Prior to his academic career, Associate Professor Jimmy Wong worked for various corporations across different industries including FMCG, electronics, and pharmaceutical. His expertise in sales and marketing management was developed during his employment at multinational companies such as Johnson & Johnson. After graduating with a PhD in Consumer Psychology from the University of Illinois, he lectured in different universities across the USA, Australia, and Singapore. His research was published in various business journals including the Journal of Services Research and the European Journal of Marketing. Now, he is a marketing faculty in the School of Business at the Singapore University of Social Sciences (SUSS) and he continues to participate in part-time consulting projects with local enterprises and adopts an industry-led approach in his classes.