Yunchuan(Frank) Liu

Yunchuan(Frank) Liu

Associate Professor of Business Administration

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Contact

65 Wohlers Hall

1206 S. Sixth

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

  • Shi, T., Chajjed, D., Liu, Y., Wan, Z., & , . Forthcoming. Distribution Channel Choice and Divisional Conflict in Remanufacturing Operations. Production and Operations Management.
  • Bian, J., Zhao, X., & Liu, Y. Forthcoming. Sing 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.

Other Publications

Articles

  • 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.

Conference Proceedings

  • Jerath, K., & Liu, Y. Forthcoming. Perspectives on the Impact of Technology on Channel Management. ( 36-9 ed). Disruption in Retail Conference.

Presentations

  • 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. Quantitative Marketing and Economics 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. INFORMS 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 (Undergraduate and MBA), University of Illinois, 2017, 2018
  • List of Excellent Teachers (MBA and PHD), University of Illinois, 2016

Research Interests

Distribution Channel Management, Pricing Strategy, Advertising, Retailing, E-commerce, Marketing Research, Marketing Management

Current Courses

  • Pricing Policies (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.

  • Pricing Strategy and Tactics (BADM 524) Develops concepts and techniques for formulating and administering prices in a variety of business situations. Focuses on understanding the internal and external environment through relevant information acquisition and analysis for developing appropriate pricing strategies and tactics.

  • 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.

Contact

65 Wohlers Hall

1206 S. Sixth

Champaign, IL 61820

217-244-2749

liuf@illinois.edu

Vita

Google Scholar

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