Walker College of Business Marketing Faculty
Larry Shi, PhD
Assistant Professor of Marketing
Prof. Shi’s research interests are focused ¬¬on how easily advertising resources can transfer from one market to another without losing their values, or the fungibility of advertising resources. He has published in management science and currently has one article under second review with International Journal of Research in Marketing.
Prior to the academia, he has years of industry experience in the mainland China ranging from manufacturing, foreign trade, retailing, to real estate.
Topics
Teaching
- Principles of Marketing
- International Marketing
- Integrated Marketing Communication
Research Interests
- Advertising Efficiency/Capability
- How easily can advertising resources transfer from one market to another without losing their values (the fungibility of advertising resources)
Recent Articles
Shi, L (2007), “Using the Framework of a SWOT Analysis to Revisit First Mover Profitability in the ‘New Economy’: the Case of the U.S. Apparel Retailing Industry,” International Journal of Electronic Marketing and Retailing, 1(4), 303-321
Nguyen, Dung and Lei Shi (2006), “Competitive Advertising Strategies and Market Size Dynamics: A Research Note on Theory and Evidence,” Management Science, 52(6), 965-973.
Shi, Larry, John Hulland, Rabikar Chatterjee and Dung Nguyen (2005), “Firm Capabilities, Timing of Internet Adoption, and Performance,” MSI Report, Issue 4, No.05-004, 49-69.
Conference Paper
Shi, Larry (2005), “The Effect of National Culture on the Effectiveness of Interpersonal Persuasion,” Conference Proceedings: 5th Annual Hawaii International Conference on Business, May 26-29, 2005, ISSN# 1539-722X
Contact
Walker College of Business
4112 Raley Hall
Boone, North Carolina
28608-2037
Phone: 828.262.6197
Fax: 828.262.6192
