Shuili Du

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

Shuili Du is a Fulbright scholar and Associate Professor of Marketing at the Peter T. Paul College of Business and Economics, University of New Hampshire. She is the section editor of Journal of Business Ethics, for the Corporate Responsibility: Quantitative Issues section. She won the Fulbright-Hanken Distinguished Chair award in 2019-2020.

Prof. Du is well-known for her research on corporate social responsibility (CSR) strategy, CSR communication, sustainability reporting, and sustainable new product development. Her research examines whether and how corporate social responsibility and sustainability initiatives create business value, such as, what factors influence the potential impact of CSR on customer loyalty and firm innovation capabilities, and to what extent CSR protects a firm in the face of a crisis.

Prof. Du’s research has appeared 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 Business Research, Harvard Business Review, and others. She frequently presents her research in leading academic forums both nationally and internationally and has consulted to various companies on their CSR strategies, including Stonyfield Farm, Procter and Gamble, Allianz, among others.

She received her PhD in Marketing from the Questrom School of Business of Boston University in 2007, her MA in Economics from Fudan University, and her BA in English from Tsinghua University.


  • 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

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., 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. 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

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