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Li, Ning

Academic Unit:Marketing
Position:Assistant Professor
Office Location:Enterprise Hall 133
Office Hours:By Appointment
Research Interests:
  • Strategic alliance
  • International marketing
  • Marketing ethics
  • PhD - Business Administration, Duke University
  • MS - Statistics, Duke University

Dr. Ning Li's research interests include (1) inter-firm marketing strategy (governance structure choices of marketing alliances, performance impact of marketing alliances, and the numerous ways strategic alliances can influence alliance partners and consumers), (2) international marketing strategy (global sales management, international market entry), and (3) marketing ethics.

Dr. Li has published in the Journal of Marketing, the Journal of the Academy of Marketing Science, Industrial Marketing Management, the Journal of Business Ethics, the Journal of Consumer Marketing, and various national marketing conferences.

Selected publications:

“Consumers’ alliance encounter satisfaction, attributions, and behavioral intentions,” (in press), (with William H. Murphy), Journal of Consumer Marketing, 30 (6).

“Prior consumer satisfaction and alliance encounter satisfaction attributions,” (2013), (with William H. Murphy), Journal of Consumer Marketing, 30(4), 371-381.

“A three-country study of unethical sales behaviors,” (2012), (with William H. Murphy), Journal of Business Ethics, 111 (2), 219-235.

“A multi-nation study of sales manager effectiveness with global implications,” (2012), (with William H. Murphy), Industrial Marketing Management, 41(7), 1152-1163.

“General alliance experience, uncertainty, and marketing alliance governance mode choice,” (2010), (with William Boulding and Richard Staelin),  Journal of the Academy of Marketing Science, 38(2), 141-158.

“Trust at different organizational levels,” (2008), (with Eric Fang, Robert W. Palmatier, and Lisa K. Scheer), Journal of Marketing, 72(2), 80-98.

“Religion, opportunism, and international market entry via non-equity alliances or joint ventures,” (2008), Journal of Business Ethics, 80(4), 771-789.


George Mason University School of Business

Ranked by U.S. News & World Report in the top 10 percent of all AACSB accredited business schools, the School of Business is one of only 25 percent of business schools accredited in both business and accounting by the Association to Advance Collegiate Schools of Business (AACSB) International.




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