School of Business Announces Tenure and Promotion

The Wake Forest University Board of Trustees has recognized two School of Business faculty members with tenure and promotion. These career milestones highlight their dedication to research, teaching, and their contributions to the Wake Forest community and their respective fields. Appointments are effective July 1.

“The awarding of tenure to Jia Li and the promotion of Tom Canace to Professor are significant achievements that reflect their scholarly contributions and deep commitment to our students,” said Dean Annette Ranft. “Their impactful research and teaching significantly enrich our academic environment, and we congratulate them on their accomplishments.”

Jia Li, Awarded Tenure

Jia Li is an Associate Professor of Marketing whose research leverages big data to address complex marketing problems with implications for other fields such as organizational behavior and human resources, operations management, and economics. His multidisciplinary work spans social and peer influence in marketing, emerging marketing channels, and—more recently—the application of machine learning and AI in business contexts. For example, he and his co-authors developed a machine learning–driven “smart” bonus system for a Fortune Global 100 company, which is projected to have an annual financial impact of approximately $4.66 million. In another ongoing project, he and his co-author examine how consumers respond to AI-generated advertising, showing that disclosing AI involvement can unintentionally harm brand perception by signaling reduced human effort. Their research also identifies messaging strategies that help brands use AI in advertising without compromising consumer trust.

Li’s work has been published in top-tier journals, often designated as such by the Financial Times Top 50, including Marketing Science, Journal of Marketing, Management Science, and Production and Operations Management. In addition to his research and teaching, Li serves as Vice President of Career Development for the Charlotte chapter of the American Marketing Association.

Li earned a Ph.D. in marketing from Olin Business School at Washington University in St. Louis. He joined the Wake Forest faculty in 2017.

Tom Canace, Promoted to Professor

Tom Canace, formerly Associate Professor, has earned a promotion to Professor of Accountancy.

His scholarly work includes seven post-tenure publications, with four in Financial Times Top 50 journals, including Review of Accounting Studies and Contemporary Accounting Research.

His research has explored capital markets, corporate ownership and investments, financial disclosure, regulation, and analysts’ forecasts. His recent work examines companies’ R&D strategies, specifically their investments in both human capital, such as salaries for scientists and researchers, and traditional capital, such as facilities and equipment.

Canace often uses innovative teaching methods, like custom case studies and Excel modeling labs, to enhance students’ educational experience and practical skill set.

A respected leader and colleague, Canace has served as a member of the University’s Research Advisory Council and an editorial board member for Accounting Horizons and Issues in Accounting Education. Canace earned a Ph.D. in accounting and finance from the Moore School of Business at the University of South Carolina. He joined the Wake Forest faculty in 2009.