Baojun Jiang

Professor of Marketing

Baojun Jiang

Baojun Jiang

Area of Expertise

Microeconomics/ Industrial Organization, Information Technology, Consumer Behavior and Decision Making, Distribution Channels, Marketing, Pricing, Supply Chain, Operations, and Technology


  • Ph D 2011, Carnegie Mellon University
  • MS 2007, Carnegie Mellon University
  • MBA 2005, University of Texas at Austin
  • MS 2000, Stanford University
  • MS 1999, Stanford University (Ph.D. Candidate, 1998-2000)
  • BA 1997, Grinnell College

Academic/Professional Activities

  • Editor, Journal Editor, Service Science
  • Editor, Senior Editor, Production and Operations Management
  • Editorial Review Board Member, Marketing Science
  • Editorial Review Board Member, Journal of Marketing Research


  • Phi Beta Kappa, honors in economics & physics, full scholarship 1993-1997, Grinnell College
  • MSI Scholars, Marketing Science Institute, 2023
  • Don Lehmann Award , American Marketing Association, 2022
  • Invited consortium faculty, AMA-Sheth Foundation Doctoral Consortium, 2021
  • Ranked top 50 for author productivity, AMA, 2021
  • Invited Consortium Faculty, 52nd AMA-Sheth Doctoral Consortium, 2017
  • MSI Young Scholar, Marketing Science Institute, 2017
  • The Olin Award, Washington University in St. Louis, 2013
  • Gerald L. Thompson Doctoral Dissertation Award in Management Science, Carnegie Mellon University, 2011
  • ISMS Doctoral Dissertation Award, INFORMS Society for Marketing Science, 2010
  • William Larimer Mellon Fellowship 2005-2008, Carnegie Mellon University, 2008
  • Beta Gamma Sigma, University Of Texas at Austin, 2005
  • Deans' Honors Award, University Of Texas at Austin, 2005
  • Centennial Teaching Assistant Award, Stanford University, 2000
  • H. George Apostle Prize in Physics, Grinnell College, 1997
  • Joseph Wall Phi Beta Kappa Scholar's Award, Grinnell College, 1997

Teaching Interests

Pricing strategy, marketing strategy, analytical modeling in marketing

Research Interests

Competitive strategy, behavioral economics, the sharing economy, platform-based business models, pricing, distribution channels, innovation, operations/marketing interface, game theory.

Selected Publications

  • "Consumer Fairness Concerns and Dynamic Pricing in a Channel", Marketing Science, with W Diao, M Harutyunyun, 2023
  • "Effects of Reactive Capacity on Product Quality and Firm Profitability in an Uncertain Market", Operations Research, with L Tian, 2022
  • "Manufacturer's Entry in the Product-Sharing Market", Manufacturing & Service Operations Management, with L. Tian, Y. Xu, 2021
  • "Product-Line Design in the Presence of Consumers' Anticipated Regret", Management Science, with T. Zou, B. Zhou, 2020
  • "Consumer Search and Filtering on Online Retail Platforms", Journal of Marketing Research, with T. Zou, 2020
  • "Integration of Primary and Resale Platforms", Journal of Marketing Research, with T. Zou, 2020
  • "Competition of content acquisition and distribution under consumer multi-purchase", Journal of Marketing Research, with Lin Tian, Bobby Zhou, 2019
  • "The Bright Side of Having an Enemy", Journal of Marketing Research, with M. Harutyunyan, 2019
  • "Inter-Competitor Licensing and Production Innovation", Journal of Marketing Research, Issue 5, 738-751, with Hongyan Shi, 2018
  • "Collaborative consumption: Strategic and economic implications of product sharing", Management Science, Issue 3, 1171-1188, with L. Tian, 2018