Dr. Yi Zheng is an assistant professor of marketing in the College of Business at Eastern Kentucky University. 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.

Dr. Zheng utilizes applied econometrics, growth curve modeling, and hierarchical linear modeling to investigate various questions in sales management and interfirm relationships. Regarding sales management, Dr. Zheng is particularly interested in understanding how to motivate salespersons to achieve excellent performance and how sales managers can enhance salespersons’ sales effectiveness in various scenarios. Concerning interfirm relationships, Dr. Zheng explores how to manage buyer-supplier relationships by designing contracts (e.g., contract framing) from a social-psychological perspective. Dr. Zheng has published papers in various journals, including the Journal of the Academy of Marketing Science (FT50), the Journal of Business Research, Industrial Marketing Management, and the Journal of Business and Industrial Marketing. Additionally, Dr. Zheng serves as an ad-hoc reviewer for the Asia Pacific Journal of Marketing and Logistics and American Marketing Association conferences. At EKU, he teaches courses such as Essentials of Marketing, Marketing Research, and Digital Marketing.

He enjoys reading, playing ping pong, hiking, and traveling in his spare time.