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Yong Liu Eller
College of Management |
Education
Ph.D.
(Marketing), University of British Columbia,
M.
Engineering (Engineering Economics), Tianjin
University, P. R. China. 1996
B.
Engineering (Engineering Economics; Computer & Applications),
Academic
Positions
2006-present Assistant
Professor of Marketing
Eller College of Management
The University of Arizona, Tucson, Arizona
2002-2006 Assistant Professor of
Marketing
Syracuse University, Syracuse, New York
Research
Interest
Information
and social interactions in entertainment markets
Models
of competitive strategies for business and nonprofits
Managing
product-harm crisis
Publication
Chen,
Yubo, Shankar Ganesan, and Yong Liu (2009), “Does a Firm’s Product
Recall Strategy Affect Its
Financial Value? An Examination of Strategic Alternatives during Product-harm
Crises,” Journal
of Marketing, forthcoming.
Liu,
Yong and Charles Weinberg (2009), “Pricing for Nonprofit
Organizations,” in Vithala R. Rao (ed.)
Handbook of
Research in Pricing, Edward Elgar
Publishing Co.
Krider,
Robert, Tieshan Li, Yong Liu, and Charles Weinberg (2007), “Demand and
Distribution
Relationships in the Ready-to-Drink Iced Tea
Market: A Graphical Approach,” Marketing
Letters,
19 (1): 1-12, Lead article.
Putler,
Daniel, Tieshan Li and Yong Liu (2007), “The Effectiveness of Household
Life-Cycle Models in
Predicting Household Expenditure Behavior: An
Empirical Examination,” Canadian Journal of
Administrative Sciences, 24 (4): 284-299.
Liu,
Yong (2006), “Word-of-Mouth for Movies: Its Dynamics and Impact on Box
Office Revenue,” Journal
of Marketing, 70 (3): 74-89.
This paper was quoted in The New
York Times and other media.
Liu, Yong, Daniel S. Putler and Charles B. Weinberg (2006), “The
Welfare and Equity Implications of
Competition in Television Broadcasting: The Role of
Viewer Tastes,“ Journal of Cultural
Economics,
30 (2): 127-140.
Krider,
Robert E., Tieshan Li, Yong Liu and Charles B. Weinberg (2005), “The
Lead-Lag Puzzle of
Demand and Distribution: A Graphical Method Applied
to Movies,” Marketing Science, 24 (4):
635-645.
Liu,
Yong, Daniel S. Putler, and Charles B. Weinberg
(2004), “Is Having More Channels Really
Better? A Model of Competition Among Commercial
Television Broadcasters,” Marketing
Science,
23 (1): 120-133.
Liu,
Yong and Charles B. Weinberg (2004), “Are Nonprofits ‘Unfair’
Competitors For Businesses?
An Analytical Approach,” Journal of Public
Policy and Marketing, 23 (1): 65-79.
This paper is
honored as a synopsis article by the Journal.
Teaching
Interest
Marketing
management, Marketing research, International marketing, Service marketing,
Database
marketing.
Courses
Taught
Introduction to Marketing, University of Arizona
Undergraduate
core course, class size – 200 students, overall rating
– 4.1/5.0
Marketing
and Society, Syracuse University
Undergraduate
integrated core course, class size – 50 students, overall rating –
4.1/5.0
Introduction
to Marketing,
University of British Columbia
Undergraduate
core course, class size – 60 students, overall rating – 4.1/5.0
Marketing
Management, Syracuse University
MBA
core course, class size – 60 students, overall rating – 4.4/5.0
Marketing Decision Models and Support Systems, University of Arizona
Doctoral
seminar in marketing models
Doctoral
Seminar in Marketing, Syracuse
University
Doctoral
seminar in marketing models
Selected
Media Citations
The New York Times, “What Counts at the Box Office Is the Buzz,” July 24,
2006.
The Word of Mouth Marketing Association, “How Does Buzz Affect a Movie’s Box
Office Take,” July 26,
2006, http://www.womma.org/research/.
ZDNet,
“Yahoo Movies Fan Chatter Helps Box-Office Performance,” Blogs on
Digital Micro-Markets,
http://blogs.zdnet.com/micro-markets/?m=20060725.
Tucson
Citizen, “Selling Wisdom: Resourceful Experts Tell How to Promote
Resources,” November 1,
2006, http://www.tucsoncitizen.com/ss/business_edge/30934.php.
BusinessWeek, Named one of three “Prominent Faculty”
at the Martin J. Whitman School of Management,
Syracuse University, in 2006 Undergraduate B-School Profile. The Whitman School ranks #42
nationwide in undergraduate business programs by BusinessWeek.
Professional
Activities
Editorial
Board Member:
Marketing Science (2002-2005, 2005-2007), received the
Editor’s citation as one of the best
reviewers for Marketing Science,
2002-07 annually
Canadian
Journal of Administrative Sciences
(2009-present)
Reviewer
for Major Academic Journals:
Journal of Marketing, Marketing Science, Management
Science, Journal of Consumer Research,
Journal of
Marketing Research, Marketing
Letters, Journal of Interactive
Marketing,
Canadian
Journal of Administrative Sciences, International Journal of Electronic Commerce,
International
Marketing Review
Organizational
Roles in Academic Conferences:
Co-chair (Marketing Research and Technology Track), American Marketing Association Summer
Educator’s
Conference, August 2009
Conference coordinator, Summer Marketing Conference, Shanghai
University of Finance and
Economics, Shanghai, China, June 2009
Conference coordinator, BCRST Annual Marketing Conference (University of Buffalo, Cornell
University,
University of Rochester, Syracuse University, University
of Toronto),
May 2005.
Research
Grant
Joseph
W. Newman Memorial Fund for Research and Professional Development Budget Supplement,
University
of Arizona, 2007-2008, 2008-2009.
Ben
Ware Research Award, Office of the Vice President for Research, Syracuse
University, 2005.
Syracuse
University, 2004-2005.
Center
for the Study of Popular Television,
University,
2002-2003
Awards
and Honors
Marketing Science Institute (MSI) Young Scholar, 2007.
Eller
College Student Council Award for Outstanding Commitment and Contribution, 2007,
2008.
Recipient,
Strategic Faculty Development Fund, Syracuse
University, 2005.
Fellow,
Center for the Study of Popular Television, Newhouse School of Public Communications,
Syracuse
University, 2002-2003.
Fellow, American Marketing Association Doctoral Consortium,
University of Southern California, Los
Angeles, 1999
University
Graduate Fellowship, Li Tze Fong Memorial Fellowship,
UBC, 1999-2000.
Entrepreneurship
Research Alliance Fellowship, UBC, 1998.
E.
D. MacPhee Memorial Fellowship, UBC, 1997-1998.
Updated April 2009 