"Sequential Product Strategy, Dynamic Market, and Social Welfare", with Jagpal, Sharon, Journal of Business Research, vol. 62 (7), pp. 713-718, 2009.
“The Effect of Secondhand Markets on the Firm’s Dynamic Pricing and New Product Introduction Strategies,” with Sharan Jagpal, forthcoming at International Journal of Research in Marketing.
Hao Zhao, “Incentive-Based Compensation to Advertising Agencies: A Principal-Agent Approach,” the International Journal of Research in Marketing (in print, to appear in November 2005).
Zhao, Hao and Yong Cao, “The Impact of E-tailers’ Inventory Policies on Pricing, Product Delivery and Customer Responses: A Theoretical and Empirical Analysis,” Journal of Retailing , 2004.
Cao, Yong and Hao Zhao, “Perceptions of E-Tailer’s Delivery Fulfillment: an Integrated Model of Firm Factors and Buyer Characteristics,” Journal of Service Research, May 2004, the leading article.
Zhao, Hao, “R&D Competition Between an Incumbent and an Entrant: An Integrated Model of R&D Investment, Performance Improvement, and Time-to-Market,” Review of Marketing Science, vol. 2, issue2, May 2003.
Zhao, Hao and Yong Cao, “Consumer Purchase Behavior as Influenced by Online Retailers’ Provision of Customer Services: The Case of Unobservable Customer Service Quality,” Asia Pacific Advances in Consumer Research, Volume 5, 2002, p.330.
Zhao, Hao, “Attacks and Counterattacks in New Product Introductions Between a Technology Leader and a Follower,” The Marketing Science Institute Conference on Competitive Responsiveness, May 2001, Cambridge, MA.
Zhao, Hao, “Raising Awareness and Signaling Quality to Uninformed Consumers: A Price-Advertising Model,” Marketing Science, 19, 4, Fall 2000, 390-396.
Moorthy, Sridhar and Hao Zhao, “Advertising Spending and Perceived Quality,” Marketing Letters, 11:3, 2000, 221-233.
Berg, M., M.J.M. Posner and Hao Zhao, “Production-Inventory Systems with Unreliable Machines,” Operations Research, 42, 1994, (January-February), 111-118.