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Yan (Lucy) Liu
Oct 2014
ADDRESS
Texas A&M University-MKTG Email: [email protected]
220U Wehner Bldg. Phone: (979) 845-2547
4112 TAMU
College Station, TX 77843-4112
EDUCATION
Ph.D. Management, Purdue University, West Lafayette, IN 2005 – 2010
M. S. Food and Resource Economics, University of Florida,
Gainesville, FL
2002 – 2004
B. S. Finance, Central University of Finance and Economics, Beijing,
China
1995 – 1999
ACADEMIC POSITIONS
Assistant Professor of Marketing, Texas A&M University, August 2010 – present
Graduate Assistant and Instructor, Purdue University, August 2005 – May 2010
PUBLICATIONS
Balachander, Subramanian, Yan Liu & Axel Stock (2009). “An Empirical Analysis of Scarcity Strategies
in the Automobile Industry”. Management Science, 55 (10), 1623-1637 .
Liu, Yan and S. Balachander (2014). “How long has it been since the Last Deal? Consumer Promotion
Timing Expectations and Promotional Response,” Quantitative Marketing and Economics, 12 (1),
85-126.
Liu, Yan and Venky Shankar (2014) “The Dynamic Impact of Product-Harm Crises on Brand Equity and
Advertising Effectiveness: An Empirical Analysis of the Automobile Industry” (Accepted,
Management Science)
WORKING PAPERS UNDER REVIEW
Ramkumar Janakiraman, Yan Liu, Ram Bezawada and Subodha Kumar “The Effects of Shopping Cost,
Channel Quality and Returns on Consumers’ Multichannel Shopping” (Revision invited for 2nd
round, Journal of Marketing Research)
Wonjoo Yun, Yan Liu and Venky Shankar “Sources and Financial Consequences of Product-harm Crises:
Evidence from Automobile Industry” (Revision invited for 2nd round, Journal of Marketing)
Yan Liu, Jiaoyang Li and Haipeng (Allan) Chen “An empirical Study of Product Design’s Effect on Sales
and Marketing effectiveness: the Role of Segment Prototypicality and Brand Prominence” (To be
resubmitted as fresh submission to Marketing Science)
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Yan Liu, Subramanian Balachander and Sumon Datta “On the Timing of a Manufacturer’s Sales Promotion
Decisions with Forward-looking Consumers” (To be resubmitted as fresh submission to Marketing
Science)
WORK IN PROGRESS
Yan Liu, Subramanian Balachander, and Sumon Datta “Effects of Product Recall on New Product
Introduction” (Targeted Journal: Marketing Science)
Woo Jin Choi, Haipeng (Allan) Chen, Yan Liu, Haoying Sun “Goal-Dependent Preferences: The Effects
of Consumers’ Goal Orientations on the Price-Quality Tradeoff” (Targeted Journal: Journal of
Marketing Research)
CONFERENCE PRESENTATIONS
Frank M. Bass UT Dallas Frontiers of Research in Marketing Science Conference, 2014
“An empirical Study of Product Design’s Effect on Sales and Marketing effectiveness: the Role of
Segment Prototypicality and Brand Prominence” with Jiaoyang Li and Haipeng (Allan) Chen
Marketing Science Conference, Emory University 2014
“New Product Preannouncements, Product Recalls, and Shareholder Value” with Wonjoo Yun and
Venky Shankar
Marketing Science Conference, Boston University 2012
“The Dynamic Impact of Product-Harm Crises on Brand Equity and Advertising Effectiveness: An
Empirical Analysis of the Automobile Industry” with Venky Shankar
“Sources and Financial Consequences of Product-harm Crises: Evidence from Automobile
Industry” with Wonjoo Yun and Venky Shankar
Frank M. Bass UT Dallas Frontiers of Research in Marketing Science Conference, 2012
“The Dynamic Impact of Product-Harm Crises on Brand Equity and Advertising Effectiveness: An
Empirical Analysis of the Automobile Industry” with Venky Shankar
Marketing Science Conference, University of Houston, 2011
“On the Timing of a Manufacturer’s Sales Promotion Decisions with Forward-looking
Consumers,” with Bala Balachander
Marketing Science Conference, University of British Columbia, Canada, 2008
“Dynamic Brand and Quantity Choice with a Hazard Model of Promotion Expectation,” with Bala
Balachander
INVITED PRESENTATIONS (POST JOB MARKET)
University of Houston, Fall 2013
“An Empirical Study of Product Design’s Effect on Sales and Marketing Effectiveness: the Role
of Segment Prototypicality and Brand Prominence”
Marketing Department Research Seminar and Brown Bag Series, Texas A&M University, Fall 2013
“An Empirical Study of Product Design’s Effect on Sales and Marketing Effectiveness: the Role
of Segment Prototypicality and Brand Prominence”
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Marketing Department Research Camp, Texas A&M University, Spring 2012
“The Effects of Shopping Cost, Channel Quality and Returns on Consumers’ Multichannel
Shopping” with Ramkumar Janakiraman, Ram Bezawada and Subodha Kumar
RESEARCH INTERESTS
Pricing and Promotion Strategy, Consumer Choice, Market Signaling, Brand Equity, Product Design,
Branding, Consumer Learning, Product Harm Crisis Management, Advertising.
TEACHING EXPERIENCE
Marketing Research 2011-2013
Marketing Management (Purdue University) 2006-2007, 2009
HONORS AND AWARDS
Robert W. Johnson Award for Distinguished Research Proposal
Purdue University
Spring 2008
Billsland Dissertation Fellowship
Purdue University
2008-2009
AMA-Sheth Doctoral Consortium Fellow
University of Missouri
Summer 2008
Purdue University Summer Research Grant.
Purdue University
Summer 2007
Certificate for Outstanding Teaching
Purdue University
Spring 2007
Outstanding Academic Accomplishment
University of Florida
2002, 2003
SERVICE
Doctoral Program Council Member, Marketing Department, 2011-present
Faculty Recruiting Committee Member, Department of Marketing, 2012
Dissertation co-chair, Wonjoo Yun, Ph.D. candidate in Marketing, Texas A&M University
Dissertation committee, Jeremy West, Ph.D. candidate in Economics, Texas A&M University
Dissertation committee, Jiaoyang Li, doctoral student in Marketing, Texas A&M University
BUSINESS EXPERIENCE
Jade International, Investment Bank Division, China 2004-2005
Position: Financial Analyst
Agricultural Development Bank of China, Head Office, China
Position: Manager of International Settlement business
1999-2002