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Ying Huang

Ying Huang faculty bio headshot
Dr. Ying HuangProfessor
  • College
    Manning School of Business
  • Department
    Marketing Entrepreneurship and Innovation
  • Phone
    (978) 934-2965
  • Office
    Pulichino Tong Business Center - 242
  • Email

Research Interests

Buyer-Supplier Relationships, CSR, B2B Marketing, Retailing


  • Ph D: Retailing, (2007), Michigan State University - East Lansing, MI
    Supporting Area: International Business; Statistics


Ying Huang is currently a professor of marketing in the Manning School of Business at UMass Lowell. Since her joining in January 2012, she has taught marketing concentration courses at both undergraduate and graduate levels, including Marketing Principles, Identifying Marketing Opportunities, Global Marketing, Retailing, and B2B Marketing Seminar. She received the Case Project Funds from Target Corp. in 2012 and the Vice Provost for Research Internal Seed Grants from UMass Lowell in 2013.
Prior to her joining UMass Lowell, Dr. Huang was an assistant professor of retailing at the University of Arizona, where she taught Retail Strategy, Global Supply Chain Management, and a PhD seminar on Interorganizational Issues. During her four-and-a-half years with the University of Arizona, she received several recognitions, including the Bart Cardon Early Career Faculty Teaching Award. She also led a group of six undergraduate students from six different universities and won a national case competition organized by American Express and the National Retail Federation Foundation: the 2010 Aspire2Retail Inter-Collegiate Retail Challenge.
Before starting her academic career, Dr. Huang had more than six years’ industry experience in China and the United States, working as a sales manager for an import & export company in Shanghai, as a marketing representative for DuPont China, and as an engineer for a manufacturer based in South Carolina. In addition, she has served as a consultant for the National Retail Federation Foundation and several US companies entering the China market.

Selected Awards and Honors

  • 2020 Teaching Excellence Award (2020), Teaching - Department of Marketing, Entrepreneurship and Innovation
  • Emerald Citations of Excellence (2016), Scholarship/Research - Emerald Publishing
  • Jack Meredith Best Paper Award (2013), Scholarship/Research - Journal of Operations Management/Academy of Management
  • Bart Cardon Early Career Faculty Teaching Award (2011), Teaching - University of Arizona
  • Faculty Appreciation Award for Outstanding Support (2011), Service, University - the Terry J. Lundgren Center for Retailing and Corporate Board Partner, Tucson, AZ
  • Winner of Aspire2Retail Inter-Collegiate Retail Challenge (2010), Teaching - Faculty Advisor, American Express/National Retail Federation Foundation, New York, NY
  • International Marketing Best Paper Award (2006), Scholarship/Research - Emerald/International Marketing Review/AIB
  • Temple/AIB Best Paper Award, Finalist (2006) - Academy of International Business (AIB)
  • ShaoChangLee Graduate Best Paper Award (2006), Scholarship/Research - Michigan State University
  • Best Paper Award, Runner Up (2003), Scholarship/Research - Academy of Marketing Science (AMS)/ American Collegiate Retailing Association (ACRA)

Selected Publications

  • Zhu, R., Sun, S.L., Huang, Y. (2021). Fair trade coffee and inclusive globalization: A metamorphosis of institutional entrepreneurship. Multinational Business Review, 29(2) 189-209.
  • Kaffash, S., Azizi, R., Huang, Y., Zhu, J. (2020). A Survey of Data Envelopment Analysis Applications in the Insurance Industry 1993-2018 . European Journal of Operational Research, 284 (3) 801–813.
  • Hannigan, E., Huang, Y. (2019). Home Depot: Opportunities and Challenges in China (pp. 496-499). Retailing Management (10e) by Levy, Weitz and Grewal
  • Du, J., Chen, Y., Huang, Y. (2018). A Modified Malmquist-Luenberger Productivity Index: Assessing Environmental Productivity Performance in China. European Journal of Operational Research, 269(1) 171–187.
  • Yang, F., Wei, F., Li, Y., Huang, Y., Chen, Y. (2018). Expected efficiency based on directional distance function in data envelopment analysis. Computers & Industrial Engineering, 125 33–45.
  • Liu, Y., Huang, Y., Fan, H. (2018). Influence tactics, relational contexts, and key account managers’ performance. Industrial Marketing Management, 73(August) 220–231.
  • Zhang, C., Li, J.J., Huang, Y. (2017). Sustaining relationships after opportunism and misunderstanding: The role of formalization and socialization. Marketing Letters, 28(2) 305–319.
  • Liu, Y., Luo, Y., Huang, Y., Yang, Q. (2017). A diagnostic model of private control and collective control in buyer-supplier relationships. Industrial Marketing Management, 63(May)((May)) 116-128.
  • Huang, Y., Luo, Y., Liu, Y., Yang, Q. (2016). An investigation of interpersonal ties in interorganizational exchanges in emerging markets: A boundary-spanning perspective. Journal of Management, 42(6) 1557–1587.
  • Huang, Y., Yoon, E., , (2015). Sustaining buyer-supplier relationships: The buyer’s perspective. International Journal of Global Management Studies, 5.
  • Choi, Y., Huang, Y., Sternquist, B., Johnston, W., Johnston, W. (2015). The effects of the salesperson’s characteristics on buyer-seller relationships. Journal of Business & Industrial Marketing, 30(5).
  • Huang, Y., Lotz, S.L., Bon, G.O. (2014). An Investigation of Consumer Power in the Process of Purchase Decisions. Journal of Research for Consumers, (25) 122-157.
  • Luo, Y., Huang, Y., Wang, S.L. (2012). Guanxi and Organizational Performance: A Meta-Analysis. Management and Organization Review, 8(1) 139-172.
  • Liu, Y., Huang, Y., Luo, Y.d., Zhao, Y. (2012). How does justice matter in achieving buyer-supplier relationship performance? Journal of Operations Management, 30(5) 355-367.
  • Huang, Y., Sternquist, B., Zhang, C., Calantone, R. (2011). A mixed-method study of the effects of guanxi between salespersons and buyers on retailer-supplier relationships in China. Journal of Marketing Channels, 18(3) 189-215.
  • Luo, Y., Liu, Y.d., Zhang, L., Huang, Y. (2011). A taxonomy of control mechanisms and effects on channel cooperation in China. Journal of the Academy of Marketing Science, 39(2) 307-326.
  • Chen, Z., Huang, Y., Sternquist, B. (2011). Guanxi practice and Chinese buyer-supplier relationships: The buyer’s perspective. Industrial Marketing Management, 40(4) 569-580.
  • Chung, J., Huang, Y., Jin, B., Sternquist, B. (2011). The impact of market orientation on Chinese retailers’ channel relationships. Journal of Business and Industrial Marketing, 26(1) 14-25.
  • Sternquist, B., Huang, Y., Chen, Z. (2010). Predicting market orientation: Chinese retailers in a transitional economy. International Journal of Retail and Distribution Management, 38(5) 360-378.
  • Huang, Y., Huddleston, P. (2009). Retailer premium own-brands: Creating customer loyalty through own-brand products advantage. International Journal of Retail and Distribution Management, 37(11) 975-992.
  • Hult, G.T., Ketchen, D.J., Griffith, D.A., Finnegan, C.A., Gonzalez-Padron, T., Harmancioglu, N., Huang, Y., Talay, M.B., Cavusgil, S.T. (2008). Data equivalence in cross-cultural international business research: assessment and guidelines. Journal of International Business Studies, 39(6) 1027-1044.
  • Huang, Y., Sternquist, B. (2007). Retailers’ foreign market entry decisions: An institutional perspective. International Business Review, 16(5) 613-629.

Selected Presentations

  • - AMA/ACRA Triennial conference, 2012 - Seattle, WA
  • - International Conference of Supply Chain Management, 2011 - Beijing, China
  • - Workshop on meta-analysis, 2011 - Guangzhou, China
  • - Academy of Management (AOM) Annual Conference, 2010 - Montreal, Canada
  • - Academy of International Business (AIB) Annual Conference, 2009 - San Diego, CA
  • - American Marketing Association (AMA) Summer Educator Conference, 2009 - Chicago, IL
  • - Special workshop on structural equation modeling, National Retailing Conference, 2009 - New Orleans, LA
  • - Triennial Academy of Marketing Science (AMS)/ American Collegiate Retailing Association (ACRA) National Retailing Conference, 2009 - New Orleans, LA
  • - American Collegiate Retailing Association (ACRA) Spring Conference, 2008 - Durango, CO