Professor Fang is a professor of marketing and Iacocca chair of marketing. He is also the founding director of the Center of Digital Marketing Strategy and Analytics. Before joining Lehigh University in August 2020, he spent 12 years at the University of Illinois at Urbana-Champaign, as an assistant professor (2008-2012), associate professor (2012-2016), and professor of marketing and James Tower Fellow (2016-2020). Professor Fang’s research focuses on digital marketing strategy in a data-rich environment and international business. He has more than 30 articles in leading marketing and management journals such as the Journal of Marketing, Journal of Marketing Research, Marketing Science, MIS Quarterly, Organization Science, and the Journal of International Business Studies. His research includes online community user-generated content, online advertising, digital customization, and online platform strategy. His research has been focused on and sponsored by digital companies such as Alibaba, Tencent, JD, and Netease, among others. From 2007-2017, Eric Fang was ranked ninth worldwide in publications in leading marketing journals such as the Journal of Marketing and Journal of Marketing Research.
His research has won the Journal of Marketing and the Journal and Retailing Best Paper Award, AMA Service Paper Award and he has been featured several times in the Economist, Advertising Age, and other publications. He was awarded the Marketing Science Institute (MSI) Young Scholar in year 2011, and the AMA Varadarajan Award for Early Career Contributions to Marketing Strategy Research in year 2015.