Hongju Liu

Associate Professor


Education/Professional Certification

Ph.D. in Marketing, University of Chicago Booth School of Business
MBA, University of Chicago Booth School of Business
MA in Computer Science, University of Wisconsin-Madison
MS in Mathematics, University of Wisconsin-Madison
BS in Mathematics, Peking University

Areas of Expertise

Dynamic structural models
Technology markets
Pharmaceutical marketing
Digital marketing and analytics

Featured Publications

  • Liu, Hongju, Qiang Liu and Pradeep K. Chintagunta (forthcoming), “Promotion Spillovers: Drug Detailing in Combination Therapy,” Marketing Science. Download Now
  • Li, Bin, Xinxin Li and Hongju Liu (forthcoming), “Consumer Preferences, Cannibalization and Competition: Evidence from the Personal Computer Industry,” MIS Quarterly. Download Now
  • Liu, Qiang, Sachin Gupta, Sriram Venkataraman and Hongju Liu (forthcoming), “An Empirical Model of Drug Detailing: Dynamic Competition and Policy Implications,” Management Science. Download Now
  • 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, 177-190. Download Now
  • Liu, Hongju, Joseph Pancras and Malcolm Houtz (2015), “Managing Customer Acquisition Risk Using Co-operative Databases,” Journal of Interactive Marketing, 29, 39-56. Download Now
  • 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. Download Now
  • Liu, Alfred Z., Hongju Liu and Sean X. Xu (2013), “How Do Competitive Environments Moderate CRM Value?” Decision Support Systems, 56, 462-473. Download Now
  • Liu, Hongju, Pradeep K. Chintagunta and Ting Zhu (2010), “Complementarities and the Demand for Home Broadband Internet Services,” Marketing Science, 29 (4), 701-720. Download Now
  • Liu, Hongju (2010), “Dynamics of Pricing in the Video Game Console Market: Skimming or Penetration?” Journal of Marketing Research, 47 (3), 428-443. Download Now
Contact Information
Phone+1 (860) 486-8397
Office LocationBUSN 362
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