Yi Zhu

Yi Zhu

Margaret J. Holden and Dorothy A. Werlich Endowed Professor


  • PhD 2013
    Business Administration 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


  • Business for Good
  • Customer Service and Protection
  • Media Slant
  • Online Auctions
  • Pricing
  • Search Advertising
  • Social Media
  • Economies of China


Yi Zhu is Margaret J. Holden and Dorothy A. Werlich Endowed Professor at the University of Minnesota. He 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, consumer search, advertising, media slant, sharing economy 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. Beyond academic publications, his research has been discussed in Harvard Business Review, Forbes, Fast Company, CBS, Entrepreneur, Star Tribune, Toronto Star, San Francisco Chronicle, Houston Chronicle, Global News Radio among others.  

Zhu research has won a series of best-paper awards, including the John D.C. Little Award for the best marketing paper published in Marketing Science or Management Science, the Don Morrison Long Term Impact Award for making a significant long run impact on the field of marketing, the Shankar-Spiegel Best Dissertation Proposal Award, and the finalist for the Frank M. Bass Award for the best marketing paper derived from a Ph.D. thesis published in INFORMS journals. He has been selected as a 2017 Marketing Science Institute (MSI) Young Scholars, a biennial award given to the most promising scholars in marketing who have distinguished themselves as potential leaders of the next generation of marketing academics, and the Marketing Science Institute (MSI) Scholars in 2022, a title awarded to "top scholars helping to set the research agenda for the field." In 2022, he was awarded "Carlson School Outstanding Teaching Award" for Excellence in Teaching. Zhu currently serves on the Editorial Review Board of Marketing Science and Journal of Marketing Research.   


Selected Works & Activities

  • 2021 Finalist, Don Morrison Long Term Impact Award, The INFORMS Society for Marketing Science

    2019 Carlson School Outstanding Research Award, UMN

    2018 Mary & Jim Lawrence Fellow, Carlson School of Management, UMN

    2018 Finalist, Faculty of the Year, Carlson School of Management, UMN

    2017 Marketing Science Institute (MSI) Young Scholar

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

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

    2015 Haring Symposium Representative (Faculty), Indiana University

    2013- 3M Nontenured Faculty Grant

    2013 USC PhD Achievement Award

    2013 USC Graduate School Travel Award

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

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

    2012 AMA-Sheth Doctoral Consortium Fellow, University of Washington

    2012 Summer Research Travel Grants, Marshall-USC

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

    2011 Fellow, Annual UH Doctoral Symposium, University of Houston

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

    2008-2013 USC Provost Fellowship, University of Southern California

    2008, 2012 Fellow, INFORMS Marketing Science Conference Doctoral Consortium

  • 2013-2015 Dean's Small Grant, Carlson School of Management, UMN, $5,500

    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

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