Yong Cao

Professor of Management
Management and Marketing
Professor Yong Cao

Journal Articles

Yong Cao and Jiong Gong. Country-of-Origin and Brand Image in Global Outsourcing Adjustment. Journal of Finance and Economics (2018)
Yong Cao, Jiong Gong, and . Build Brand Community to Expand the Market--A Case Study of Xiaomi’s Market Expansion in China International Journal of Economics, Business and Management Research (2018)
Yong Cao and Jiong Gong. Customer Centricity in China Journal of International Management Studies (2018)
Yong Cao, Chepurko , and . A Small High-Tech Firm Entering China’s Market--A Case Study of ADS-B Technologies Inc. International Journal of Case Studies (2018)
Ed Forrest and Yong Cao. Digital Additive Manufacturing: A Paradigm Shift in the Production Process and Its Socio-economic Impacts Engineering Management Research (2013)
Xiaodong Ma, Fangdao Qiu, Quanlin Li, Yongbin Shan, and Yong Cao. Spatial Pattern and Regional Types of Rural Settlements Chinese Geographical Science (2013)
Rashmi Prasad and Yong Cao. Improving Negotiation Outcomes Between American And Chinese Partners: A Framework For Practice Journal of Applied Business Research (2012)
Emily Cao, Yong Cao, Rashmi Prasad, and Zhengping Shen. US-China Exchange Rate Negotiation: Stakeholders’ Participation and Strategy Deployment Business and Politics (2011)
Yong Cao, Daniel Hartung, Ed Forrest, and Zhengping Shen. Building Blocks for Chinese SMEs to Enter the Global Market: The Roles of Upstream Knowledge and Downstream Channel Infrastructure. International Journal of Business & Management (2011)
Ed Forrest and Yong Cao. Social Media: Opinions, Recommendations and Endorsements: The New Regulatory Framework Journal of Economic and Public Policy (2010)
Yong Cao, Ed Forrest, Paul Johnson, and Rashmi Prasad. Hard Regulations and Soft Constraints: China's Institutional Crisis and Models for Change, Forthcoming in the Journal of International Management Studies Forthcoming in the Journal of International Management Studies (2009)
Yong Cao and Ed Forrest. "Hard vs. Soft Regulation & the Paradoxes of Internet Privacy," The Journal ofGlobal Business Management (2009)
Zhengping Shen, Mingzhe Shao, and Yong Cao. Coordination for Joint Development of New and Old Urban Districts in China Human Geography (2009)
Yong Cao and Ed Forrest. Hard vs. Soft Regulation & the Paradoxes of Internet Privacy Journal of Global Business Management (2009)
Yong Cao, Thomas Gruca, Bruce Klemz, , , and . Understanding B2B Migration from Traditional Stores to the Internet Journal of Customer Behavior (2007)
Yong Cao and Thomas Gruca. Reducing adverse selection through customer relationship management Journal of Marketing (2005)
Yong Cao and Thomas Gruca. The influence of pre-and post-purchase service on prices in the online book market Journal of Interactive Marketing (2004)
Hao Zhao and Yong Cao. The Impacts of E-Tailer's Inventory policy on price, delivery and customer responses Journal of Retailing (2004)
Yong Cao and Hao Zhao. Evaluations of E-Tailers’ Delivery Fulfillment Implications of Firm Characteristics and Buyer Heterogeneity Journal of Service Research (2004)
Yong Cao and Thomas Gruca. Internet Price Competition: Strategy, Resources and Stock Market Dynamics Journal of Service Research (2003)
Yong Cao, Thomas Gruca, and Bruce Klemz. Internet pricing, price satisfaction, and customer satisfaction International Journal of Electronic Commerce (2003)
Yong Cao and Vern Hauck. Changes and Strategies for China in a New International Economic and Geo-political Environment Territory and Regional Economy (1995)
Zhao Ling-Xun and Yong Cao. The Contributions of Labor, Capital and Technology in Regional Industrial Growth, the Case of Manufacturing Sector of State-Owned Enterprises 1978-1988 in China Scientia Geographica Sinica (1995)
Yong Cao. Economic Cooperation between China and Pan-Pacific Countries: Implications for Economic and Regional Development of China Journal of Chinese Geography (1994)
Yong Cao. International Competition and Cooperation of China's Bohai Sea Rim Area up to 2000 Geographica Sinica (1993)


Daniel Hartung, Yong Cao, Ed Forrest, and Zhengping Shen. Facilitating Chinese Small & Medium Enterprise Participation in the Global Economy: Minimizing the Language and Culture Gap Zhejiang University Press (2012)
Yong Cao. Development and Allocation of Iron and Steel Industry in Bohai Area Lu Dadao, eds. Science Press (1995)
Yong Cao. International Economic Environment and the Development of Out-Oriented Economy Lu Dadao eds, Science Press (1995)
Yong Cao. Transportation and Communication Geography in East China Hang Chen, eds, Science Press (1993)