Zuhui Xiao

Zuhui Xiao

  • Assistant Professor, Marketing


PhD, Business Administration (Marketing), Minor in Economics, University of Minnesota Twin Cities
M.Phil, in Operations Management, Hong Kong Polytechnic University
BS, in Management Science, Fudan University, China

Areas of Expertise

Dr. Xiao specializes in models that incorporate how consumers’ or agents’ beliefs are shaped, updated or rationalized (endogenous belief models) in their decision-making process and firms’ strategic responses to them in rich settings. Her current research interests are in the areas of behavioral industrial organization, including class pricing strategies, trust and betrayal in inter-organizational ties, and B2B salesperson issues.

Professional Activities

Dr. Xiao is a winner of the INFORMS Society for Marketing Science (ISMS) Doctoral Dissertation Award (2017) and All-University Doctoral Dissertation Fellowship at University of Minnesota (2016) (the only winner from all business disciplines), and finalist for the Institute for the Study of Business Markets (ISBM) Doctoral Dissertation Award (2018). Dr. Xiao’s research has been presented at INFORMS Marketing Science conferences, Frank Bass-UTD FORMS Conference, Thought Leadership on the Sales Profession Conference, Industry Studies Association Conference, INFORMS Annual Meeting, and the Haring Symposium.