Bingxin LI (Caroline)

 

Department of Marketing                     School of Economics and Management Wuhan University Email: bingxinli@whu.edu.cn

 

Academic Experience

2019- Professor in Marketing, Marketing Department, School of Economics and Management Wuhan University 2010 - 2018 Assistant Professor in Marketing, Marketing Department, Daniels College of Business, University of Denver

 

 

Education

2005- 2010 Ph.D. in Marketing, The University of Hong Kong

2008-2009 Visiting Scholar, Arizona State University

2003- 2005 M.A. in Management, Marketing Focus, Wuhan University

1999- 2003 B.A. in Marketing, Wuhan University

 

Research Interests

Marketing Strategy

AI and Knowledge Management in Innovation Strategy

Inter-firm Relationship and Co-creation Strategy

 

Teaching Interests

Global Product Innovation, Product and Service Innovation

International Marketing, Marketing Strategy, Marketing Theory

 

 

Journal Publication

Liwen Wang, Lu Jin, Kevin Zhou, Caroline Bingxin Li, Edwin Yin, (2020), Does Customer Participation Hurt New Product Development Performance? Customer Role, Product Newness, and Conflict, Journal of Business Research, 109(C), 246-259.

 

Rui Guo, Wei Zhang, Caroline Bingxin Li*, Tao Wang, Lan Tao, (2018) Timely or Considered? Brand Trust Repair Strategy and Mechanism after Greenwashing. Industrial Marketing Management.72:127-137.

 

Guo, Rui, Lan Tao, Caroline Bingxin Li, Tao Wang (2017) “A Path Analysis of Greenwashing in a Trust Crisis Among Chinese Energy Companies: The Role of Brand Legitimacy and Brand Loyalty”, Journal of Business Ethics.140(3): 523-536.

 

Dong, Maggie Chuoyan, Caroline Bingxin Li, David Tse (2013) “Do Business and Political Ties Differ in Cultivating Marketing Channels for Foreign and Local Firms in China?,” Journal of International Marketing 21(1), 39-56.

 

Zhou, Kevin Zheng and Caroline Bingxin Li (2012) “How Knowledge Affects Radical Innovation: Knowledge Base, Market Knowledge Acquisition, and Internal Knowledge Sharing”, Strategic Management Journal, 33(9), 1090-1102.

 

Zhou, Kevin Zheng, and Caroline Bingxin Li (2010), “How Strategic Orientations Influence the Building of Dynamic Capability in Emerging Economies”, Journal of Business Research, 63(3), 224-231.

 

Li, Caroline Bingxin, and Julie Juan Li (2008), "Achieving Superior Financial Performance in China: Differentiation, Cost Leadership, or Both?", Journal of International Marketing, 16, 3, 1-22, Lead article.

 

Zhou, Kevin Zheng, and Caroline Bingxin Li (2007), “How does Strategic Orientation Matter in Chinese Firms?”, Asia Pacific Journal of Management, 24(4), 447-466.

 

 

Service

Academic Service

§ Journal Reviewer

Journal of Business Research

Strategic Management Journal

Asia Pacific Journal of Management

Journal of International Marketing

Journal of Service Research

European Journal of Marketing

 

§ Conference Reviewer

American Marketing Association Marketing Winter Educator’s Conference

American Marketing Association Marketing Summer Educator’ Conference

Academy of International Business

 

§ Research Proposal Reviewer

Hong Kong Research Grant Council

 

 

Marketing Consulting

· DISH Network Company, provide consulting on how to increase customer participation effectiveness in new product development processes.  

· Muve Health Company, provide consulting on how to improve customer service quality and experience

· Inspirato Company, provide consulting on how to improve knowledge sharing and creation among cross-functional units for improved innovation performance.

 

Awards and Grants

§ National Natural Science Foundation (NSF) Grant, Does Customer Participation in NPD Hurt Company’s Innovation Capability? 2019 § National Natural Science Foundation China (NSF) Grant, The Internationalization Strategy of Chinese National Brand from Brand Confidence Perspective, ¥560,000, Grant#: 71772168 (co-applicant), 2017 § National Natural Science Foundation China (NSF) Grant, Green Marketing Strategies and Firm Performance in Emerging Markets, ¥480,000 Grant#: 71272063 (co-applicant), 2012 § Sheth Foundation Doctoral Consortium Fellow, 2018DU Internationalization