Skip to content

Wang, Yong

Robert H. Freeman Professor of Strategic Marketing & Associate Professor

Copeland 638


Ph.D. Marketing/International Business, University of Texas-Pan American, USA
LL.M. Trade Law, Amsterdam Law School, University of Amsterdam, the Netherlands
LL.B. Business Law/International Relations, Qingdao University, China

Courses Taught

MKT 2400 – Marketing Principles
MKT 3580 – Foundations of Professional Sales 
MKT 3790 – Marketing Research
MKT 4250 – Business to Business Marketing
MKT 4410 – International Marketing
MKT 4630 – Marketing Strategy  
MGT 3650 – International Market Assessment and Entry
MBA 6350 – Strategic Marketing and Supply Chain Management

Research Interests

Dr. Yong Wang is interested in marketing strategy that helps organizations (1) perform well in new social and technological environment, and (2) compete in the global environment.

To study how organizations perform well in new social and technological environments, his research is focused on latest developments in relationship marketing and CRM systems.

To study how organizations compete in the global environment, his research is focused on cross-cultural marketing and management.

Professional Experience

Dr. Yong Wang’s specialization includes cross-border business development/sales, contract negotiation, and international trade practice. Previously, he held business development positions in Europe, Asia Pacific and the Americas. He was a business development executive for World Trade Centers Association, New York, 2001-2002, focused on developing international franchising relationships. As a legal counsel, he represented companies such as Emerson Electrics, ConocoPhilips, Honeywell, Ingersoll-Rand, Oshkosh Truck, Johnson and Johnson, A.P. Moller-Maersk, ABB, Akzo Nobel, Novo Nordisk, and Schlumberger in business development and contract negotiation, and consulted for many others during international market entry and exit. He has also completed numerous research projects (mostly market planning studies and project feasibility studies) for consulting firms such as McKinsey, Roland Berger, Thomson Reuters, AC Nielsen, and PRTM. He has been a trade negotiation advisor to the World Trade Organization (WTO) since 2003, and appointed trade consultant for United Nations Conference on Trade and Development (UNCTAD), 2012-2015.

Professional Affiliations

American Marketing Association (AMA)
Academy of Marketing Science (AMS)
Society for Marketing Advances (SMA)
Academy of Commerce of the United States (AOCUS)
International Law Association (ILA)
Grupo de Pesquisa em Fomento de Negócios Internacionais (PFNI)

Selected Publications

Dr. Yong Wang has more than 50 articles published in peer-reviewed journals. Some recent articles include:

Guo, Chiquan and Wang, Yong J. (2016), “Market Orientation, Distributor Relationship, and Return on Assets: Optimizing Channel Performance for Industrial Firms,” Asian Pacific Journal of Marketing and Logistics, Vol. 28 (1), 107-123.

Wang, Valerie L., Lou, Hao, Wang, Yong J., and Guo, Chiquan (2015), “Differences in Organizational Website Design across Cultures: A Comparative Study of U.S. and Chinese Industrial SMEs,” Asia Pacific Journal of Marketing and Logistics, Vol. 27 (4), 582 - 599.

Guo, Chiquan and Wang, Yong J. (2015), “How Manufacturer Market Orientation Influences B2B Customer Satisfaction and Retention: Empirical Investigation of the Three Market Orientation Components,” Journal of Business and Industrial Marketing, Vol. 30 (2), 182-193.

Guo, Chiquan and Wang, Yong J. (2015), “Being in the Right Place at the Right Time? An Organizational Contingency Perspective of Fortune 1000,” Global Business and Organizational Excellence, Vol. 34 (2), 19-33.

Chapa, Olga, Hernandez, Monica D., Wang, Yong J., and Skalski, Cali (2014), “Do Individualists Complain More than Collectivists? A Four-Country Analysis on Consumer Complaint Behavior,” Journal of International Consumer Marketing, Vol. 26 (5), 373-390.

Rea, Brianna, Wang, Yong J., and Stoner, Jason (2014), “When a Brand Caught Fire: The Role of Brand Equity in Product-Harm Crisis,” Journal of Product and Brand Management, Vol. 23 (7), 532-542.

Wang, Valerie L., Cruthirds, Kevin W., Wang, Yong J., and Wei, Jie (2014), “Enculturated Pleasure: A Study in Multi-Cultural Engagement,” Journal of Advertising Research, Vol. 54 (3), 320-331.

Guo, Chiquan, Wang, Yong J., and Metcalf, Ashley (2014), “How to Calibrate Conventional Market-Oriented Organizational Culture in Production-Centered Firms? A Customer Relationship Perspective,” International Journal of Production Economics, Vol. 156 (1), 235-245.

Cruthirds, Kevin W., Wang, Valerie L., Wang, Yong J., and Wei, Jie (2012), “A Comparison of Humor Styles in U.S. and Mexican Television Commercials,” Marketing Intelligence and Planning, Vol. 30 (4), 1-15.

Wang, Yong J., Hernandez, Monica D., Minor, Michael S., and Wei, Jie (2012), “Superstitious Beliefs in Consumer Evaluation of Brand Logos: Implications for Corporate Branding Strategy,” European Journal of Marketing, Vol. 46 (5), 712-732.

Wang, Yong J., Butt, Osama J., and Wei, Jie (2011), “My Identity Is My Membership: A Longitudinal Explanation of Online Brand Community Members’ Behavioral Characteristics,” Journal of Brand Management, Vol. 19 (1), 45-56.

Hong, Soonkwan and Wang, Yong J. (2011), “Invested Loyalty: The Impact of Ubiquitous Technology on the Current Loyalty Paradigm and the Potential Revolution”, Journal of Strategic Marketing, Vol. 19 (2), 187-204.

Wang, Yong J., Minor, Michael S., and Wei, Jie (2011), “Aesthetics and the Online Shopping Environment: Understanding Consumer Responses,” Journal of Retailing, Vol. 87 (1), 46-58.

Wang, Yong J., Cruthirds, Kevin W., and Baeza, Miguel A. (2010), “Empirical Investigation on the Magnitude of Job Offshoring from an Organizational Contingency Perspective: Implications for American Work Force,” Competitiveness Review, Vol. 20 (4), 322-332.

Wang, Yong J., Hernandez, Monica D., and Minor, Michael S. (2010), “Web Aesthetics Effects on Perceived Online Service Quality and Satisfaction in an e-Tail Environment: The Moderating Role of Purchase Task,” Journal of Business Research, Vol. 63 (9), 935-942.

Wang, Yong J., Hong, Soonkwan, and Lou, Hao (2010), “Beautiful beyond Useful? The Role of Web Aesthetics,” Journal of Computer Information Systems, Vol. 50 (3), 121-129.

Wang, Yong J., Doss, Samuel K., Guo, Chiquan, and Li, Wenjing (2010), “An Investigation of Chinese Consumers’ Outshopping Motives from a Culture Perspective: Implications for Retail and Distribution,” International Journal of Retail and Distribution Management, Vol. 38 (6), 402-422.

Hong, Soonkwan and Wang, Yong J. (2009), “When Relationship Marketing Collides with Technology,” Journal of Relationship Marketing, Vol. 8 (3), 218-230.

Guo, Chiquan and Wang, Yong J. (2009),“A Study of Cross-Border Outshopping Determinants: Mediating Effect of Outshopping Enjoyment,” International Journal of Consumer Studies, Vol. 33 (6), 644-651.

Jung, Joo Y., Wang, Yong J., and Wu, Sibin (2009), “Competitive Strategy, TQM Practice, and Continuous Improvement of International Project Management: A Contingency Study,” International Journal of Quality and Reliability Management, Vol. 26 (2), 164-183.

Wang, Yong J. and Minor, Michael S. (2008), “Validity, Reliability, and Applicability of Psychophysiological Techniques in Marketing Research,” Psychology and Marketing, Vol. 25 (2), 197-232.

Jung, Joo Y. and Wang, Yong J. (2006), “Relationship between Total Quality Management (TQM) and Continuous Improvement of International Project Management (CIIPM),” Technovation, Vol. 26 (5), 716-722.

Guo, Chiquan, Vasquez-Parraga, Arturo Z., and Wang, Yong J. (2006), “An Exploratory Study of Motives for Mexican Nationals to Shop in the US: More Than Meets the Eye,” Journal of Retailing and Consumer Services, Vol. 13 (5), 351-362.