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Xu Zhang

Assistant Professor of Marketing


Dr Xu Zhang’s research focuses on examining business strategies and understanding consumer behaviour in a variety of online platform markets, such as e-commerce platforms, healthcare platforms and crowd-sourced review platforms.


In particular, she investigates how different pricing strategies and market mechanisms affect market efficiency, business profits and social welfare.


Dr Zhang has a PhD from the University of Michigan, a BSc from Tsinghua University and a dual BA from Peking University.

Research Interests


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