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