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George Mason UniversitySchool of Business
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Li, Ning

Academic Unit:Marketing
Position:Assistant Professor
Phone:703-993-1227
Office Location:Enterprise Hall 133
Office Hours:By Appointment
Research Interests:
  • Strategic alliance
  • International marketing
  • Marketing ethics
Education:
  • PhD - Business Administration, Duke University
  • MS - Statistics, Duke University
Profile:

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.


  

Research and Awards:

Published an article titled, “Consumers' Alliance Encounter Satisfaction, Attributions, and Behavioral Intentions” (with coauthors) in the Journal of Consumer Marketing in 2013.

Presented the paper titled, “Consumers' Alliance Encounter Satisfaction, Attributions, and Behavioral Intentions Toward Partners” at the AMA Winter Educator's Conference in Las Vegas, Nevada in February 2013 (with coauthor).

Presented the paper titled, “A Three-Country Study of Unethical Sales Behaviors” at the Academy of International Business Conference in Washington, D.C. in July in 2012 (with coauthor William Murphy). 

Presented the paper titled, “Dancing with Wolves or with Elephants: Key Account Management Insights from a Chinese Supplier and its Western Customers” at the Competing in China: Local Firms, Multinationals, and Alliances - A Research Conference Sponsored by George Mason University School of Business in Fairfax, Virginia in April in 2013 (with coauthor William Murphy).

Published an article titled “A Three-Country Study of Unethical Sales Behaviors” in the Journal of Business Ethics. 

Published an article titled, “A Cross-Cultural Study of Unethical Sales Behaviors” (with coauthors) in the AMA Educators' Conference Proceedings in Summer 2011.

Presented the paper titled “A Three-Country Study of Unethical Sales Behaviors” (with coauthors) at the Academy of International Business Conference in Washington, DC in June 2012.

Presented the paper "A Cross-Cultural Study of Unethical Sales Behaviors" at the 2011 American Marketing Association Summer Educators' Conference. The paper was also published in the conference proceedings. 

Received a Summer Research Award from George Mason University School of Business. 

Presented the paper titled “Antecedents and Consequences of Sales Manager Effectiveness Perceived by Salespeople: Common and Culture-Specific Findings from a Study of Sales Forces in Six Countries” at the 2010 D.C. Marketing Colloquium in Fairfax, Virginia.

Was awarded the Research Excellence Award from George Mason University School of Business.