Martin J. Liu
Head
Marketing and Management
The University of Nottingham
China
Biography
Martin is a Professor in Marketing and Innovation and the Head of the Entrepreneurship, Marketing and Management Systems department at Nottingham University Business School China. His research interest relates to how firms’ achieving their marketing goals with digital innovation mechanisms and digital channels. Specifically, he focuses on the transformative potential of digital innovation strategy that influences on consumer behavior and marketing / branding capabilities of firms. He is a visiting professor at Warwick University and serves external expert for many government agencies in China.
Research Interest
Marketing and Management
Publications
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Martin J. Liu, R. Z. Yuan, J. Luo (2016). “Reciprocal Transfer of Brand Identity and Image Associations Arising From Higher Education Brand Extensionsâ€, Journal of Business Research (JBR), 69 (8), pp.3069-3076. (SSCI, ABS 3, ABDC-A)
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Jimmy Huang, Ola Henfridsson, Martin J. Liu, and Sue Newell (2017). “Growing on Steroids: Rapidly Scaling the Customer Base through Digital Innovationâ€, MIS Quarterly (MISQ). Vol. 41 (1) pp. 301-314. (SSCI, ABS 4*, ABDC-A*)
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Fangfang Huo, Boying Li, Alain Chong and Martin J. Liu (2017). “Understanding and predicting what influence online product sales? A neural network approach,†Production Planning & Control. Vol. 28 (11-12) pp. 964-975. (SSCI, ABS 3, ABDC-B)
