Yi Zheng

Dr. Yi Zheng is an Assistant Professor of Marketing at the University of North Texas. He earned his Ph.D. in Marketing from the University of Texas at Arlington, an M.S. in Management Information Systems from the University of Oklahoma, an M.S. in Marketing from Nanjing University, and a B.A. in Marketing from the North China Institute of Science and Technology. Previously, he was an Assistant Professor of Marketing at Eastern Kentucky University.

Dr. Zheng employs applied econometrics, survey research methods, and experimental designs to investigate questions in sales management and interfirm relationships. In sales management, he is particularly interested in understanding how to motivate salespeople to achieve superior performance and how sales managers can enhance sales effectiveness across different contexts. In the area of interfirm relationships, he examines how buyer–supplier relationships can be managed effectively, including the design of contract framing from a social-psychological perspective.

Dr. Zheng has published in UTD 24 and FT 50 journals, including Organization Science and the Journal of the Academy of Marketing Science, as well as other leading academic journals.

In his spare time, he enjoys reading, playing ping pong, hiking, and traveling.