Dr. Xiaoning Liang

Xiaoning Liang is an assistant professor of Marketing at TBS. Before Joining TCD, Xiaoning worked as a research assistant on the EU funded Horizon 2020 Cloud Lightning project and as a post-doc researcher at the Irish Centre for Cloud Computing and Commerce (IC4). Xiaoning received her M.A. (H1) and B.A. (H1) from Northeastern University (China) and her PhD from DCU Business School, Dublin City University. Her research interests centre on marketing performance measurement practices of Irish firms, exploring the impact of marketing performance measurement systems on marketing capabilities and firm performance and how combinations of marketing controls influence organizational learning. She is also interested in understanding the relationship between corporate's mission statement and innovation. Her work has been published in the European Journal of Marketing, Journal of Business Research, Asian Journal of Technology Innovation, and Displays. Her work has been presented and published in leading national and international conference proceedings, including Irish Academy of Management Conference, Academy of Management Conference, European Marketing Academy Conference, American Marketing Association Conference, Global Marketing Conference, and Informs Marketing Science Conference. Xiaoning has completed numerous projects with the industry and provided consultancy services to Irish companies in various industries, such as Value Science, Connect the Dots, PACE100, Peevers Slye Cotter, Havas Dublin, Herdwatch, and Cunningham's. She has a proficiency in data analytics, digital marketing, and marketing performance measurement.

  Marketing   Marketing Analytics   Marketing Capabilities   Marketing Metrics   Marketing Performance Measurement   Marketing Research   Mixed-Method Research