When I was 5, I wanted to be a farmer; while my sister, three years my senior, wanted to be a female scientist just like Madame Curie...

Growing up, I always loved going to school, and in fact, the whole concept of learning. I had the privilege of studying under some excellent teachers in my early years in school.

An entrepreneur, climate activist, social media influencer and a kiasu student doing as many internships and overseas exchanges as possible!

For my line of research – quantitative modelling – hard work and perseverance are necessary.

There are two critical lessons that I have learned when I studied for my PhD. First, keep a keen eye on marketing practices that we take for granted in our everyday lives...

One memorable, though not entirely favourite, class as an undergraduate Marketing major was “marketing communications” (as it was titled then).

I like my research to address real-world management problems. Key input to my ideas on what troubles managers is teaching in our Executive MBA programmes.

I remember well my first Marketing prof. He was an entertainer! No, not the song-and-dance type. But he had this chest of Marketing war stories which he would regale us...

To me, the biggest key to research success is the ability to embrace unexpected empirical results. Oftentimes, in my experiments, my co-authors and I encounter findings that run contrary to our initial hypotheses...

Many research projects do not go smoothly. Once, I was working on a gifting project. As a young assistant professor then, I was gungho and plunged head-on, trying different experimental designs and measures.

To teach at NUS Business School is to join an institution whose history is intertwined with Singapore’s extraordinary economic growth story of the last few decades. NUS Business School is also consistently ranked top among business schools in the world.

I have always wanted to be a creator and to publicise new things, like new ideas, new knowledge, and new products. Being a professor not only gives me a platform to realise these goals but also the autonomy to determine what I want to create and publicise. I love my job, and it fulfils all my expectations of how my life should be.