College of Business: University of Illinois at Urbana-Champaign

Associate Professor of Business Administration

Ph.D., Marketing, Columbia University, 2003

Associate Professor of Business Administration, University of Illinois, 2012
Assistant Professor of Business Administration, University of Illinois, 2006-2012
Assistant Professor of Marketing, University of California, Riverside, 2003-2006

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

MBA Professor of the Year Finalist, College of Business, UIUC, 2012-2013
Management Science Distinguished Service Award, Management Science, 2012
Top Reviewer out of 313 reviewers, Marketing Science, 2012
List of Excellent Teachers (MBA), University of Illinois, 2011-2012
Management Science Meritorious Service Award, Management Science, 2011
List of Excellent Teachers (MBA), University of Illinois, 2010-2011
Management Science Distinguished Service Award, Management Science, 2010
Faculty Representative, 39th Haring Symposium, Indiana University, Bloomington, 2009
Management Science Meritorious Service Award, Management Science, 2009

Director of Channel Models, American Marketing Association IOSIG, 2006-2009

Distribution Channel Management, Pricing Strategy, Advertising, Retailing, E-commerce, Marketing Research, Marketing Management