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Shuai Yan (June 2021) Shuai Yan (June 2021) Department of Marketing Cell phone: 515-715-3001 Ivy College of Business, Iowa State University E-mail: [email protected] 3122 Gerdin Business Building www.business.iastate.edu/directory/shuaiyan/ Ames, IA 50011-2027 Zoom/Webex: [email protected] EDUCATION Iowa State University, Debbie and Jerry Ivy College of Business, Ames, IA Ph.D., Marketing, expected May 2022 2017-Present Committee: Ju-Yeon Lee (Chair), Stephen Kim, Hui Feng, Wei Zhang, and Chenxin Cao Dissertation: “Performance Implications of Business-to-Government Relationships and Political Marketing Strategies” (Status: Proposal Defended) Minor: Statistics Quinnipiac University, Lender School of Business, Hamden, CT Master of Business Administration 2013-2014 Tianjin Foreign Studies University, Tianjin, China M.A., Business English 2012-2015 Tianjin University of Science and Technology, Tianjin, China B.A., Business English 2008-2012 RESEARCH Research Interests • Substantive: Role of business-to-government (B2G) relationships and political marketing strategies in achieving marketing and financial outcomes; additional interest in the sharing economy firm’s marketing strategy • Methodological: Empirical modeling using econometrics and event study Forthcoming and Under Review 1. Yan, Shuai, Ju-Yeon Lee, and Brett W. Josephson, “How Configurations of Customer and Product Growth Strategies Affect Acquisition Performance: Insights from Business-to-Government Markets,” (Dissertation Essay 1, revise and resubmit to Journal of the Academy of Marketing Science). Abstract: In business-to-government (B2G) markets, many firms rely on mergers and acquisitions (M&As) to fuel growth. As part of growth strategy, an acquirer might buy a target with assets that overlap with its existing assets, to penetrate the market further, or it could seek a target with assets that would expand its scope. In addition, its growth strategies might center on its customers or its products. Yet extant research has not established the implications of such strategic choices for acquisition success. Drawing on configuration theory and the resource-based view, the authors conduct an event study analysis of 648 M&A announcements to determine how customer and product growth strategies affect acquisition performance. The results reveal that B2G market penetration (customer penetration–product penetration) and B2G diversification (customer expansion–product expansion) improve acquisition performance, whereas mixed approaches, such as B2G market development (customer expansion–product penetration) or B2G product development (customer penetration–product expansion), do not. Page 1 of 4 2. Yan, Shuai, and Ju-Yeon Lee (forthcoming), “Sharing Economy and Marketing Implications of the COVID-19 Pandemic,” invited commentary, Journal of Service Management Research. Abstract: The outbreak of the COVID-19 pandemic hindered the rapid growth of the sharing economy (SE) and substantially altered customers’ perception of its value. Such unprecedented challenges make it increasingly important to identify tactics for managing customer relationships and marketing strategies for SE firms, both during and after the pandemic. This commentary offers insights into how the pandemic has affected the triadic business model of the SE (i. e. service enabler, service provider, and customer) and the effectiveness of key strategic drivers of SE participation (utilitarian value, social value, hedonic value, sustainability value, and trust). These insights in turn suggest implications for the future of SE in marketing. Working Papers and Research in Progress 3. Yan, Shuai, Ju-Yeon Lee, and Hui Feng, “Effects of Revolving Door Appointments on Customer Relationship Performance,” (from dissertation, targeted submission to Journal of Marketing, manuscript currently being drafted). Abstract: The business-to-government (B2G) market has received increasing scholarly attention in marketing. While serving government customers, many firms engaged in revolving door appointments—a firm’s hiring of former public employees from government agencies as directors, to attain political connections and enhance its relationship with the government. Revolving door appointments reflect the firm’s strategic efforts to manage the relational dynamism in customer-supplier relationships. Thus, this paper investigates the effects of revolving door appointments on customer relationship performance. Analyzing multisource secondary panel data of 102 publicly traded U.S. firms in the B2G market over fourteen years (2004-2017), the authors find that revolving door appointments enhance the firm’s performance of acquiring new customer relationships and cross-selling more items to customers. In addition, the benefits of revolving door appointments are contingent on the firm’s market knowledge and product scope. Specifically, revolving door appointments are more effective when firms have abundant market knowledge but less effective when firms have narrow product scope. These results also provide unique contributions to marketing theories and implications for policymakers. 4. Yan, Shuai, and Ju-Yeon Lee, “Digital Offering and Its Implications for Firm Performance in Business-to-Government Market,” (targeted submission to Journal of Marketing, analyzing data). Abstract: The federal government has increasingly adopted digital technologies (e.g., machine learning, artificial intelligence) and has increased its budget for digital construction. Addressing this trend, firms in the B2G market have attempted to capture more contracting opportunities and to provide a wider variety of digital offerings. Analyzing the data of government contractors that expand their offerings of digital products, this study provides important implications for how beneficial selling digital offerings could be for firms in the B2G market. 5. Yan, Shuai, and Ju-Yeon Lee, “Managing Customer Relationship in the Sharing Economy After the COVID-19 Pandemic,” (targeted submission to Journal of Service Research, collecting data). Abstract: Customer participation is highly important to sharing economy firms, as their revenue depends on the exchange volume. However, the COVID-19 pandemic greatly influenced customers’ willingness to participate in the sharing economy. By empirically testing the conceptual model, this study contributes to marketing theory by revealing the strategies for managing the customer relationship in the sharing economy, given the dramatic influence of the pandemic. Page 2 of 4 Conference Publications, Presentations, and Participations • Academy of Marketing Science Annual Conference, June 2021, held virtually Presented “Effects of Revolving Door Appointments on Customer Relationship Performance” (co-authored with Ju-Yeon Lee and Hui Feng). • American⎼ Marketing Association (AMA) Winter Conference, February 2020, San Diego, CA Abstract (paper with Ju-Yeon Lee and Brett Josephson) to be published in American Marketing Association (AMA) Winter Conference Proceedings. • Northeast⎼ Decision Science Institute Conference, March 2014, Philadelphia, PA Presented “Animosity of Young Chinese Consumer toward Japanese and US Products: An Empirical Analysis” (co-authored with Mohammad Elahee and Shan Lu). ⎼ TEACHING Teaching Interests • Social Media Marketing • Market Strategy • Marketing Analytics • Principles of Marketing • Managerially focused courses at both undergraduate and graduate levels. Teaching Experience Instructor, Iowa State University, Ivy College of Business, Ames, IA Social Media Marketing, Scheduled for Fall 2021 Undergraduate Principles of Marketing, Spring 2021 (Rating: 4.14/5) Undergraduate Principles of Marketing, Fall 2020 (Rating: 4.19/5) Undergraduate Principles of Marketing, Fall 2019 (Rating: 3.86/5) Undergraduate Teaching Assistant, Iowa State University, Ivy College of Business, Ames, IA Marketing Analytics, Scheduled for Fall 2021 Undergraduate Marketing Strategy, Spring 2019 Undergraduate Principles of Marketing, Fall 2018 Undergraduate Personal Sales, Fall 2018 Undergraduate HONORS, AWARDS, and GRANTS Honors &Awards • Consortium Fellow, Academy of Marketing Science Doctoral Consortium, held virtually, 2021 • Symposium Fellow, Mittelstaedt & Gentry Doctoral Symposium, University of Nebraska-Lincoln, Lincoln, 2020 (Event was postposed to April 2021 because of COVID-19) • Consortium Fellow, Marketing Strategy Consortium, Indiana University, Bloomington, 2019 • Award Scholarship for English Pronunciation Course, Tianjin University of Science and Technology, 2008 Research Grants • Research Travel Grant, Ivy College of Business, Iowa State University, $2000. • Research Travel Grant, Ivy College of Business, Iowa State University, $2000. • Professional Development Grant, Graduate and Professional Student Senate, $200. • Research Travel Grant, Ivy College of Business, Iowa State University, $1200. • Research Travel Grant, Ivy College of Business, Iowa State University, $1200. Page 3 of 4 DOCTORAL TRAINING Computer Programming Skills SAS (proficient in SQL function), STATA, R, SPSS, EViews, MATLAB Doctoral Coursework Marketing and Strategy Marketing Strategy (Dr. Stephen Kim) Marketing Issues in Inter-Organizational Relations (Dr. Stephen Kim) Marketing Analytics (Dr. Wei Zhang) Customer Relationship Management (Dr. Sridhar Ramaswami) Qualitative Consumer Research (Dr. José A. Rosa) Consumer Behavior (Dr. Russell N. Laczniak) Econometrics Econometrics I (Dr. Helle Bunzel) Econometrics II (Dr. Otávio Bartalotti & Dr. Helle Bunzel) Economics (Dr. Elizabeth
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