How Can Your Research Make a Difference?
Join the Nordic Qualitative Research Forum at NHH – April 25.
Former entrepreneur in China, now a PhD Candidate at NHH
`My academic journey has been a bit of a global one, Xiaoguang Wu says.
AS PART OF OUR PHD SERIES INTRODUCING CANDIDATES AT NHH, MEET XIAOGUANG WU!
Name: Xiaoguang Wu
From: China
Department: Department of Strategy and Management at
Research interest: Entrepreneurship, business ethics, sustainability
Started: 2023
Main supervisor: Professor Bram Timmermans
Xiaoguang Wu`s academic career began with a BA in Korean Studies from Beijing Language and Culture University.
He later completed an MBA at the University of Science and Technology in Beijing, and then an MSc in Entrepreneurship from University College London.
`The master’s degree deepened my interest in academia and research´, he explains.
12 years in business
Before entering academia, Wu was an entrepreneur for twelve years.
`That hands-on experience in business, combined with my background in liberal arts, has given me a diverse skill set and a unique perspective on strategy and management—both of which I’m eager to bring into my work at NHH´.
`Why did you choose to pursue your PhD at NHH? ´
`I ultimately chose NHH because it aligns with all the principles I set for myself before committing to an academic path. First, I wanted a calm and peaceful environment—one where I could focus fully on my research and personal growth. NHH’s setting, away from the hustle of large cities, offers just that.
He was also drawn to Bergen´s strong sense of local culture, where community life is rich, residents are welcoming, and there’s a high level of social stability and safety. Additionally, he was attracted to the natural beauty surrounding NHH, which he believes adds an invaluable dimension to both life and work here.
Beijing and London
`After almost two decades of living in major cities, particularly witnessing the transformation of Beijing from a culturally vibrant city to one dominated by a rigid work culture, I knew I wanted something different—something calmer and more balanced´.
Finally, Wu connected very well with his supervisor Professor Bram Timmermans, which he considers essential for a positive and productive PhD journey. Today, Tina Saebi is his co-supervisor.
`In simple terms, what is your research about? ´
`My research currently focuses on sustainability in entrepreneurship. Sustainability has become a central issue across all aspects of society, and I’m interested in understanding how entrepreneurs incorporate it into their ventures. Specifically, I explore sustainability at three levels: how entrepreneurs’ personal traits influence their approach to sustainability, how they integrate it strategically into their startups, and the impact these practices have on their overall outcomes´.
Potential for social impact
`What excites you most about your work? ´
`It is the topic's potential for social impact. Sustainability is a critical issue, and knowing my research could contribute to meaningful change keeps me motivated. I also feel incredibly supported here—my colleagues are not only brilliant but also genuinely collaborative, and my supervisor’s guidance has been both inspiring and encouraging.
Recently, Wu organised a research group within the Department focused on sustainability, which has created a great platform for idea-sharing and collective progress.
From NHH to a prestigious postdoc in economics
PhD candidate Paula Navarro Sarmiento has secured a postdoctoral position at CEMFI in Madrid, one of Europe’s top research institutes in economics.
`The PhD community also has regular social events, which adds a positive balance to the rigour of academic life. Seeing my colleagues’ work published in top journals is a constant source of motivation, pushing us all to pursue excellence in our own research´.
First impressions of Bergen
`When I first arrived in Bergen, I was struck by how unexpectedly cold it was—even in August! I remember catching a fever the moment stepping out of the airport, and the hotel front desk kindly provided me with medicine, which left a lasting impression of the warmth and kindness of the people here´.
Meet NHH’s New Vice Rectors
Katrine V. Løken (42), Steffen Juranek (43), and Kurt R. Brekke (56) have been appointed as new vice rectors at NHH. ` A young and dynamic dream team´, says incoming rector Helge Thorbjørnsen.
Beyond that, Wu immediately felt drawn to Bergen's natural surroundings—the mountains and the sea.
`I believe a place holds a certain spirit or energy when it has water resources, and the landscape here has a unique vibrancy that I really appreciate. Experiencing Norway’s National Day parade on 17 May was also unforgettable; the pride and sense of community were inspiring, and it gave me a deep respect for the local culture and traditions´.
Bergen: refreshing
Living in Bergen has been a refreshing and comfortable experience, Wu elaborates.
`I also appreciate the sense of openness here; the lifestyle is balanced, allowing time to focus deeply on my research while enjoying the serene environment´.
`A PhD at NHH is a fantastic opportunity´
After only six months as a PhD candidate, Lene Mortensen received an award for her research project. `Highly promising, ´ noted the committee.
In his free time Wu volunteers as a charity photographer, helping his colleagues capture moments like PhD defenses, conference speeches, and social events, including celebrations like International Women’s Day on 8 March.
`It’s rewarding to document these milestones and contribute to our community in a meaningful way. I also enjoy spending time with friends and relaxing by playing League of Legends computer games´.