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

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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

Bian, J., Liu, Y., & Zhao, X. Forthcoming. 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. Forthcoming. Marketing at Illinois. Customer Needs and Solutions.
Wei, L., Wei, W., Liu, Y., & Zhang, J. Forthcoming. Mitigating supply-demand mismatch: The relationship between inventory sharing and demand learning. Decision Sciences. link >
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.
Li, M., & Liu, Y. (2021). Beneficial Product Returns in Supply Chains. Production and Operations Management, 30 (11), 3849-3855.

Other Publications

Articles

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. (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

College Research Grant ($46000), University of Illinois Gies College, 2023-2026
List of Excellent Teachers, University of Illinois, 2021-2021, 2023-2023, 2024-2024
Illinois Human Resource Service Award, University of Illinois, 2021-2021

Grants

Research Award Grant, Harold & Muriel Berkman Charitable Foundation, 2014-2014
Summer Research Grant, Net Institute, New York University, 2014-2014

Service

Associate Editor, Asian Journal of Business Research, 2020-2025
Associate Editor, Decision Sciences, 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

Principles of Marketing (BADM 320) Emphasizes the concepts of planning, organization, control, and decision making as they are applied in the management of the marketing function. Provides an overview of aspects of the marketing discipline.
Pricing Strategy (BADM 326) The role of pricing in contemporary marketing and major pricing decisions facing the firm; theoretical, economic, and practical methods and models for setting prices; pricing new products, initiating price changes, and responding to competitive pricing; the relationship of pricing objectives and strategies to the goals of the firm; and sealed bidding for contracts.
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.