Shuili Du

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

My research expertise lies in understanding various ways corporate social responsibility (CSR) and sustainability initiatives create business value. Specifically, I examine the impact of sustainability on stakeholder perceptions and behaviors, firm innovation, market share, and other business outcomes. I also explore how firms can best communicate their sustainability efforts to different stakeholders, through effective advertising, sustainability reporting, and so on.
My 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. I frequently present my research in leading academic forums both nationally and internationally, and have researched and consulted to various companies on their CSR strategies, including Stonyfield Farm, Procter and Gamble, Allianz, among others.


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

Research Interests

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

Courses Taught

  • ADMN 585: Marketing
  • ADMN 852: Marketing Research
  • MKTG 752: Marketing Research

Selected Publications

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., & Yu, K. (2017). Effectiveness and Accountability of Digital CSR Communication: A Contingency Model. In A. Lindgreen, J. Vanhamme, F. Maon, & R. Watkins (Eds.), Communicating Corporate Social Responsibility in the Digital Era. Routledge.

Du, S., Yalcinkaya, G., & Bstieler, L. (2016). Sustainability, Social Media Driven Open Innovation, and New Product Development Performance*. Journal of Product Innovation Management, 33, 55-71. doi:10.1111/jpim.12334

Sen, S., Du, S., & Bhattacharya, C. B. (2016). Corporate social responsibility: a consumer psychology perspective. Current Opinion in Psychology, 10, 70-75.

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

Luo, X., & Du, S. (2015). Exploring the relationship between corporate social responsibility and firm innovation. Marketing Letters, 26, 703-714.

Du, S., Bhattacharya, C. B., & Sen, S. (2015). Corporate social responsibility, multi-faceted job-products, and employee outcomes. Journal of Business Ethics, 131, 319-335.

Most Cited Publications