Eric Fang

Professor Fang is Professor of Marketing and Iacocca Chair of Marketing. Before joining Lehigh University in August 2020, he spent 12 years at University of Illinois at Urbana-Champaign, as Assistant Professor (2008-2012), Associate Professor (2012-2016), and Professor of Marketing and James Tower Fellow (2016-2020). Professor Fang’s research focuses on digital marketing strategy in data-rich environment, and international business. He has more than 30 articles in leading marketing and management journals such as Journal of Marketing, Journal of Marketing Research, Marketing Science, MIS Quarterly, Organization Science, and Journal of International Business Studies. His research includes online community, user generated content, online advertising, digital customization, and online platform strategy. His research has been focused on and sponsored by digital giants such as Alibaba, Tencent, JD, Netease, among others. From 2007-2017, Eric Fang was ranked 9th worldwide in publications in leading marketing journals such as Journal of Marketing and Journal of Marketing Research.

His research has won best Journal of Marketing and Journal and Retailing Best Paper Award, AMA Service Paper Award and been features several times in the Economist, Advertising Age, and other publications. He was awarded Marketing Science Institute (MSI) Young Scholar in the year 2011, and AMA Varadarajan Award for Early Career Contributions to Marketing Strategy Research in the year 2015.

Education

• Fudan University, M.S., Economics
• University of Missouri-Columbia, Ph.D., Business Administration (Marketing)

Research Interests

• Digital Marketing Strategy
• Marketing Analytics
• Marketing and Innovation