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Yi Zheng

Assistant Professor

University of North Texas

Department of Marketing

Email: Yi.Zheng@unt.edu

Education

  • PhD, University of Texas at Arlington, 2023
    Major: Business Administration
  • MS, University of Oklahoma, 2019
    Major: Management Information Systems
  • MS, Nanjing University, 2013
    Major: Marketing
  • BA, North China Institute of Science and Technology, 2009
    Major: Marketing

Teaching

Teaching Experience

    University of North Texas

  • MKTG 3010 - Foundations of Selling and Communication, 3 courses.
  • MKTG 3650 - Foundations of Marketing Practice, 1 course.
  • MKTG 4890 - Applied Marketing Problems, 4 courses.

Teaching at Other Institutions

  • Eastern Kentucky University, Spring 2024.
  • Eastern Kentucky University, Fall 2023.

Research

Published Intellectual Contributions

    Journal Article

  • Jiang, F., Zheng, Y., Liao, H., Miao, F., Jiang, C. (2025). From Exploration to Maintenance: How Career Stages Influence the Effectiveness of Sales, Service, and Sales-Service Ambidextrous Activities. Journal of Business-to-Business Marketing.
  • Liu, D., Zheng, Y., Miao, F., Wang, G. (2025). Past, present, and future of sales controls: A multi-method bibliometric analysis. Industrial Marketing Management. 130 92-105.
  • Zheng, Y., Wang, Q., Wang, X., Yang, Z. (2025). Contract Framing and Supplier Learning. Organization Science. 36 (4) 1625-1642.
  • Zheng, Y., Zang, Z., Grisaffe, D.B., Miao, F., Wang, X. (2023). Going beyond fit (misfit): Enhancing sales performance based on salespeople's self-construal. Industrial Marketing Management. 115 339-354.
  • Zheng, Y., Liao, H., Schrock, W., Zheng, Y., Zang, Z. (2023). Synergies between salesperson orientations and sales force control: A person-organization fit perspective on adaptive selling behaviors and sales performance. Journal of Business Research.
  • Miao, F., Zheng, Y., Zang, Z., Grisaffe, D.B., Evans, K. (2022). Managing differential effects of salespersons’ regulatory foci–a dual process model of dominant and supplemental pathways. Journal of The Academy of Marketing Science. 50 563–585.
  • Zheng, Y., Liu, D., Zheng, Y., Zang, Z. (2021). Contingent conditions on the effectiveness of salesperson acquisition-retention ambidexterity: the motivation–opportunity–ability framework. Journal of Business & Industrial Marketing. 37 (5) 1111-1126.
  • Wang, X., Li, P., Zheng, Y., Jiang, L., Yang, Z. (2021). Salespersons’ self-monitoring, psychological capital and sales performance. Asia Pacific Journal of Marketing and Logistics. 33 (9) 1918-1933.
  • Wang, X., Wang, G., Zheng, Y. (2014). Investing in guanxi: An analysis of interpersonal relation-specific investment (RSI) in China. Industrial Marketing Management. 43 659-670.
  • Wang, G., Zheng, Y., Li, R. (2014). The impact of relation-specific investments on channel performance: Focusing on mediators. Journal of Marketing Channels. 2 87-99.

Presentations Given

    Paper

  • Zheng, Y. (Author), the American Marketing Association’s (AMA’s) 2022 Summer Marketing Academic Conference (virtual), Synergies between Salesperson Orientation and Sales force control systems: A Person-organization Fit Perspective, United States of America. (2022).
  • Zheng, Y. (Author), Online Academic Conference for B2B Markets, Contract Portfolios and Supplier Learning, Institute for the Study of Business Markets (ISBM), United States of America. (2021).
  • Zheng, Y. (Author), the American Marketing Association’s (AMA’s) 2018 Summer Marketing Academic Conference, How does Self-construal Affect Sales Performance? A Perspective of Purposeful Work Behaviors, Boston, United States of America. (2018).
  • Zheng, Y. (Author), the American Marketing Association’s (AMA’s) 2018 Winter Marketing Academic Conference, Play to Win or Not to Lose? the Pathway of Salespersons Regulatory Foci to Performance, Sheraton New Orleans, United States of America. (2018).

Contracts, Grants, Sponsored Research

    Grant - Research

  • Zheng, Y. (Principal), "UNT RCOB summer research grant," University of North Texas, $5000 Funded. (2025 - 2025).

Service

Professional Service

  • Reviewer, Ad Hoc Reviewer, International Journal of Bank Marketing. Denton, TX. (December 2025 - Present).
  • Reviewer, Ad Hoc Reviewer, Journal of Business Research. Denton, TX. (October 27, 2024 - Present).
  • Reviewer, Ad Hoc Reviewer, Journal of Business-to-Business Marketing. Denton, TX. (August 26, 2024 - Present).
  • Reviewer, Ad Hoc Reviewer, Asia Pacific Journal of Marketing and Logistics. Denton, TX. (2021 - Present).