College of Business: University of Illinois at Urbana-Champaign

Associate Professor of Business Administration

Gu, Z., Liu, Y. Forthcoming. Consumer Fit Search, Retailer Shelf Layout, and Channel Interaction. Marketing Science

Kim, K., Chhajed, D. , Liu, Y. Forthcoming. Can Commonality Relieve Cannibalization in Product Line Design? Marketing Science

Shi, H., Liu, Y., Petruzzi, N. 2013. Consumer Heterogeneity, Product Quality, and Distribution Channels. Management Science, 59: 1162-1176

Liu, Y., Tyagi, R. 2011. The Benefits of Competitive Upward Channel Decentralization. Management Science, 57: 741-751

Xiao, Y., Palekar, U. , Liu, Y. 2011. Shades of Gray: The Impact of Gray Markets on Authorized Distribution Channels. Quantitative Marketing and Economics, 9: 155-178

Dukes, A., Liu, Y. 2010. In-Store Media and Distribution Channel Coordination. Marketing Science, 29: 94-107

Liu, Y., Cui, T. 2010. The Length of Product Line in Distribution Channels. Marketing Science, 29: 474-482

Liu, Y., Gupta, S., Zhang, Z. 2006. Note on Self-Restraint as an Online Entry-Deterrence Strategy. Management Science, 52: 1799-1809

Liu, Y., Zhang, Z. 2006. The Benefits of Personalized Pricing in a Channel. Marketing Science, 25(1): 97-105

Chen, L., Liu, Y., Gilbert, S. 2011. Retailer Brand: Keep It Private or NotMarketing Science Conference, Houston.

Xiao, Y., Liu, Y. 2011. Retailer Brand with Consumer EvaluationMarketing Science Conference, Houston.

Dukes, A., Geylani, T., Liu, Y. 2009. The Role of Quality in an Asymmetric Retail Channel Marketing Science Conference, Ann Arbor.

Liu, Y., Rajeev, T. 2009. The Benefits of Upward Channel DecentralizationMarketing Science Conference, Ann Arbor.

Shi, H., Liu, Y. 2009. Informative Advertising and Channel StructureMarketing Science Conference, Ann Arbor.

Dukes, A., Geylani, T., Liu, Y. 2008. The Role of Quality in an Asymmetric Retail ChannelINFORMS Conference, Washington.

Dukes, A., Liu, Y. 2008. In-Store Media and Channel ManagementMarketing Science Conference, Vancouver.

Dukes, A., Liu, Y. 2008. In-Store Media and Channel ManagementINFORMS Conference, Washington.

Dukes, A., Liu, Y. 2008. In-Store Media and Channel ManagementQuantitative Marketing and Economics Conference, New York.

Liu, Y., Liu, Y. 2008. The Customization of Products and Distribution Channel ManagementMarketing Science Conference, Vancouver.

Shi, H., Liu, Y. 2008. The Effect of Consumer Heterogeneity and Channel Structure on Firms’ Product DecisionMarketing Science Conference, Vancouver.

Xiao, Y., Palekar, U. , Liu, Y. 2008. Beneficial and Detrimental Effects of Parallel Importation in Distribution ChannelMarketing Science Conference, Vancouver.

Shi, H., Liu, Y., Palekar, U. 2007. Strategic Secondary Market Creation and Reactionary New Product Introduction for Durable GoodsMarketing Science Conference, Singapore.

Liu, Y. 2006. A Strategic Analysis of Channel ExpansionThe Future of Distribution Channels Research Conference, Philadelphia.