Managers are continuously looking for ways to improve their firms' competitive advantage in the face of global competition. In particular, firms in emerging countries have increasingly leveraged their non-market strategy to access external resources and sustain their competitive positions. Considering the importance of non-market strategy, he examines how firms improve their competition advantages by managing market and non-market strategies.  Simultaneously, as environmental issues become increasingly significant and garner more attention from society, academia, and industry, he considers sustainable development strategies an essential non-market strategy for firms. Consequently, he has also directed his research focus towards sustainable development studies.He also define a new concept named Corporate Military Activities as one of new part of non-markest strategy. He received his PhD degree from University of Surrey, MSc degree from Loughborough University and completed his bachelor's degree at the China University of Mining and Technology. He has five-year work experience for an investment bank and investment corporation. He was honored to have received the Vice-Chancellor's Studentship Award and the Best Reviewer Award for BAM 2023 Annual Conference. His research has been published in leading international journals and conferences such as Journal of World Business, International Business Review, Business Strategy and Environment and SMS, AOM, AIB annual conference.