Xu Zhang

Assistant Professor of Marketing

BSc (Tsinghua) BA (Peking) PhD (Michigan)

Xu Zhang explores the effects of marketing strategies in digital platform markets, including e-commerce, freelance, online travel, healthcare, and NFT. Specifically, her research focuses on how pricing and advertising strategies affect market efficiency, business profits, and consumer welfare. Her work has been published in journals such as Marketing Science and the Journal of Economics & Management Strategy. She is an editorial board member of Marketing Science.

Xu collaborates with a variety of companies around the world for her research. She holds a Ph.D. in Business Economics from the University of Michigan. She has taught Digital Marketing elective, Empirical Marketing Models PhD seminar, and Marketing core at LBS. She was the runner-up for LBS’s Best Teacher Award in MiM 2021.

  • Pricing Strategy
  • Bargaining
  • Advertising
  • Digital Platform Markets


'Meet Me Halfway': The Costs and Benefits of Bargaining

Zhang X; Manchanda P; Chu J

Marketing Science 2021 Vol 40:6 p 1009-1216


Brighter prospects? Assessing the franchise advantage using census data

Lafontaine F; Zapletal M; Zhang X

Journal of Economics and Management Strategy 2019 Summer Vol 28:2 p 175-197


The Value of Platform Endorsement

Bairathi M; Zhang X; Lambrecht A

Social Sciences Research Network


Online Healthcare Platform Evolution: The Interplay of Bargaining and Network Effects

Zhang X; Chu J; Manchanda P

Social Sciences Research Network


TV Advertising and Online Sales: The Role of Inter-Temporal Substitution

Lambrecht A; Tucker C E; Zhang X

Social Sciences Research Network

Teaching portfolio

Our teaching offering is updated annually. Faculty and programme material are subject to change.