Walter Wang, Ph.D.

Associate Professor of Marketing

Management

Expertise

    • Personal selling and sales management
    • Creativity and innovation in marketing
    • Customer and supplier relationship management
    • Value chain management
    • Sustainable marketing
    • Structural equation modeling

Professional Activities

    • Editorial review board member, Journal of Business Research, 2012-present 
    • Editorial review board member, International Journal of Services Operations and Informatics, 2005-present
    • Reviewer journals: Journal of Personal Selling & Sales Management, Group & Organization Management, Journal of Applied Social Psychology, Communications of the ACM, Journal of Marketing Science, Journal of Business Research, Journal of Applied Social Psychology, Marketing Science, Journal of Business Ethics, Journal of Interactive Advertising, Journal of International Entrepreneurship
    • Book Reviewer: Marketing Management (G. Marshall and M. Johnston, McGraw-Hill, 2008), Strategy: Analysis & Practice (McGee, H. Thomas, and D. Wilson, McGraw Hill, 2005)
    • Reviewer for conferences: the Academy of Marketing Science annual conference, Journal of Marketing Science Conference, the 8th International Conference on Cybernetics and Information Technologies, Systems and Applications: CITSA 2011, the American Marketing Association Winter Educators’ Conference, the IEEE International Conference on Service Operations, Logistics, and Informatics, the Society for Marketing Advances Conference, the American Marketing Association Summer Educators’ Conference, the European Marketing Academy Conference, the Seventh Cross-Cultural Research Conference
    • Reviewer for the Doctoral Dissertation Competition, Journal of Marketing Science, 2006
    • Reviewer for City University of Hong Kong Strategic Research Grant Proposals, 2006
    • Member of American Marketing Association, Academy of Marketing Science, Institute of Supply Management

Honors

    • Fulbright Scholarship Award, Hong Kong Studies (6-month study in Hong Kong on global supply chain sustainability), January – June, 2014
    • Faculty Award for Excellence in Research & Scholarship (2011-2012), Penn State University, School of Graduate Professional Studies.
    • Research Grants Council of Hong Kong, China, Earmarked Research Grant #9041466 (2009), “A Longitudinal Investigation of the Value Co-creation Process in Business-to-Business Market,” (HK$406,000, approx. US$52,000), with W. Dou and N. Zhou.
    • Strategic Research Grant (SRG) #7002350 (2008), “The Effect of Sales Control System on Customer Response,” City University of Hong Kong (HK$142,000, approx. US$18,200), with N. Zhou and W. Dou.
    • Best Paper Award, Journal of Marketing Science 2008 Conference, Xi’an, China.
    • Marketing Science Institute (MSI) Research Grant #4-1397 (2006), “Sales Control System and Customer Relationship Management: An Investigation in an Emerging Market,” Competitive (US$20,000), with W. Dou and N. Zhou.
    • Strategic Research Grant (SRG) #7001905 (2006), “The Effect of Sales Control System on Key Customer Relationship Management Variables,” City University of Hong Kong (HK$146,500, approx. US$18,700), with N. Zhou and W. Dou.
    • ISBM Research Grant #0513 (2006), “Sales Control System and Customer Relationship Management: An Investigation in a Developed Market,” Institute for Study of Business Market, Penn State University (US$13,500), with W. Dou and N. Zhou.

Education

    • Ph.D. - Louisiana State University, Marketing 
    • M.B.A. - University of New Orleans
    • B.A. - Shanghai Institute of Foreign Trade, Economics 
    • B.S. - Hunan University, Industrial Engineering  

Courses

    • BUSAD 501 – Statistical Analysis for Business Management
    • MKTG 500 – Marketing Management
    • MKTG 597A – Sustainable Marketing
    • iMBA 530 – Marketing in the Global Environment
    • MKTG 512 – Consumer and Marketing Behavior
    • MKTG 513 – Market Research
    • MKTG 516 – Business to Business Marketing

Research Interests

    • Creativity and innovation in marketing
    • Customer and supplier relationship management
    • Supply chain and value chain management
    • Marketing and sustainability
    • Personal selling and sales management

Citations

Refereed Journal Publications

Wang, Guangping and Xiaoqin Ma (2013), “The Effect of Psychological Climate for Innovation on Salespeople’s Creativity and Turnover Intention,” Journal of Personal Selling and Sales Management, 33 (2), forthcoming.

Wang, Guangping, Wenyu Dou, Hairong Li, and Nan Zhou (2013), “Advertiser Risk Taking, Campaign Originality, and Campaign Performance,” Journal of Advertising, 42 (1), 42-53.

Wang, Guangping, Wenyu Dou, and Nan Zhou (2012), “The Interactive Effects of Sales Force Controls on Salespeople Behaviors and Customer Outcomes,” Journal of Personal Selling and Sales Management, 32 (2), 225-44.

Zhao,Xiaomin, Wenyu Dou, and Guangping Wang (2011), “An Empirical Analysis of the Effect of Shopper Crowdedness on Trust in Retailer),” Economic Management Journal (in Chinese with English abstract), (8), 92-100.

Zhao, Xiaomin, Xiaoding Wu, Wenyu Dou, and Guangping Wang (2011), “The Impact of Cluster Image on Store Image: A Perception of Shopping Risk Theory Explanation),” Journal of Business Economics (in Chinese with English abstract), 232 (2), 5-13.

Wang, Guangping, Jianling Wang, Xiaoqin Ma, and Robin G. Qiu (2010), “The Effect of Standardization and Customization on Service Satisfaction,” Journal of Service Science, 2 (1), 1-23.

Wang, Guangping, Wenyu Dou, and Nan Zhou (2010), “The Impact of Sales Control Systems on Sales Behaviors and Customer Relationships: Evidence from China,” Marketing Science Institute Special Report 10-201.

Wang, Guangping and Peggy D. Lee (2009), “Psychological Empowerment and Job Satisfaction: An Analysis of Interactive Effects,” Group & Organization Management, 34 (3), 271-296.

Li, Hairong, Wenyu Dou, Guangping Wang, and Nan Zhou (2008), “The Effect of Agency Creativity on Campaign Outcome: The Moderating Role of Market Conditions,” Journal of Advertising, 37 (4), 115-126.

Wang, Guangping, Wenyu Dou, and Nan Zhou (2008), “Consumption Attitudes and New Product Adoption: A Contingency Approach,” European Journal of Marketing, 42 (1/2), 238-254.

Cui, Nan, Guangping Wang, Wenyu Dou, and Nan Zhou (2007), “Impact of Consumption Values on New Product Adoption by Chinese Consumers),” Journal of Marketing Science (in Chinese with English abstract), 3 (1), 25-38.

Dou, Wenyu, Guangping Wang, and Nan Zhou (2006), “Generational and Regional Differences in Media Consumption Patterns of Chinese Generation X Consumers,” Journal of Advertising, 35 (2), 101-110.

McKee, Daryl O. and Guangping Wang (2006), “Economic Versus Social Exchange in Marketing Places: An Empirical Study among Manufacturing Firms,” Journal of Business Research, 59 (4), 397-406.

Wang, Guangping and Richard G. Netemeyer (2004), “Salesperson Creative Performance: Conceptualization, Measurement, and Nomological Validity,” Journal of Business Research, 57 (8), 805-812.

Netemeyer, Richard G., Balaji Krishnan, Chris Pullig, Guangping Wang, Mehmet Yagci, Dwane H. Dean, Joe Ricks, and Ferdinand Wirth (2004), “Developing and Validating Measures of Facets of Customer-Based Brand Equity,” Journal of Business Research, 57 (2), 209-224.

Wang, Guangping and Richard G. Netemeyer (2002), “The Effects of Job Autonomy, Customer Demandingness, and Trait Competitiveness on Salesperson Learning, Self-Efficacy, and Performance,” Journal of the Academy of Marketing Science, 30 (3), 217-228.

Wang, Guangping and Janeen E. Olsen (2002), “Knowledge, Performance, and Exporter Satisfaction: An Exploratory Study,” Journal of Global Marketing, 15 (3/4), 39-64.

Wang, Guangping (2002), “Attitudinal Correlates of Brand Commitment: An Empirical Study,” Journal of Relationship Marketing, 1 (2), 57-75.

Boles, James S., Dwane H. Dean, Joe Ricks, Jeremy Shorts, and Guangping Wang (2000), “The Dimensionality of the Maslach Burnout Inventory across Small Business Owners and Educators,” Journal of Vocational Behavior, 56 (1), 12-34.Wang, Guangping and Peggy D. Lee (2009), “Psychological Empowerment and Job Satisfaction: An Analysis of Interactive Effects,” Group & Organization Management, 34 (3), 271-296.

Li, Hairong, Wenyu Dou, Guangping Wang, and Nan Zhou (2008), “The Effect of Agency Creativity on Campaign Outcome: The Moderating Role of Market Conditions,” Journal of Advertising, 37 (4), 115-126.

Wang, Guangping, Wenyu Dou, and Nan Zhou (2008), “Consumption Attitudes and New Product Adoption: A Contingency Approach,” European Journal of Marketing, 42 (1/2), 238-254.

Cui, Nan, Guangping Wang, Wenyu Dou, and Nan Zhou (2007), "Impact of Consumption Values on New Product Adoption by Chinese Consumers," Journal of Marketing Science (in Chinese with English abstract), forthcoming.

Wang, Guangping, Wenyu Dou, and Nan Zhou (2007), "Consumption Attitudes and New Product Adoption: A Contingency Approach," European Journal of Marketing, forthcoming.

Dou, Wenyu, Guangping Wang, and Nan Zhou (2006), "Generational and Regional Differences in Media Consumption Patterns of Chinese Generation X Consumers," Journal of Advertising, 35 (2), 101-110.

McKee, Daryl O. and Guangping Wang (2006), "Economic Versus Social Exchange in Marketing Places: An Empirical Study among Manufacturing Firms," Journal of Business Research, 59, 397-406.

Wang, Guangping and Richard G. Netemeyer (2004), "Salesperson Creative Performance: Conceptualization, Measurement, and Nomological Validity," Journal of Business Research, 57, 805-812.

Netemeyer, Richard G., Balaji Krishnan, Chris Pullig, Guangping Wang, Mehmet Yagci, Dwane H. Dean, Joe Ricks, and Ferdinand Wirth (2004), "Developing and Validating Measures of Facets of Customer-Based Brand Equity," Journal of Business Research, 57, 209-224.

Wang, Guangping and Richard G. Netemeyer (2002), "The Effects of Job Autonomy, Customer Demandingness, and Trait Competitiveness on Salesperson Learning, Self-Efficacy, and Performance," Journal of the Academy of Marketing Science, 30 (3), 217-228.

Wang, Guangping and Janeen E. Olsen (2002), "Knowledge, Performance, and Exporter Satisfaction: An Exploratory Study," Journal of Global Marketing, 15 (3/4), 39-64.

Wang, Guangping (2002), "Attitudinal Correlates of Brand Commitment: An Empirical Study," Journal of Relationship Marketing, 1 (2), 57-75.

Boles, James S., Dwane H. Dean, Joe Ricks, Jeremy Shorts, and Guangping Wang (2000), "The Dimensionality of the Maslach Burnout Inventory across Small Business Owners and Educators," Journal of Vocational Behavior, 56 (1), 12-34.

Refereed Conference Proceedings and Presentations

Wang, Guangping, Xiaoqin Ma, Wenyu Dou, and Nan Zhou, “Firm Capabilities, Customer/Supplier Participation, and Firm Performance,” the Academy of Marketing Science Annual Conference, New Orleans, May 15-19, 2012

Dou, Wenyu, Guangping Wang, Hairong Li, and Nan Zhou, “Dare to Be Creative: Using Dual Governance Mechanisms to Enhance Outsourced Creativity,” Second Annual Penn State Great Valley Research Symposium, Malvern, PA, April 15, 2011.

Zhao, Xiaomin, Wenyu Dou, Guangping Wang, and Xuyang Liu (2010), “The Impact of Store Crowding Perception on Store Trust,” Journal of Marketing Science Annual Conference, Beijing, China, August 20-22.

Wang, Guangping, Xiaoqin Ma, Jianling Wang, Robin Qiu, and Wenyu Dou (2010), “The Effect of Standardization and Customization on Service Satisfaction,” AMA 2010 Summer Educators’ Conference, Boston, MA: American Marketing Association, August 13-16.

Wang, Guangping, Xiaoqin Ma, Wenyu Dou, and Nan Zhou (2010), “The Interactive Effects of Sales Controls on Customer-Directed Sales Behaviors,” the 2010 ISBM Academic Conference, Harvard University, Boston, MA, August 10-11.

Wang, Guangping, Wenyu Dou, and Nan Zhou (2010), “The Impact of Sales Control Systems on Sales Behaviors and Customer Relationships,” First Annual Penn State Great Valley Research Symposium, Malvern, PA, April 23.

Zhao, Xiaomin, Xiaoding Wu, Wenyu Dou, and Guangping Wang (2009), “The Effect of Retail Cluster on Store Image: A Consumer Risk Perspective,” Journal of Marketing Science Annual Conference, Tianjin, China, October 23-25.

Dou, Wenyu, Guangping Wang, Hairong Li, and Nan Zhou (2009), “Hybrid Governance Mechanisms for Agent Risk Taking in Advertising Agency-Client Relationships,” Cheung Kong GSB Marketing Research Forum, Beijing, China, June 29-30.

Wang, Guangping, Wenyu Dou, and Nan Zhou (2009), “The Impact of Sales Control Systems on Sales Behaviors and Customer Relationships,” Cheung Kong GSB Marketing Research Forum, Beijing, China, June 29-30.

Wang, Guangping, Wenyu Dou, Nan Zhou, and Fue Zeng (2009), “The Effect of Sales Controls on Customer Relationship Outcomes,” INFORMS Marketing Science Conference, Ann Arbor, Michigan, June 4-6.

Wang, Guangping, Wenyu Dou, Nan Zhou, and Fue Zeng (2008), “Sales Control Systems and Customer Relationship Management,” Journal of Marketing Science Annual Conference, Xi’an, China, October. (Best paper award)

Dou, Wenyu, Guangping Wang, Li Huang, Liyuan Wei, Fue Zeng (2008), “Community Response to Advertising in Social Media: An Empirical Study,” Journal of Marketing Science Annual Conference, Xi’an, China, October.

Wang, Guangping and Zhilin Yang (2006), “Interest Convergence in Channel Relationships,” 2006 Institute for Study of Business Markets (ISBM) B-to-B Academic Conference, Chicago, August 3-4.

Wang, Guangping, Wenyu Dou, and Nan Zhou (2006), “Consumption Attitudes and New Product Adoption: A Contingency Approach,” in AMA 2006 Summer Educators’ Conference: Marketing Theory and Applications. Chicago, IL: American Marketing Association.
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Wang, Guangping, Wenyu Dou, and Nan Zhou (2005), “Impact of Consumption Values on New Product Adoption by Chinese Consumers,” Society for Marketing Advances Conference, San Antonio, Texas, November 1-5, 2005.

Wang, Guangping and Peggy D. Lee (2005), “Psychological Empowerment and Service Employees’ Effort and Job Satisfaction,” IEEE International Conference on Service Operations, Logistics, and Informatics, Beijing, China, August 10-12, 2005

Wang, Guangping (2005), “Effects of Psychological Empowerment on Work Effort and Job Satisfaction: A Dimensional Analysis,” Pan-Pacific Conference on Business XXII, Shanghai, China, May 25-27, 2005.

Wang, Guangping (2004), “Consumer Preference for Rewards in Loyalty Programs,” INFORMS Marketing Science Conference, Rotterdam, the Netherlands, June 24-26, 2004.

Wang, Guangping (2003), “Becoming Competent Global Marketers: A Normative Framework for Chinese Firms,” Pan-Pacific Conference on Business XX, Shanghai, China, May 28-30, 2003.

Wang, Guangping (2001), “Tacitness and Embeddedness of Organizational Knowledge: A Typology,” in Hawaii Conference on Business Proceedings. Honolulu, HI: University of Hawaii, June 13-17, 2001.

Wang, Guangping and Richard G. Netemeyer (2001), “A Conceptual Model of Salesperson Creativity,” in AMA 2001 Summer Educators’ Conference: Marketing Theory and Applications. Chicago, IL: American Marketing Association.

Wang, Guangping and Janeen E. Olsen (2001), “Background, Expertise, Performance, and Exporter Satisfaction: A Conceptual Model,” in AMA 2001 Winter Educators’ Conference: Marketing Theory and Applications, Vol. 12. Chicago, IL: American Marketing Association.

Wang, Guangping (1999), “Reciprocation Ideologies as Antecedents of Organizational Citizenship Behavior,” in AMA 1999 Winter Educators’ Conference: Marketing Theory and Applications, Vol. 10, Anil Menon and Arun Sharma, eds. Chicago, IL: American Marketing Association.

Wang, Guangping (1998), “Understanding Interpersonal Relationships in China: Conception and Implications for Marketing,” in AMA 1998 Winter Educators’ Conference: Marketing Theory and Applications, Vol. 9, Dhruv Grewal and Connie Pechmann, eds. Chicago, IL: American Marketing Association.

Wang, Guangping, J. Denise Kleiner, and Janeen E. Olsen (1997), “Latin American Market: A Look at US Managers’ Export Satisfaction,” in Redefinicion de America Latina en un Entorno Global, The XXXII Assembly of the Latin American Council of Business Schools (CLADEA), Monterrey, NL, Mexico, October 8-10, 201-214.

Wang, Guangping and Zhilin Yang (2006), "Interest Convergence in Channel Relationships," 2006 Institute for Study of Business Markets (ISBM) B-to-B Academic Conference, Chicago, August 3-4.

Wang, Guangping, Wenyu Dou, and Nan Zhou (2006), "Consumption Attitudes and New Product Adoption: A Contingency Approach," in AMA 2006 Summer Educators’ Conference: Marketing Theory and Applications. Chicago, IL: American Marketing Association.

.Wang, Guangping, Wenyu Dou, and Nan Zhou (2005), "Impact of Consumption Values on New Product Adoption by Chinese Consumers," Society for Marketing Advances Conference, San Antonio, Texas, November 1-5, 2005.

Wang, Guangping and Peggy D. Lee (2005), "Psychological Empowerment and Service Employees’ Effort and Job Satisfaction," IEEE International Conference on Service Operations, Logistics, and Informatics, Beijing, China, August 10-12, 2005

Wang, Guangping (2005), "Effects of Psychological Empowerment on Work Effort and Job Satisfaction: A Dimensional Analysis," Pan-Pacific Conference on Business XXII, Shanghai, China, May 25-27, 2005.

Wang, Guangping (2004), "Consumer Preference for Rewards in Loyalty Programs," INFORMS Marketing Science Conference, Rotterdam, the Netherlands, June 24-26, 2004.

Wang, Guangping (2003), "Becoming Competent Global Marketers: A Normative Framework for Chinese Firms," Pan-Pacific Conference on Business XX, Shanghai, China, May 28-30, 2003.

Wang, Guangping (2001), "Tacitness and Embeddedness of Organizational Knowledge: A Typology," in Hawaii Conference on Business Proceedings. Honolulu, HI: University of Hawaii, June 13-17, 2001.

Wang, Guangping and Richard G. Netemeyer (2001), "A Conceptual Model of Salesperson Creativity," in AMA 2001 Summer Educators’ Conference: Marketing Theory and Applications. Chicago, IL: American Marketing Association.

Wang, Guangping and Janeen E. Olsen (2001), "Background, Expertise, Performance, and Exporter Satisfaction: A Conceptual Model," in AMA 2001 Winter Educators’ Conference: Marketing Theory and Applications, Vol. 12. Chicago, IL: American Marketing Association.

Wang, Guangping (1999), "Reciprocation Ideologies as Antecedents of Organizational Citizenship Behavior," in AMA 1999 Winter Educators’ Conference: Marketing Theory and Applications, Vol. 10, Anil Menon and Arun Sharma, eds. Chicago, IL: American Marketing Association.

Wang, Guangping (1998), "Understanding Interpersonal Relationships in China: Conception and Implications for Marketing," in AMA 1998 Winter Educators’ Conference: Marketing Theory and Applications, Vol. 9, Dhruv Grewal and Connie Pechmann, eds. Chicago, IL: American Marketing Association.

Wang, Guangping, J. Denise Kleiner, and Janeen E. Olsen (1997), "Latin American Market: A Look at US Managers’ Export Satisfaction," in Redefinicion de America Latina en un Entorno Global, The XXXII Assembly of the Latin American Council of Business Schools (CLADEA), Monterrey, NL, Mexico, October 8-10, 201-214.