Academic Experience

Associate Professor in Marketing, Marketing Department, School of Economics and Management Wuhan University 2019-present

Assistant Professor in Marketing, Marketing Department, Daniels College of Business, University of Denver 2010-2018

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 ofBusiness 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 ofManagement, 24(4), 447-466.

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 ofInternationalBusiness

    Research Proposal Reviewer

HongKong ResearchGrant Council

Marketing Consulting

.   DISH Network Company, provide consulting on how to increase customer participation efectiveness 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