Joanna Li looks forward to enriching the Alberta School of Business with expertise in strategic management and organization theory

Joanna Li’s journey from an undergraduate student to earning a PhD in strategic management and organization theory might have been slightly unconventional, but her unique path and the experiences that came along with it allowed her to meet inspiring mentors and learn valuable lessons — like the fact that you're never too old to learn something new!

Starting in July, Li will begin a new adventure at the Alberta School of Business as an assistant professor for the department of strategy, entrepreneurship and management, where she looks forward to sharing her wealth of experience and knowledge with U of A students and becoming a key part of the school’s academic community. Read on to learn about Li’s areas of research, how she realized her passions, and what podcasts and magazines she suggests for students interested in studying business.

What area of business do you specialize in, and what drew you to this area?

I specialize in strategic management and organization theory, and I got my PhD in this field from Indiana University’s Kelley School of Business. My journey into strategic management started with a senior-level course during my undergrad studies at Fudan University. Back then, I was majoring in accounting, but I found the courses and internships at accounting firms unexciting. In my fourth year, I had the chance to take some elective courses and came across a strategic management class taught by a professor who had just returned to Fudan University after working abroad. The concepts and theories in her class connected the fragmented classical frameworks that I had seen in real-world practices during my internship at McKinsey and in business case competitions. This made me realize that strategic management is a subject with rich theoretical foundations and a close relationship with the modern business world and its most interesting issues.

Through my interactions with this professor, who shared her experience of earning a PhD in strategy from a top research school, I got a glimpse into the life of a PhD student and a professor. This opened up the world of academia for me, especially strategic management scholarship, and that is when I started thinking seriously about pursuing a PhD in this area.

Can you share a bit about your professional journey? Feel free to share key highlights.

My professional journey has been quite straightforward yet filled with unique experiences. After completing my undergrad at Fudan University in 2019, I started my PhD at the Kelley School of Business, earning my degree in 2024. This path is actually quite unconventional because most of my undergrad classmates either started working or pursued a master’s degree after graduation. For accounting majors, at least in China, the career path tends to be more traditional and predictable.

I am incredibly grateful for all the amazing people who have helped me along my path and the opportunities that have come my way. I believe my explorative and ambitious nature has been a driving force in my journey as well. During my undergrad, I had the chance to study abroad at the State University of New York in Albany and Appalachian State University, and I worked as a research assistant at Oklahoma State University. These experiences exposed me to different cultures and education systems and introduced me to open-minded and supportive faculty members and students. Many of these connections have turned into lasting friendships, providing ongoing support as I pursue my academic goals abroad.

During my PhD studies, despite encountering the challenges of COVID-19 in my first year, I met many wonderful friends and advisors at the Kelley School of Business by taking classes both inside and outside the business school and attending research seminars. I also connected with junior and senior scholars through conferences and virtual events. Ten years ago, before entering college, I could never have imagined being where I am today, but what a journey it has been!

Can you tell us more about your areas of research?

My current research interests lie at the intersection of strategic management, organization theory and entrepreneurship, focusing on two main areas. First, I explore the relationships between institutions, organizations and inequalities with a special focus on the rise of new forms of organization like digital platforms. Second, I examine strategic positioning through the lens of optimal distinctiveness, aiming to understand how firms and entrepreneurs balance conformity and differentiation to achieve an optimal market position.

For my dissertation, I delved into the first area, investigating how digital platforms affect the economic gaps faced by minority entrepreneurs. Unlike traditional organizations, platforms do not employ but host millions of sellers and consumers, making them less formal and hierarchical but yet more interconnected than traditional markets. They play an essential role in mediating transactions between millions of sellers and consumers, and they have significant power in shaping these interactions through the design of rules regarding information flows, certification systems and search result sorting. This new and increasingly important form of organizing has garnered considerable scholarly attention, with growing research on platform governance and competitive strategies. However, relatively little research has examined its social impacts, such as economic inequality. My research aims to uncover whether platform designs can mitigate or exacerbate economic disparities among different user groups. I use empirical contexts like Spotify (where gender disparities in artist performance have been widely documented) and Airbnb (where racial disparities in host performance have been widely documented) to examine these questions.

What do you look forward to bringing to the Alberta School of Business?

I am eager to become part of the dynamic academic community at the Alberta School of Business in my new role as an assistant professor. I am excited about the prospect of continuing my research in this stimulating environment and engaging with fellow scholars to advance my work. Moreover, I am thrilled about the opportunity to mentor and support students throughout their academic and professional journeys, drawing from the invaluable guidance I have received in my own career.

Additionally, I believe my research holds significant relevance to contemporary business practices, and I am enthusiastic about integrating it into my courses to foster students’ creative, analytical and ethical thinking. In my previous teaching experiences, I actively incorporated my research on platform organizations and social issues into course content, which resonated strongly with students, and I look forward to further integrating it as my research progresses. I am confident that the talented students at ASB will offer fresh perspectives that will further enrich my research endeavors.

What are some books, podcasts or resources you would recommend to students interested in business?

I would recommend starting with the classical Harvard Business Review (HBR), as it offers a wealth of articles, case studies and insights on management and business strategy. For those interested in entrepreneurship, some podcasts interview founders, sharing intimate moments of doubt, failure and eventual success. I have found How I Built This to be motivating and inspiring.

Additionally, I suggest reading books relevant to the industry you are interested in. For example, to help my research, I’ve explored books on digital platforms, such as The Upstarts (this isn’t necessarily a direct recommendation because it depends on your interest).

Can you share an interesting fact about yourself?

I really enjoy running long distances, and I always make sure to have my running shoes with me so I can go for a run whenever I get the chance. It’s funny how many new friends ask me when I started running, assuming I’ve been doing it since I was young, but the truth is I didn’t start until October 2022. In the beginning, I could barely manage to run 2 kilometers, and I didn’t find it very enjoyable. I only did it because it was a quick way to stay active while dealing with the demands of my PhD program. But soon enough, I got hooked, especially after beginning to attend the races and seeing people of all ages and abilities running – pregnant women, older folks and even people with disabilities. It was really inspiring!

The more I ran, the more I fell in love with it. Since those early days, I’ve participated in several 5k and 10k races, and just this May, I completed my first half-marathon. Running has taught me to keep pushing forward even when things get tough, and it’s made me stronger both physically and mentally. This whole experience has proven the truth of the old saying, “you’re never too old to learn.”