Dong Liu
Dong Liu is an Associate Professor of Marketing at the David Nazarian College of Business and Economics, California State University, Northridge. He earned his Ph.D. in Business Administration with a minor in Statistics from the University of South Florida. Dr. Liu’s research focuses on business-to-business marketing, sales management, international joint ventures, and service and relationship marketing. His work has been published in leading journals such as Journal of Business Research, Industrial Marketing Management, Journal of Service Research, and Journal of Global Marketing. Dr. Li teaches courses in marketing management, marketing research, and marketing channels, and is committed to fostering analytical and applied learning in the classroom. His research excellence has been recognized with multiple Distinguished Research Publication Awards and the Lalita A. Manrai Best Paper Award. In addition to his teaching and research, he actively contributes to the academic community through editorial board service and professional organizations, including the American Marketing Association and the Academy of Marketing Science.
Education
\Ph.D. 2020, University of South Florida, USA MBA 2014, University of Missouri-Columbia, USA M.S. 2012, Nanjing University, China
- Ph.D. 2020, University of South Florida
- M.B.A. 2014, University of Missouri-Columbia
- M.S. 2012, Nanjing University, China
Areas of Expertise/Research
- Business-to-business marketing
- Sales management
- International joint ventures
- Service and relationship marketing
Selected Publications
- Dong Liu, Yi Zheng, Fred Miao, Guocai Wang (2025), “Past, present, and future of sales control systems: A multi-method bibliometric analysis,” Industrial Marketing Management, 130: 92-105.
- Dong Liu, Ning Fu, Guocai Wang, and Lixun Su (2024), “Past, present, and future of international joint ventures” Journal of Business Research, 176 (January):114568.
- Dong Liu, Yanhui Zhao, Guocai Wang, Wyatt Schrock, and Clay M. Voorhees (2024), “Thirty years of service failure and recovery research: Thematic development and future research opportunities from a social network perspective,” Journal of Service Research, 27(2): 268-282.