From Global Business to Bioeconomy Strategy

Before starting her doctoral journey, Yuanyuan gained valuable international experience across Austria, China, and Finland. She earned a Master’s degree in Strategic Management from the University of Innsbruck, and dual Bachelor’s degrees in Tourism Management from IMC University of Applied Sciences Krems (Austria) and Hainan Tropical Ocean University (China).

Professionally, she worked at Scania China, contributing to the company’s localization project by supporting the integration of global operations into the Chinese market. Her work gave her first-hand insight into how businesses navigate global and local dynamics.

Today, her doctoral research focuses on how bio-based textile firms innovate and adapt their business models to meet sustainability goals in a competitive global marketplace.

Research Interests: Where Sustainability Meets Strategy

Yuanyuan’s academic and professional journey has shaped her research interests, which lie at the intersection of international business strategy and sustainability. She is particularly focused on how companies develop and align sustainable business models across global value chains. Her goal is to better understand how these firms can scale up the use of bio-based materials while maintaining competitiveness and collaboration under sustainability pressures.

Curiosity as a Driving Force

Yuanyuan’s path into research was inspired by her deep curiosity about how businesses operate and evolve in complex global environments. During her academic and industry experiences, she saw how strategic decisions, sustainability regulations, and international trends shape firm behavior. This motivated her to pursue a career in research—where she could combine analytical rigor with real-world impact to help guide companies through the challenges of sustainability.

Why Bioeconomy?

For Yuanyuan, the bioeconomy is more than an environmental concept—it’s a strategic transformation. As sustainability becomes a key competitive advantage, businesses expanding across borders must increasingly align with circular economy principles, adopt greener practices, and redefine how they create and deliver value. Her research aims to uncover how bio-based firms can successfully navigate this transformation.

Looking Ahead: Bridging Strategy and Sustainability

Yuanyuan aspires to become a leading researcher in the field of international business and sustainability. Whether working in academia or industry, she hopes to contribute to developing practical, sustainable business models that support innovation, competitiveness, and long-term impact. Through her work, she aims to help shape a more sustainable, responsible global economy.

Personality in Three Words

Easy-going, curious, adaptable – traits that allow her to thrive in new environments and stay open to new ideas.

Life Beyond Research

When she’s not working, Yuanyuan enjoys hiking, snowboarding, and other outdoor adventures that help her stay connected with nature. She also loves discovering new cultures through food, trying local dishes wherever her travels take her.

What Song Describes Her Best?

“As I Believe” by JJ Lin – a powerful, uplifting anthem that reflects her calm determination, visionary mindset, and passion for making a meaningful impact.