Shuili Du

Associate Professor of Marketing
Paul College 270H

Shuili Du is Associate Professor of Marketing at the Peter T. Paul College of Business and Economics. She received her Doctorate in Marketing from the Questrom School of Business, Boston University. Before joining the University of New Hampshire, she worked at Simmons College.

Dr. Du’s research expertise lies in understanding various ways corporate social responsibility (CSR) and sustainability initiatives create business value. Her research has appeared in many premier journals including, Journal of Consumer Research, Management Science, Harvard Business Review, International Journal of Research in Marketing, International Journal of Management Review, and others. Dr. Du has presented her research widely in leading academic forums both nationally and internationally, and has researched and consulted to various companies on their CSR strategies, including Stonyfield Farm, Procter and Gamble, Allianz, among others.


D.B.A., Boston University
M.A., Fudan University, Shanghai, China
B.A., Tsinghua University, Beijing, China

Research Expertise

Corporate Social Responsibility (CSR), Sustainability, Innovation, Relationship Marketing, Value Relevance of CSR

Recent Research

Journal Publications

Shuili Du, Jos Bartels, Machiel Reinders, and Sankar Sen (2017), "Organic Consumption Behavior: A Social Identification Perspective," Food Quality and Preference, 62, pp. 190-198.

Du, Shuili, Kun Yu, C.B. Bhattacharya, and Sankar Sen (2017 forthcoming), “The Business Case for Sustainability Reporting: Evidence from Stock Market Reactions,” Journal of Public Policy and Marketing.

Du, Shuili, Goksel Yalcinkaya, Ludwig Bstieler (2016), “Sustainability, Social Media Driven Open Innovation, and New Product Development Performance,” Journal of Product Innovation Management, 33 (S1), 55-71.

Du, Shuili, and Sankar Sen (2016), “Challenging Competition with CSR: Going beyond the Marketing Mix to Make a Difference,” GfK Marketing Intelligence Review, 8(1), 18-23.

Sen, Sankar, Shuili Du, and C.B. Bhattacharya (2016), “Corporate Social Responsibility: A Consumer Psychology Perspective,” Current Opinion in Psychology, 10, 70-75.

Du, Shuili, C. B. Bhattacharya, and Sankar Sen (2015), “Corporate Social Responsibility, Multi-faceted Job-Products, and Employee Outcomes,” Journal of Business Ethics, 131 (2), 319-335.

Luo, Xueming, and Shuili Du (2015), “Exploring the Relationship between Corporate Social Responsibility and Firm Innovation,” Marketing Letters, 26 (4), 703-714.

Korschun, Daniel, and Shuili Du (2013), “How Virtual Corporate Social Responsibility Dialogs Generate Value: A Framework and Propositions,” Journal of Business Research, 66 (9), 1494-1504.

Du, Shuili, Valerie Swaen, Adam Lindgreen, and Sankar Sen (2013), “The Roles of Leadership Styles in Corporate Social Responsibility,” Journal of Business Ethics, 114(1), 155-169.

Du, Shuili, and Edward Vieira (2012), “Striving for Legitimacy through Corporate Social Responsibility: Insights from U.S. Oil Companies,” Journal of Business Ethics, 110(4), 413-427.

Luo, Xueming, and Shuili Du (2012), “Good Companies Introduce More New Products,” Harvard Business Review, 90(4), 28.

Du, Shuili, C.B. Bhattacharya, and Sankar Sen (2011), “Corporate Social Responsibility and Competitive Advantage: Overcoming the Trust Barrier,” Management Science, 57(9), 1528-45.

Du, Shuili, C.B. Bhattacharya, and Sankar Sen (2010), “Maximizing Business Returns to Corporate Social Responsibility (CSR): the Role of CSR Communication,” International Journal of Management Review, 12(1), 8-19.

Du, Shuili, Sankar Sen, and C.B. Bhattacharya (2008), “Exploring the Social and Business Returns of a Corporate Oral Health Initiative Aimed at Disadvantaged Hispanic Families,”Journal of Consumer Research, 35 (October), 483-94.

Du, Shuili, C.B. Bhattacharya, and Sankar Sen (2007), “Reaping Relational Rewards from Corporate Social Responsibility: the Role of Competitive Positioning,” International Journal of Research in Marketing, 24(3), 224-41.


Book Chapters and Other Publications

Du, Shuili, Daniel Korschun, C.B. Bhattacharya, and Sankar Sen (2014), “Leveraging Corporate Social Responsibility to Maximize Social Value,” in The Handbook of Persuasion and Social Marketing, David Steward Eds., Santa Barbara, CA: Praeger Publishers, Jul 2014.

Du, Shuili, C.B. Bhattacharya, and Sankar Sen (2012), “Using Corporate Social Responsibility to Motivate and Retain Female Employees,” Center for Gender in Organizational Insight, January.

Du, Shuili, C.B. Bhattacharya, and Sankar Sen (2011), “What Board Members should Know about Communicating CSR,” Director Notes by the Conference Board, Vol. 3(5).

Sen, Sankar, Shuili Du, and C. B. Bhattacharya (2009), “Building Relationships through Corporate Social Responsibility,” in the Handbook of Brand Relationships, Joseph R. Priester, Deborah MacInnis and C.W. Park (eds.), N.Y. Society for Consumer Psychology and M. E. Sharp.

Dong, Weimin, Shuili Du, and Daniel Korschun (2003), “Integrating Social Responsibility and Marketing Strategy,” MSI Reports, 4, 3-21.

Honors, Awards, and Grants

Outstanding Research Award, Peter T. Paul College of Business and Economics, UNH

2014, 2015
Summer Research Grant, Peter T. Paul College of Business and Economics, UNH

Best Paper for the Social and Public Policy Track, AMA Summer Educator’s Conference

Swahnberg/Novotony Research Grant, School of Management, Simmons College

Primary Investigator, Conference Research Project at Simmons College Leadership Conference

Outstanding Research Award, Questrom School of Business, Boston University

AMA-Sheth Foundation Doctoral Consortium Fellow, University of Connecticut

2002 – 2007
Doctoral Fellowship, Questrom School of Business, Boston University