Personal Statement
Yumeng is a Lecturer (Assistant Professor) in Marketing at the University of Liverpool Management School. She has degrees in Financial Management and Applied Economics, and obtained her Ph.D. in Business and Management from Queen Mary University of London. Before joining Liverpool, she worked as a research fellow in the energy industry. Her research focuses on how firms govern inter-organisational relationships and market-facing strategies amid digital, technological, and institutional change. Her work has been published in European Journal of Operational Research, Journal of Business Research, Journal of the Operational Research Society, and Transportation Research Part E: Logistics and Transportation Review.

Research Overview
Yumeng’s research examines how firms govern inter-organizational relationships and market-facing strategies amid digital, technological, and institutional change. Using econometric methods and analytical modeling, she studies two areas: