Currently browsing: Items authored or edited by Gordon Liu https://orcid.org/0000-0003-1974-3712

Liu, Gordon; Chen, Yantai and Ko, Wai Wai (2024). The influence of marketing exploitation and exploration on business-to-business small and medium-sized enterprises. Industrial Marketing Management, 117 pp. 131–147.

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Chen, Cheng-Hao (Steve); Liu, Gordon; Roushan, Gelareh and Nguyen, Bang (2024). Exploring Information Technology Capabilities from Multiple Aspects of the Resource-Based Theory. Information Systems Frontiers (Early access).

• Request a copy from the author This document will be available to download from 7 May 2025

Ko, Wai Wai (Joyce) and Liu, Gordon (2024). Bricolage Strategies, Stakeholder Engagement, and the Geographic Expansion of Social Enterprises. Nonprofit and Voluntary Sector Quarterly (Early access).

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Abolhasani, Morteza; Liu, Gordon; Carli, Giacomo and Golrokhi, Zahra (2024). The role of background music used in online learning environments in enhancing the higher education students’ learning experience. In: MKE Teaching Practice Conference 2024 (BAM), 6 Jun 2024, London.

Abolhasani, Morteza; Liu, Gordon; Carli, Giacomo and Golrokhi, Zahra (2024). The role of background music used in online learning environments in enhancing the higher education students' learning experience. In: 7th World Conference on Teaching and Education (WORLDCTE), 5-7 Jul 2024, Zurich, Switzerland.

Liu, Gordon; Meng-Lewis, Yue; Wang, Weiyue and Zhao, Yupei (2024). Unveiling factors and contingencies influencing exhaustion in professional esports players: evidence from China. Internet Research (Early access).

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Liu, Gordon; Aroean, Lukman and Ko, Wai Wai (2023). Service innovation in business ecosystem: The roles of shared goals, coopetition, and interfirm power. International Journal of Production Economics, 255, article no. 108709.

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Liu, Gordon; Liu, Weixi and Ko, Wai Wai (2022). Organisational Capabilities and Small And Medium Sized Firms’ Attainment Of Innovation Outcomes: The Moderating Roles Of Exports And Formal Business Networks. International Journal of Operations and Production Management, 42(7) pp. 1022–1060.

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Abolhasani, Morteza; Liu, Gordon and Golrokhi, Zahra (2022). Greenwashing: how ads get you to think brands are greener than they are.

Liu, Gordon; Abolhasani, Morteza and Hang, Haiming (2022). Disentangling Effects of Subjective and Objective Music Characteristics in Advertising. European Journal of Marketing, 56(4) pp. 1153–1183.

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Ko, Wai Wai (Joyce); Liston-Heyes, Catherine; Liu, Weixi; Liu, Gordon and Cowling, Marc (2022). Organizational Capabilities and SME Exports: The Moderating Role of External Funding Intentions and Managerial Capacity. Small Business Economics, 58 pp. 247–261.

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Liu, Gordon; Aroean, Lukman and Ko, Wai Wai (2022). Power, shared goals and supplier flexibility: a study of the HUB-and-spoke supply chain. International Journal of Operations and Production Management, 42(2) pp. 182–205.

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Ko, Dr. Wai Wai; Chen, Prof. Yantai; Chen, Dr. Cheng-Hao Steve; Wu, Dr. Meng-Shan Sharon and Liu, Prof. Gordon (2021). Proactive Environmental Strategy, Foreign Institutional Pressures, and Internationalization of Chinese SMEs. Journal of World Business, 56(6), article no. 101247.

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Abolhasani, Morteza; Liu, Gordon and Hang, Haiming (2021). The Influence of Music Liking in Green Product Advertisements on Purchase Intention: Positive Brand Attitudes, Music Mode, and Music Tempo. In: International Conference on Research in Advertising (ICORIA), 24-26 Jun 2021, Bordeaux, France.

Bui, Hong; Liu, Gordon; Ko, Wai Wai and Curits, Amy (2021). Harmonious Workplace Climate and Employee Altruistic Behavior: From Social Exchange Perspective. International Journal of Manpower, 42(1) pp. 95–112.

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Liston-Heyes, Catherine and Liu, Gordon (2021). To measure or not to measure? An empirical investigation of social impact measurement in UK social enterprises. Public Management Review, 23(5) pp. 687–709.

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Ko, Wai Wai (Joyce); Chen, Cheng-Hao; Liu, Gordon; Bang, Nguyen and Sachiko, Takeda (2020). IT-based product innovation strategies for small firms. Information Technology & People, 33(6) pp. 1489–1514.

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Liu, Gordon; Rong, Ke and Ko, Wai Wai (2020). Promoting employee entrepreneurial attitudes: an investigation of Chinese state-owned enterprises. International Journal of Human Resource Management, 31(21) pp. 2695–2713.

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Ko, Wai Wai and Liu, Gordon (2020). The Transformation from Traditional Nonprofit Organizations to Social Enterprises: An Institutional Entrepreneurship Perspective. Journal of Business Ethics, 171 pp. 15–32.

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Liu, Gordon; Aroean, Lukman and Ko, Wai Wai (2019). A Business Ecosystem Perspective of Supply Chain Justice Practices: A Study of a Marina Resort Supply Chain Ecosystem in Indonesia. International Journal of Operations and Production Management, 39(9/10) pp. 1122–1143.

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Ko, Wai Wai; Liu, Gordon; Wan Yusoff, Wan Toren and Che Mat, Che Rosmawati (2019). Social Entrepreneurial Passion and Social Innovation Performance. Nonprofit and Voluntary Sector Quarterly, 48(4) pp. 759–783.

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Ko, Wai Wai and Liu, Gordon (2019). How Information Technology Assimilation Promotes Exploratory and Exploitative Innovation in the Small- and Medium-Sized Firm Context: The Role of Contextual Ambidexterity and Knowledge Base. Journal of Product Innovation Management, 36(4) pp. 442–466.

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Liu, Gordon; Wu, Meng-Shan Sharon; Ko, Wai Wai; Chen, Cheng-Hao Steve and Chen, Yantai (2019). Cause-Related Marketing – Led Corporate Social Responsibility in International Business-to-Business Markets: The Contingent Roles of Host-Country Sustainable Development. International Marketing Review, 37(4) pp. 713–734.

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Ren, Qun; Rong, Ke; Lu, Chao; Liu, Gordon and Ross, Margaret (2018). Value-informed pricing for virtual digital products: Evidence from Chinese MMORPG industry. International Journal of Market Research, 62(3) pp. 350–368.

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Liu, Gordon; Ko, Wai Wai and Chapleo, Chris (2018). How and When Socially Entrepreneurial Nonprofit Organizations Benefit From Adopting Social Alliance Management Routines to Manage Social Alliances? Journal of Business Ethics, 151(2) pp. 497–516.

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Liu, Gordon; Ko, Wai Wai; Ngugi, Isaac and Takeda, Sachiko (2018). Network-Bonding Actions, Quality of Ties, and Channel Member Collaboration: Evidence from UK-based Small Firms. Journal of Small Business Management, 59(1) pp. 13–46.

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Ko, Wai Wai Joyce; Liu, Gordon; Ngugi, Isaac K. and Chapleo, Chris (2018). External supply chain flexibility and product innovation performance: A study of small- and medium-sized UK-based manufacturers. European Journal of Marketing, 52(9/10) pp. 1981–2004.

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Liu, Gordon; Ko, Wai Wai and Chapleo, Chris (2017). Managing employee attention and internal branding. Journal of Business Research, 79 pp. 1–11.

Ko, Wai Wai and Liu, Gordon (2017). Overcoming the liability of smallness by recruiting through networks in China: a guanxi-based social capital perspective. The International Journal of Human Resource Management, 28(11) pp. 1499–1526.

Ko, Wai Wai and Liu, Gordon (2017). Environmental Strategy and Competitive Advantage: The Role of Small- and Medium-Sized enterprises' Dynamic Capabilities. Business Strategy and the Environment, 26(5) pp. 584–596.

Ko, Wai Wai and Liu, Gordon (2017). A Typology of Guanxi-Based Governance Mechanisms for Knowledge Transfer in Business Networks of Chinese Small and Medium-Sized Enterprises. Group & Organization Management, 42(4) pp. 548–590.

Liu, Gordon; Ko, Wai Wai Joyce; Ngugi, Isaac and Takeda, Sachiko (2017). Proactive Entrepreneurial Behaviour, Market Orientation, and Innovation Outcomes: A Study of Small- and Medium-sized Manufacturing Firms in the UK. European Journal of Marketing, 51(11/12) pp. 1980–2001.

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Bui, Hong T.M.; Liu, Gordon and Footner, Sarah (2016). Perceptions of HR practices on job motivation and work-life balance. International Journal of Manpower, 37(6) pp. 1004–1023.

Liu, Gordon and Rong, Ke (2015). The Nature of the Co-Evolutionary Process. Group & Organization Management, 40(6) pp. 809–842.

Ko, Wai Wai and Liu, Gordon (2015). Understanding the Process of Knowledge Spillovers: Learning to Become Social Enterprises. Strategic Entrepreneurship Journal, 9(3) pp. 263–285.

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Liu, Gordon; Chapleo, Chris; Ko, Wai Wai and Ngugi, Isaac K. (2015). The Role of Internal Branding in Nonprofit Brand Management: An Empirical Investigation. Nonprofit and Voluntary Sector Quarterly, 44(2) pp. 319–339.

Liu, Gordon; Eng, Teck-Yong and Takeda, Sachiko (2015). An Investigation of Marketing Capabilities and Social Enterprise Performance in the UK and Japan. Entrepreneurship Theory and Practice, 39(2) pp. 267–298.

Liu, Gordon; Eng, Teck-Yong and Sekhon, Yasmin Kaur (2014). Managing Branding and Legitimacy: A Study of Charity Retail Sector. Nonprofit and Voluntary Sector Quarterly, 43(4) pp. 629–651.

Liu, Gordon and Ko, Wai-Wai (2014). Charity Retailing in the United Kingdom: A Managerial Capabilities Perspective. Journal of Small Business Management, 52(3) pp. 390–406.

Liu, Gordon; Takeda, Sachiko and Ko, Wai-Wai (2014). Strategic Orientation and Social Enterprise Performance. Nonprofit and Voluntary Sector Quarterly, 43(3) pp. 480–501.

Liu, Gordon and Ko, Wai Wai (2014). An integrated model of cause-related marketing strategy development. AMS Review, 4(3-4) pp. 78–95.

Liu, Gordon; Eng, Teck-Yong and Ko, Wai-Wai (2013). Strategic Direction of Corporate Community Involvement. Journal of Business Ethics, 115(3) pp. 469–487.

Liu, Gordon (2013). Impacts of Instrumental Versus Relational Centered Logic on Cause-Related Marketing Decision Making. Journal of Business Ethics, 113(2) pp. 243–263.

Liston-Heyes, Catherine and Liu, Gordon (2013). A study of non-profit organisations in cause-related marketing: Stakeholder concerns and safeguarding strategies. European Journal of Marketing, 47(11/12) pp. 1954–1974.

Eng, Teck-Yong; Liu, Chih-Yao Gordon and Sekhon, Yasmin Kaur (2012). The Role of Relationally Embedded Network Ties in Resource Acquisition of British Nonprofit Organizations. Nonprofit and Voluntary Sector Quarterly, 41(6) pp. 1092–1115.

Liu, Gordon and Ko, Wai-Wai (2012). Organizational Learning and Marketing Capability Development: A Study of the Charity Retailing Operations of British Social Enterprise. Nonprofit and Voluntary Sector Quarterly, 41(4) pp. 580–608.

Liu, Gordon and Ko, Wai-Wai (2011). An Analysis of Cause-Related Marketing Implementation Strategies Through Social Alliance: Partnership Conditions and Strategic Objectives. Journal of Business Ethics, 100(2) pp. 253–281.

Liu, Gordon and Ko, Wai-Wai (2011). Social Alliance and Employee Voluntary Activities: A Resource-Based Perspective. Journal of Business Ethics, 104(2) pp. 251–268.

Liu, Gordon; Liston-Heyes, Catherine and Ko, Wai-Wai (2010). Employee Participation in Cause-Related Marketing Strategies: A Study of Management Perceptions from British Consumer Service Industries. Journal of Business Ethics, 92(2) pp. 195–210.

Liston-Heyes, Catherine and Liu, Gordon (2010). Cause-Related Marketing in the Retail and Finance Sectors: An Exploratory Study of the Determinants of Cause Selection and Nonprofit Alliances. Nonprofit and Voluntary Sector Quarterly, 39(1) pp. 77–101.