Research Interests
- Distribution channels
- Relationship marketing
- Marketing strategy
- Sales management
Education
- Doctor of Philosophy in Business Administration, Marketing (2022), West Virginia University, John Chambers College of Business and Economics, Morgantown, WV
- Master of Business Administration (2017), West Virginia University, John Chambers College of Business and Economics, Morgantown, WV
- Master of Management (2013), Tianjin University, Tianjin, China
- Bachelor of Management (2011), Wuhan University of Science and Technology, Wuhan, China
Selected Awards and Honors
- Marketing PhD Student Outstanding Teaching Award, Department of Marketing, John Chambers College of Business and Economics, West Virginia University, 2022
- James R. Brown Outstanding Ph.D. Student Research Award, Department of Marketing, John Chambers College of Business and Economics, West Virginia University, 2021
- Outstanding Doctoral Student Award, John Chambers College of Business and Economics, West Virginia University, 2020
Selected Publications
- Wang, Xinchun, Ruiqi Wei, Yuerong Liu, and Hui Xia. The Effects of Relational Knowledge Emphasis on New Product Development Strategy. Industrial Marketing Management, forthcoming
- Crosno, Jody L., Robert Dahlstrom, Yuerong Liu, and Pui Ying Tong (2021). Effectiveness of Contracts in Marketing Exchange Relationships: A Meta-analytic Review. Industrial Marketing Management, 92: 122-139 (Equal authorship).
- Brown, R. James, Jody L. Crosno, Yuerong Liu, and Chekitan S. Dev (2020). Relationship Satisfaction: An Overlooked Marketing Channel Safeguard. Industrial Marketing Management, 87: 171-180.
Selected Presentations
- Liu, Yuerong, Jody L. Crosno, and Annie Peng Cui (2022). The Role of Firm-Level PDO in Asymmetrically Dependent Marketing Channel Relationships. 2022 AMA Winter Academic Conference, Las Vegas, CA, USA.
- Dahlstrom, Robert, Jody L. Crosno, and Yuerong Liu (2020). A Meta-Analytic Review of Influences of Network Properties on Exchange Relationships. 2020 AMA Winter Academic Conference, San Diego, CA, USA.