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Qiong Wang

Qiong Wang.

Qiong Wang

Professor of Marketing and Supply Chain Management | Director, Division of Marketing and Supply Chain Management

Ruby K. Powell Professor of Marketing

About Wang

Qiong Wang's research centers on value creation and relationship resilience in business markets — examining how firms develop, govern, and repair interorganizational relationships through governance mechanisms, contract design, communication strategies, and supply chain disruption management. Drawing on behavioral economics, transaction cost theory, and social psychology, her work surfaces the cognitive and interpretive dynamics that shape how organizations sustain competitive advantage in complex, uncertain environments.

Her scholarship appears in Marketing Science, Journal of the Academy of Marketing Science, Organization Science, Journal of Operations Management, Journal of Supply Chain Management, International Journal of Research in Marketing, Decision Sciences, Harvard Business Review, Journal of Business Research, Industrial Marketing Management, and Marketing Letters, among others. Her research has been supported by grants from the U.S. Economic Development Administration ($1.9 million Build to Scale federal grant), the Institute for Community and Society Transformation and the Data Institute of Societal Changes at the University of Oklahoma, the University of Melbourne, and the Institute for the Study of Business Markets (ISBM), among others. She has also been recognized with the ISBM Academic-Practitioner Challenge Doctoral Dissertation Silver Award and the Emerald Literati Award for research excellence.

Wang serves on multiple editorial review boards, served as Chair of the AMA Interorganizational Special Interest Group from 2018 to 2025, and co-founded and co-organizes the B2B Connect Research Symposium, an international forum launched in 2023. Her teaching and service have been honored with the 2025 Purpose of Price Service Award, the 2020 Morris Butkin Memorial Professor of Excellence Award, the 2018 Houston and Mary Jo Johnson Master Teacher Award, and the 2014 Harold E. Hackler Outstanding MBA Professor Award at the University of Oklahoma.

Research Areas

  • Business-to-Business Exchanges
  • Marketing Strategy
  • Supply Chain Disruptions
  • Retail Management

Education

  • Ph.D., Business Administration (Marketing) University of Florida, Gainesville, FL August 2006
  • Master of Arts (International Economics) Wuhan University, Wuhan, China, May 1999
  • Bachelor of Arts (International Economics) Wuhan University, Wuhan, China, May 1996

Publications

  • Cheng, Li, Qiong Wang, Christopher Craighead, Matthew Jensen, and Juan Julie Li (2025), “Resolution Tactics of Supplier-Induced Disruptions: A Configurational Approach,” Journal of Supply Chain Management, forthcoming, accepted in September 2025. https://doi.org/10.1111/jscm.70006

  • Joshua Bowers, Denise Parris, Qiong Wang, Danny McRae, Francisco Guzmán, and Mark Bolino (2024), The New Rules of Marketing Across Channels – Strategies for navigating a new kind of communication landscape: the 'echoverse.', Harvard Business Review, online access published on 28 June 2024.

  • Erik Mooi, Qiong Wang, Steven Seggie, and Sandy Jap (2024), The Show Must Go On: The Role of Contract Frames in Safeguarding Relationship Continuity, Journal of the Academy of Marketing Science, online access published on 07 May 2024

    *All authors contributed equally to the manuscript.

View more of Wang's publications
  • Cheng, Li, Christopher Craighead, Qiong Wang, and Juan Julie Li (2020), When is the Supplier’s Message 'Loud and Clear'? Mixed Signals from Supplier-Induced Disruptions and the Response, Decision Sciences, Volume 51, Number 2, Pages 216-254
  • Yi Zheng, Qiong Wang, Xiaoyan Wang, Zhilin Yang, 2025. Contract framing and supplier learning. Organization Science, forthcoming. 
  • Joshua Bowers, Denise Parris, Qiong Wang, Danny McRae, Francisco Guzmán, and Mark Bolino, 2024. The new rules of marketing across channels – strategies for navigating a new kind of communication landscape: the 'echoverse.' Harvard Business Review, online access published on 28 June 2024.
  • Erik Mooi, Qiong Wang, Steven Seggie, and Sandy Jap, 2024. The show must go on: The role of contract frames in safeguarding relationship continuity. Journal of the Academy of Marketing Science, online access published on 07 May 2024. All authors contributed equally to the manuscript.
  • Wang, Qiong, Li Cheng, Christopher Craighead, and Juan Julie Li, 2022. The roles of locus of causality and buyer attribution in resolution of recurrent supplier-induced disruptions. Journal of Operations Management, 68(1), 55–93. 
  • Cheng, Li, Christopher Craighead, Qiong Wang, and Juan Julie Li, 2020. When is the supplier’s message 'loud and clear'? Mixed signals from supplier-induced disruptions and the response. Decision Sciences, 51(2), 216–254.
  • Wang, Qiong and Juan (Julie) Li. (2020), Chapter 17: Managing and Repairing Supply Chain Disruptions, Oxford Handbook of Supply Chain Management.
  • Wang, Qiong and Sandy Jap, 2017. Benevolent dictatorship and buyer-supplier exchange. Journal of Business Research, 78, 204–216.
  • Wang, Qiong, Christopher Craighead, and Juan Julie Li, 2014. Justice served: Mitigating damaged trust stemming from supply chain disruptions. Journal of Operations Management, 32(6), 374–386.
  • Wang, Qiong, Juan Julie Li, William T. Ross, and Christopher Craighead, 2013. The interplay of drivers and deterrents of opportunism in buyer-supplier relationships. Journal of the Academy of Marketing Science, 41(1), 111–131.
  • Wei, Yinghong (Susan) and Qiong Wang, 2011. The roles of strategic actions and strategic resources in achieving superior performance in Chinese manufacturing firms. Industrial Marketing Management, 40, 267–277.
  • Wang, Qiong, Ujwal Kayande, and Sandy Jap, 2010. The seeds of dissolution: Belief discrepancy and incoherence in buyer-supplier exchange. Marketing Science, 29(6), 1109–1124.
  • Vinhas, Alberto Sa, Sharmila Chatterjee, Shantanu Dutta, Adam Fein, Joseph Lajos, Scott Neslin, William Ross, Lisa Scheer, and Qiong Wang, 2010. Channel design, coordination and performance: Future research directions. Marketing Letters, 21(3), 223–237.
  • Lilien, Gary L., Rajdeep Grewal, Douglas Bowman, Min Ding, Abbie Griffin, V. Kumar, Das Narayandas, Renana Peres, Raji Srinivasan, and Qiong Wang, 2010. Calculating, creating, and claiming value in business markets: Status and research agenda. Marketing Letters, 21(3), 287–299.
  • Desarbo, Wayne, Qiong Wang, and Simon Blanchard, 2010. Exploring intra-industry competitive heterogeneity: The identification of latent competitive groups. Journal of Modelling in Management, 5(2), 94–123.
  • Fay, Scott, Debanjan Mitra, and Qiong Wang, 2009. Ask or infer? Strategic implications of alternative learning approaches in customization. The International Journal of Research in Marketing, 26(2), 136–152.
  • Wang, Qiong, Kevin Bradford, Jun Xu, and Barton Weitz, 2008. Innovations in buyer-seller relationships: The roles of resources, motivations, and governance. The International Journal of Research in Marketing, 25(2), 109–118.
  • Desarbo, Wayne, Rajdeep Grewal, Heungsun Hwang, and Qiong Wang, 2008. The simultaneous identification of strategic/performance groups and underlying dimensions for assessing an industry’s competitive structure. Journal of Modelling in Management, 3(3), 220–248. Winning the Emerald Literati Award or The Best Paper Award for the Journal of Modelling in Management for the year of 2008.
  • Weitz, Barton and Qiong Wang, 2004. Vertical relationships in distribution channels: A marketing perspective. The Anti-Trust Bulletin, 49(4), 859–876.

Research & Grants

  • $30,000 seed grant, “Shedding Light on the Shadows: Economic Integration in the Face of Anti-Immigration Stigma,” the Institute for Community and Society Transformation (ICAST), University of Oklahoma, May 2024
  • $9,550 seed grant, “Unveiling Shadows: An Exploratory Study of Misinformation Dynamics and Immigrant Integration in Community Discourse on NextDoor,” the Data Institute of Societal Changes (DISC), University of Oklahoma, April 2024
  • $1.9 million #Build to Scale federal grant, project title “Modern Frontier Studio,” U.S. Economic Development Administration (EDA), November 2023

Awards

  • Purpose of Price@ Service Award, University of Oklahoma, May 2025
  • Morris Butkin Memorial Professor of Excellence Award, University of Oklahoma, May 2020
  • Houston and Mary Jo Johnson Master Teacher Award, University of Oklahoma, May 2018
  • Harold E. Hackler Outstanding MBA Professor Award, University of Oklahoma, May 2014
  • Best Paper Award, Journal of Modelling in Management (Emerald Literati Award), 2008
  • Silver Award recipient, ISBM Academic-Practitioner Challenge Research Award, Chicago, August 2006
  • Fellow, ISBM Ph.D. B-to-B Research Camp, San Francisco, July 2005
  • Grinter Fellowship, University of Florida, 2001–05
  • Beta Gamma Sigma Honorary, University of Florida, 2003
  • European Studies Fellowship, University of Macau, 1997–99
  • First-place winner, An Zi Jie International Trade Research Prize, Ministry of Commerce of China, 1997
  • Outstanding Graduate Student Award, Wuhan University, 1996–99
  • Outstanding Leadership Award, Wuhan University, 1996
  • Hui Kai Scholarship, Wuhan University, 1995
  • First-place paper, Qiu Shi Thesis Competition, Wuhan University, 1995
  • People’s Fellowship (highest honor), Wuhan University, 1992–96
  • Jiangxi Province Outstanding Student Award, 1992

About OU's Price College of Business

The University of Oklahoma Michael F. Price College of Business has experienced significant growth over the past five years, becoming OU’s second-largest college with over 7,000 students. The college offers highly ranked undergraduate, master’s, executive and doctoral programs across six academic divisions. More information is available at price.ou.edu

Price College of Business
307 West Brooks
Norman, OK 73019-4004
Updated 4/28/2026 by Price College of Business: pricecollege@ou.edu