Image: Julien Bei Headshot

Julien Bei

Assistant Professor
429 Cornell Hall

Zhiling (Julien) Bei is an Assistant Professor of Marketing at the Robert J. Trulaske, Sr. College of Business at the University of Missouri. He teaches courses in retail marketing and database marketing, focusing on SQL and R. Dr. Bei's research centers on online marketplaces and retail management, with his work being published in the Journal of Marketing. Prior to his academic career, Dr. Bei worked at Walmart and The Hershey Company as a data analyst in Bentonville, Arkansas. Dr. Bei earned a Ph.D. in Marketing and an MS in Management from University of North Carolina - Chapel Hill, an MS in Computer Science from Georgia Tech, an MS in Marketing Research from Michigan State, and a BS in Chemistry from Nanjing University.


PhD in Marketing, University of North Carolina - Chapel Hill, 2019 

MS in Computer Science, Georgia Tech, 2020 

MS in Management, University of North Carolina - Chapel Hill, 2018 

MS in Marketing Research, Michigan State, 2013 

BS in Chemistry, Nanjing University, 2011


Marketing Strategy Consortium, faculty fellow, 2023; 

Mittelstaedt & Gentry Doctoral Symposium, faculty fellow (canceled due to COVID), 2020; 

AMA-Sheth Foundation Doctoral Consortium Fellow, 2018; 

EMAC Doctoral Colloquium Fellow, 2018; 

Marketing Strategy Consortium Fellow, 2018; 

INFORMS Marketing Science Doctoral Consortium Fellow, 2017


Bei Z., Gielens K. The One-Party Versus Third-Party Platform Conundrum: How Can Brands Thrive? Journal of Marketing. Forthcoming.

Bei Z, Gielens K. Overcoming Institutional and Infrastructure Weaknesses in China via Online Third-Party Marketplaces. Journal of International Marketing. 2020;28(2):3-19.

Bei Z., Gielens, K., & Dekimpe, M. G. (2018). "Retail entry and exit". In Handbook of Research on Retailing. Cheltenham, UK: Edward Elgar Publishing.