Zuhui Xiao

Assistant Professor, Marketing

(414) 229-6296
Lubar Hall S379


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 understanding firms' strategies in response to richer and more realistic (non-standard, from a neuro-classic economics lens) models of human behaviors. Her current research interests are in the areas of behavioral industrial organization, including class pricing strategies, trust in inter-organizational ties, and B2B salesperson issues.

Professional Activities

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.