Hongju Liu

Hongju Liu is Professor of Marketing at the Guanghua School of Management, Peking University. He received his Ph.D. and MBA from the Booth School of Business, University of Chicago. He also has an MA in Mathematics and an MS in Computer Science from the University of Wisconsin-Madison, and a BS in Mathematics from Peking University. Professor Liu has published in leading academic journals such as the Journal of Marketing Research, Management Science, Marketing Science, and MIS Quarterly.

Research Areas

• Dynamic structural models
• Digital marketing and analytics
• Healthcare and pharmaceutical marketing

Research Results

• Ransbotham, Sam, Nicholas H. Lurie and Hongju Liu, “Creation and Consumption of Mobile Word of Mouth: How Are Mobile Reviews Different?” Marketing Science, forthcoming
• Li, Bin, Xinxin Li and Hongju Liu (2018), “Consumer Preference, Cannibalization and Competition: Evidence from the Personal Computer Industry,” MIS Quarterly, 42(2), 661-678.
• Lurie, Nicholas H., Jonah Berger, Zoey Chen, Beibei Li, Hongju Liu, Charlotte H. Mason, David M. Muir, Grant Packard, Joseph Pancras, Ann E. Schlosser, Baohong Sun and Rajkumar Venkatesan (2018), “Everywhere and at All Times: Mobility, Consumer Decision Making, and Choice,” Customer Needs and Solutions, 5(1):15-27.
• Liu, Hongju, Qiang Liu and Pradeep K. Chintagunta (2017), “Promotion Spillovers: Drug Detailing in Combination Therapy,” Marketing Science, 36(3):382-401.
• Liu, Qiang, Sachin Gupta, Sriram Venkataraman and Hongju Liu (2016), “An Empirical Model of Drug Detailing: Dynamic Competition and Policy Implications,” Management Science, 62(8):2321-2340.
• Zhu, Ting, Hongju Liu and Pradeep K. Chintagunta (2015), “Wireless Carriers’ Exclusive Handset Arrangements: An Empirical Look at the iPhone,” Customer Needs and Solutions, 2(2):177-190.
• Liu, Hongju, Joseph Pancras and Malcolm Houtz (2015), “Managing Customer Acquisition Risk Using Co-operative Databases,” Journal of Interactive Marketing, 29(February):39-56.
• Li, Xinxin, Bin Gu and Hongju Liu (2013), “Price Dispersion and Loss Leader Pricing: Evidence from the Online Book Industry,” Management Science, 59(6):1290-1308.
• Liu, Alfred Z., Hongju Liu and Sean X. Xu (2013), “How Do Competitive Environments Moderate CRM Value?” Decision Support Systems, 56(December):462-473.
• Liu, Hongju, Pradeep K. Chintagunta and Ting Zhu (2010), “Complementarities and the Demand for Home Broadband Internet Services,” Marketing Science, 29(4):701-720.
• Liu, Hongju (2010), “Dynamics of Pricing in the Video Game Console Market: Skimming or Penetration?” Journal of Marketing Research, 47(3):428-443.