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.
- xzhang@london.edu
- +44 (0)20 7000 8062
- Xu Zhang CV
- Pricing Strategy
- Bargaining
- Advertising
- Digital Platform Markets
2021
'Meet Me Halfway': The Costs and Benefits 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
2021
Online Healthcare Platform Evolution: The Interplay of Bargaining and Network Effects
Zhang X; Chu J; Manchanda P
Social Sciences Research Network
2020
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.
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Masters Degrees core courses
A key part of our Masters programmes curriculum.
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Marketing l
View business situations from a marketing angle, important not just for a career in marketing or consulting, but also for general management and finance roles where you are required to understand drivers of value and marketplace context. Learn essential concepts, terminology, frameworks and data analysis skills. -
Marketing ll
View business situations from a marketing angle, important not just for a career in PROGRAMMES WITH THIS CORE COURSE
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Marketing l
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Empirical Marketing Models
Empirical Marketing Models
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Empirical Marketing Models