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Tao (Tony) Gao

Assistant Professor of Marketing

202 Hayden Hall
617-373-5744
t.gao@neu.edu

Education

PhD in Marketing, Virginia Polytechnic Institute and State University
ME in Business Management, Harbin Institute of Technology, China
BE in Industrial and Management Engineering, Hebei University of Technology, China

Research and Teaching Interests

International marketing involving emerging markets, especially China. Customer relationship management and buyer-seller relationships. Innovations marketing.

Awards and Honors

Nominee for the Temple/AIB Best Conference Paper Award at the 2011 Academy of International Business (AIB) conference in Nagoya, Japan.

Recipient of the IMR Best Paper award in International Marketing, given by International Marketing Review (IMR) and its publisher Emerald, to the best paper accepted to a competitive session in the Marketing track of the Academy of International Business (AIB) Annual Meeting.

Recipient of Best Conference Paper Award at the 2009 Journal of Marketing Science China Marketing Science Annual Conference, Tianjin, China.

Winner of the National Association of Purchasing Management (now Institute for Supply Management) Doctoral Dissertation Competition, for dissertation work on industrial buyer-seller relationships.

Selected Publications

Gao, T., Shi, L. H. (2011). "Seeking Enhanced Understanding of Multinational Suppliers’ Choice of Global Accounts – An Integrative Framework and Empirical Study". Journal of International Marketing, 19(4), 61-87.

Gao, T., Leichter, G., Wei, Y. (2011). "The Countervailing Roles of Value and Risk Perceptions in Influencing Manufacturers’ Intention to Adopt Expensive, Discontinuous Innovations". Industrial Marketing Management.

Sultan, F., Gao, T., Rohm, A., Pagani, M. (2011). PUBLISHED CONFERENCE PROCEEDINGS AMA 2011 Consumers Un-tethered: A Multi-Market Study of Mobile Marketing Acceptance (vol. 2011, pp. Abstract Published). American Marketing Association 2011 Summer Educators' Conference.

Sultan, F., Gao, T., Rohm, A., Pagani, M. (2011). PUBLISHED CONFERENCE PROCEEDINGS INFORMS 2011 Consumers Un-tethered: A Three-Market Study of Consumer Acceptance of Mobile Marketing (pp. Abstract Published). INFORMS.

Gao, Tao (Tony), Andrew J. Rohm, Fareena Sultan, and Suping Huang (2012), “Factors Influencing Consumer Attitudes toward Mobile Marketing: A Comparative Study of Youth Markets in the U.S. and China.” Thunderbird International Business Review, 54 (2), 211-224.

Schakett, Tammy, Alan Flaschner, Tao (Tony) Gao, and Adel El-Ansary (2011), “The Impacts of Social Bonding in Business to Business Relationships.” Journal of Relationship Marketing, 10 (4), 264-280.

Gao, Tao (Tony) and Linda Hui Shi (2011), “How Do Multinational Suppliers Formulate Mechanisms of Global Account Coordination? - An Integrative Framework and Empirical Study.” Journal of International Marketing. 19 (4), 61-87.

Wei, Yinghong S., Frankwick, Gary, Gao, Tao (Tony), and Nan Zhou (; 2011), “Consumer Adoption Intentions Toward the Internet in China: The Effects of Impersonal and Interpersonal Communication Channels.” Journal of Advertising Research, 51 (4), 594-607.

Gao, Tao (Tony), Gordon Leichter, and Yinghong (Susan) Wei (2011), “Countervailing and Context-Dependent Roles of Value and Risk Perceptions in Influencing Manufacturers’ Intention to Adopt Expensive, Discontinuous Innovations.” Industrial Marketing Management. (Published online in October, 2011).

Gao, Tao (Tony), Fareena Sultan, and Andrew Rohm (2010), “Factors Influencing Chinese Youth Consumers’ Acceptance Of Mobile Marketing,” Journal of Consumer Marketing, 23 (7), 547-583.

Gao, Tao, M. Joseph Sirgy, and J. S. Johar (2010). “Developing a Scale for Ethical Perceptions of Marketing Faculty: A Validation Study,” Journal of Business Research, 63 (4), 366-371.

Gao, T., Sarraf, T. E. (2009). What Cause Multinational Companies to Increase Resource Commitments During Financial Crises in Emerging Markets?. Multinational Business Review, 17(2), 10-22.

Sultan, F., Rohm, A., Gao, T. (2009). Factors Influencing Consumer Acceptance of Mobile Marketing: A Two-country Study of Youth Markets. Journal of Interactive Marketing, 23(4), 308-320.

Gao, T., Delava, B., Doyle, M., Shingler, M., Stearns, C. (2009). Independent Musicians’ Needs for and Satisfaction with Business Services from External Providers: An Exploratory Study. Services Marketing Quarterly, 30(2), 104-121.

Sirgy, M. J., Gao, T., Young, R. (2008). How Does Residents' Satisfaction with Community Services Influence Quality of Life (QOL) Outcomes?. Applied Research in Quality of Life, 3, 81-105.

Gao, T., Siegel, P., Johar, J. S., Sirgy, M. J. (2008). "A Survey of Management Educators' Perceptions of Unethical Faculty Behavior." Journal of Academic Ethics, 6(2).

McGinnis, L. P., Gentry, J. W., Gao, T. (2008). "The Impact of Flow and Communitas on Enduring Involvement in Extended Service Encounters." Journal of Service Research, 11(1), 74-90.

Sirgy, M. Joseph, J. S. Johar, and Tao Gao (2006), “Toward A Code of Ethics for Marketing Educators,” Journal of Business Ethics, 63 (1), 1-20.

Gao, Tao, M. Joseph Sirgy, and Monroe M. Bird (2005), “Enriching Customer Value Research with a Relational Perspective: Evidence from an Empirical Investigation of Organizational Buyers’ Value Perceptions,” Journal of Relationship Marketing, 4 (1/2), 21-42.

Gao, Tao, M. Joseph Sirgy, and Monroe M. Bird (2005), “Reducing Buyer Decision-Making Uncertainty in Organizational Purchasing: Can Seller Trust, Commitment, and Dependence Help?” Journal of Business Research, 58 (4), 397-405.

Lee, Keun S. and Tao Gao (2005), “The Antecedents and Consequences of Organizational Commitment in the Korean Retail Context,” The International Review of Retail, Distribution and Consumer Research, 15 (4), 375-399.

Gao, Tao and Talin S. Eshaghoff (2004), “Important Decision Factors Considered by MNCs in Their Reevaluation and/or Modification of Foreign Entry Modes during the Argentine Financial Crisis,” Latin American Business Review, 5 (2), 45-69.

Gao, Tao and Talin S. Eshaghoff (2004), “MNCs’ Preferred Responses to the Argentine Financial Crisis: A Classification and Empirical Investigation,” Latin American Business Review, 5 (1), 23-44.

Eshaghoff, Talin S. and Tao Gao (2004), “MNCs’ Propensities to Reevaluate and Change Their Operational Modes during a Financial Crisis,” Journal of International Business and Economy, 5 (1), 33-52

Gao, Tao (2004), “The Contingency Framework of Foreign Entry Mode Decisions: Locating and Reinforcing the Weakest Link,” Multinational Business Review, 12 (1), 37-68.

Selected Presentations

Gao, T., Rohm, A., Sultan, F., Huang, S., China Goes Global Conference, "Factors Influencing Consumer Attitudes toward Mobile Marketing: A Comparative Study of Youth Markets in the U.S. and China,” Harvard Kennedy School, Boston, MA. (October 7, 2010).

Sultan, F. (Presenter & Author), Rohm, A. (Author Only), Gao, T. (Presenter & Author), Pagani, M. (Presenter & Author), INFORMS Marketing Science Conference 2010, "Factors Influencing Consumer Acceptance of Mobile Marketing: A Study Across Three Global Markets,” INFORMS, Cologne, Germany. (June 18, 2010).

Sultan, F. (Presenter & Author), Gao, T. (Presenter & Author), Rohm, A. (Author Only), Hebei University Digital Marketing Research Presentation to Faculty and Students, "Digital Marketing," Hebei University, Tianjin, China. (October 2009).

Gao, T. (Presenter & Author), Rohm, A. (Author Only), Sultan, F. (Presenter & Author), 2009 Journal of Marketing Science Conference, "Factors influencing Chinese youth consumers’ acceptance of mobile marketing," Journal of Marketing Science, Tianjin, China. (October 25, 2009).

Shi, L. H. (Presenter & Author), Gao, T. (Presenter & Author), 2009 Academy of International Business Annual Conference, "The effectiveness of alternative global account retention strategies under different market, organizational, and relational conditions," Academy of International Business, San Diego, CA. (June 30, 2009).

Shi, L. H. (Presenter & Author), Gao, T. (Presenter & Author), 2009 Academy of Marketing Science Annual Conference, "Global Account Management Coordination: Account Selection, Performance Measurement, and Boundary Conditions," Academy of Marketing Science, Baltimore, MD. (May 24, 2009).

Gao, T. (Presenter & Author), Sirgy, M. J. (Author Only), 2009 AMA Winter Educators' Conference, "Organizational Buyers' Value Perceptions in Uncertain Purchasing Situations: An Empirical Study," American Marketing Association, Tampa, FL. (February 23, 2009).

Gao, T. (Presenter & Author), Sirgy, M. J., Marketing Group Research Seminar, "Organizational Buyers' Value Perception in Uncertain Purchasing Situations: A Relationship Marketing Perspective," Marketing Group, CBA, Northeastern University, Boston, MA. (December 4, 2008).

Sultan, F. (Presenter & Author), Rohm, A. (Author Only), Gao, T. (Presenter & Author), 2008 INFORMS Marketing Science Conference, "Factors Influencing Consumer Acceptance of Mobile Marketing: A Two-Country Exploratory Study of The Youth Market," INFORMS, Vancouver, British Columbia, Canada. (June 14, 2008).

Gao, T. (Presenter & Author), Delava, B. (Author Only), Doyle, M. (Presenter & Author), Shingler, M. (Author Only), Stearns, C. (Author Only), 2008 Academy of Marketing Science Annual Conference, "Independent Musicians’ Needs For and Satisfaction with Business Services from External Providers: An Empirical Study," Academy of Marketing Science, Vancouver, British Columbia, Canada. (May 31, 2008).

Gao, T. (Presenter & Author), Al-Khalil, F. (Author Only), Parente, D. (Author Only), Blancero, D. (Author Only), Northeastern University Research & Scholarship Expo 2008, "The Impact of the Quality of Technical Support on Buyers’ Attitudes and Behaviors: An Empirical Study from the View of Scientist Buyers," Northeastern University, Boston, MA. (March 26, 2008).

Industry and Academic Experience

Professor Gao has experiences working with the China branch of Mitsubishi Corporation (a general trading company in Japan) in the areas of international trade and joint venture developments.

Professional Services

Member of Editorial Review Board for Business Journal of Hispanic Research.

Ad Hoc Reviewer for Journal of Marketing, Journal of Consumer Research, Journal of the Academy of Marketing Science, Journal of International Marketing, Journal of Business Research, Multinational Business Review, Asian Business and Management, and Journal of International Business and Economy.

Recent Press

BALTIMORE SUN (2/25/09): Look Closely at Going-Out-of-Business 'Deals' (Andrea K. Walker).

MEDILL NEWS WIRE (2/17/09): In Tight Economy, Retailers Turning to Extended Layaway Options to Keep Cash Registers Ringing (Leslie Patton).

CIO (2/5/09): Can Technology Help Retailers Survive 2009 and Thrive in 2010? (Thomas Wailgum).

FINANCIAL TIMES (1/15/09): Lost Art of Putting It to One Side (Jonathan Birchall).

RETAILER DAILY (1/12/09): Commentary: The Days of Retail Sales at Deep-Discounts: Where We Are, How We Got Here, Implications (Tony Gao).

TWICE (THIS WEEK IN CONSUMER ELECTRONICS) (1/8/09): Surviving 2009: Cost-Cutting, E-Commerce Considered Critical (Alan Wolf).

FOOTWEAR PLUS (1/6/09): Is Full Price Dead? As Discounts Deepen, Retail Survival May Depend on Its Return (Ellen Keohane).

SACRAMENTO BEE (12/07/08): William Glen Owner Makes Leap of Faith for Holidays (Jon Ortiz).

BOSTON HERALD (12/05/08): Businesses Ordered to Stop Selling Bratz (Marie Szaniszlo).

PITTSBURGH TRIBUNE-REVIEW (12/05008): Specialty Stores Find Success (Kim Leonard).

RETAIL TOUCHPOINTS (12/04/08): Northeastern Professor Gao Offers 4 Point Plan of Attack To Address New Retail Realities (Debbie Hauss).

INDIANAPOLIS STAR (12/04/08): Some Retailers Will Do Well (Dana Hunsinger).

SAN DIEGO UNION TRIBUNE (11/28/08): Smart Living - 5 Things You Need to Know About Layaway (Jennifer Davies).

CIO (11/26/08): E-tailers Face Tough Holiday Shopping Season (Juan Carlos Pérez).

ST. PAUL PIONEER PRESS (11/26/08): Retailers Get Creative to Lure Shoppers in a Dismal Holiday Season (Allison Kaplan).

DEALERSCOPE (11/26/08): Checkout: 2009 Expectations for CE Retailing (Grant Clauser).

RETAIL CUSTOMER EXPERIENCE (11/24/08): Retail Bringing Layaway Back to Life (Heather Larson)

FORBES.COM (11/24/08): Sneak Peek: Post-Thanksgiving Online Deals (Jeanine Poggi).

ELECTRONICS RETAILER BLOG (11/24/08): Attention Retailers: Bring Back Layaway Options! (Tony Gao).

WORCESTER TELEGRAM & GAZETTE NEWS (11/23/08): Economy Won’t Stop Black Friday Shoppers (Lisa Eckelbecker).

MERCED SUN-STAR (11/18/08) and FRESNO BEE (11/17/08): In Tough Times, Buying on Layaway Makes a Comeback (Bethany Clough).

BOSTON GLOBE (11/15/08): US Retail Sales Fall Sharply in October (Beth Healy and Erich Schwartzel).

MIAMI HERALD (11/14/08): Stores Revive Layaway Plans For Holiday Shoppers as Economic Crisis Tightens (Elaine Walker).

THE GRAND RAPIDS PRESS (11/10/08): Some Retailers Revive Layaway Programs for Holiday Shopping (Shandra Martinez).

MEDIAPOST MARKETING DAILY (8/1/08): Is it Time for a Massive Mall Meltdown? (Sarah Mahoney).

PITTSBURGH TRIBUNE-REVIEW (06/25/08): Service, Style Distinguish Nordstrom (Kim Leonard).

INTIMATE APPAREL BUSINESS (01/02/08): New Holiday Shopping Patterns…and Implications for the Intimate Apparel Retailer (Tony Gao).

SAN DIEGO UNION TRIBUNE (12/18/07): Souring Economy Causes Luxury Items to Lose Luster (Jennifer Davies).

HOUSTON COMMUNITY NEWSPAPERS (12/13/07): Financial Forecasters Predict Decreased Holiday Sales (Valerie L. Clifton).

PITTSBURGH TRIBUNE-REVIEW (12/08/07): Retailers Try Out Mobile Checkout (Kim Leonard).

THE DAILY NEWS (11/24/07): Holiday Shoppers Get in the Spirit (Laura Elder).

SMART MONEY (10/31/07): What a Weak Dollar Means for U.S. Shoppers (Kelli Grant).

UPI (04/05/07): ‘Made In U.S.A.' Losing Cachet (Shihoko Goto).

BUSINESSWEEK (04/12/07): What do 35-Year Old Women Want? (Elizabeth Woyke).

APPAREL (03/14/07): 8 Strategies for Selling Apparel to Middle-Aged Women (Tony Gao).

THESTREET.COM (03/14/07): Spirit Strong for J. Crew (Rob Lenihan).

Mailing Address

Tao (Tony) Gao
202 Hayden Hall
Northeastern University
Boston, Massachusetts 02115-5000