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孙宝红

SUN Baohong

南加州大学博士
长江商学院市场营销教授、杰出院长讲席教授、美洲市场副院长

Email:
bhsun@ckgsb.edu.cn

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教授简介:

孙宝红教授目前为长江商学院市场营销教授、杰出院长讲席教授、美洲市场副院长。此前,她曾任卡内基梅隆大学泰伯商学院卡内基-博世营销学讲席教授。主要研究领域是:消费者理性和策略性选择(消费产品包装、金融与医疗健康服务、最新的电子商务及社交媒体平台. 她是《市场营销科学》和《市场营销学刊》等专业学术期刊编委会成员,并在包括芝加哥大学、沃顿商学院、康奈尔大学、加州大学伯克利分校等美国多所知名大学发表过演讲。此外,她还分别是美国市场营销学会和美国经济学委员会成员,担任世界经济论坛未来行为科学理事会理事。孙宝红博士拥有丰富的公司咨询经验,服务过的公司包括PNC银行,Bell South,青岛啤酒和IBM公司等。 2016年春, 她出版了关于大数据和商业智能的MBA教科书《以消费者为中心的营销策略—数据营销》(麻省理工学院)。

主要研究领域

  • 消费者理性和策略性选择及动态模型
  • 市场营销的动态和互动混合,消费者关系管理
  • 交叉分类和依赖状态的消费者选择及动态促销影响
  • 新产品预测和调研设计

 

Courses

  • Marketing Management (Core)
  • Pricing Strategy
  • Social Media Marketing and E-Commnerce
  • Customer Relationship Management
  • Dynamic Optimization for Interactive Marketing
  • Global Marketing Strategy: China
  • Advanced Data Analysis and Choice Models I
  • Big Data Marketing

学术成就

  • 2016 Finalist, John D.C. Little Best Paper Award, INFORMS
  • 2012 Outstanding Faculty Research Award, CKGSB
  • Finalist, John D.C. Little Best Paper Award, INFORMS, 2009
  • Faculty fellow for 2008 Doctoral Consortium, AMA, 2008
  • Faculty fellow for 2007 Doctoral Consortium, AMA, 2007
  • MBA George Leland Bach Teaching Award, CMU, 2006
  • Faculty fellow for 2007 Doctoral Consortium, AMA, 2006
  • Faculty fellow for 2006 Doctoral Consortium, AMA, 2006
  • CART Research Frontier Award for Innovative Research, CMU, 2005
  • Xerox Research Chair Professor, CMU, 2004-05
  • Selected to Marketing Young Scholars Program, MSI, 2004
  • MBA All Star Teaching Award, UNC, 2003
  • MBA Master Teacher, UNC, 2003
  • Academic Achievement Award, USC, 1995
  • Academic Achievement Award, USC, 1993

主要学术成果

Book

  1. Customer-Centric Marketing: A Pragmatic Framework with Ravi R. The MIT Press. March 2016.

Articles Published in Refereed Journals and Book

  1. An Empirical Analysis of Consumer Purchase Behavior of Base Products and Add-ons,Liu, Xiao, Tim Dendenger and Baohong Sun, forthcoming at Marketing Science.

  2. Everywhere and at All Times: Mobility, Consumer Decision Making, and Choice,Lurie, Nicholas H. and Berger, Jonah A. and Chen, Zoey and Li, Beibei and Liu, Hongju and Mason, Charlotte and Muir, David M. and Packard, Grant M. and Pancras, Joseph and Schlosser, Ann and Sun, Baohong and Venkatesan, Rajkumar, forthcoming at Customer Needs and Solutions.

  3. Quantifying the Impact of Social Influence on Information Technology,Haijing Hao, Rema Padman, Baohong Sun and Rahul Telang, forthcoming at Information System Research.

  4. Is Core-Periphery Network Good for Knowledge Sharing? -- A Structural Model of Endogenous Network Formation on a Crowdsourced Customer Support Forum,Yingda Lu, Param Singh, Baohong Sun. forthcoming at  Management Information Systems Quarterly.

  5. Empirical Analysis of Purchase and Consumption Decisions of Health Insurance,”Jian Ni, Nitin Mehan, Kannan Srinivasan and Baohong Sun.  Marketing Science, 2017, 36(3) , 338-360. 

    ​​l Selected for Marketing Science Press Release of the Journal.

  6. Squeaky Wheel Gets the Grease - An Empirical Analysis of Customer Voice and Firm Intervention on Twitter.”Liye Ma, Baohong Sun, and Sunder Kekre.Marketing Science, 2015, 34(5), 627-645, (Lead article). 

    ​​l Finalist, John D.C. Little Best Paper Award, INFORMS.

    ​​l Lead Article

    ​​l Selected for Marketing Science Press Release of the Issue.

  7. "An Empirical Analysis of Consumer Purchase Decisions under Price-Discrimination Bucket Pricing. Yacheng Sun, Shibo Li, and Baohong Sun. Marketing Science, 2015, 34(5), 646–668. 

  8. "A Dynamic Model of Rational Addiction: Evaluating Cigarette Taxes." Brett Gordon and Baohong Sun.Marketing Science, 2015, 34(3), 452–70.

  9. "The ISMS Durable Goods Datasets," Jian Ni and Scott Neslin (database article). Marketing Science, 2012, 31(6), 1008-13.

  10. "Ushering Buyers into Electronic Channels." Nishitha Langer, Chris Forman, Sunder Kekre, and Baohong Sun. Information Systems Research, 2012, 23(4),1212-31.

  11. "A Dynamic Structural Model of the Impact of Loyalty Programs on Customer Behavior," Praveen Kopalle, Scott A. Neslin, Baohong Sun, Yacheng Sun, and Vanitha Swaminathan. Marketing Science, 2012 (31(2), 216-235.

  12. "Cross-Selling the Right Product to the Right Customer at the Right Time," Shibo Li, Alan Montgomery and Baohong Sun, Journal of Marketing Research, 2011, 48(4), 683-700.

  13. "Learning and Acting Upon Customer Information: A Simulation-Based Demonstration on Service Allocations with Offshore Centers," Sun, Baohong and Shibo Li, Journal of Marketing Research, 2011, 48(1), 72-86.

  14. "Stated intentions and purchase behavior: A unified model," Baohong Sun and Vicki Morwitz. International Journal of Research in Marketing. 2010. 27(4), 356-366.

  15. "A simple test for distinguishing between internal reference price theories," Tulin Erdem, Michael Katz, and Baohong Sun,Quantitative Marketing and Economics, 2010, 8(3), 303.

  16. "Why Do Consumers Buy Extended Service Contracts?" Tao Chen, Ajay Kalra, and Baohong Sun, Journal of Consumer Research, 2009, 36(4), 661-623.

  17. "An Empirical Investigation of the Dynamic Effect of Marlboro's Permanent Pricing Shift," Tao Chen, Baohong Sun, and Vishal Singh, 2009, Marketing Science, 28(4), 740-758.

  18. "Internet Auction Features as Quality Signals," Shibo Li, Kannan Srinivasan and Baohong Sun, 2009Journal of Marketing, 73(1), 75-92.

  19. "Measuring Long Run Marketing Effects and their Implications for Long Run Marketing Decisions," Bart Bronnenberg et al., 2008, Marketing Letters, 19 (3-4), p367-382.

  20. "A Dynamic Model of Brand Choice When Price and Advertising Signal Product Quality." Erdem, Tulin, Michael Keane and Baohong Sun, 2008, Marketing Science, 27(6), 1111-1129.

    ​​l SFinalist, John D.C. Little Best Paper Award, INFORMS

  21. "The impact of advertising on consumer price sensitivity in experience goods markets," Erdem, Tulin, Michael Keane and Baohong Sun, 2008, Quantitative Marketing and Economics, 6 (2), p139-176.

  22. "Ignoring Your Best Customer? An Investigation of Customer Satisfaction, Customer Retention and Their Financial Impact,"Sun, Baohong, Ronald Wilcox and Ting Zhu, 2007, Journal of Relationship Marketing, 6(3/4), p87-116.

  23. "Technology Innovation and Implications on Customer Relationship Management,"(invited commentary paper), Baohong Sun, 2006, Marketing Science, 25(6), 594-598.

  24. "Dynamic Structural Consumer Models and Current Marketing Issues,"(invited commentary paper), Baohong Sun, 2006, Marketing Science, 25(6), 625-629.

  25. "`Adaptive’ Learning and `Proactive’ Customer Relationship Management,"Baohong Sun, Shibo Li,and Catherine Zhou, 2006, Journal of Interactive Marketing, 20(3/4), 82-96.

  26. "Choice Models and Customer Relationship Management,"Wagner Kamakura et al, 2005, Marketing Letters, 16(3-4), 279-295.

  27. "Promotion Effect on Endogenous Consumption," Baohong Sun, 2005, Marketing Science, 24(3), 430-443.

  28. "Cross-selling Sequentially Ordered Products: An Application to Consumer Banking Services," Shibo Li, Baohong Sun and Ronald Wilcox, 2004, Journal of Marketing Research, 42 (2), 233-240.

  29. "Product Strategy for Innovators in Markets with Network Effects," Baohong Sun, Jinhong Xie and H. Henry Cao, 2004, Marketing Science, 23 (2), 243-254.

  30. "Measuring The Impact of Promotions on Brand Switching Under Rational Consumer Behavior," Baohong Sun, Scott Neslin, Kannan Srinivasan, 2003, Journal of Marketing Research, 40, 4, 389-405.

  31. "An Empirical Investigation of Spillover Effects of Marketing Mix Strategy in Umbrella Branding," Tulin Erdem and Baohong Sun, 2002, Journal of Marketing Research, 39, 4, 408-420.

  32. "The Role of Stated Intentions in New Product Purchase Forecasting," Cheng Hsiao, Vicki Morwitz and Baohong Sun, 2002, Advances in Econometrics, 16, 10-21, lead article.

  33. "Understanding the Reference Price Shopper: A Within and Cross-Category Analysis," Tulin Erdem, Glenn Mayhew and Baohong Sun, 2001, Journal of Marketing Research, 38, 4, 445-457.

  34. "Testing for Choice Dynamics in Panel Data," Tulin Erdem and Baohong Sun, 2001, Journal of Business and Economic Statistics, 19, 2, 142-152.

  35. "Fixed vs. Random Effects: Specification of Panel Data," Cheng Hsiao and Baohong Sun, 2000, Panel Data Econometrics: Future Directions, 181-198.

  36. "Missing Price and Coupon Availability Data in Scanner Panels: Correcting for the Self-Selection Bias in the Choice Model Parameters," Tulin Erdem, Michael Keane and Baohong Sun, 1999,Journal of Econometrics, 89, 1-2, 177-196.

  37. "Modeling Survey Response Bias - with An Application to the Demand for An Advanced Electronic Device Service," Cheng Hsiao and Baohong Sun, Journal of Econometrics, 1999, 89, 1-2, 15-39, (lead article).

Completed Working Papers Under Review

  1. Laurens Debo, Sunder Kekre, Jian Ni, Baohong Sun, “Channel Motivations in Emerging Market: An Empirical Analysis.” Revise and resubmit at International Journal of Marketing Research.

  2. Henry Cao and Baohong Sun, “Value of Learning and Acting Upon Customer Information.”

  3. Liye Ma and Baohong Sun 2015. “That Ad Again When You Get a Chance” – An Integrated Model of Application Usage and Advertising Response on Mobile Phones. Under revision at Marketing Science.

    ​​l Award for MSI Research Competition “Mobile Platforms, Location-Based Services,and their Impact on Consumers.” MSI Research Grant #4-1818,

  4. Tao Chen and Baohong Sun, “Consumer Purchases of Retailers’ Extended Service Contracts and Implications on Dynamic Pricing: An Empirical Study.”

  5. Henry Cao and Baohong Sun, “Value of Learning and Acting Upon Customer Information.”

  6. Yingda Lu, Marc, Sunder Kekre and Baohong Sun 2015. “Location-Specific Externalities in Knowledge Spillover Cross Border within Multinational Corporations.”

Work In Progress

  1. “When is the Juice Worth the Squeeze? – An Empirical Study of Optimal Structuring of Win-back Strategy in the Presence of Consumer Dynamics,” with Yacheng Sun and Shibo Li.

  2. Jian Ni, Baohong Sun and Yi Xin 2015. “Understanding and Acting Upon Customer Inbound Communication Decisions – An Empirical Study.”

  3. Chuan He, Shibo Li and Baohong Sun 2015. “An Empirical Study of Consumer Purchase Decision on Flash Sales.”

  4. Ma, Liye, Kannan Srinivasan, and Baohong Sun, 2010. “A Dynamic Competitive Analysis of Content Production and Link Formation of Internet Content Developers”. Working Paper. Carnegie Mellon University.

  5. Jian Ni and Baohong Sun, 2016. “Doctors’ Participation and Communication in Online Healthcare Community: A Dynamic Game.”