Gerald Yong Gao, Ph.D
Associate Professor

Gerald GaoGerald Yong Gao is Associate Professor of Marketing at College of Business Administration, University of Missouri-St. Louis. He received his BA degree in Economics from Peking University and PhD degree in Marketing from The University of Hong Kong. His research interests include marketing and innovation strategies, export, FDI performance, and strategic orientations, with a particular emphasis on emerging markets. His papers have been published or forthcoming in scholarly journals such as Administrative Science Quarterly, Journal of International Business Studies, Journal of the Academy of Marketing Science, Journal of Operations Management, International Journal of Research in Marketing, Journal of International Marketing, Management International Review, Journal of World Business, and International Marketing Review, among others. He has won several research and teaching awards including Anheuser-Bush Award for Excellence in Teaching and Douglas E. Durand Award for Research Excellence. He currently serves on the editorial board of Journal of International Marketing and Asia Pacific Journal of Management.

1303 Tower


Ph.D. (Marketing), The University of Hong Kong 
B.A. (Economics), Peking University 


  • MKTG 3700 - Basic Marketing 
  • MKTG 5700 - Contemporary Marketing Concepts (syllabus)


  • Gao, Gerald Yong, Danny Tan Wang, and Yi Che (2016), “Impact of Historical Conflict on FDI Location and Performance: Japanese Investment in China”, Journal of International Business Studies, forthcoming.

  • Zhou, Kevin Zheng, Gerald Yong Gaoand Hongxin Zhao (2016). “State Ownership and Firm Innovation in China: An Integrated View of Institutional and Efficiency Logics”, Administrative Science Quarterly, forthcoming.

  • Gao, Gerald Yong, En Xie, and Kevin Zheng Zhou (2015). “How Does Technological Diversity in Supplier Network Drive Buyer Innovation? Relational Process and Contingencies”, Journal of Operations Management, 36, 165-177.

  • Murray, Janet Y., Gerald Yong Gao, and Masaaki Kotabe (2011), “Market Orientation and Performance of Export Ventures: The Process through Marketing Capabilities and Positional Advantages”, Journal of the Academy of Marketing Science, 39(2), 252-265.

  • Gao, Gerald Yong and Yigang Pan (2010), “The Pace of MNEs’ Sequential Entry Activities: Cumulative Experience and the Dynamic Processes”, Journal of International Business Studies, 42(9), 1572-1580.

  • Gao, Gerald Yong, Janet Y. Murray, Masaaki Kotabe, and Jiangyong Lu (2010), “A ‘Strategy Tripod’ Perspective on Export Behaviors: Evidence from Firms Based in an Emerging Economy”, Journal of International Business Studies, 41(3), 377-396.

 Click here for full curriculum vitae.