Department of Marketing and Management Sciences

Dr. Bela Florenthal


Office:   V3058
Phone:   973-720-3679
Office Hours:   By appointment

Department: Marketing and Management
Position: Associate Professor
Area Specialization: Social media; E-learning; Interactivity; E-tailing/retailing; Culture-based behavior; Eco-friendly marketing


PhD, (Marketing). Pennsylvania State University, 2004
MS, (Business Administration). Technion-Israel Institute of Technology, 1997
Bachelor of Commerce, (Business Administration). National Chengchi University, 1998

Representative Publications and Presentations

Book Chapters

Chao, C.-H., Florenthal, B. (2015). In Janee N. Burkhalter and Natalie T. Wood: IGI Global (Ed.), A Cross-Cultural Comparison of Micro-Blogging Sites: Sina Weibo Vs. Twitter. Maximizing Commerce and Marketing Strategies through Micro-Blogging.

Refereed Journal Articles

DeMatta, Y., Chao, C.-H., Kramer, T. (2016). The effect of dialectical thinking on the integration of contradictory information. Journal of Consumer Psychology, 26(1), 40-52.

Chao, C.-H., Florenthal, B. (2016). A Comparison of Global Companies’ Performance on Twitter and Weibo. International Journal of Business Environment, 8(3), 242-264.

Florenthal, B., Chao, C.-H. (2016). A Cross-cultural Comparison of a Global Brand’s Strategies on Micro-blogging Sites: Sina Weibo vs. Twitter. International Journal of Online Marketing, 6(4), 54-72.

Chao, C.-H., Feng, S. (2014). Insider Vs. Outsider: Choosing Local Market Knowledge Source in the Emerging Market. International Business Research, 7(11), 1-9.

Chao, C.-H., Feng, S., Li, F. (2014). The Journey from Market Orientation to New Product Performance in the Host Country: A Knowledge and Learning Perspective. Journal of Marketing Development and Competitiveness, 8(1), 62-73.

Han, I., Chao, C.-H., Chuang, C.-m. (2012). Internal Resources, External Resources and Environment, and Firm Performance: A Study of Taiwanese Small and Medium Sized Firms. Chiao Da Management Review, 32(2), 135-169.

Chao, C.-H., Kim, S. H., Zhao, H., Hsu, C.-C. (2012). Performance Implications of MNEs’ Diversification Strategies and Institutional Distance. Thunderbird International Business Review, 54(5), 667-681.

Chao, C.-H., Singh, N., Hsu, C.-C., Chen, Y. N., Chao, J. (2012). Web Site Localization in the Chinese Market. Journal of Electronic Commerce Research, 13(1), 33-49.

Chen, N. Y., Chao, C.-H., Tjosvold, D. (2010). Developing the Strategic Resources of Chinese Entrepreneurial Firms. Leadership and Organization Development Journal, 31(3), 213-229.

Chao, C.-H., Kumar, V. (2010). The Impact of Institutional Distance on the International Diversity- Performance Relationship. Journal of World Business, 45(1), 93-103.

Chao, C.-H., Spillan, J. E. (2010). The Journey from Market Orientation to Firm Performance: A Comparative Study of U.S. and Taiwanese SMEs. Management Research Review, 33(5), 472-483.

Conference Proceedings

Li, F., Chao, C.-H. (2014). The Impacts of General Ethical Values, Relativism and Moral Maturity on Chinese Managers' Moral Judgment (pp. 37-41). Wuhan: Proceedings of the China Marketing International Conference.

Florenthal, B., Chao, C.-H. (2013). A Cross-cultural Comparison of Micro-blogging Sites: Sina Weibo vs. Twitter. Chicago, Illinois: Proceedings of Marketing EDGE Direct/Interactive Marketing Research Summit.

Chao, C.-H., Li, F. (2013). The Impacts of Culture, Institutions, and Self-Regulation on the Differences of Micro-Social Contracts: Can Chinese Marketers Accept American Marketing Association’s Code of Ethics? (pp. 37-41). Xuzhou: Proceedings of China Marketing International Conference.

Li, F., Yang, X., Chao, C.-H. (2013). Integrity and Relationship Commitment: The Moderating Effect of National Culture (pp. 1696-1710). Baltimore, Maryland: Proceedings of Eastern Academy of Management Conference.