معرفی
Dr. Yuewu Li is an Assistant Professor of Marketing at the H. Wayne Huizenga College of Business & Entrepreneurship of Nova Southeastern University. His role combines rigorous scholarship with industry-informed teaching that spans marketing principles, consumer behavior, and digital marketing.
Education:
- Ph.D. in Business Administration (Marketing) – Texas Tech University
Research Interests:
Dr. Li’s scholarship centers on four inter-related domains. First, he investigates marketing strategy with an emphasis on how firms can craft sustainable competitive positions. Second, he explores entrepreneurial marketing, examining how new ventures use branding efforts to gain legitimacy and attract early-stage financing. Third, he studies digital branding in the context of search engine marketing and customer experience design. Finally, he analyzes supply chain networks to understand how advertising messages propagate among suppliers and customers, creating ripple effects that influence overall network performance.
Recent Publication Trends:
Across 2021–2025, Dr. Li’s publications reveal a dual focus on healthcare organizations and consumer-facing industries. He leverages advanced textual-analysis techniques to quantify website disclosure practices and their financial consequences for US hospitals, while also dissecting strategic rebranding campaigns in the quick-service restaurant sector. Collectively, these works underscore his commitment to translating big-data insights into actionable managerial guidance.
Scientific Awards:
- HCBE Societal Impact Seed Grant
Conference Leadership & Grants:
Dr. Li serves as track chair for the Personal Selling and Sales Management track at the 2024 ACME conference. His externally funded projects include the aforementioned seed grant aimed at generating societal impact through scholarly inquiry.
Labs, Teams & Future Directions:
While no formal lab is mentioned, Dr. Li fosters a collaborative learning community that extends beyond the classroom. He intends to continue integrating real-world datasets into his research and teaching, further bridging the gap between academic theory and marketing practice.
