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

Recent Publications

Dukes, A., Geylani, T., Liu, Y. 2014. Dominant Retailers" Incentive for Product Quality in Asymmetric Distribution Channels. Marketing Letters, 25: 93-107

Gu, Z., Liu, Y. 2013. Consumer Fit Search, Retailer Shelf Layout, and Channel Interaction. Marketing Science, 32: 652-668

Kim, K., Chhajed, D. , Liu, Y. 2013. Can Commonality Relieve Cannibalization in Product Line Design? Marketing Science, 32: 510-521

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

Honors and Awards

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

Management Science Distinguished Service Award, Management Science, 2013

MBA Professor of the Year Finalist, College of Business, UIUC, 2013

One of Top Reviewers out of 370 reviewers, Marketing Science, 2013

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

Teaching and Research Interests

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