Dr. Kevin Bao

Associate Professor, Marketing Department


Dr. Kevin Bao’s Curriculum Vitae


  • Ph.D., Business Administration (Major: Marketing), University of Southern California, 2004
  • M.A., Economics, University of Southern California, 2004
  • M.P.L., Urban Planning, University of Southern California, 1998
  • B.A., Economics, Fudan University, 1994

Classes Taught

Honors & Awards

  • Research Grant, Sawyer Business School, Suffolk University, 2009, 2010, 2013
  • Best Paper Proceedings, Academy of Management Conference, 2010
  • Best Paper Proceedings, Society for Marketing Advances (SMA) Conference, 2009
  • Member of Editorial Review Board, Industrial Marketing Management, 2010 - present

Selected Publications

  • Fengxia Zhu, Zelong Wei, Yongchuan Bao, and Shaoming Zou (2019). Base-of-the-Pyramid  (BOP) orientation and firm performance: A strategy tripod view and evidence from China. International Business Review, in press. [The first three authors made equal contributions to the article]

    Zhongfeng Su and Yongchuan Bao (2019). Invest heavily and symmetrically: The impact of specific investment and the performance of R&D collaboration. IEEE Transactions on Engineering Management, in press.

  • Jifeng Mu, Yongchuan Bao, Tejvir Sekhon, Jiayin Qi, and Edwin Love. (2018). Outside-in marketing capability and firm performance. Industrial Marketing Management, 75, 37-54.
  • Yue Guo, Ying Zhu, Barnes J. Stuart, Yongchuan Bao, Xiaotong Li, and Khuong Le-Nguyen (2018). Understanding cross-product purchasing intentions in an IT brand extension context. Psychology & Marketing, 35, 392–411.
  • Zelong Wei, Zhanhe Du, and Yongchuan Bao (2018). Outsourcer knowledge protection, psychological contract schema, and project performance: A vendor's perspective. IEEE Transactions on Engineering Management, 65 (1), 128-140. 

  • Yong J Wong, Peter LaPlaca, Ying Zhu, Andy Hao, Chiquan Guo, and Yongchuan Bao (2017). Streamlining interfunctional coordination in industrial SMEs. Journal of General Management, 42(3), 31 – 40.

  • Yue Guo, Yongchuan Bao, Barnes Stuart, and Khuong Le-Nguyen. 2018. To Sell or Not to Sell: Exploring Seller’s Trust and Risk of Chargeback Fraud in Cross-Border Electronic Commerce. Information Systems Journal, 35, 392-411.
  • Yongchuan Bao, Yuan Li, Changwei Pang, Yeqing Bao, and Xiang Yi (2017). Do Resource Differences Between Manufacturers and Suppliers Help or Hinder Product Innovation of Manufacturers? The Moderating Role of Trust and Contracts. Industrial Marketing Management, 64, 79-90.  

  • Xu Jiang, Yongchuan Bao, Yan Xie, Shanxin Gao (2016), "Partner Trustworthiness, Knowledge Flow in Strategic Alliances, and Firm Competitiveness: A Contingency Perspective", Journal of Business Research, 69 (2), 804-814 (the first three authors contribute equally to this article)
  • Shenggang Ren, Rui Shu, Yongchuan Bao, Xiaohong Chen (2014), "Linking Network Ties to Entrepreneurial Opportunity Discovery and Exploitation: The Role of Affective and Cognitive Trust", International Entrepreneurship and Management Journal, 12, 465-485.
  • Xu Jiang, Mei Li, Shanxing Gao, Yongchuan Bao, and Feifei Jiang (2013), "Managing Knowledge Leakage in Strategic Alliances: The Effects of Trust and Formal contracts", Industrial Marketing Management, 42(6), 983-991.
  • Yongchuan Bao, Shibin Sheng, Kevin Zheng Zhou (2012), "Network-based Market Knowledge and Product Innovativeness", Marketing Letters, 23 (1), 309 – 324.
  • Yongchuan Bao, Xiaoyun Chen, Kevin Zheng Zhou (2012), "External Learning, Market Dynamics, and Radical Innovation: Evidence from China's High-Tech Firms", Journal of Business Research, 65, 1226 – 1233.
  • Yongchuan Bao, Shibin Sheng, Yeqing Bao, and David Stewart (2011), "Quality Perception of Private Labels: Effects of Intransient Cues and Consumer Characteristics", Journal of Consumer Marketing, 28 (6), 448 – 458.
  • Yongchuan Bao, Yeqing Bao, and Shibin Sheng (2010), "Motivating Purchase of Private Brands: Effects of Store Image, Product Signatureness, and Quality Variation," Journal of Business Research, 64 (2), 220 – 226.
  • Yongchuan Bao (2009), "Organizational Resistance to Performance-Enhancing Technological Innovations: A Motivation-Threat-Ability Framework", Journal of Business & Industrial Marketing, 24 (2), 119 – 130.
  • Yongchuan Bao (2008), "Vaporware: A Tug of War Between Market Freezing and Cannibalization", International Journal of Technology Marketing, 3 (2), 116 – 136.