Image: Julien Bei

Julien Bei

Assistant Professor
429 Cornell Hall

700 Tiger Avenue
Columbia, MO 65211

Zhiling (Julien) Bei is an Assistant Professor in the Marketing Department at the Robert J. Trulaske, Sr. College of Business, University of Missouri. His research focuses on retail management, channel competition and digital marketing. Before entering academia, he worked with Walmart and The Hershey Company. Dr. Bei holds a Bachelor’s degree in chemistry from Nanjing University, a Master’s degree in marketing research from Michigan State University and two degrees from the University of North Carolina at Chapel Hill – a Master’s degree in management and a Doctoral degree in marketing.


Ph.D. in Marketing, University of North Carolina at Chapel Hill, 2019; M.S. in Management, University of North Carolina at Chapel Hill, 2018; M.S. in Marketing Research, Michigan State University, 2013; B.S. in Chemistry, Nanjing University, 2011


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.