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孙宝红

SUN Baohong

南加州大学博士
黄金城网站_黄金城官网 市场营销学教授、杰出院长讲席教授

Email：
bhsun@ckgsb.edu.cn

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教授简介：

孙宝红教授目前为黄金城网站_黄金城官网 市场营销学教授、杰出院长讲席教授。此前，她曾任卡内基梅隆大学泰伯黄金城官网 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、沃顿黄金城官网 、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

  • Web3.0商业模式、创造者经济中的用户行为、NFT、智能合约

  • 网络分析，将人类洞察纳入机器学习方法 对电子商务和 社交媒体平台

  • 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，客户关系管理

 

Courses

  • Web3.0 Business Model Innovation and Opportunities for Brands
  • Digital Transformation and Global Best Practices
  • Technology-Driven Marketing Innovation and Business Models
  • Marketing Management (Core)
  • Pricing Strategy
  • Social Media Marketing and E-Commerce

学术成就

  • 2022 Faculty fellow for 2022 the doctoral consortium preceding the 43rd ISMS
  • 2021 Faculty fellow for 2021 AMA-Sheth Doctoral Consortium     
  • 2020 Faculty fellow for 2020 AMA-Sheth Doctoral Consortium
  • 2019 Faculty fellow for 2019 AMA-Sheth Doctoral Consortium
  • 2018 Finalist, 2018 The INFORMS Society for Marketing Science 
  • Long Term Impact Award (LTI Award)
  • 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. “How Does Competition Affect Exploration vs. Exploitation? A Tale of Two Recommendation Algorithms.” Henry Cao, Liye Ma, Eddie Ning and Baohong Sun, forthcoming at Management Science.
  2. “Metaverse and Web3.0” , Baohong Sun and Cathy Chen. Harvard Business Review (Chinese version), Nov 2022.
  3. “Machine Learning and AI in Marketing – Connecting Computing Power to Human Insights.” Liye Ma and Baohong Sun. Forthcoming, International Journal of Marketing Research, 2020, 37(3),  481-504.

  4. “” Harvard Business Review (Chinese version), Feb, 2019.

  5. “” Haijing Hao, Rema Padman, Baohong Sun and Rahul Telang, at Electronic Commerce Research, 2019, 19, 1-12

  6. “” Liu, Xiao, Tim Dendenger and Baohong Sun, forthcoming at Marketing Science.2018, 37(4), 507-684.

  7. “” 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, 2018, 5(1), 15-27.

  8. “” Haijing Hao, Rema Padman, Baohong Sun and Rahul Telang, forthcoming at Information System Research, 2018, 29(1), 25-41.

  9. “” Yingda Lu, Param Singh, Baohong Sun. forthcoming at  Management Information Systems Quarterly, 2017. 42(1), 607-628.

  10. “”Jian Ni, Nitin Mehan, Kannan Srinivasan and Baohong Sun.  Marketing Science, 2017, 36(3) , 338-360,2017, 36(3), 338-360. 

    ​​l Selected for Marketing Science 

  11. “”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 .

  12. "”Yacheng Sun, Shibo Li, and Baohong Sun. Marketing Science, 2015, 34(5), 646–668. 

  13. "." Brett Gordon and Baohong Sun.Marketing Science, 2015, 34(3), 452–70. ​

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

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

  16. "," Praveen Kopalle, Scott A. Neslin, Baohong Sun, Yacheng Sun, and Vanitha Swaminathan. Marketing Science, 2012 (31(2), 216-235.

  17. "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.

  18. "," Sun, Baohong and Shibo Li, Journal of Marketing Research, 2011, 48(1), 72-86.

  19. "" Baohong Sun and Vicki Morwitz. International Journal of Research in Marketing. 2010. 27(4), 356-366.

  20. "," Tulin Erdem, Michael Katz, and Baohong Sun,Quantitative Marketing and Economics, 2010, 8(3), 303.

  21. "" Tao Chen, Ajay Kalra, and Baohong Sun, Journal of Consumer Research, 2009, 36(4), 661-623.

  22. "," Tao Chen, Baohong Sun, and Vishal Singh, 2009, Marketing Science, 28(4), 740-758.

  23. "," Shibo Li, Kannan Srinivasan and Baohong Sun, 2009, Journal of Marketing, 73(1), 75-92.

  24. "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.

  25. "" Erdem, Tulin, Michael Keane and Baohong Sun, 2008, Marketing Science, 27(6), 1111-1129.

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

  26. "," Erdem, Tulin, Michael Keane and Baohong Sun, 2008, Quantitative Marketing and Economics, 6 (2), p139-176.

  27. "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.

  28. ""(invited commentary paper), Baohong Sun, 2006, Marketing Science, 25(6), 594-598.

  29. ","(invited commentary paper), Baohong Sun, 2006, Marketing Science, 25(6), 625-629.

  30. ""Baohong Sun, Shibo Li,and Catherine Zhou, 2006, Journal of Interactive Marketing, 20(3/4), 82-96.

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

  32. "," Baohong Sun, 2005, Marketing Science, 24(3), 430-443.

  33. "," Shibo Li, Baohong Sun and Ronald Wilcox, 2004, Journal of Marketing Research, 42 (2), 233-240.

  34. "," Baohong Sun, Jinhong Xie and H. Henry Cao, 2004, Marketing Science, 23 (2), 243-254.

  35. "," Baohong Sun, Scott Neslin, Kannan Srinivasan, 2003, Journal of Marketing Research, 40, 4, 389-405.

  36. "," Tulin Erdem and Baohong Sun, 2002, Journal of Marketing Research, 39, 4, 408-420.

  37. "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.

  38. "," Tulin Erdem, Glenn Mayhew and Baohong Sun, 2001, Journal of Marketing Research, 38, 4, 445-457.

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

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

  41. "," Tulin Erdem, Michael Keane and Baohong Sun, 1999,Journal of Econometrics, 89, 1-2, 177-196.

  42. "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).

 

Working Paper

  1. Laurens Debo, Sunder Kekre, Jian Ni, Baohong Sun, “Channel Motivations in Emerging Market: An Empirical Analysis.”
  2. Liye Ma and Baohong Sun. “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.
    1. a. Award  for  MSI  Research  Competition  “Mobile  Platforms,  Location-Based Services, and their Impact on Consumers.” MSI Research Grant #4-1818.
  3. Tao Chen and Baohong Sun, “Consumer Purchases of Retailers’ Extended Service Contracts and Implications on Dynamic Pricing: An Empirical Study.”
  4. Yingda Lu, Marc, Sunder Kekre and Baohong Sun. “Location-Specific Externalities in Knowledge Spillover Cross Border within Multinational Corporations.” Under review.
  5. Liye Ma, Baohong Sun and Kunpeng Zhang. “Image Network and Interest Graph – A Heterogeneous Network Embedding Approach to Analyze Social Curation on Pinterest.” Under review.
  6. Henry Cao, Liye Ma, Eddie Ning and Baohong Sun. “How Does Competition Affect Exploration vs. Exploitation? A Tale of Two Recommendation Algorithms.” Under review.

 

Work In Progress

  1. Yacheng Sun, Shibo Li and Baohong Sun, “When is the Juice Worth the Squeeze? – An Empirical Study of Optimal Structuring of Win-back Strategy in the Presence of Consumer Dynamics.”
  2. Ma, Liye, Kannan Srinivasan, and Baohong Sun, “A Dynamic Competitive Analysis of Content Production and Link Formation of Internet Content Developers.”
  3. Jian Ni and Baohong Sun. “Doctors’ Participation and Communication in Online Healthcare Community: A Dynamic Game.”
  4. Li Wang, Natasha Zhang and Baohong Sun, “An Empirical Study of User Ideation Behavior on Threadless.”
  5. Xiao Liu, Baohong Sun and Natasha Zhang, “Understanding Competitors’ Customers: Modeling Competition among Retail Stores Using Consumer Trajectory Data.” (machine learning)

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