Ning Li, PhD

Ning Li, PhD

Assistant Professor

Academic Discipline: Marketing

Areas of Interest:
Marketing Strategy,
B-to-B Marketing,
Marketing Ethics

Phone: (410) 234-9361



Ning Li, PhD (Duke University), is an Assistant Professor on the Practice Track at the Johns Hopkins Carey Business School from 2014. Her research interests include business-to-business marketing strategy, alliances, global marketing strategy, and marketing ethics.

Honors & Distinctions

  • Dean's Award for Faculty Excellence, Carey Business School, Johns Hopkins University, 2016, 2017, and 2018
  • Guest Editor, Journal of Business Research Special Issue, Competing in China: Local Firms, Multinationals, and Alliances, 2012-2014

Selected Publications

  • Li, Ning and William H. Murphy (2018), “Religious affiliation, religiosity, and academic performance of university students: Campus life implications for U.S. universities,” Religion & Education, 45 (1), 1-22.
  • Murphy, William H. and Ning Li (2015), “Government, company, and dyadic factors affecting key account management performance in China: Propositions to provoke research,” Industrial Marketing Management, 51 (November), 115-121.
  • William H. Murphy and Ning Li (2015), “Key account management in China: Insights from a Chinese supplier,” Journal of Business Research, 68(6), June, 1234-1241.
  • Li, Ning and William H. Murphy (2013), “Consumers’ alliance encounter satisfaction, attributions, and behavioral intentions,” Journal of Consumer Marketing, 30 (6), 517-529.
  • Li, Ning and William H. Murphy (2013), “Prior consumer satisfaction and alliance encounter satisfaction attributions,” Journal of Consumer Marketing, 30 (4), 371-381.
  • Li, Ning and William H. Murphy (2012), “A three-country study of unethical sales behaviors,” Journal of Business Ethics, 111 (2), 219-235.
  • William H. Murphy and Ning Li (2012), “A multi-nation study of sales manager effectiveness with global implications,” Industrial Marketing Management, 41 (7), 1152-1163.
  • Li, Ning, William Boulding, and Richard Staelin (2010), “General alliance experience, uncertainty, and marketing alliance governance mode choice,”Journal of the Academy of Marketing Science, 38 (2), 141-158.
  • Fang, Eric, Robert W. Palmatier, Lisa K. Scheer, and Ning Li (2008), “Trust at different organizational levels,” Journal of Marketing, 72 (2), 80-98.
  • Li, Ning (2008), “Religion, opportunism, and international market entry via non-equity alliances or joint ventures,” Journal of Business Ethics, 80 (4), 771-789

Works In Progress

  • Making better foreign friendships: The effects of cultural diversity in alliance portfolios on firm performance and the moderating effects of portfolio composition 
  • Religious beliefs, innovation, and marketing
  • Enhancing KAM through CRM and IT resources: A study of suppliers and key accounts in China 
  • Making more or fewer but closer friends: The performance impact of the breadth and depth of a firm’s alliance relationships
  • A study of alliances formed between entrepreneurial firms