Caroline Li, PhD
Daniels 486
Assistant Professor
Department of Marketing
Caroline Li

Biography at a Glance

Caroline Li is an Assistant Professor of Marketing in the Daniels College of Business at the University of Denver. Her research interests include strategic marketing in emerging economies, customer solution and product innovation, inter-firm relationship, and knowledge management. Her work has been published in several different refereed business journals such as Journal of International Marketing, Journal of Business Research, and Asia Pacific Journal of Management. She has presented her work at American Marketing Association and Marketing Science conferences, etc. She also has rich international working and consulting experience in high-tech industry.


  • Ph.D., Marketing, University of Hong Kong
  • MA, Management (with honors), Wuhan University, P.R.China
  • BA, Marketing (with honors), Wuhan University, P.R.China

Academic Professional Activities

  • Zhou, Kevin Zheng, and Caroline Bingxin Li (2010), “How Strategic Orientations Influence the Building of Dynamic Capability in Emerging Economies”, Journal of Business Research, 63(3), 224-231.
  • Li, Caroline Bingxin, and Julie Juan Li (2008), “Achieving Superior Financial Performance in China: Differentiation, Cost Leadership, or Both?”, Journal of International Marketing, 16(3), 1-22, Lead article.
  • Zhou, Kevin Zheng, and Caroline Bingxin Li (2007), “How does Strategic Orientation Matter in Chinese Firms?” Asia Pacific Journal of Management, 24(4), 447-466.

Professional Affiliations

Reviewer, Journal of Business Research Reviewer, Asia Pacific Journal of Management Member, American Marketing Association, Academy of International Business, Academy of Management

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