Image: Julien Bei

Julien Bei

Assistant Professor
429 Cornell Hall

700 Tiger Avenue
Columbia, MO 65211

Zhiling (Julien) Bei is Assistant Professor of Marketing, Robert J. Trulaske, Sr. College of Business, University of Missouri. He teaches courses in retail marketing and database marketing (SQL and R). His research focuses on online marketplaces and retail management. His work has appeared in leading journals such as the Journal of Marketing and Journal of International Marketing. Dr. Bei received his Ph.D. in marketing and M.S. in management from UNC-Chapel Hill, M.S. in computer science from Georgia Tech, M.S. in marketing research from Michigan State, and B.S. in chemistry from Nanjing University.


Ph.D. in Marketing, UNC-Chapel Hill, 2019 M.S. in Computer Science, Georgia Tech, 2020 M.S. in Management, UNC-Chapel Hill, 2018 M.S. in Marketing Research, Michigan State, 2013 B.S. in Chemistry, Nanjing University, 2011


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.