University of Bath School of Management University of Bath School of Management

Dr Gordon Liu

Gorden Liu

telephone +44 (0) 1225 383186
email Dr Gordon Liu


Leading Refereed Journal Papers
Other Ouputs



Job Title:

Senior Lecturer (Associate Professor) in Strategic Marketing


Marketing, Business & Society

Key Research Interests:

General marketing strategy; Brand strategy; Innovation and new product development; Entrepreneurship; Dynamic and organizational capabilities; Strategic management, Corporate social responsibility and marketing.

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.


Leading Refereed Journal Papers

Ko, W. W. & Liu, C-Y. 2016. Environmental strategy and competitive advantage: the role of small- and medium-sized enterprises’ dynamic capabilities. Business Strategy and the Environment.

Liu, G., Ko, W. W., & Chapleo, C. 2016. How and when socially entrepreneurial nonprofit organizations benefit from adopting social alliance management routines to manage social alliances. Journal of Business Ethics.

Ko, W., & Liu, G. 2016. A typology of Guanxi-based government mechanisms for knowledge transfer in business networks of Chinese small and medium sized enterprises. Group and Organization Management.

Ko, W. W. & Liu, G. 2015. Overcoming the Liability of Smallness by Recruiting through Networks in China: A Guanxi-Based Social Capital Perspective. International Journal of Human Resource Management, DOI: 10.1080/09585192.2015.1128467 .

Ko, W. W. & Liu G. 2015. Understanding the Process of Knowledge Spillovers: Learning to become Social Enterprises. Strategic Entrepreneurship Journal, 9(3): 263-285. DOI: 10.1002/sej.1198.

Liu, C-Y. & Rong, K. 2015. The Nature of the Co-Evolutionary Process: Complex Product Development in the Mobile Computing Industry's Business Ecosystem. Group and Organization Management, 40(6): 809-842, DOI:10.1177/1059601115593830 .

Liu, G., Chapleo, C., Ko, W. W., & Ngugi, I. 2014. The Role of Internal Branding in Nonprofit Brand Management An Empirical Investigation. Nonprofit and Voluntary Sector Quarterly,  44(2): 319-339, DOI: 10.1177/0899764013511303.

Liu, G., & Ko, W. W. 2013. Charity retailing in the UK: A managerial capabilities perspective. Journal of Small Business Management, 52(3), 390-406, 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. 39(2), 267-298, 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. 2013 Managing branding and legitimacy: A study of charity retail sector. Nonprofit and Voluntary Sector Quarterly, 42(1), DOI: 10.1177/0899764012474722.

Liu. G., Liston-Heyes, C. 2013. A study of non-profit organisations in cause-related marketing: Stakeholder concerns and safeguarding strategies. European Journal of Marketing, 47(11/12): 1954-1974, DOI: 10.1108/EJM-03-2012-0142.

Liu, G., Eng, T. Y., & Ko. W. W. 2013. Strategic directions of corporate community involvement. Journal of Business Ethics, 115(3): 469-487, DOI: 10.1007/s10551-012-1418-z.

Liu, G., Takeda, S. & Ko, W. W. 2012. Strategic orientation and social enterprise performance. Nonprofit and Voluntary Sector Quarterly, DOI: 10.1177/0899764012468629.

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.

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.

Eng, T. Y., Liu, G., & Sekhon, Y. 2011. The role of relationally embedded network ties in resource acquisition of British non-profit organisationsNonprofit and Voluntary Sector Quarterly, 41(6): 1092-1115, DOI: 10.1177/0899764011427596.

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. & 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.

Other Outputs

Liu. G. & Ko, W. W. (2014). An Integrated Model of Cause-Related Marketing Strategy Development.  Academy of Marketing Science Review.