Huanhuan Shi

Associate Professor, Arch H. Aplin III '80 Department of Marketing; Research Director, Reynolds and Reynolds Sales Leadership Institute
Contact Areas of Expertise Marketing Strategy/Quantitative Modeling

Biography

Huanhuan Shi is an Associate Professor of Marketing at Mays Business School, Texas A&M University. Her research focuses on sales management, inter-organizational relationships, and firm strategies with the goal of providing actionable insights for marketing executives and sales managers. Her work has been published in prestigious journals, including the Journal of Marketing, Journal of Marketing Research, Journal of the Academy of Marketing Science, and International Journal of Research in Marketing. Huanhuan was named a 2023 MSI (Marketing Science Institute) Young Scholar and 2024 ISBM (Institute for the Study in Business Markets) Scholar. Her publications were recognized by numerous awards including 2024 AMA (American Marketing Association) Sales Special Interest Group Excellence in Research award, 2015 Summer AMA Educators’ Conference Best Conference Paper and Best Sales-Track Paper Awards. Huanhuan teaches quantitative marketing courses and was awarded the Herb Thompson Teaching Award. She serves on the editorial review boards of the Journal of Marketing and Journal of Marketing Research and won the 2025 Journal of Marketing Outstanding Reviewer Award. She also serves as the Research Director of Reynolds and Reynolds Sales Leadership Institute at Texas A&M.

Courses Taught:
MKTG 431 Marketing Analytics
MKTG 437 Sales Analytics
MKTG 625 Marketing Analytics and Data Visualization

Education

  • Ph.D., Marketing, Pennsylvania State University
  • MS, Accounting, Fudan University
  • BA, Economics, Fudan University

Publications

The Economic Consequences of Risk-Absorption in B2B Relationships: Evidence from Indirect Auto Lending
Shi, Huanhuan, Kris Zhou, Adithya Pattabhiramaiah, and Shrihari Sridhar (2025) “The Economic Consequences of Risk-Absorption in B2B Relationships: Evidence from Indirect Auto Lending,” Journal of Marketing Research, conditional accepted.
Value-Partitioning of Sales Contribution in Business Markets
Shi, Huanhuan, Shrihari Sridhar, and Rajdeep Grewal (2025) “Value-Partitioning of Sales Contribution in Business Markets,” Production and Operations Management, Vol 34, Issue 11, Pages 3589-3609.
Communicating with B2B Buyers after ‘Dropping the Ball’: Using Digital and Non-Digital Communication Formats to Recover from Salesperson Transgressions
Mangus, Stephanie M., Huanhuan Shi, Judith Anne Garretson Folse, Eli Jones, and Shrihari Sridhar (2024), “Communicating with B2B Buyers after ‘Dropping the Ball’: Using Digital and Non-Digital Communication Formats to Recover from Salesperson Transgressions,” International Journal of Research in Marketing, 41(2), 194-219.
Building Effective Inside-outside Sales Rep Dyads: A Collaboration Perspective
Shi, Huanhuan, Shrihari Sridhar, and Rajdeep Grewal (2024), “Building Effective Inside-outside Sales Rep Dyads: A Collaboration Perspective,” Journal of the Academy of Marketing Science, 52(3): 835-858
Impact of Buying Groups on Buyer-Supplier Relationships: Group-Dyad Interactions in Business-to-Business Markets
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.
Understanding the Performance Effects of Dark Salesperson Traits: Machiavellianism, Narcissism, and Psychopathy
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.
Organizational Herding in Advertising Spending Disclosures: Mechanisms and Evidence
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.
Sales Representative Departures and Customer Reassignment Strategies in Business-to-Business Markets
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

B2B sales force management

Marketing Strategy/Quantitative Modeling