Xu Zhang

Xu Zhang is Assistant Professor of Marketing at London Business School. Her research examines how information design and pricing shape market efficiency, firm profitability, and consumer welfare in digital platform markets. With a global reach, she collaborates with companies in healthcare, social media, freelance services, e-commerce, and online travel, translating theoretical insights into practical applications. Her work has been published in leading journals, including Journal of Marketing Research and Marketing Science, and she serves on the editorial board of Marketing Science.

At London Business School, Xu teaches Digital Marketing in the Executive MBA, MBA, and other master’s programmes. She has also taught Empirical Marketing Models and the Marketing core at LBS, as well as Applied Microeconomics at the University of Michigan. Her teaching has been recognized by Poets & Quants, which named her as one of the Best 40-Under-40 MBA professors, and by LBS, where she was a runner-up for the MiM Best Teacher Award. Additionally, her expertise has been featured in leading media outlets including the BBC and the Economist.

Xu holds a PhD in Business Economics from the University of Michigan, an MA in Economics from UC Davis, a BS in Engineering from Tsinghua University, and a BA in Economics from Peking University.