Curriculum Vitae


July 2012 - Present, Assistant Professor of Marketing
January 2016 - Present, Finning Junior Professorship in Marketing
Sauder School of Business, University of British Columbia


Ph.D., Business Administration, Washington University in St. Louis, 2007 - 2012
B.S., Statistics, Fudan University, 2003 - 2007
Exchange Student, National University of Singapore, 2005

Research Interests

Internet Advertising, User Generated Contents, CRM, Mobile Platforms, Matching Models


Wu, Chunhua. 2015. Matching value and market design in online advertising networks: An empirical analysis. Marketing Science. 34(6) 906-921.

Wu, Chunhua, Hai Che, Tat Y. Chan, and Xianghua Lu, 2015, The Economic value of online reviews. Marketing Science. 34(5) 739-754.

Chan, Tat Y., Chunhua Wu, and Ying Xie. 2011. Measuring the lifetime value of customers acquired from Google search advertising. Marketing Science. 30(5) 837-850.

Narasimhan, Chakravarthi, Purushottam Papatla, Baojun Jiang, Praveen K. Kopalle, Paul R. Messinger, Sridhar Moorthy, Davide Proserpio, Upender Subramanian, Chunhua Wu, and Ting Zhu. 2018. Sharing economy: Review of current research and future directions. Customer Needs and Solutions. 5(1-2) 93-106.

Papers Under Review

Lewis, Michael, Yanwen Wang and Chunhua Wu. 2018. Season ticket value and the secondary market. under fourth round review at Marketing Science (minor revision).

Wu, Chunhua, Yanwen Wang and Ting Zhu. 2018. Technology adoption, digital inequality and worker productivity: The case of mobile hailing apps. minor revision at Marketing Science.

Wu, Chunhua and Koray Cosguner. 2018. Profiting from the decoy effect: The case of online diamond pricing. revise and resubmit at Marketing Science.

Zhang, Kaifu, Chunhua Wu and Jack (Xinlei) Chen. 2016. Review extortion in an online marketplace. reject and resubmit at Management Science.

Wang, Qiyuan, Chunhua Wu, and Charles Weinberg. Demand Estimation with Large Product Sets: Using Machine Learning to Reduce Estimation Bias. under review.

Wang, Kangkang, Chunhua Wu, and Ting Zhu. 2018. Price match guarantees in the age of showrooming: An empirical analysis. under review.

Wu, Chunhua, Charles Weinberg, and Jason Ho. 2018. Act global, protect local: Hollywood movies in China. under review.

Working Papers

Chan, Tat Y., Yijun Chen, and Chunhua Wu. 2018. Collaboration among competitors under incomplete information: An empirical matching model.

Wang, Kangkang and Chunhua Wu. 2015. Strategic product design outsourcing in competitive markets.

Wu, Chunhua, Yitian (Sky) Liang and Xinlei(Jack) Chen. 2014. An empirical analysis of the economic value in the daily deals market.

Work in Progress

Yang, Fan, Chunhua Wu, and Charles Weinberg. [Effectiveness of price incentives as invitation to search: An empirical study].


Chunhua Wu, Ting Zhu, and Yanwen Wang. The economic impact of mobile hailing apps. SSHRC Insight Grant, 2015-2019.

Chunhua Wu and Yanwen Wang. Season ticket value and the secondary market. SSHRC Insight Development Grant, 2015-2017.

Ting Zhu and Chunhua Wu. Can price matching defeat showrooming? SSHRC Insight Grant, 2014-2017.

Student Supervision

Yitian (Sky) Liang (Tsinghua University), dissertation committee member, 2012–2017.

Fan Yang, ongoing supervision, 2016–present.

Qiyuan Wang, ongoing supervision, 2016–present.

Journal Referee

Marketing Science; Management Science; Journal of Political Economy; Journal of Interactive Marketing.


COMM365 Market Research (BCOMM); COMM414 Data Visualization and Business Analytics (BCOMM); BAIT527 Business Intelligence (MBA); Empirical Methods in Marketing (PhD).

Programming Skills

Linux, LaTeX, C++, R, Matlab, SAS, MySQL, Python

Conference Presentations and Invited Talks

2018 Frontiers Empirical Research Conference, Miami, November 2018
University of Guelph, November 2018
Purdue University, April 2018
2017 INFORMS Marketing Science Conference, USC, June 2017
2nd CEIBS Marketing Conference, CEIBS, June 2017
5th Empirical and Theoretical Symposium, McGill, May 2017
2016 Invitational Choice Symposium, Lake Louise, May 2016
Tenth UT Dallas FORMS Conference, February 2016
Emory University, January 2016
University of Colorado, Boulder, October 2015
2015 SICS Conference, UC Berkeley, July 2015
Fudan University, June 2015
2014 INFORMS Marketing Science Conference, Emory University, June 2014
UW-UBC Marketing Conference, University of Washington, June 2014
Univesity of Alberta, March 2014
Seventh UT Dallas FORMS Conference, February 2013
University of Minnesota, November 2011
National University of Singapore, November 2011
The University of Chicago, November 2011
Rice University, October 2011
Cheung Kong Graduate School of Business, October 2011
The Hong Kong University of Science and Technology, September 2011
The Chinese University of Hong Kong, September 2011
2011 INFORMS Marketing Science Conference, Rice University, June 2011
2010 China India Consumer Insights Conference, Yale University, June 2010
2010 AMA Sheth Foundation Doctoral Consortium, June 2010
2009 INFORMS Marketing Science Conference, University of Michigan, June 2009
2009 Collaborative and Multidisciplinary Research Conference, Yale University, May 2009
2008 INFORMS Marketing Science Conference, UBC, June 2008

Other Experience

Co-founder,, 2007
Media Scheduling Analyst, Shanghai Media Group, 2006
Credict Risk Research Assistant, MasterCard Advisors, 2006