A native of Taiwan/Chinese Taipei, Dr. Annie H. Liu received her Ph.D. from Georgia State University and a MS from Purdue University in the United States. Before joining Texas State University, Dr. Liu was a faculty member at major universities in the United States, including Loyola Marymount University, Purdue University, California State University, Georgia State University, and Georgia Institute of Technology, and Victoria University of Wellington (New Zealand). In addition to teaching MBA and undergrad courses, Dr. Liu has taught executive courses on the topic of Relationship Selling, B2B Marketing, High-tech Marketing, and International Marketing Strategies, Marketing Management. She has been consistently recognized for her outstanding teaching and peer-to-peer, collaborative, engaged learning pedagogy. Over the last 20 years, she was awarded several teaching excellence and innovations awards by her students, colleagues, and by professional organizations.
Dr. Liu has conducted research and training for corporations and governments, and guided executives on B2B marketing strategies in the U.S., Asia, and Europe. She regularly integrates CEOs and marketing experts into field research and classrooms. She has led multiple teams of U.S. MBA students in onsite field research in 14 countries in Greater Asia and Europe, including China, India, Singapore, Hong Kong, Australia, New Zealand, England, Ireland, Netherland, Switzerland, Iceland, Belgium, Italy, and Germany. Together with her MBA teams, Dr. Liu have interviewed CEOs and executives in the mobile phone, grocery, and beverage industry, as well as nonprofits and NGOs.
A finalist for a Fulbright Research Award (2011), Dr. Liu's research interests are mainly in the areas of B2B sales, include sales force motivation, sales training, and how firms and sales force can retain and reacquire customers, enhance customer value, build switching costs, and increase share-of-business. Her articles have appeared in a number of refereed journals, proceedings, and book chapters including the Industrial Marketing Management, Journal of Business Research, Journal of Business to Business Marketing, Journal of Business & Industrial Marketing, the Journal of Personal Selling & Sales Management, Journal of Marketing Channels, Journal of Customer Satisfaction / Dissatisfaction & Complaining Behavior, Psychology & Marketing, and the Journal of Relationships Marketing, among others.
Always keen to build business and education partnerships, Annie has presented at over 50 academic and businesses conferences. She is a director, officer and an APEC educator with the VTM Foundation International, serving in multiple roles in the APEC Voices program since 2008. By this, she has been partnering with and participating in successive APEC CEO Summits and APEC China CEO Forums with the prominent Asia Pacific trade promotion organization, the China Council for the Promotion of International Trade (CCPIT). In addition, Annie serves on the editorial review board for the Journal of Business Research, Journal of Marketing Theory and Practice, and Marketing Education Review, Journal of Marketing Channels, and as an ad hoc reviewer for several refereed journals.