Steven Liu

Title: Assistant Professor of Marketing
Office: 418 Elliott Hall
Phone: (248) 370-3299
Email: [email protected]

Education:
Georgia State University, Ph.D. Marketing and International Business

Biography:
Dr. Steven Yen-Hung (Y. H.) Liu received his Ph.D. in Marketing and International Business from Georgia State University. Prior to joining OU, he was on the faculty of the Centre of International Business at the University of Leeds (CIBUL), U.K.

His research interests focus on business-to-business (B2B) relationships, international marketing, and emerging markets. He has published in scholarly journals such as Journal of Business Research, International Business Review, and Journal of World Business. He currently serves on the editorial review boards for International Business Review (2021-) and Journal of Business Research (2022-).

Teaching interests: 
B2B Marketing, International Marketing

Research interests: 
B2B Marketing, International Marketing, Emerging Markets, MNEs

Awards:

University Research Committee Faculty Research Fellowship of 2023, Oakland University, June 2023

Best Paper Finalist, Consortium of International Marketing Research (CIMaR), Ankara, Turkey, June 2019

Journals and Articles:

Buckley, P., Kandemir, D., Liu, S. Y. H., Gencturk, E. (2024). An internalization perspective on subsidiaries’ reputation and its impact on subsidiaries’ marketing advantage: The moderating roles of resources and autonomy. Journal of Business Research, 175, 114565.

Napier, E., Liu, S. Y.-H., Liu, J. (2024). Adaptive strength: Unveiling a multilevel dynamic process model for organizational resilience. Journal of Business Research, 171, 114334. https://doi.org/10.1016/j.jbusres.2023.114334

Feng, J. B., Liu, S. Y., Liu, L. A.(2023). Cognitive antecedents of EMNEs' dynamic capabilities: A case study of global identity at Lenovo. Journal of Business Research. 113312

Liu, S. Y., Deligonul, S. , Cavusgil, S. T., Chiou, J. S.(2021). Addressing psychic distance and learning in international buyer-seller relationships: The role of firm exploration and asset specificity. Journal of World Business. 101208

Liu, S. Y., Napier, E. , Runfola, . A., Cavusgil, S. T.(2020). MNE-NGO partnerships for sustainability and social responsibility in the global fast-fashion industry: A loose-coupling perspective. International Business Review. 101736

Liu, S. Y., Deligonul, S. , Cavusgil, E. , Chiou, J. S.(2018). Always trust in old friends? Effects of reciprocity in bilateral asset specificity on trust in international B2B partnerships. Journal of Business Research. 171-185