Yufei is currently an Associate Professor at Trinity Business School, Trinity College Dublin, Ireland. He also holds adjunct teaching fellow and honorary research associate position at UCL School of Management. He received BBA in Marketing, MS in Physics both from Xi’an Jiaotong University in China, and PhD in Management from UCL. His research focuses on New Product Development and Launch, Supply Chain Management, Quantitative Marketing. He teaches Business Analytics and Big Data Analytics at UCL.