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Ning Li, PhD

Associate Professor of Practice
Areas of Interest
Marketing Strategy, B-to-B Marketing, Marketing Ethics

Ning Li, PhD (Duke University), is an Associate Professor on the Practice Track at the Johns Hopkins Carey Business School. Her research interests include business-to-business marketing strategy, global marketing strategy, and marketing ethics. She has taught both online and onsite courses to MBA, MS, EMBA, and undergraduate students. 

Honors and distinctions

  • Dean's Award for Faculty Excellence, Carey Business School, Johns Hopkins University, received in 2016, 2017, 2018, and 2019
  • 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