Xiaolin Li

PhD Student
Marketing Department


  • M.A. 2009
    Economics Peking University

  • B.S. 2006
    Information Systems Central University of Finance and Economics


  • B2B Marketing (Salesforce compensation, Marketing channels, Procurement behavior)
  • Empirical Industrial Organization

Xiaolin Li is a Ph.D. Candidate in the Marketing Department at the University of Minnesota, Carlson School of Management. She came to the Carlson School with a M.A. in Economics from Peking University in Beijing, China.

Li's core interest is business-to-business marketing. Among the topics of particular interest are a) salesforce compensation, b) marketing channels, and c) procurement behavior. In her work, Li employs both observational data as well as field experiments to study these topics. She emphasizes the use of structural econometric models to uncover the theoretical mechanisms.

Selected Works

  • Xiaolin Li, Raghunath Rao and Om Narasimhan , "Memory Imperfections and Messaging Strategy," (Revise and Re-submit, Management Science)
  • Madhu Viswannathan, Xiaolin Li, Om Narasimhan, and George John, "Is Cash King? A Field Intervention on Mental Accounting in a Salesforce," (Revise and Re-sumbit, Journal of Marketing Research)