomes" => array:2 [
0 => Essec\Faculty\Model\Diplome {#2240
#_index: null
#_id: null
#_source: array:6 [
"diplome" => "DIPLOMA"
"type" => array:2 [
"fr" => "Diplômes"
"en" => "Diplomas"
]
"year" => "2014"
"label" => array:2 [
"en" => "Master of Science, Business administration, Marketing"
"fr" => "Master of Science, Sciences de Gestion, Marketing"
]
"institution" => array:2 [
"fr" => "Imperial College London"
"en" => "Imperial College London"
]
"country" => array:2 [
"fr" => "Royaume-Uni"
"en" => "United Kingdom"
]
]
+lang: "fr"
+"parent": Essec\Faculty\Model\Profile {#2237}
}
1 => Essec\Faculty\Model\Diplome {#2242
#_index: null
#_id: null
#_source: array:6 [
"diplome" => "DIPLOMA"
"type" => array:2 [
"fr" => "Diplômes"
"en" => "Diplomas"
]
"year" => "2024"
"label" => array:2 [
"en" => "Doctor of Philosophy, Marketing"
"fr" => "Doctor of Philosophy, Marketing"
]
"institution" => array:2 [
"fr" => "Singapore Management University"
"en" => "Singapore Management University"
]
"country" => array:2 [
"fr" => "Singapour"
"en" => "Singapore"
]
]
+lang: "fr"
+"parent": Essec\Faculty\Model\Profile {#2237}
}
]
"bio" => array:2 [
"fr" => "<p>Junqiu Jiang est professeure assistante à l’ESSEC. Junqiu Jiang est titulaire d'un doctorat de la Lee Kong Chian School of Business de l’Université de Management de Singapour. Ses recherches portent sur les facteurs contextuels qui influencent les actions marketing, notamment les processus organisationnels impliqués dans l'obtention des budgets marketing et l'influence des connexions politiques d'entreprise et du lobbying sur les actions marketing. Elle est une chercheuse multiméthodes et mène ses recherches en utilisant à la fois des méthodes quantitatives et qualitatives. Dans ses travaux, Junqiu cherche à avoir un impact à la fois sur la théorie et la pratique, tout en promouvant des pratiques de marketing durables. Elle est titulaire d'un BSc en gestion de la mode du London College of Fashion, University of the Arts London, et d'un MSc en marketing stratégique de l'Imperial College London. Avant de rejoindre la sphère académique, Junqiu a travaillé dans le secteur privé dans les domaines du luxe, des entreprises familiales, de l'exploitation minière et de la finance, dans différentes régions géographiques, notamment en Afrique du Sud, au Royaume-Uni, en France, en Chine et à Singapour.</p>\n"
"en" => "<p>Junqiu Jiang est professeure assistante à l’ESSEC. Junqiu Jiang est titulaire d'un doctorat de la Lee Kong Chian School of Business de l’Université de Management de Singapour. Ses recherches portent sur les facteurs contextuels qui influencent les actions marketing, notamment les processus organisationnels impliqués dans l'obtention des budgets marketing et l'influence des connexions politiques d'entreprise et du lobbying sur les actions marketing. Elle est une chercheuse multiméthodes et mène ses recherches en utilisant à la fois des méthodes quantitatives et qualitatives. Dans ses travaux, Junqiu cherche à avoir un impact à la fois sur la théorie et la pratique, tout en promouvant des pratiques de marketing durables. Elle est titulaire d'un BSc en gestion de la mode du London College of Fashion, University of the Arts London, et d'un MSc en marketing stratégique de l'Imperial College London. Avant de rejoindre la sphère académique, Junqiu a travaillé dans le secteur privé dans les domaines du luxe, des entreprises familiales, de l'exploitation minière et de la finance, dans différentes régions géographiques, notamment en Afrique du Sud, au Royaume-Uni, en France, en Chine et à Singapour.</p>\n"
]
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]
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"fr" => "Management"
"en" => "Management"
]
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"theses" => []
"indexedAt" => "2026-03-27T19:22:43.000Z"
"contributions" => array:3 [
0 => Essec\Faculty\Model\Contribution {#2236
#_index: "academ_contributions"
#_id: "16253"
#_source: array:18 [
"id" => "16253"
"slug" => "16253-premiumization-in-india-industry-playbook-and-cultural-imperatives"
"yearMonth" => "2025-08"
"year" => "2025"
"title" => "Premiumization in India: Industry playbook and cultural imperatives"
"description" => "JIANG, J. (2025). Premiumization in India: Industry playbook and cultural imperatives. <i>Forbes</i>."
"authors" => array:1 [
0 => array:3 [
"name" => "JIANG Junqiu"
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"updatedAt" => "2026-03-12 08:20:05"
"publicationUrl" => "https://www.forbesindia.com/article/thought-leadership/essec-business-school/premiumization-in-india-industry-playbook-and-cultural-imperatives/2986859/1"
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"abstract" => array:2 [
"fr" => "This article is the second of a two-part series, exploring premiumization in India."
"en" => "This article is the second of a two-part series, exploring premiumization in India."
]
"authors_fields" => array:2 [
"fr" => "Marketing"
"en" => "Marketing"
]
"indexedAt" => "2026-03-27T19:21:41.000Z"
]
+lang: "fr"
+"_score": 8.1703415
+"parent": null
}
1 => Essec\Faculty\Model\Contribution {#2244
#_index: "academ_contributions"
#_id: "16251"
#_source: array:18 [
"id" => "16251"
"slug" => "16251-securing-a-calibrated-marketing-budget"
"yearMonth" => "2026-02"
"year" => "2026"
"title" => "Securing a Calibrated Marketing Budget"
"description" => "JIANG, J., TULI, K. et KUMAR, N. (2026). Securing a Calibrated Marketing Budget. <i>Journal of Marketing</i>, In press(ja)."
"authors" => array:3 [
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"name" => "JIANG Junqiu"
"bid" => "B00819526"
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1 => array:1 [
"name" => "TULI Kapil"
]
2 => array:1 [
"name" => "KUMAR Nirmalya"
]
]
"ouvrage" => ""
"keywords" => array:6 [
0 => "Marketing Budget"
1 => "Marketing Strategy"
2 => "Chief Marketing Officer"
3 => "Agency Theory"
4 => "Signaling Theory"
5 => "Theories-in-use"
]
"updatedAt" => "2026-03-12 08:16:45"
"publicationUrl" => "https://doi.org/10.1177/00222429261431239"
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"fr" => "Revue scientifique"
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"abstract" => array:2 [
"fr" => "This study investigates the sociopolitical processes underlying the development and approval of marketing budgets in large multinational corporations. While prior research has focused extensively on optimizing the level and allocation of marketing budgets, little attention has been paid to the internal organizational dynamics that shape the marketing budgeting process. Drawing on the theories-in-use of both CMOs and CEOs, this study examines how these executives co-develop a calibrated marketing budget (CMKB) - a budget that aligns expected performance with allocated resources through an iterative, participative process. Field data show that CMOs deploy a set of signals to assuage CEO concerns related to goal conflict and information asymmetry. These signals reflect both the quality (e.g., granularity, opportunity elaboration, threat mitigation) and intentions (e.g., cultivated endorsements, relinquishment) of the CMO’s budget. In addition, the study delineates between two types of CMKBs, a Growth Focused CMKB and a Constrained CMKB, and demonstrates that the effectiveness of the quality and intent signals used by CMOs varies across them. Taken together, this study seeks to provide a theoretical foundation for advancing research on the marketing budgeting processes in organizations."
"en" => "This study investigates the sociopolitical processes underlying the development and approval of marketing budgets in large multinational corporations. While prior research has focused extensively on optimizing the level and allocation of marketing budgets, little attention has been paid to the internal organizational dynamics that shape the marketing budgeting process. Drawing on the theories-in-use of both CMOs and CEOs, this study examines how these executives co-develop a calibrated marketing budget (CMKB) - a budget that aligns expected performance with allocated resources through an iterative, participative process. Field data show that CMOs deploy a set of signals to assuage CEO concerns related to goal conflict and information asymmetry. These signals reflect both the quality (e.g., granularity, opportunity elaboration, threat mitigation) and intentions (e.g., cultivated endorsements, relinquishment) of the CMO’s budget. In addition, the study delineates between two types of CMKBs, a Growth Focused CMKB and a Constrained CMKB, and demonstrates that the effectiveness of the quality and intent signals used by CMOs varies across them. Taken together, this study seeks to provide a theoretical foundation for advancing research on the marketing budgeting processes in organizations."
]
"authors_fields" => array:2 [
"fr" => "Marketing"
"en" => "Marketing"
]
"indexedAt" => "2026-03-27T19:21:41.000Z"
]
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}
2 => Essec\Faculty\Model\Contribution {#2246
#_index: "academ_contributions"
#_id: "16252"
#_source: array:18 [
"id" => "16252"
"slug" => "16252-premiumization-in-india-redefining-aspiration"
"yearMonth" => "2025-07"
"year" => "2025"
"title" => "Premiumization in India: Redefining aspiration"
"description" => "JIANG, J. (2025). Premiumization in India: Redefining aspiration. <i>Forbes</i>."
"authors" => array:1 [
0 => array:3 [
"name" => "JIANG Junqiu"
"bid" => "B00819526"
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"updatedAt" => "2026-03-12 08:19:12"
"publicationUrl" => "https://www.forbesindia.com/article/essec-business-school/premiumization-in-india-redefining-aspiration/96422/1"
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"fr" => null
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"abstract" => array:2 [
"fr" => "From small towns to metros, an emerging middle class is seeking "value with a premium": better quality, better experiences, but still at the right price. This first of a two-part series examines what "premium" means in the Indian context."
"en" => "From small towns to metros, an emerging middle class is seeking "value with a premium": better quality, better experiences, but still at the right price. This first of a two-part series examines what "premium" means in the Indian context."
]
"authors_fields" => array:2 [
"fr" => "Marketing"
"en" => "Marketing"
]
"indexedAt" => "2026-03-27T19:21:41.000Z"
]
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+"_score": 8.1703415
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}
]
"avatar" => "https://faculty-new.essec.fr/wp-content/uploads/avatars/B00819526.jpg"
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"docTitle" => "Junqiu JIANG"
"docSubtitle" => "Professeur assistant"
"docDescription" => "Département: Marketing<br>Campus de Cergy"
"docType" => "cv"
"docPreview" => "<img src="https://faculty-new.essec.fr/wp-content/uploads/avatars/B00819526.jpg"><span><span>Junqiu JIANG</span><span>B00819526</span></span>"
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