;

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, and healthcare. Specifically, her research focuses on how pricing strategies 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 teaches core marketing courses in the Master in Management (MiM) program and the PhD seminar on Empirical Marketing Models at LBS. She is the runner-up for LBS Best Teacher Award in MiM 2021. 


  • Examining business strategies
  • Understanding consumer behaviour
  • Pricing strategies
  • Market mechanisms

2021

'Meet me halfway': the value of bargaining

Zhang X; Manchanda P; Chu J

Marketing Science 2021 Vol 40:6 p 1009-1216

2019

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

2020

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

Zhang X; Manchanda P; Chu J

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.