Huanhuan Shi

Assistant Professor of Marketing
Research Director, Reynolds and Reynolds Sales Leadership Institute


Huanhuan Shi is an Assistant Professor of Marketing at Mays Business School, Texas A&M University. Her research focuses on understanding strategic organizational decisions and their performance implications. Her substantive research interest lies in salesforce management (salesperson replacement, inside-outside omnichannel selling approach), information disclosure strategy (advertising spending disclosure), and marketing resource allocation. Her research has appeared in the Journal of Marketing and Journal of Marketing Research. She earned her Ph.D. in marketing from Pennsylvania State University and taught at the University of Nebraska-Lincoln.



Shi, Huanhuan, Shrihari Sridhar, and Rajdeep Grewal (2023), “Building Effective Inside-outside Sales Rep Dyads: A Collaboration Perspective,” Journal of the Academy of Marketing Science, 51
(4), 1-24. [Lead Article]

Kumar, Alok, Huanhuan Shi, Jenifer Skiba, Amit Saini, and Zhi Lu (2023),” Impact of Buying Groups on Buyer-Supplier Relationships: Group-Dyad Interactions in Business-to-Business Markets,” Journal of Marketing Research, DOI 00222437231152207.

Satornino, Cintha B., Alexis Allen, Huanhuan Shi, and Willy Bolander (2023), “Understanding the Performance Effects of Dark Salesperson Traits: Machiavellianism, Narcissism, and Psychopathy, ” Journal of Marketing, 87(2), 298-318.

Shi, Huanhuan, Rajdeep Grewal, and Shrihari Sridhar (2021), “Organizational Herding in Advertising Spending Disclosures: Mechanisms and Evidence,” Journal of Marketing Research, 58(3), 515-538.

Shi, Huanhuan, Shrihari Sridhar, Rajdeep Grewal, and Gary Lilien (2017), “Sales Representative Departures and Customer Reassignment Strategies in Business-to-Business Markets,” Journal of Marketing, 81(2), 25-44.

Research Interests

Strategic marketing decisions including organizational advertising spending disclosure decisions, marketing resource allocation, and B2B sales force management