Education
- Ph D: Marketing, (2022), West Virginia University - Morgantown, WV 26506
Selected Publications
- Liu, Y., Obal, M. (2025). Leveraging the influences of domestic B2B turbulence on radicalness of product and export intensity: the contingency role of firm size and access to NPD technology. Journal of Marketing Theory and Practice, 1-15.
- Liu, Y., Sun, L., Im, J. (2025). From Risk-Taking to Innovation: Managerial and Policy Insights on Risk Management in Dual-purpose Venture. Journal of the International Council for Small Business, DOI: 10.1080/26437015.2025.2544621.
- Wang, X. (West Virginia University), Wei, R. (Emlyon Business School), Liu, Y., Xia, H. (Shandong University Weihai), Zhao, Y. (University of Nebraska at Omaha) (2023). The Effects of Relational Knowledge Emphasis on New Product Development Strategy. Industrial Marketing Management.
- Crosno, J.L. (West Virginia University), Dahlstrom, R. (Miami University), Liu, Y., Tong, P. (Illinois State University) (2021). Effectiveness of Contracts in Marketing Exchange Relationships: A Meta-analytic Review. Industrial Marketing Management, (92).
- Brown, J.R. (West Virginia University), Crosno, J.L., Liu, Y. (West Virginia University), Dev, C.S. (Cornell University) (2020). Relationship Satisfaction: An Overlooked Marketing Channel Safeguard. Industrial Marketing Management, (87) 171-180.