Julien Bei

Zhiling (Julien) Bei is an Assistant Professor of Marketing at the University of Missouri’s Robert J. Trulaske, Sr. College of Business. He specializes in online marketplaces, retail management, and database marketing, teaching courses using SQL and R. His research focuses on brand strategies in third-party platforms and institutional challenges in emerging markets, with publications in the Journal of Marketing and Journal of International Marketing.

Bei holds a PhD in Marketing from the University of North Carolina-Chapel Hill (2019), an MS in Computer Science from Georgia Tech (2020), and additional advanced degrees in Management, Marketing Research, and Chemistry from leading institutions worldwide. His educational background merges technical expertise with marketing theory.

His research interests prioritize understanding how brands navigate platform ecosystems and retail infrastructure limitations, particularly in China. He has contributed to strategic frameworks for retail entry/exit decisions and cross-border e-commerce strategies.

• Awards:
  • Marketing Strategy Consortium Faculty Fellow (2023)
  • AMA-Sheth Foundation Doctoral Consortium Fellow (2018)
  • INFORMS Marketing Science Doctoral Consortium Fellow (2017)

No advising or grant details are listed, though his interdisciplinary background suggests potential collaborations in data-driven retail analytics.