Ruiliang Yan, Ph.D.

Professor of Marketing

Ruiliang Yan is extremely passionate about marketing and supply chains. He has over ten years of rich industrial experience with a large number of publications in the field of Marketing, Business Analytics and Supply Chain Management. Yan's research interest lies in how new technologies such as AI, Robotics and 3D will change the modern business world. With this in mind, we can only wonder what amazing projects he will achieve.

A Conversation with Dr. Yan

What would you tell a student who is thinking about attending East Texas A&M?

East Texas A&M is a valuable school with high-quality faculty, and we have cheaper tuition. East Texas A&M also provides excellent support and education to students and help them pursue a bright future.

What draws you to your discipline?

In this world, everything is ‘Marketing’, which attracts me to the marketing area. It also helps me realize that marketing exists anywhere and anytime. It influences everyone daily and significantly.

What has been your favorite course to teach?

My favorite courses to teach are Marketing and Supply Chain Management, and these two areas also are highly correlated with each other and impact real business significantly.

Educational Background

• Ph.D., Management Science, University of Wisconsin, 2006
• MS, Sichuan University, 1997
• BA, Southwestern Agricultural University, 1994

Academic Positions

• Associate Professor, Texas A&M University-Commerce, 2013 – Present

Awards and Honors

• Outstanding Research Award from College of Business, 2022
• Outstanding Reviewer Award from JBR, IMM, IJPE, EJOR, CIE, etc., 2014-Present
• Service Excellence Award from Texas A&M University-Commerce, 2018
• H.M. Lafferty Distinguished Faculty Award for Scholarship and Creative Activity from East Texas A&M University , 2017
• Recognized as one of Top 20 prominent retailing researchers, 2017

Research Interests

• Digital/Social Media marketing
• Channel coordination
• Supply chain management
• E-commerce

Professional Organizations

• Editor of International Journal of Information Systems and Supply Chain Management
• Editor of Global Journal of Management and Marketing

Featured Courses

MKT 422 Electronic Commerce
MKT 422 Electronic Commerce
MKT 521 Global and Marketing Management
MKT 568 Integrated Marketing Communication and Promotion
MKT 574 Customer Relationship Management

Selected Publications

• Pei, Z., Ghose, S., Yan, R., Zhou, S.B., Yan, A. (2024). The strategic value of buy online and pick up from store service to the dual channel coordination. Journal of Retailing and Consumer Services, 77, 103648.
• Amrouche, N., Pei, Z., Yan, R. (2023). Service strategies and channel coordination in the age of e-commerce. Expert Systems with Applications, 214, 119135
• Amrouche, N., Pei, Z., Yan, R. (2022).  Mail-in-rebate and coordination strategies for brand competition. International Journal of Production Economics, 247, 108453.
• Cao, Z., Yan, R. (2021). Product nutrition, innovation, advertising, and firm's financial gains. Journal of Business Research, 133, 12-22.
• Pei, Z., Yan, R., and Ghose, S. (2020). Which one is more valuable in coordination the online and offline distribution? Service support or online price coordination. Industrial Marketing Management, 87, 150-159.
• Amrouche, N., Pei, Z., Yan, R. (2020). Mobile channel and channel coordination under different supply chain contexts. Industrial Marketing Management 84, 165-182.
• Yan, R., Pei, Z., Ghose, S. (2019). Reward points, profit sharing, and valuable coordination mechanism in the O2O era. International Journal of Production Economics 215, 34-47.
• Cao, Z., Yan, R. (2016). Health creates wealth? The use of nutrition claims and firm financial performance. Journal of Public Policy & Marketing 35 (1), 58-75.
• Yan, R. (2010). Cooperative advertising, pricing strategy and firm performance in the e-marketing age. Journal of the Academy of Marketing Science 38 (4), 510-519.