Yi Zhu

Assistant Professor


  • PhD 2013
    Business Administration (Marketing), University of Southern California

  • MA 2004
    Economics, University of British Columbia

  • MA 2002
    Management, Shanghai Academy of Social Sciences

  • BE 1998
    Industry Engineering, Shanghai University of Electric Power


  • Search Advertising
  • Online Auctions
  • Media Slant
  • Social Media

Yi Zhu received his PhD in Business Administration from the University of Southern California (USC) in 2013. He worked as a consultant at Shanghai Investment Consulting Corporation before he went to Vancouver, where he received his M.A. in Economics from University of British Columbia. His research interests focus on the application of industrial organization models in marketing, online auctions, search advertising, media slant, and Chinese economy. His recent works have appeared or forthcoming at Marketing Science, Management Science, Journal of Marketing Research and International Journal of Research in Marketing. He serves as ad hoc reviewers for several top business journals and international conferences, including Marketing Science, Management Science, Journal of Marketing Research, Information Systems Research, MIS Quarterly, Production and Operations Management, Marketing Letters, International Conference on Information Systems, and others. 

In 2015, Zhu is the recipient of the John D.C. Little Award for the best marketing paper published in Marketing Science or Management Science, and the finalist for the Frank M. Bass Award for the best marketing paper derived from a Ph.D. thesis published in INFORMS journals. Zhu also won Shankar-Spiegel Best Dissertation Proposal Award in 2012. His research was funded by CIBER dissertation grant, Net Institute Grant and the Marketing Science Institute. Among the 2013 graduates at USC, Zhu was one of the six awardees of the 2013 USC PhD Achievement Award. He has also won the 2011 James S. Ford/Commerce Associates Ph.D. Fellowship and many other awards during his time at USC. In addition, Zhu was recognized by the Chinese Ministry of Education to be one of the top nine Chinese doctoral students studying abroad for his outstanding academic achievement and research in 2012 —among all graduate students across all subjects.



Current Activities

Honors and Awards

  • 2010 Fellow, Workshop on Quantitative Marketing and Structural Econometrics, Duke University

  • 2011 Fellow, Annual UH Doctoral Symposium, University of Houston

  • 2011 James S. Ford/Commerce Associates Ph.D. Fellowship, Marshall-USC

  • 2012 AMA-Sheth Doctoral Consortium Fellow, University of Washington

  • 2012 Extraordinary Potential Prize of Chinese Government Award for Outstanding Self-Financed Students Abroad, Chinese Ministry of Education

  • 2012 Shankar-Spiegel Best Dissertation Proposal Award, Direct Marketing Association

  • 2012 Summer Research Travel Grants, Marshall-USC

  • 2013 USC Graduate School Travel Award

  • 2013 USC PhD Achievement Award

  • 2013- 3M Nontenured Faculty Grant

  • 2015 Finalist, Frank M. Bass Award for the Best Marketing Paper Derived from a Ph.D. Thesis Published in INFORMS Journals

  • 2015 Winner, John D. C. Little Award for the Best Marketing Paper Published in Marketing Science or Management Science

  • 2008, 2012 Fellow, INFORMS Marketing Science Conference Doctoral Consortium

  • 2008-2013 USC Provost Fellowship, University of Southern California

Research Grants

  • 2012 The Center for International Business Education and Research Dissertation Grant, $1,000

  • 2010 Marketing Science Institute and the Wharton Interactive Media Initiative Research Grant (with Kenneth C. Wilbur and Mingyu Joo), $12,000

  • 2008 Net Institute Summer Research Grant (with Kenneth C. Wilbur), $3,000

  • 2007 US-China Institute Graduate Summer Fieldwork Grants, USC, $2,700