Shuili Du

Shuili Du

Phone: (603) 862-5284
Office: Marketing, Paul College Rm 270H, Durham, NH 03824

Shuili Du is Professor of Marketing at the Peter T. Paul College of Business and Economics, University of New Hampshire. She is well-known for her research on corporate social responsibility (CSR) aimed at increasing both business and social value. Her research focuses specifically on how companies can leverage sustainability and CSR initiatives to build stronger stakeholder relationships and increase firm value. She serves as the section editor of Journal of Business Ethics (a Financial Times 50 Journal), for the Corporate Responsibility Quantitative Issues section. In 2019-2020, she is the recipient of a Fulbright distinguished chair award, the most prestigious appointment in the Fulbright Scholar Program. During her five-month Fulbright visit to Hanken School of Economics in Helsinki, Finland, she engaged in numerous activities to promote cultural exchange and sharing of research expertise, including an expert panel discussion on “Artificial Intelligence for Better Business and a Better World” hosted jointly by the U.S. Embassy in Finland and the University of Helsinki and a public-facing seminar on “Corporate Social Responsibility in the Age of Artificial Intelligence” hosted by Hanken School of Economics.

Prof. Du's publications appear in many premier journals, including Journal of Consumer Research, Management Science, International Journal of Research in Marketing, Journal of Public Policy and Marketing, Journal of Business Ethics, Journal of Product Innovation Management, Journal of Business Research, International Journal of Management Review, Harvard Business Review, and others. Her research on CSR communication and the effect of CSR on stakeholder relationships and competitive advantage has been widely cited and contributes significant knowledge to the field of CSR. Her more recent research focuses on sustainable new product innovation and the evolving role of CSR in the age of big data and artificial intelligence.

Prof. Du has won numerous research awards, including a University Excellence in Research Award, an EMAC and IJRM Jan-Benedict E.M. Steenkamp Award for Long-term Impact, a UN Principles of Responsible Management (PRME) Research Award for the PRME North America Chapter, a UNH Sustainability Award for Faculty Research, a Best Paper Award at the American Marketing Association (AMA) Academic Conference, and research excellence awards at the University of New Hampshire and Boston University. She frequently serves as associate editor or track chair for AMA academic conferences and frequently presents her research in leading academic forums both nationally and internationally. In addition, she has consulted to various companies on their CSR strategies, including Stonyfield Farm, Procter and Gamble, Allianz, among others.

Courses Taught

  • ADMN 585: Marketing
  • ADMN 852: Marketing Research
  • MKTG 620: Top/Sustainability & Marketing
  • MKTG 752: Marketing Research


  • D.B.A, Marketing, Boston University
  • M.A., Economics, Fudan University
  • B.A., English, Tsinghua University

Research Interests

  • Corporate/Nonprofit Philanthropy
  • New Product Development
  • Social Innovation
  • Sustainability

Selected Publications

  • Du, S., Gwebu, K., Wang, J., & Yu, K. (2024). Differential Market Reaction to Data Security Breaches: A Screening Perspective. Communications of the Association for Information Systems, 54(1), 376-401.

  • Du, S., Babalola, M. T., D’Cruz, P., Dóci, E., Garcia-Lorenzo, L., Hassan, L., . . . van Gils, S. (n.d.). The Ethical, Societal, and Global Implications of Crowdsourcing Research. Journal of Business Ethics. doi:10.1007/s10551-023-05604-9

  • Du, S., & Sen, S. (2023). AI Through a CSR Lens: Consumer Issues and Public Policy. Journal of Public Policy & Marketing, 42(4), 351-353. doi:10.1177/07439156231186573

  • Du, S., El Akremi, A., & Jia, M. (2023). Quantitative Research on Corporate Social Responsibility: A Quest for Relevance and Rigor in a Quickly Evolving, Turbulent World. Journal of Business Ethics, 187(1), 1-15. doi:10.1007/s10551-022-05297-6

  • Bai, J., Du, S., Jin, W., & Wan, C. (2023). Is social capital associated with individual social responsibility? The case of social distancing during the Covid-19 pandemic. Empirical Economics, 64(4), 1861-1896. doi:10.1007/s00181-022-02303-8

  • Janssen, C., Swaen, V., & Du, S. (2022). Is a specific claim always better? The double-edged effects of claim specificity in green advertising. Journal of Business Research, 151, 435-447. doi:10.1016/j.jbusres.2022.07.005

  • D’Cruz, P., Du, S., Noronha, E., Parboteeah, K. P., Trittin-Ulbrich, H., & Whelan, G. (2022). Technology, Megatrends and Work: Thoughts on the Future of Business Ethics. Journal of Business Ethics, 180(3), 879-902. doi:10.1007/s10551-022-05240-9

  • Du, S. (2022). Reimagining the Future of Technology: “The Social Dilemma” Review. Journal of Business Ethics, 177(1), 213-215. doi:10.1007/s10551-021-04816-1

  • Du, S., Bstieler, L., & Yalcinkaya, G. (2022). Sustainability-focused Innovation in the business-to-business context: Antecedents and managerial Implications. Journal of Business Research, 138, 117-129. doi:10.1016/j.jbusres.2021.09.006

  • O'Hern, M., Akdeniz, B., & Du, S. (2022). The effects of crowdsourcing contribution type and temporal consistency on new product development success. R&D Management, 52(1), 126-138. doi:10.1111/radm.12481

  • Du, S., & Xie, C. (2021). Paradoxes of artificial intelligence in consumer markets: Ethical challenges and opportunities. Journal of Business Research, 129, 961-974. doi:10.1016/j.jbusres.2020.08.024

  • Du, S., Xu, X., & Yu, K. (2020). Does corporate social responsibility affect auditor-client contracting? Evidence from auditor selection and audit fees. Advances in Accounting, 51, 100499. doi:10.1016/j.adiac.2020.100499

  • Du, S., & Yu, K. (2020). Do Corporate Social Responsibility Reports Convey Value Relevant Information? Evidence from Report Readability and Tone. Journal of Business Ethics, 1-22. doi:10.1007/s10551-020-04496-3

  • Baskentli, S., Sen, S., Du, S., & Bhattacharya, C. B. (2019). Consumer reactions to corporate social responsibility: The role of CSR domains. Journal of Business Research, 95, 502-513. doi:10.1016/j.jbusres.2018.07.046

  • Bstieler, L., Gruen, T., Akdeniz, B., Brick, D., Du, S., Guo, L., . . . Yalcinkaya, G. (2018). Emerging Research Themes in Innovation and New Product Development: Insights from the 2017 PDMA-UNH Doctoral Consortium. JOURNAL OF PRODUCT INNOVATION MANAGEMENT, 35(3), 300-307. doi:10.1111/jpim.12447

  • Du, S., Bartels, J., Reinders, M., & Sen, S. (2017). Organic consumption behavior: A social identification perspective. Food Quality and Preference, 62, 190-198. doi:10.1016/j.foodqual.2017.07.009

  • Du, S., Yu, K., Bhattacharya, C. B., & Sen, S. (2017). The Business Case for Sustainability Reporting: Evidence from Stock Market Reactions. Journal of Public Policy & Marketing, 36(2), 313-330. doi:10.1509/jppm.16.112

  • Du, S., Yalcinkaya, G., & Bstieler, L. (2016). Sustainability, Social Media Driven Open Innovation, and New Product Development Performance. JOURNAL OF PRODUCT INNOVATION MANAGEMENT, 33(S1), 55-71. doi:10.1111/jpim.12334

  • Sen, S., Du, S., & Bhattacharya, C. (2016). Corporate social responsibility: a consumer psychology perspective. Current Opinion in Psychology, 10, 70-75. doi:10.1016/j.copsyc.2015.12.014

  • Du, S., & Sen, S. (2016). Challenging Competition with CSR: Going Beyond the Marketing Mix to Make a Difference. GfK Marketing Intelligence Review, 8(1), 18-23. doi:10.1515/gfkmir-2016-0003

  • Luo, X., & Du, S. (2015). Exploring the relationship between corporate social responsibility and firm innovation. Marketing Letters, 26(4), 703-714. doi:10.1007/s11002-014-9302-5

  • Du, S., Bhattacharya, C. B., & Sen, S. (2015). Corporate Social Responsibility, Multi-faceted Job-Products, and Employee Outcomes. Journal of Business Ethics, 131(2), 319-335. doi:10.1007/s10551-014-2286-5

  • Korschun, D., & Du, S. (2013). How virtual corporate social responsibility dialogs generate value: A framework and propositions. Journal of Business Research, 66(9), 1494-1504. doi:10.1016/j.jbusres.2012.09.011

  • Du, S., Swaen, V., Lindgreen, A., & Sen, S. (2013). The Roles of Leadership Styles in Corporate Social Responsibility. Journal of Business Ethics, 114(1), 155-169. doi:10.1007/s10551-012-1333-3

  • Du, S., & Vieira, E. T. (2012). Striving for Legitimacy Through Corporate Social Responsibility: Insights from Oil Companies. Journal of Business Ethics, 110(4), 413-427. doi:10.1007/s10551-012-1490-4

  • Luo, X., & Du, S. (2012). "Good” companies launch more new products. Harvard Business Review, 90, 28.

  • Du, S., Bhattacharya, C. B., & Sen, S. (2011). Corporate social responsibility and competitive advantage: Overcoming the trust barrier. Management Science, 57, 1528-1545. doi:10.1287/mnsc.1110.1403

  • Du, S., Bhattacharya, C. B., & Sen, S. (2010). Maximizing Business Returns to Corporate Social Responsibility (CSR): The Role of CSR Communication. International Journal of Management Reviews, 12(1), 8-19. doi:10.1111/j.1468-2370.2009.00276.x

  • Du, S., Sen, S., & Bhattacharya, C. B. (2008). Exploring the Social and Business Returns of a Corporate Oral Health Initiative Aimed at Disadvantaged Hispanic Families. Journal of Consumer Research, 35(3), 483-494. doi:10.1086/588571

  • Du, S., Bhattacharya, C. B., & Sen, S. (2007). Reaping relational rewards from corporate social responsibility: The role of competitive positioning. International Journal of Research in Marketing, 24(3), 224-241. doi:10.1016/j.ijresmar.2007.01.001