Faculty ProfileCarret icon
Ben S Liu
Professor of Marketing
MA, Trinity Evangelical Divinity School; PhD, SUNY University at Buffalo
School of Business
Marketing Decision Making - Fall 2018
Marketing Principles - Fall 2018
Ben Liu is Professor of Marketing. He holds Ph.D. from State University of New York at Buffalo. He was Assistant Professor at University of Illinois, Urbana-Champaign 1991-1999, Visitng Porfessor at Olin Business School, Washington Univeristy in St. Louis 1999-2000, and Associate Professor of Marketing at Butler University 2000-2007. Ben is visiting Professor of Marketing to various MBA, EMBA programs in China, Denmark, Hong Kong, Singapore, and Taiwan. His major research interest is in the areas of service marketing, cross-cultural, negotiation, channel, and new product development. He is on the editorial board of the Journal of Service Research.
1986-1991 Ph.D. in Marketing, State University of New York at Buffalo, Buffalo, NY 1998-2003 Master of Art in Religion, Trinity Evangelical Divinity School, Chicago, IL 1983-1984 Professional Managers' Program, Tunghai University, Taiwan 1973-1977 Bachelor of Science and Engineering, Department of Engineering Science (Computer Science and Mechanics), National Cheng Kung University (NCKU),Taiwan
¡°The Role of Trust and Budget Emphasis in Managing Degree of Autonomy and Performance,¡± Sakthi Mahenthiran, Ben S. Liu and Zalina Hashim, International Journal of Business and Systems Research (2010) Vol. 4, No.1 January, pp.62-81. ¡°Capital Structure and Dividend Policy in an Introduction to Business Course?¡± Sean F. Reid, Leonard LaBornia, Ben S. Liu, Patrice Louma & Anthony Asare, Journal of Instructional Techniques in Finance (2009) Vol. 1, No. 1, Spring, pp.1-5. ¡°Dynamic Capabilities to Match Multiple Product Generations and Market Rhythm,¡± Scott G. Dacko, Ben S. Liu, D. Sudharshan & Olivier Furrer, European Journal of Innovation Management, (2008), Vol. 11, No.4, October, pp.441-71. Received Emerald Literati Network Awards for Excellence 2009. ¡°Dimensions of Internet Commerce Trust,¡± Damon Aiken, Robert Mackoy, Ben S. Liu, Richard Fetter, and Gregory Osland, Journal of Internet Commerce. (2007) Vol. 6 No. 4, pp.1-25. Issue printed in April 2008. "A Service Effort Allocation Model for Assessing Lifetime Value with Insights on Managing Customer Relationship,¡° Ben S. Liu, Nick Petruzzi & D. Sudharshan, Journal of Service Marketing, (2007) Vol. 21, No.1, pp.24-35 . ¡°Optimal Response to a Next Generation New Product Introduction: To Imitate or to Leapfrog?¡± D. Sudharshan, Ben S. Liu & Brain T. Ratchford, Managerial and Decision Economics, (2006) January, Vol. 27 Issue 1, pp.41-62. ¡°DiffuNET: The Impact of Network Structure on Diffusion of Innovation,¡± Ben S. Liu, Ravindranathan Madhavan & D. Sudharshan, European Journal of Innovation Management, (2005) Vol.8, No.2, April/May, pp.240-261.
Selected Workshops & Presentations
¡°Negotiation Models: Forecasting Outcomes,¡± Ben S. Liu & P.V. (Sundar) Balakrishnan, presented to the Marketing Science Conference ¨C Germany 6/17-19. 2010. ¡°The Moderator Effect of Culture on Customers¡¯ Trust in Frontline Service Personnel and Value Co-Creation Behavior,¡± Sherriff T.K. Luk & Ben S. Liu, presented to the Frontiers in Services Conference ¨C Sweden 6/10-13, 2010. “Managing Customer Lateness in Service Settings,” Scott G. Dacko & Ben S. Liu, presented to the Frontiers in Services Conference – Sweden 6/10-13, 2010. ¡°The Impact of Organizational Service Orientation on Employee Service Skills,¡± Ben S. Liu, Sherriff T.K. Luk and Lu Gan, Frontiers in Services Conference - Hawaii, American Marketing Association, October 29 - November 1, 2009. ¡°The Global Financial Crisis and Corporate Social Responsibility,¡± Xiaohong He & Ben S. Liu, presented to the MBA Forum in Tianjin University of Commerce, Tianjin, China, September 7, 2009. ¡°The Global Financial Crisis and Corporate Social Responsibility,¡± Xiaohong He & Ben S. Liu, Keynote speech presented to the 5¡¯th Conference of Corporate Governance in Nankai University, Tianjin, China, September 5-6, 2009. ¡°Branding Examples in Taiwan and China,¡± (with Xiaohong He), presented to Asia Tomorrow Conference, Yale University, New Haven, March 28, 2009. ¡°Entrepreneurship Development in India and China,¡± (with Xiaohong He), presented to Asia Tomorrow Conference, Yale University, New Haven, March 28, 2009. ¡°Influence of Budgetary Leadership and Trust in Organizational Change,¡± (with Sakthi Mahenthiran and Zalina Hashim), Proceedings of The International Academy of Business and Public Administration Disciplines (IABPAD)-New Orleans, October 25-28, 2007, pp.275-295. ¡°The Role of Trust in Managing Performance: The Case of Outlet Management in a Privatized Asian Company,¡± (with Sakthi Mahenthiran and Zalina Hashim), Proceedings of The 3¡¯rd International Symposium of Corporate Governance, Nankai University, (2005) November Tianjin, China.