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Yunchuan(Frank) Liu

Associate Professor of Business Administration


Educational Background

Ph.D., Marketing, Columbia University, 2003

Positions Held

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

Recent Publications

Gu, Z., Liu, Y. Forthcoming. Why Would A Big Retailer Demotivate Sales Advising? Quantitative Marketing and Economics

Liu, Y., Tyagi, R. 2017. Outsourcing to Convert Fixed Costs into Variable Costs: A Competitive Analysis. International Journal of Research Marketing, 34: 252-264

Dukes, A., Geylani, T., Liu, Y. 2014. Dominant Retailers' Incentive for Product Quality in Asymmetric Distribution Channels. Marketing Letters, 25: 93-107

Honors and Awards

List of Excellent Teachers (Undergraduate and MBA), University of Illinois, 2017

List of Excellent Teachers (MBA and PHD), University of Illinois, 2016

List of Excellent Teachers (MBA), University of Illinois, 2015

Management Science Distinguished Service Award, Management Science, 2015

One of Top Reviewers, Marketing Science, 2015

Outstanding Reviewer, Production and Operations Management Society, 2015

List of Excellent Teachers (MBA), University of Illinois, 2014

Management Science Distinguished Service Award, Management Science, 2014

Top Reviewer (#2 most completed reviews; #1 fastest turnaround out of 352 reviewers), Marketing Science, 2013-2014

Teaching and Research Interests

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