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Professor Gordon Liu

Profile summary

  • Central Academic Staff
  • Professor of Marketing Strategy
  • The Faculty of Business and Law
  • The Open University Business School
  • Department for Strategy and Marketing
  • gordon.liu

Professional biography

PROF. GORDON LIU is Professor of Marketing Strategy at the Open University Business School. He has holds bachelor degree from the University of Western Ontario (Canada) and MBA from Willamette University (USA) and PhD from Royal Holloway, University of London (UK). He will be joining the Editorial Review Board of Group & Organization Management and also an Editor for Cogent Business & Management.

Research interests

His work situated at the intersection of marketing, strategy and entrepreneurship with particular interesting in topics revolving around product innovation/new product development, strategic orientation/capabilities, and networks/strategic alliance.

Impact and engagement

He has published in the Entrepreneurship Theory and Practice, Strategic Entrepreneurial Journal, Journal of Business Research, Journal of Small Business Management, Journal of Business Ethics, Group & Organization Management, Nonprofit and Voluntary Sector Quarterly, European Journal of Marketing, International Journal of Human Resource Management, and others.

Publications

Managing employee attention and internal branding (2017-10)
Liu, Gordon; Ko, Wai Wai and Chapleo, Chris
Journal of Business Research, 79 (pp. 1-11)
Proactive Entrepreneurial Behaviour, Market Orientation, and Innovation Outcomes: A Study of Small- and Medium-sized Manufacturing Firms in the UK (2017)
Liu, Gordon; Ko, W. W.; Ngugi, I. and Takeda, S.
European Journal of Marketing ((In Press))
A Typology of Guanxi-Based Governance Mechanisms for Knowledge Transfer in Business Networks of Chinese Small and Medium-Sized Enterprises (2017)
Ko, Wai Wai and Liu, Gordon
Group & Organization Management, 42(4) (pp. 548-590)
Environmental Strategy and Competitive Advantage: The Role of Small- and Medium-Sized enterprises' Dynamic Capabilities (2017)
Ko, Wai Wai and Liu, Gordon
Business Strategy and the Environment, 26(5) (pp. 584-596)
Overcoming the liability of smallness by recruiting through networks in China: a guanxi-based social capital perspective (2017)
Ko, Wai Wai and Liu, Gordon
The International Journal of Human Resource Management, 28(11) (pp. 1499-1526)
Perceptions of HR practices on job motivation and work-life balance (2016)
Bui, Hong T.M.; Liu, Gordon and Footner, Sarah
International Journal of Manpower, 37(6) (pp. 1004-1023)
How and When Socially Entrepreneurial Nonprofit Organizations Benefit From Adopting Social Alliance Management Routines to Manage Social Alliances? (2016)
Liu, Gordon; Ko, Wai Wai and Chapleo, Chris
Journal of Business Ethics (pp. 1-20)
The Role of Internal Branding in Nonprofit Brand Management: An Empirical Investigation (2015-04-01)
Liu, Gordon; Chapleo, Chris; Ko, Wai Wai and Ngugi, Isaac K.
Nonprofit and Voluntary Sector Quarterly, 44(2) (pp. 319-339)
An Investigation of Marketing Capabilities and Social Enterprise Performance in the UK and Japan (2015-03)
Liu, Gordon; Eng, Teck-Yong and Takeda, Sachiko
Entrepreneurship Theory and Practice, 39(2) (pp. 267-298)
The Nature of the Co-Evolutionary Process (2015)
Liu, Gordon and Rong, Ke
Group & Organization Management, 40(6) (pp. 809-842)
Understanding the Process of Knowledge Spillovers: Learning to Become Social Enterprises (2015)
Ko, Wai Wai and Liu, Gordon
Strategic Entrepreneurship Journal, 9(3) (pp. 263-285)
Managing Branding and Legitimacy: A Study of Charity Retail Sector (2014-08-01)
Liu, Gordon; Eng, Teck-Yong and Sekhon, Yasmin Kaur
Nonprofit and Voluntary Sector Quarterly, 43(4) (pp. 629-651)
Charity Retailing in the United Kingdom: A Managerial Capabilities Perspective (2014-07)
Liu, Gordon and Ko, Wai-Wai
Journal of Small Business Management, 52(3) (pp. 390-406)
Strategic Orientation and Social Enterprise Performance (2014-06-01)
Liu, Gordon; Takeda, Sachiko and Ko, Wai-Wai
Nonprofit and Voluntary Sector Quarterly, 43(3) (pp. 480-501)
An integrated model of cause-related marketing strategy development (2014)
Liu, Gordon and Ko, Wai Wai
AMS Review, 4(3-4) (pp. 78-95)
Strategic Direction of Corporate Community Involvement (2013-07)
Liu, Gordon; Eng, Teck-Yong and Ko, Wai-Wai
Journal of Business Ethics, 115(3) (pp. 469-487)
Impacts of Instrumental Versus Relational Centered Logic on Cause-Related Marketing Decision Making (2013-03)
Liu, Gordon
Journal of Business Ethics, 113(2) (pp. 243-263)
A study of non-profit organisations in cause-related marketing: Stakeholder concerns and safeguarding strategies (2013)
Liston-Heyes, Catherine and Liu, Gordon
European Journal of Marketing, 47(11/12) (pp. 1954-1974)
The Role of Relationally Embedded Network Ties in Resource Acquisition of British Nonprofit Organizations (2012-12-01)
Eng, Teck-Yong; Liu, Chih-Yao Gordon and Sekhon, Yasmin Kaur
Nonprofit and Voluntary Sector Quarterly, 41(6) (pp. 1092-1115)
Organizational Learning and Marketing Capability Development: A Study of the Charity Retailing Operations of British Social Enterprise (2012-08-01)
Liu, Gordon and Ko, Wai-Wai
Nonprofit and Voluntary Sector Quarterly, 41(4) (pp. 580-608)
An Analysis of Cause-Related Marketing Implementation Strategies Through Social Alliance: Partnership Conditions and Strategic Objectives (2011-05)
Liu, Gordon and Ko, Wai-Wai
Journal of Business Ethics, 100(2) (pp. 253-281)
Social Alliance and Employee Voluntary Activities: A Resource-Based Perspective (2011)
Liu, Gordon and Ko, Wai-Wai
Journal of Business Ethics, 104(2) (pp. 251-268)
Employee Participation in Cause-Related Marketing Strategies: A Study of Management Perceptions from British Consumer Service Industries (2010-03)
Liu, Gordon; Liston-Heyes, Catherine and Ko, Wai-Wai
Journal of Business Ethics, 92(2) (pp. 195-210)
Cause-Related Marketing in the Retail and Finance Sectors: An Exploratory Study of the Determinants of Cause Selection and Nonprofit Alliances (2010-02)
Liston-Heyes, Catherine and Liu, Gordon
Nonprofit and Voluntary Sector Quarterly, 39(1) (pp. 77-101)