RESEARCH

Research Streams

Cross-cultural Business Negotiations

Sociolinguistics in Controversial Ad Campaigns

Research Published and Under Review

Fengru Li, David Aronofsky and Brian J. West (2008) "China and U.S. Advertising Law Restrictions: More Alike Than Divergent"

David Aronofsky, Fengru Li, Brian J. West (2008) "Managing Transnational Product Safety Crisis: Some Legal Implications"

Editor's Introduction (2007) "Advertising in China"

Fengru Li and Nader H.Shooshtari (2007) "Multinational Corporations' Controversial Ad Campaigns in China - Lessons from Nike and Toyota"

Li, Fengru and Nadar Shooshtari (2006) "On Toyota's Misstep in Advertising its Land Cruiser SUV in Beijing: A Distortion of Consumers' Sociolinguistic System," The Journal of International Consumer Marketing, Vol. 18 No. 4

Li, Fengru and Nadar Shooshtari (2003) "Brand Naming in China: Sociolinguistic Implications," The Multinational Business review, Vol. 11 No. 3

Li, Fengru and Nadar Shooshtari "On Multinational Corporations' Controversial Ad Campaigns in Emerging Markets: A sociolinguistic evaluation," The Multinational Business review

Li, Fengru and Nadar Shooshtari "The Concept of 'Face' in Cross-Cultural Negotiations: An Ethnographic Study," International Business Review, UK

Doctoral Dissertation 1996

Cited in "Naming Mistakes" of Vayton Branding Capital

Vayton. Brand Capital - "Branding is just for Madison Avenue marketers, right?"

Article: "He Counts Your Words (Even Those Pronouns)" - Jessica Wapner; New York Times

Research in Progress

Examining 'Face' as a Universal and Emic Construct in Cross-Cultural Negotiations (with Nadar Shooshtari) - Proposal approved by the journal of Academy of Management Executives

Comparison of Hedonic and Utilitarian Appeals Used by Global Brands and Chinese Local Brands in TV Commercials in Beijing: Sociolinguistic Implications (with Cheng Hong, University of Ohio) - Supported by 2005 SoBA Summer Grant

Nike, McDonald, Toyota¡¯s Controversial Ad Campaigns in China: A Dialogue on Sociolinguistics and Social responsibilities

Proceeding Publications

Li, Fengru (2005) "On Toyota¡¯s Fiasco in Advertisement of 'Prado' and Land Cruiser SUV in Beijing: A Distortion of Consumers¡¯ Sociolinguistic System," forthcoming in Electronic Proceedings by American Academy of Advertising, Hong Kong

Li, Fengru (2003) "First Editorship: National Honor vs. International Standards," in Proceedings of the North American Case Research Association, Eds. P. Holman and T. Hinthorne, 87 Vol. 21-14, IM1-IM6.

Li, Fengru & Campbell, Mary Ellen (1999). ¡ˇăContinuity and Dissonance in Cross-Cultural Branding- A socio-linguistic inquiry into Chinese brands.¡ˇŔ  in Association for Global Business, Vol. 11, p. 391 (Abstract).

Li, Fengru & Fleming, Maureen (1998).  "Negotiating With Americans: Patterns, Assumptions and Implications for Chinese Negotiators."  in American Society of Business and Behavioral Sciences, Vol. 9, pp. 85-91.

Conference Presentations

"Self" in the Confucian Tradition as a Limiting Factor in Sino-U.S. Business Negotiations

Professional Presentations

China Lecture US Job Trends 2004

China Presentation on MBA Curriculum

Depression

 Names in the Economy - Keynote Speakers

Article Blogs

Teaching Without a Script - Matthew Kay