Yuanyuan Cheng
Exploring Sustainable Business Models in the Global Bioeconomy
Yuanyuan Cheng is a PhD candidate at the University of Eastern Finland and Wageningen University, where she is exploring how bio-based textile firms can scale sustainable business models within global value chain networks (thesis 4.1).
My name is Yuanyuan Cheng, originally from China. Before starting my doctoral journey, I gained valuable international experience across Austria and China. I earned a Master’s degree in Strategic Management from the University of Innsbruck in Austria, and dual Bachelor’s degrees in Tourism and Leisure Management from IMC University of Applied Sciences Krems (Austria) and Hainan Tropical Ocean University (China).
I am a doctoral researcher working in WP4 between the International Business and Sales Group at the University of Eastern Finland in Finland, the Marketing and Consumer Behaviour and Plant Breeding Groups at Wageningen University in the Netherlands.
My academic and professional journey has shaped my research interests, which lie at the intersection of international business, marketing and sustainability. I particularly focus on how bio-based textile firms adapt their business models within global value chain networks. My goal is to better understand how these firms scale up the use of bio-based materials while maintaining competitiveness and collaboration under sustainability pressures.
Today, my doctoral research focuses on how bio-based textile firms scale their business models from organisational, consumer, and value chain stakeholder perspectives. By combining social and plant sciences research, I aim to contribute interdisciplinary knowledge that bridges sustainable innovations with market and societal adoption.
I aspire to become a leading researcher in the field of international business, marketing and sustainability.
Email: yuanyuan.cheng@uef.fi