Jane Gu

Associate Professor of Marketing

Dean's Ackerman Scholar

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Education/Professional Certification

Ph.D. Marketing, New York University, Stern School of Business
MS Economics, State University of New York, Buffalo
BA Economics & BS Computer Science, Wuhan University, China

Areas of Expertise

Artificial Intelligence
Digital Marketing and Analytics
Online Platform
Social Media
Behavioral Economics
Competitive Strategies

Biography

Professor Jane Gu obtained Ph.D. in Marketing from NYU, Stern School of Business. Professor Gu’s research focuses on investigating consumer behaviors and firm strategies in digital environments. Professor Gu has published in leading marketing and other business journals, including Journal of Marketing Research, Management Science, Marketing Science, Information Systems Research, and Management Information Systems Quarterly.

Professor Gu teaches Digital Marketing at the undergraduate and MBA level. Professor Gu has also taught Marketing Strategy, Marketing Management, Marketing Research, International Marketing, and New Media Marketing.

Google Scholar page

SSRN page 1

SSRN page 2

Journal Publications

• Puyang Xiaojuan, Jane Gu, Rachel Chen, and Juan Li (2025), “Vertical Competition on a Common Platform,” Marketing Science, forthcoming. working version.
• Gu, Jane, Han Yue, Weining Bao, and Hongfu Liu (2025), “‘Using Consumption Emotional Features to Predict Web-Show Viewership,” Journal of the Academy of Marketing Science, forthcoming. working version
• Gu, Jane, Xuying Zhao, and D. J. Wu (2024), “A Model of Shoppertainment Live Streaming.” Management Science, forthcoming. working version
• Gu, Jane and Xuying Zhao (2024), “Content Length Limit: How Does it Matter for a Consumer-to-Consumer Media Platform?”  Information Systems Research, 35 (4), 1785-1801. Download now. Podcast about the article: Leveraging economics to evaluate how video length on TikTok impacts profits.
• Shulman, Jeffery and Jane Gu (2024), “Making Inclusive Product Design a Reality: How Company Culture and Research Bias Impact Investment,” Marketing Science, 43 (1), 73-91. Equal Authorship. Download now.
• Gu, Jane and Giri Tayi (2023), “Consumer Self-Design and Brand Competition,” Production and Operations Management, 32 (8), 2420-2437, Download Now.
• Gu, Jane and Xinxin Li (2023), “Social Sharing, Public Perception, and Brand Competition in a Horizontally Differentiated Market,” Information Systems Research, 34 (2), 553-569. Download Now
• Gu, Jane and Yunchuan Liu (2018),  “Why Would a Big Retailer Refuse to Collaborate on Manufacturer SPIFF Programs?” Quantitative Marketing and Economics, 16 (4), 441-472. download now
• Gu, Jane and Giri Tayi (2017), “Consumer Pseudo-Showrooming and Omni-Channel Product Placement Strategies,” Management Information Systems Quarterly, 41 (2), 583-606. working version
• Gu, Jane and Giri Tayi (2015),” Consumer Mending and Online Retailer Fit-Uncertainty Mitigating Strategies,” Quantitative Marketing and Economics, 13 (3), 252-282. working version
• Gu, Jane and Giri Tayi (2015),” Investigating Firm Strategies on Offering Consumer Customizable Product,” Information Systems Research, 26 (2), 456-468. Download Now
• Gu, Jane and Yunchuan Liu(2013), “Retailer Store layout, Consumer Fit Uncertainty, and Channel Interaction,” Marketing Science, 32 (4), 652-668. Download Now
• Gu, Jane and Ying Xie (2013), “Providing Fit-Revealing Information in the Competitive Market,” Management Science, 59 (5), 1196-1212. Download Now
• Gu, Jane and Sha Yang (2010), “Quantity-Discount-Dependent Consumer Preferences and Competitive Nonlinear Pricing,” Journal of Marketing Research, 47 (6), 1100-1113. Download Now

Book Chapter

• Gu, Jane and Rachel Chen (2019), “Buyer Valuation Uncertainty and Firm Information Provision Strategies,” in Channel Strategies and Marketing Mix in a Connected World, Springer Series in Supply Chain Management, Edited by Chris Tang. download now