Martin J. Liu
Associate Dean, Research & Knowledge Exchange, Executive Dean for Zhejiang Provincial Branding Academy, Professor of Marketing and Innovation
Nottingham University Business School China
Room 358, Trent Building
University of Nottingham Ningbo China
199 Taikang East Road, Ningbo, 315100, China
+86 (0) 574 8818 0000 ext. 8139
PhD in Marketing and Innovation (Warwick, UK)
MSc in Information Resource Management (CMU, USA)
BBA in Marketing (TRU, Canada)
Martin J. Liu is a Professor in Marketing and Innovation and Associate Dean for Research and Knowledge Exchange at Nottingham University Business School China. Before this appointment, he was the Head for Entrepreneurship, Marketing and Management System Department and Director of Executive Education. 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.
Martin completes his PhD at Warwick Business School, The University of Warwick. Martin taught in Warwick Business School, University of Warwick and Portsmouth Business School, the University of Portsmouth before joining University of Nottingham Ningbo China in 2009. His research has been published in world-leading journals such as MIS Quarterly (MISQ), Journal of Business Research (JBR), International Journal of Operations and Production Management (IJOPM), International Journal of Production Economics (IJPE), and International Journal of Production Research (IJPR). In addition, Martin has led the development for the Zhejiang Provincial Branding Academy, a research and education platform co-founded by UNNC and Zhejiang Provincial Government in China where we contribute to the dialogues of strengthening the innovative branding capabilities of Zhejiang Made brands, specifically in the application of the digital transformation of firms, the education of next-generation branding specialist in the digital world, and in branding consultation to government and enterprises.
Martin is also a firm believer that research informs teaching and teaching also informs research. He has been a strong advocate in disseminating his research findings and bringing impacts to all classes he teaches, including UG, PG, PhD and executive classrooms. For that, he has received recognition for teaching and learning excellence including the most prestigious awards such as “the Lord Dearing Award”, “The Vice-Chancellor Achievement Medal”, “The Knowledge Exchange and Impact Award” and “The Staff Oscar Award” since he joined the University of Nottingham.
Before his academic career, he had worked in Procter and Gamble (P&G) in Canada and Unison Marketing Inc. in the United States in the area of FMCG (fast-moving consumer goods) and marketing research and the external expert for Saatchi and Saatchi between 2013-1015. Martin also has extensive teaching experiences on executive education and consultancy works in the UK, Mainland China and Taiwan.
- Marketing Management (UG)
- Marketing for Services (UG)
- E-Business (PG)
- Marketing for Entrepreneurial Firms (PG)
- PhD Programme
- Executive Education
Martin's research interests can be divided into two main areas. The first area investigates the links between the firm's digital innovation capabilities marketing capabilities for digital ventures. Specifically, 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. Research Works in this area has been published in MIS Quarterly (MISQ), Journal of Business Research (JBR), International Journal of Operations and Production Management (IJOPM), International Journal of Production Research (IJPR), and Production Planning & Control. The second area focuses on the production method of product and service in the streams of consumer behavior, e-marketing and brand strategy. Specifically, he particularly interests in the area of how authenticity is created and communicated to creating better value propositions to consumers, corporate reputation strategies that enhanced brand value and marketing strategies that are utilizing social media. Research Works in this area has been published in Journal of Business Research (JBR), Business History, International Journal of Production Economics (IJPE), Industrial Management and Data Systems (IMDS), and Advances in Consumer Research.
- Executive Dean, Zhejiang Provincial Branding Academy
- Visiting Professor, Warwick Business School, University of Warwick
Awards / Patents
- Lord Dearing Award for Teaching and Learning (Team Award), University of Nottingham, United Kingdom 2019
- Nottingham Distinguished Publication Award, 2018
- Staff Oscar Award, University of Nottingham, China 2017
- Ningbo Municipal Excellent Teacher Award, Ningbo Municipal Government, China 2016
- Knowledge Exchange and Impact (KEI) Team Award (Team), University of Nottingham, United Kingdom 2016
- Lord Dearing Award for Teaching and Learning, University of Nottingham, United Kingdom 2014
- Best Paper Award Finalist, European Academy of Marketing Conference (EMAC) 2014
- Vice-Chancellor’s Achievement Medal, University of Nottingham, United Kingdom 2013
- Ningbo Municipal Excellent Teacher Award, Municipal Government of Ningbo, China 2012
Referred Journals (Selected)
- Zsófia Tóth, Martin J. Liu, Jun Luo, Christos Braziotis (2019). “The role of social media in managing supplier attractiveness: An investigation of business-to-business markets”, International Journal of Operations & Production Management. ISSN: 0144-3577. (SSCI, ABS 4, ABDC-A)
- Natalia Yannopoulou, Martin J. Liu, Xuemei Bian and Teresa Heath (2018). “Exploring social change through social media: The case of the Facebook group Indignant Citizens”, International Journal of Consumer Studies. Vol. 43 (4). Pp. 348-357. (SSCI, ABS 2, ABDC-A)
- 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)
- Jimmy Huang, Ola Henfridsson, Martin J. Liu, and Sue Newell (2017). “Growing on Steroids: Rapidly Scaling the Customer Base through Digital Innovation”, MIS Quarterly (MISQ). Vol. 41 (1) pp. 301-314. (SSCI, ABS 4*, ABDC-A*)
- Martin J. Liu, R. Z. Yuan, J. Luo (2016). “Reciprocal Transfer of Brand Identity and Image Associations Arising From Higher Education Brand Extensions”, Journal of Business Research (JBR), 69 (8), pp.3069-3076. (SSCI, ABS 3, ABDC-A)
- Yuan, R. Z. Liu, Martin J., Chong, A.Y.L. and Tan, K.H. (2016). “An Empirical Analysis of Consumer Motivation towards Reverse Exchange”, Supply Chain Management: An International Journal, 21 (2), pp.180-193. (SSCI, ABS 3, ABDC-A)
- Sharifah Alwi, Bang Nguyen, TC Melewar, Martin J. Liu (2016). “Explicating Industrial Brand Equity: Integrating Brand Trust, Brand Performance and Industrial Brand Image,” Industrial Management and Data Systems (IMDS), 116 (5): pp.858-882. (SSCI, ABS 2, ABDC-A)
- Alain Chong, Martin J. Liu, Jun Luo and Keng-Boon Ooi (2015). "Predicting RFID adoption in healthcare supply chain from the perspectives of users", International Journal of Production Economics (IJPE), 159, pp. 66-75. (SCI, ABS 3, ABDC-A*)
- Alain Chong, Martin J. Liu, Eugene Ch'ng and Boying Li (2015). “Predicting consumer product demands via Big Data: the roles of online promotional marketing and online reviews”, International Journal of Production Research (IJPR) 7. (SSCI, ABS 3, ABDC-A)
- Martin J. Liu, Jimmy Huang, Alain Chong and Zhengzhi Guan (2015). “Fellow-townsmenship as the Mechanism for Exploring and Exploiting Business Opportunities: A Longitudinal Reflection of the 19th Century Ningbo Entrepreneurs in Shanghai”, Business History, 57 (6), pp. 1-27. (SSCI, ABS 4, ABDC-A)
- Martin J. Liu, Natalia Yannopoulou, Xuemei Bian and Richard Elliot (2015). “Perceptions of Authenticity within the Chinese Marketplace”, Journal of Business Research (JBR), 68 (1), pp. 27-33. (SSCI, ABS 3, ABDC-A)
- Frauke Mattison-Thompson, Alex Newman and Martin J. Liu (2014). “The Moderating Effects of Collectivism on Brand Loyalty”, Journal of Business Research (JBR), 67 (11), pp. 2437-2446. (SSCI, ABS 3, ABDC-A)
- Jun Luo, Alain Chong, Eric Ngai and Martin J. Liu (2014). “Green Supply Chain Collaboration Implementation in China: The Mediating Role of Guanxi”, Transportation Research Part E: Logistics and Transportation Review (TRE), Vol. 71 (November), pp. 98-110. (SCI, ABS 4, ABDC-A*)
- Moosmayer, D., Chong, A. and Liu, J. Martin (2012). “A Neural Network Approach To Predicting Price Negotiation Outcomes In Business-To-Business Contexts”, Expert Systems with Applications, Vol. 40, pp. 3028-3035. (SCI, ABS 3, ABDC-C)
- Napporn Srivoravilai, T.C. Melewar, Martin J. Liu, and Natalia Yannopoulou (2011). “Value Marketing through Corporate Reputation: An empirical investigation of Thai hospitals”, Journal of Marketing Management (JMM), Vol.27 (3/4), pp. 243-268. (SSCI, ABS 3, ABDC-A)
Full list of publications: Google Scholar/Martin Liu
Martin J. Liu and Jun Luo (eds.) (2019). “China Branding: Cases from Zhejiang”, Singapore: Palgrave and Macmillan.
- R. Z. Yuan and Martin J. Liu (2016). “Understanding Consumers’ Brands Experience in Japan: A case study of Lexus” in “Asia Branding”, Edited by T.C. Melewar, Bang Nguyen, Don E Schultz. Palgrave Macmillan, ISBN: 9781137489951
- R.Z. Yuan, Martin J. Liu and Jianchang Liu (2015). “Ethical marketing” in “Ethical and Social Marketing in Asia”, pp.35-53, Woodhead Publishing, ISBN: 9780081000977
- Luo J., Martin J. Liu and A.Y. L Chong. (Accepted). Making Customers Feel Welcome -- The Haidilao Dining Experience In: Kandampully, J. (ed.) Service Management the New Paradigm in Hospitality. 3rd ED. Pearson Prentice Hall, USA.
- Luo, J., Martin J. Liu, A.Y.L Chong (in Print), Haidilao Hotpot Restaurant. In Kamdampully, J. (Ed.), Customer Experience Management: Enhancing Experience and Value Through Service Management, Kendall Hunt Publishing.
- National Science Foundation of China (NSFC) General Programme (2019-2022)
- Zhejiang Soft Science Foundation General Programme Grant (2017 - 2020)
- Zhejiang Provincial Branding Academy Grant (2016-2020)
- Ningbo Soft Science Foundation General Program Grant (2015)
- Yinzhou District Government, City of Ningbo Research Support Scheme (2015)
- Ningbo Soft Science Foundation General Program Grant (2015)
- National Natural Science Foundation China Youth Program (NSFC) Grant (2015)
- NUBS China Collaborative Research Grant (2012-2015)
- University of Nottingham Teaching and Learning Development Grant (2012)