Tony Haitao Cui

Associate Professor, Margaret J Holden and Dorothy A Werlich Endowed Professorship in Marketing


  • PhD 2005
    Managerial Science and Applied Economics Wharton School, University of Pennsylvania

  • MA 2002
    Operations and Information Management Wharton School, University of Pennsylvania

  • IMBA 2000
    International Business Tsinghua University

  • B. Eng. 1998
    Industrial Engineering Tsinghua University

  • B. Eng. 1998
    Fluid Machinery and Fluid Eng. Tsinghua University


  • Distribution channels
  • Pricing
  • Behavioral Modeling in Marketing
  • Marketing-Operations Interfaces
  • Competitive Strategy
  • Brands and Brand Management
  • Business to Business Markets
  • Sustainability

Tony Haitao Cui, Associate Professor of Marketing, Holden-Werlich School-Wide Professorship in Marketing at the Carlson School, joined the faculty of the Carlson School of Management in 2005 after earning his Ph.D. in Managerial Science and Applied Economics at the Wharton School of Business, University of Pennsylvania. Cui teaches Ph.D., EMBA, MBA, and EDP courses at Carlson. His research areas include behavioral modeling in marketing, branding, competitive strategies, distribution channels, marketing-operations interfaces, and pricing. He serves as Senior Editor at Production and Operations Management , Guest Associate Editor at Management Science, and on the editorial boards of both Marketing Science and Journal of Operations Management. He is an ad hoc reviewer for the journals Decision Sciences, European Journal of Operations ResearchInformation Systems ResearchJournal of Marketing ResearchJournal of Operations Management, Journal of Retailing, Management Science, Manufacturing and Service Operations ManagementMarketing Science, Operations ResearchProduction & Operations ManagementReview of Marketing Research, etc. Cui was selected as one of the Marketing Science Institute 2011 Young Scholars, Cheung Kong Professorship Scholar by Ministry of Education of China, and received the Management Science Meritorious Service Award from 2009 until 2015 (Distinguished Service Award in 2014), and the 3M Non-Tenured Faculty Award in years of 2007-2010.

Selected Works

Current Activities

Current Research

  • "Competitive and Welfare Implications of Gift Cards," with Chen, Yuxin and Z. John Zhang (2016), under revision for second round review, Marketing Science. Equal authorship.
  • “Loss-Averse Reference Dependent Contract Choices in A Laboratory Moral Hazard Setting,” with Mrinal Ghosh, George John, and Madhu Viswanathan (2015), final preparation for submission to Management Science.
  • “Scheduled Flight Delays? Effective Service Failures under Firm Competition,” with Yan Dong and Kefeng Xu (2015), final preparation for submission to Marketing Science. Equal authorship.
  • "Competitive Analysis of Hierarchically Strategic Firms," with Zuhui Xiao (2016), under review at Journal of Marketing Research. Equal authorship.
  • "Competitive Implications of Haggling," with Paola Mallucci and Z. John Zhang (2014), revising for resubmission to Marketing Science. Equal authorship.
  • "Reference-Dependent Preferences and Sales Force Compensations," with Jagmohan S. Raju and Mengze Shi (2016), under revision for resubmission to Marketing Science. Equal authorship.
  • "Pharmaceutical Distribution through PBMs: Market Shares, Bargaining Power and Insurance Plan Heterogeneity," with Preyas Desai and Huihui Wang (2016), under revision for resubmission to Management Science. Equal authorship.

Editorial Appointments

  • Senior Editor, Production and Operations Management
  • Guest Associate Editor, Management Science
  • Editorial Board, Marketing Science