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Yong Liu

Assistant Professor

• Ph.D., University of British Columbia, 2002

Teaching Interests

• Marketing management
• Marketing research
• International marketing
• Service marketing
• Database marketing
  

Research Interests

• Models of marketing strategies
  • Media and entertainment markets, especially movie marketing
  • Competitive strategies for business and nonprofits
  • Firm strategies during product-harm crisis
    

Publications

Zhao, Xuan, Derek Atkins and Yong Liu (2009) “Effects of Distribution Channel Structure in Markets with
Vertically Differentiated Products,” Quantitative Marketing and Economics, forthcoming.

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 selected as a synopsis article by the Journal.

Professional Associations

• Editorial Board Member, Marketing Science (2002-2005, 2005-2007)
• Editorial Board Member, Canadian Journal of Administrative Sciences (2009 to present)

Awards and Honors

• Marketing Science Institute (MSI) Young Scholar, 2007.
• Strategic Faculty Development Fund (Syracuse University), 2005
• Fellow, Center for the Study of Popular Television, Newhouse School of Public Communications, 2003-2004

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