Guangping (Walter) Wang

Walter Wang headshot
Professor of Marketing, Management
Main Building, 202 B

Guangping (Walter) Wang received his Ph.D. in marketing from the Louisiana State University, his MBA from the University of New Orleans, a B.A. in Economics from the Shanghai Institute of Foreign Trade in China, and a B.S. in Industrial Engineering from Hunan University in China. Dr. Wang teaches marketing and statistics, and conducts research in marketing creativity and innovation, sustainability, and value chain management. He has won research grants from the prestigious Marketing Science Institute, the Institute for Study of Business Markets, and the Research Grants Council of the Hong Kong government. He is a 2013–2014 US Fulbright scholar selected by the State Department to study global supply chain sustainability. He has published works extensively in marketing and management, and serves on the editorial review boards for a number of scholarly journals.


2015 Best Paper in Marketing Award, Administrative Sciences Association of Canada (ASAC) Conference.

2013-2014 US Department of State Fulbright Research Scholarship, Hong Kong Studies (6-month study in Hong Kong on global supply chain sustainability), December 2013 – May 2014.

2009 Research Grants Council of Hong Kong, China, Earmarked Research Grant #9041466, “A Longitudinal Investigation of the Value Co-creation Process in Business-to-Business Market,” Competitive, (HK$406,000, approx. US$52,000), with W. Dou and N. Zhou.

Selected Publications

Miao, Fred, Guangping Wang, and Pornsit Jiraporn (2018), “Key Supplier Involvement in IT-Enabled Operations: When Does It Lead to Improved Performance?” Industrial Marketing Management, 75, 134-45.

Miao, C. Fred, and Guangping Wang (2017), “Effects of Work-Family Interface Conflicts on Salesperson Behaviors: A Double-edged Sword,” Journal of the Academy of Marketing Science, 45 (5), 762-783.

Miao, C. Fred, and Guangping Wang (2016), “The Differential Effects of Functional vis-à-vis Relational Customer Orientation on Salesperson Creativity,” Journal of Business Research, 69 (12), 6021-6030.

Wang, Guangping, Wenyu Dou, Weichun Zhu, and Nan Zhou (2015), “The Effects of Firm Capabilities on External Collaboration and Performance: The Moderating Role of Market Turbulence,” Journal of Business Research, 68 (9), 1928-1936.

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 (4), 373-388.

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.

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.

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