Yunchuan(Frank) Liu

Associate Professor of Business Administration

Contact

65 Wohlers Hall

1206 S Sixth St

Champaign, IL 61820

217-244-2749

liuf@illinois.edu

Google Scholar

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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

Liu, G., Liu, Y., Sun, J., & Tan, L. Forthcoming. Bertrand Supertraps with Consumer Fairness Concern. European Journal of Operational Research.
Jerath, K., & Liu, Y. Forthcoming. Perspectives on the Impact of Technology on Channel Management. University of Pennsylvania Wharton School Baker Retail Center Report.
Fei, L., & Liu, Y. Forthcoming. Platform Manipulation in Online Retail Marketplace with Sponsored Advertising. Marketing Science, 43 (2), 317-345.
Wei, L., Wei, W., Liu, Y., & Zhang, J. (2024). Mitigating supply-demand mismatch: The relationship between inventory sharing and demand learning. Decision Sciences, 55 (6), 533-548. link >
Bian, J., Liu, Y., & Zhao, X. (2024). Equilibrium Anti-Counterfeiting Strategies with Deceptive Counterfeits: Proactive, Reactive, or Instantaneous? ? Transportation Research Part E.
Liu, Y., Mehta, R., Rindfleisch, A., Torelli, C., & White, T. (2024). Marketing at Illinois. Customer Needs and Solutions, 11 (1), 1-9.

Other Publications

Articles

Li, M., & Liu, Y. (2021). Beneficial Product Returns in Supply Chains. Production and Operations Management, 30 (11), 3849-3855.
Shi, T., Chajjed, D., Wan, Z., & Liu, Y. (2020). Distribution Channel Choice and Divisional Conflict in Remanufacturing Operations. Production and Operations Management, 29 (7), 1702-1719.
Bian, J., Zhao, X., & Liu, Y. (2020). Single vs Cross Distribution Channels with Manufacturers' Dynamic Tacit Collusion. International Journal of Production Economics.
Shi, H., Liu, Y., & Petruzzi, N. (2019). Informative Advertising in A Distribution Channel. European Journal of Operational Research, 274 (2), 773-787.
Gu, Z., & Liu, Y. (2018). Why Would A Big Retailer Refuse to Collaborate on Manufacturer SPIFF Programs? Quantitative Marketing and Economics, 16 (4), 441-472.
Liu, Y., & Tyagi, R. (2017). Outsourcing to Convert Fixed Costs into Variable Costs: A Competitive Analysis. International Journal of Research in Marketing, 34 (1), 252-264.
Dukes, A., Geylani, T., & Liu, Y. (2014). Dominant Retailers' Incentive for Product Quality in Asymmetric Distribution Channels. Marketing Letters, 25 (1), 93-107.
Gu, Z., & Liu, Y. (2013). Consumer Fit Search, Retailer Shelf Layout, and Channel Interaction. Marketing Science, 32 (4), 652-668.
Kim, K., Chhajed, D., & Liu, Y. (2013). Can Commonality Relieve Cannibalization in Product Line Design? Marketing Science, 32 (3), 510-521.
Shi, H., Liu, Y., & Petruzzi, N. (2013). Consumer Heterogeneity, Product Quality, and Distribution Channels. Management Science, 59 (5), 1162-1176.
Liu, Y., & Tyagi, R. (2011). The Benefits of Competitive Upward Channel Decentralization. Management Science, 57 (4), 741-751.
Xiao, Y., Palekar, U., & Liu, Y. (2011). Shades of Gray: The Impact of Gray Markets on Authorized Distribution Channels. Quantitative Marketing and Economics, 9 (2), 155-178.
Dukes, A., & Liu, Y. (2010). In-Store Media and Distribution Channel Coordination. Marketing Science, 29 (1), 94-107.
Liu, Y., & Cui, T. (2010). The Length of Product Line in Distribution Channels. Marketing Science, 29 (3), 474-482.
Liu, Y., Gupta, S., & Zhang, Z. (2006). Note on Self-Restraint as an Online Entry-Deterrence Strategy. Management Science, 52 (11), 1799-1809.
Liu, Y., & Zhang, Z. (2006). The Benefits of Personalized Pricing in a Channel. Marketing Science, 25(1) 97-105.

Presentations

Liu, Y. (2025). Persuasive Conflicts of Interest: Influencing Social Media Influencer with Influencer Brand. Tsinghua University.
Liu, Y. (2024). Fair to Fare Well: How Algorithmic Fairness Benefits Firms on a pPlatform? National Conference on Supply Chain Management.
Liu, Y. (2019). The Future of Marketing Research. China University Association of Marketing.
Liu, Y. (2018). Product Returns in Distribution Channels. China Marketing International Conference.
Shi, T., Chhajed, D., Liu, Y., & Wan, Z. (2017). Divisional Conflict and Distribution Channel Choice in Remanufacturing Operation. POMS Annual Meeting.
Chen, L., Liu, Y., & Gilbert, S. (2011). Retailer Brand: Keep It Private or Not. Marketing Science Conference.
Xiao, Y., & Liu, Y. (2011). Retailer Brand with Consumer Evaluation. Marketing Science Conference.
Liu, Y., & Cui, T. (2009). The Length of Product Line in Distribution Channels. Workshop on Game Theory in Distribution Channels, Montreal, Canada, November 2009.
Dukes, A., Geylani, T., & Liu, Y. (2009). The Role of Quality in an Asymmetric Retail Channel. Marketing Science Conference.
Liu, Y., & Rajeev, T. (2009). The Benefits of Upward Channel Decentralization. Marketing Science Conference.
Shi, H., & Liu, Y. (2009). Informative Advertising and Channel Structure. Marketing Science Conference.
Dukes, A., & Liu, Y. (2008). In-Store Media and Channel Management. INFORMS Conference.
Dukes, A., & Liu, Y. (2008). In-Store Media and Channel Management. Marketing Science Conference.
Dukes, A., & Liu, Y. (2008). In-Store Media and Channel Management. Quantitative Marketing and Economics Conference.
Dukes, A., Geylani, T., & Liu, Y. (2008). The Role of Quality in an Asymmetric Retail Channel. INFORMS Conference.
Liu, Y., & Liu, Y. (2008). The Customization of Products and Distribution Channel Management. Marketing Science Conference.
Shi, H., & Liu, Y. (2008). The Effect of Consumer Heterogeneity and Channel Structure on Firms’ Product Decision. Marketing Science Conference.
Xiao, Y., Palekar, U., & Liu, Y. (2008). Beneficial and Detrimental Effects of Parallel Importation in Distribution Channel. Marketing Science Conference.
Shi, H., Liu, Y., & Palekar, U. (2007). Strategic Secondary Market Creation and Reactionary New Product Introduction for Durable Goods. Marketing Science Conference.
Liu, Y. (2006). A Strategic Analysis of Channel Expansion. The Future of Distribution Channels Research Conference.

Working Papers

Li, M., & Liu, Y. Product returns in distribution channels.
Shi, H., Liu, Y., & Petruzzi, N. Product Advertising Authority in a Distribution Channel.

Honors and Awards

List of Excellent Teachers, University of Illinois at Urbana-Champaign, 2025-2026
College Research Grant ($46000), University of Illinois Gies College, 2023-2026
Ethics and Professional Responsibility Scholar, University of Illinois at Urbana-Champaign, 2024-2025
List of Excellent Teachers, University of Illinois, 2021-2021, 2023-2023, 2024-2024
Illinois Human Resource Service Award, University of Illinois, 2021-2021

Grants

UIUC Gies Grant, University of Illinois at Urbana-Champaign, 2023-2025
UIUC Senior Research Grant, University of Illinois at Urbana-Champaign, 2023-2023,2024-2024,2025-2026
Research Award Grant, Harold & Muriel Berkman Charitable Foundation, 2014-2014
Summer Research Grant, Net Institute, New York University, 2014-2014

Service

Associate Editor, Decision Sciences, 2020-2029
Associate Editor, Asian Journal of Business Research, 2020-2025
Cofounder and Co-President, Chinese Scholar Marketing Association, 2015-2025

Research Interests

Marketing Platform, Marketing Algorithm, Influencer Marketing, Distribution Channel, Supply Chain Management, Supply Chain Finance, Consumer Finance, Queuing Game Theory, Algorithmic Game Theory, Pricing Strategy, Advertising, Retailing, E-commerce, Marketing Research, Marketing Management

Current Courses

Pricing Strategy (BADM 326) Develops the students understanding on the strategic development of pricing analytics, pricing models, and pricing strategies within organizations. Students use analytics and financial models as well as pricing theory in order to develop pricing models for organizations. The course will give students a firm theoretical and practical background in setting prices, pricing new products, initiating pricing changes, responding to competitive pricing, using analytics to understand, predict, and develop pricing policies, and understanding the impact and roll of pricing within an organization.
Pricing Analytics (BADM 326) Develops the students understanding on the strategic development of pricing analytics, pricing models, and pricing strategies within organizations. Students use analytics and financial models as well as pricing theory in order to develop pricing models for organizations. The course will give students a firm theoretical and practical background in setting prices, pricing new products, initiating pricing changes, responding to competitive pricing, using analytics to understand, predict, and develop pricing policies, and understanding the impact and roll of pricing within an organization.
Pricing Strategy and Analytics (BADM 524) Prepares students to address strategic pricing issues analytically and to identify profit-boosting changes in pricing practices through the use of analytics tools, requiring students to evaluate pricing strategies in different industries. Topics in this course include pricing strategy and cost analysis, competitive pricing analysis, segmented and targeted pricing strategy and analysis, multiple products pricing analysis, distribution channel pricing analysis, and pricing and promotion analysis.
Math Models in Marketing (BADM 539) Seminar in model building as a tool for research in marketing. Application of the mathematics of optimization, dynamics, linear algebra and games to marketing topics including consumer choice, retailing, price promotions, advertising, personal selling, positioning, new product diffusion. Research project using marketing models required.