SUN Baohong

Phone:010-85188858*3319
Fax:010-85186800
Office Hours:by appointment-schedule by email 

 

 

Dean's Distinguished Chair Professor of Marketing , Associate Dean of Global Programs

 

Director of the CIM Center

 

Ph.D., University of Southern California

 

Research Areas: Rational and strategic consumer choices and dynamic structural models, Dynamic and interactive marketing mix and customer information management, Modeling dynamic and inter-dependent consumer decisions on e-commerce and social media platforms.

 

 


 

Introduction

Professor Sun Baohong is the Dean's Distinguished Chair Professor of Marketing and the Associate Dean of Global Programs. She also directs CKGSB's Customer Information Management Center. Prior to joining CKGSB in 2011, Professor Sun was Carnegie Bosch Professor of Marketing at the Tepper School of Business of Carnegie Mellon University. Professor Sun received her Ph.D. from the University of Southern California in 1997 and B.A. from Renmin University of China.

 

Her research focuses on rational and strategic consumer choices and dynamic structural models; dynamic and interactive marketing mix and customer information management; and, most recently, on modeling dynamic and inter-dependent consumer decisions on e-commerce and social media platforms.

 

Professor Sun is the recipient of numerous awards for research and teaching, including the 2009 Finalist for John D.C. Little Best Paper Award at INFORMS, the 2006 MBA George Leland Bach Teaching Award, and the 2005 CART Research Frontier Award for Innovative Research at Carnegie Mellon University.

 

She also serves on the editorial boards of Journal of Marketing Research, Marketing Science, and Journal of Marketing. Her extensive consulting experience includes work with major corporations including Bosch, Boy Scouts of America, Highmark Insurance, John Deer and IBM. An active contributor to media discussions on current business issues, Professor Sun's research has been cited in The Economist, The New York Times,The Wall Street Journal, Time Magazine, and Bloomberg, among others.

 

Achievements

  • Finalist, John D.C. Little Best Paper Award, INFORMS, 2009
  • Faculty fellow for 2008 Doctoral Consortium, AMA, 2008
  • Faculty fellow for 2007 Doctoral Consortium, AMA, 2007
  • MBA George Leland Bach Teaching Award, CMU, 2006
  • Faculty fellow for 2007 Doctoral Consortium, AMA, 2006
  • Faculty fellow for 2006 Doctoral Consortium, AMA, 2006
  • CART Research Frontier Award for Innovative Research, CMU, 2005
  • Xerox Research Chair, CMU, 2004-05
  • Selected to Marketing Young Scholars Program, MSI, 2004
  • MBA All Star Teaching Award, UNC, 2003
  • MBA Master Teacher, UNC, 2003
  • Academic Achievement Award, USC, 1995
  • Academic Achievement Award, USC, 1993

Download CV

 

Selected Publications

  1. "The ISMS Durable Goods Datasets," Jian Ni and Scott Neslin (database article). Marketing Science, 2012, 31(6), 1008-13.
  2. "Ushering Buyers into Electronic Channels." Nishitha Langer, Chris Forman, Sunder Kekre, and Baohong Sun. Information Systems Research, 2012, 23(4), 1212-31.
  3. "A Dynamic Structural Model of the Impact of Loyalty Programs on Customer Behavior," Praveen Kopalle, Scott A. Neslin, Baohong Sun, Yacheng Sun, and Vanitha Swaminathan. Marketing Science, 2012 (31(2), 216-235.
  4. "Cross-Selling the Right Product to the Right Customer at the Right Time," Shibo Li, Alan Montgomery and Baohong Sun, Journal of Marketing Research, 2011, 48(4), 683-700.
  5. "Learning and Acting Upon Customer Information: A Simulation-Based Demonstration on Service Allocations with Offshore Centers," Sun, Baohong and Shibo Li, Journal of Marketing Research, 2011, 48(1), 72-86.
  6. "Testing for Choice Dynamics in Panel Data," Tulin Erdem, Michael Katz, and Baohong Sun, Quantitative Marketing and Economics, 2010, 8(3), 303.
  7. "Why Do Consumers Buy Extended Service Contracts?" Tao Chen, Ajay Kalra, and Baohong Sun, Journal of Consumer Research, 2009, 36(4), 661-623.
  8. "An Empirical Investigation of the Dynamic Effect of Marlboro's Permanent Pricing Shift," Tao Chen, Baohong Sun, and Vishal Singh, 2009, Marketing Science, 28(4), 740-758.
  9. "Internet Auction Features as Quality Signals," Shibo Li, Kannan Srinivasan and Baohong Sun, 2009, Journal of Marketing, 73(1), 75-92.
  10. "A Dynamic Model of Brand Choice When Price and Advertising Signal Product Quality." Erdem, Tulin, Michael Keane and Baohong Sun, 2008, Marketing Science, 27(6), 1111-1129. (Finalist, John D.C. Little Best Paper Award, INFORMS)
  11. "The impact of advertising on consumer price sensitivity in experience goods markets," Erdem, Tulin, Michael Keane and Baohong Sun, 2008, Quantitative Marketing and Economics, 6 (2), p139-176.
  12. "Promotion Effect on Endogenous Consumption," Baohong Sun, 2005, Marketing Science, 24(3), 430-443.
  13. "Cross-selling Sequentially Ordered Products: An Application to Consumer Banking Services," Shibo Li, Baohong Sun and Ronald Wilcox, 2004, Journal of Marketing Research, 42 (2), 233-240.(2005-2007 Journal of Marketing Research Most-Cited Articles)
  14. "Product Strategy for Innovators in Markets with Network Effects," Baohong Sun, Jinhong Xie and H. Henry Cao, 2004, Marketing Science, 23 (2), 243-254.
  15. "Measuring The Impact of Promotions on Brand Switching Under Rational Consumer Behavior," Baohong Sun, Scott Neslin, Kannan Srinivasan, 2003, Journal of Marketing Research, 40, 4, 389-405.
  16. "An Empirical Investigation of Spillover Effects of Marketing Mix Strategy in Umbrella Branding," Tulin Erdem and Baohong Sun, 2002, Journal of Marketing Research, 39, 4, 408-420.
  17. "Understanding the Reference Price Shopper: A Within and Cross-Category Analysis," Tulin Erdem, Glenn Mayhew and Baohong Sun, 2001, Journal of Marketing Research, 38, 4, 445-457.
  18. "Missing Price and Coupon Availability Data in Scanner Panels: Correcting for the Self-Selection Bias in the Choice Model Parameters," Tulin Erdem, Michael Keane and Baohong Sun, 1999, Journal of Econometrics, 89, 1-2, 177-196.
  19. "Modeling Survey Response Bias - with An Application to the Demand for An Advanced Electronic Device Service," Cheng Hsiao and Baohong Sun, Journal of Econometrics, 1999, 89, 1-2, 15-39, (lead article).

Working Papers

 

Completed Working Papers

  1. Yacheng Sun, Shibo Li, and Baohong Sun, "When Advance Purchase need to be made for Future Consumption – An Empirical Investigation of Consumer Self-Selection under Bucket Pricing."
  2. Brett Gordon and Baohong Sun, "Implications of Self-Control of Vice Goods on Price and Promotion Effects.
  3. Laurens Debo, Sunder Kekre, Jian Ni, Baohong Sun, "Channel Motivations in Emerging Market: An Empirical Analysis."
  4. Henry Cao and Baohong Sun, "Value of Learning and Acting Upon Customer Information."
  5. Yingda Lu, Param Vir Singh, and Baohong Sun, "A Dynamic Structural Analysis of Knowledge Sharing on Enterprise 2.0."
  6. Tao Chen and Baohong Sun, "Consumer Purchases of Retailers' Extended Service Contracts and Implications on Dynamic Pricing: An Empirical Study."
  7. Vineet Kumar, Ramayya Krishnan, and Baohong Sun, "Measuring Dynamic Effect of Promotion through Social Network."

Work In Progress

  1. "When is the Juice Worth the Squeeze? – An Empirical Study of Optimal Structuring of Win-back Strategy in the Presence of Consumer Dynamics," with Yacheng Sun and Shibo Li.
  2. "Dynamics of Consumer Channel Choice," with Ryan J. Luchs and J. Jeffrey Inman.
  3. "Empirical Analysis of Purchase and Consumption Decisions of Health Insurance," Jian Ni, Nitin Mehan, Kannan Srinivasan and Baohong Sun.
  4. Kumar, Vineet, Kannan Srinivasan and Baohong Sun. 2010. "Why do Consumers Contribute to Connected Goods? A Dynamic Game of Competition and Cooperation in Social Networks". Working Paper. Carnegie Mellon University.
  5. Ma, Liye, Baohong Sun and Kannan Srinivasan. 2010. "A Dynamic Competitive Analysis of Content Production and Link Formation of Internet Content Developers". Working Paper. Carnegie Mellon University.
  6. Ma, Liye, Sunder Kekre, and Baohong Sun, 2011, "Managing Customer Sentiment on Social Media."
  7. Liu, Xiao, Tim Den and Baohong Sun, 2011, "Cross Price Elasticities of Durable Product and Add-ons."
  8. Ni, Jian, Scott Neslin, and Baohong Sun, "Hyperbolic Discounting."

Courses

Marketing

Marketing Management (Core)

Pricing Strategy

Social Media Marketing

Customer Relationship Management

Dynamic Optimization for Interactive Marketing

 

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