Dr Gordon Liu
+44 (0) 1225 383186
BACS, MBA, PhD
Job Title:
Senior Lecturer in Strategic Marketing
Subject Group:
Key Research Interests:
Strategic Marketing; Cause-Related Marketing; Strategic Management; Entrepreneurship; Knowledge and Capabilities; Corporate Social Responsibility
Research Interests
I am a Senior Lecturer in Strategic Marketing in the School of Management at the University of Bath. I received my PhD from Royal Holloway, University London and have diverse research interests including strategic marketing; cause-related marketing; strategic management; entrepreneurship; knowledge and capabilities; corporate social responsibility.
PhD Supervision
I welcome enquiries and applications from potential PhD students in areas relating to my research interests.
Publications
Refereed journal papers
Liu, G., & Ko, W. W. 2013. Charity retailing in the UK: A managerial capabilities perspective. Journal of Small Business Management. DOI:10.1111/jsbm.12040
Liu, G., Eng, T. Y, & Takeda, S. 2013. An investigation of marketing capabilities and social enterprise performance in the UK and Japan. Entrepreneurship Theory and Practice. DOI: 10.1111/etap.12041
Liu, G. 2013. Impacts of instrumental vs. relational centered logic on cause-related marketing decision making. Journal of Business Ethics, 113(2): 243-263. DOI: 10.1007/s10551-012-1292-8
Liu, G., Eng, T. Y., & Sekhon, Y. 201). Managing branding and legitimacy: A study of charity retail sector. Nonprofit and Voluntary Sector Quarterly. DOI: 10.1177/0899764012474722
Liu, G., Takeda, S. and Ko, W. W. 2012. Strategic orientation and social enterprise performance, Nonprofit and Voluntary Sector Quarterly. DOI: 10.1177/0899764012468629
Liu. G., Liston-Heyes, C. (accepted - forthcoming). A study of non-profit organisations in cause-related marketing: Stakeholder concerns and safeguarding strategies. European Journal of Marketing. Awaiting DOI.
Liu, G., Eng, T. Y., & Ko. W. W. 201). Strategic directions of corporate community involvement. Journal of Business Ethics, 115(3): 469-487. DOI: 10.1007/s10551-012-1418-z
Liu, G., & Ko, W. W. 2012. Organizational learning and marketing capability development: A study of charity retailing operation of British social enterprises. Nonprofit and Voluntary Sector Quarterly. 41(4): 580-608. DOI: 10.1177/0899764011411722
Eng, T. Y., Liu, G., & Sekhon, Y. 2011. The role of relationally embedded network ties in resource acquisition of British non-profit organisations. Nonprofit and Voluntary Sector Quarterly, 41(6): 1092-1115. DOI: 10.1177/0899764011427596
Liu, G., & Ko. W. W. 2011. An analysis of cause-related marketing implementation strategies through social alliance: Partnership conditions and strategic objectives. Journal of Business Ethics, 100(2): 253-281. DOI: 10.1007/s10551-010-0679-7
Liu, G., & Ko, W. W. 2011. Social alliance and employee voluntary activities: A resource-based perspective. Journal of Business Ethics, 104(2): 251-268. DOI: 10.1007/s10551-011-0907-9
Liu. G., Liston-Heyes, C., & Ko. W. W. 2010. Employee participation in cause-related marketing strategies: A study of British consumer service industries. Journal of Business Ethics, 92(2): 195-210. DOI: 10.1007/s10551-009-0148-3
Liston-Heyes, C. and Liu, G. 2010. Cause-related marketing in the retail and finance sectors: An exploratory study of determinants of cause selection and non-profit alliances. Nonprofit and Voluntary Sector Quarterly, 39(1): 77-101. DOI: 10.1177/0899764008326680
