Er (Eric) Fang

Professor Fang is 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 University of Illinois at Urbana-Champaign, as 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 data-rich environment, and international business. He has more than 30 articles in leading marketing and management journals such as Journal of Marketing, Journal of Marketing Research, Marketing Science, MIS Quarterly, Organization Science, and 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, Netease, among others. From 2007-2017, Eric Fang was ranked ninth worldwide in publications in leading marketing journals such as Journal of Marketing and Journal of Marketing Research.

His research has won best Journal of Marketing and Journal and Retailing Best Paper Award, AMA Service Paper Award and has been featured several times in the Economist, Advertising Age, and other publications. He was awarded Marketing Science Institute (MSI) Young Scholar in year 2011, and AMA Varadarajan Award for Early Career Contributions to Marketing Strategy Research in year 2015. 

Education

• Fudan University, M.S., Economics
• University of Missouri-Columbia, Ph.D., Business Administration (Marketing)

Research Interests

• Digital marketing strategy
• Marketing analytics
• Marketing and innovation

• "We Earned the Coupon Together" The Missing Link of Experience Cocreation in Shared Coupon Conversion, By Eric (Er) Fang, Bacy Dong, Mengzhou Zhuang, and Fengyan Cai (2022), Journal of Marketing.
• Zhuang, M. Fang, E., Lee, J., Li, X. (2021), “Pricing Ranking and Product Listing Advertising Performance,” conditional acceptance at Information System Research, (UTD24 and FT50).
• Tang, T, Fang, E., and Qualls W. (2020), “The Effects of Knowledge and Network Alignment in Open Source Software Development,” Nov. at MIS Quarterly (UTD 24 and FT50).
• Sridhar, S. and Fang, E., “New vistas for marketing strategy: digital, data-rich, and developing market (D3) environments” 2019 at Journal of the Academy of Marketing Science (FT 50).
• Tanya (Ya), Gregory J. Fisher, and Eric (Er) Fang, (2019). "The Effects of Community-Based New Product Development Strategies on Project Performance," Future-Focused Strategic Marketing, Babu John Mariadoss and Raj Echambadi (Eds.), Nova Science Publishers, 281-317.
• Kozlenkova, I, Palmatier, R. Fang, E., and Huang, M..X. (2018), “Online Digital Community Formation” Journal of Marketing (UTD 24 and FT50).
• Lee, JY, Fang, E., Kim, J., Li, X. and Palmatier, R. (2018) “The Effect of Online Shopping Platform Strategies on Search, Display, and Membership Revenues,” Journal of Retailing (2019 Davidson award for the best paper published in Journal of Retailing)
• Harmeling, C., Fang, E., Palmatier, R. and Wang, D. (2018), “Group Marketing: The Dynamic Effects of Online Group Conformity on Performance” (leading article) Sep at Journal of Marketing (Maynard Award Winner) (UTD 24 and FT50).
• Fisher, G., Fang, E. 2017. Customer-Driven Innovation: A Conceptual Typology, Review of Theoretical Perspectives, and Future Research Directions . In Peter Golder, Mitra, Debanjan (Ed.), Handbook of New Product Development Research
• Wang, Y, Lee, J. Fang, E., Ma, S. (2017), “Project Customization and Dilemma between Product Cost and Benefit,” Journal of Marketing (UTD 24 and FT50).
• Fang, E., Lee, J., and Palmatier, R. (2016), “The Effects of Plural Structure Alliance on Firm Performance” Journal of Marketing Research (UTD 24 and FT50).
• Fang, E., Lee, J., Han, S., and Palmatier, R. (2016) “If It Takes a Village to Foster Innovation, Success Depends on the Neighbors: The Effects of Global and Ego Networks on New Product Launches”, Journal of Marketing Research (UTD 24 and FT50).
• Wang, F., Liu, X., Fang, E. (2015), “User Reviews Variance, Critic Reviews Variance, and Product Sales: An Exploration of Customer Breadth and Depth Effects,” Journal of Retailing, 91(3), 372-389. (leading article)
• Fang, E., Li, X., Huang, M., Palmatier, R. (2015), “Direct and Indirect Effects of Buyers and Sellers on Search Advertising Revenues in Business-to-Business Electronic Platforms,” Journal of Marketing Research, 52(3), 407-422. (Featured in Marketing Science Institute Report as one of the most impactful articles) (UTD 24 and FT50).
• Fang, E., Lee, J., Yang, Z. (2015), “The Timing of Codevelopment Alliances in New Product Development Processes: Returns for Upstream and Downstream Partners,” Journal of Marketing, 79(1), 64-82. (UTD 24 and FT50).
• Tang, T., Fang, E. and Wang F. (equal authorship) (2014), “Is Neutral Really Neutral? The Effects of Neural User Generated Content (UGC) on Product Sales,” Journal of Marketing, 78 (4), 41-58. (Media coverage by AMA and Marketing News) (UTD 24 and FT50).
• Yao, Z., Yang, Z., Fisher, G., Ma, C., Fang, E. (2013), “Knowledge Complementarity, Knowledge Absorption Effectiveness, and New Product Performance: The Exploration of International Joint Ventures in China,” International Business Review, 22 (1), 216-234. 
• Ma, C., Yang, Z., Yao, Z., Fisher, G., Fang, E. (2012), “The Effect of Strategic Alliance Resource Accumulation and Process Characteristics on New Product Success: Exploration of International High-Tech Strategic Alliances in China,” Industrial Marketing Management, 41 (3), 469-480.
• Steenkamp, JB., Fang, E. (equal authorship) (2011), "The Impact of Economic Contractions on the Effectiveness of R&D and Advertising: Evidence from U.S. Companies Spanning Three Decades” Marketing Science, 30 (4), 628-645. (Media coverage by Economist) (UTD 24 and FT50).
• Fang, E., Palmatier, R., Grewal R. (2011), "Effects of Customer and Innovation Asset Configuration Strategies on Firm Performance Outcomes", Journal of Marketing Research, 48 (3), 587-602.  (UTD 24 and FT50).
• Fang, E. (2011), "The Effect of Strategic Alliance Knowledge Complementarity on New Product Innovativeness in China", Organization Science, 22 (1), 158-172. (UTD 24 and FT50).
• Todd, A., Fang, E., Palmatier, R. (2011), "The Effects of Customer Acquisition and Retention Orientations on a Firm's Radical and Incremental Innovation Performance” (equal authorship), Journal of Academy of Marketing Science, 39 (2), 234-251.  (FT50)
• Fang, E., Zou, S. (2010), "The Effects of Absorptive and Joint Learning on the Instability of International Joint Ventures in Emerging Economics,” Journal of International Business Studies, 41 (5), 906-924.  (UTD 24 and FT50).
• Fang, E., Zou, S. (2009), "The Effect of Marketing Dynamic Capabilities in International Joint Ventures", Journal of International Business Studies, 40 (4), 742-762.  (UTD 24 and FT50).
• Fang, E. (2008), "Customer Participation and the Trade-Off Between New Product Innovativeness and Speed to Market", Journal of Marketing, 72 (3), 90-104. (UTD 24 and FT50).
• Fang, E., Palmatier, R., Scheer, L., Ni, L., (2008) "Trust at Different Organizational Levels", Journal of Marketing, 72 (2), 80-98. (UTD 24 and FT50).
• Fang, E., Palmatier, R., Steenkamp, JB. (2008), "Effect of Service Transition Strategies on Firm Value", Journal of Marketing, 72 (5), 1-14. (leading article) (Received the 2009 AMA SERVSIG Best Services Article Award)  (UTD 24 and FT50).
• Fang, E., Palmatier, R., Evans, K. (2008), "Influence of Customer Participation on Creating and Sharing of New Product Value", Journal of Academy of Marketing Science, 36 (3), 322-336.  (FT50)
• Palmatier, R., Miao, F., Fang, E. (2007), “Sales Channel Integration After Mergers and Acquisition: A Methodological Approach for Avoiding Common Pitfalls,” Industrial Marketing Management, 36 (5), 589-603.
• Fang, E., Evans, K., Laundry, T. (2005), "Control System’ Effect on Attributional Processes and Sales Outcomes: A Cybernetic Information-Processing Perspective", Journal of Academy of Marketing Science, 33 (4), 553-574.  (FT50)
• Fang, E., Evans, K., Zou, S. (2005), "The Moderating Effects of Goal-Setting Characteristics on Relationship between Sales Control and Performance", Journal of Business Research, 58 (9), 1214-1222. 
• Fang, E., Palmatier, R., Evans, K. (2004), "Goal-setting Paradoxes? Trade-offs Between Working Hard and Working Smart: The United States versus China", Journal of Academy of Marketing Science, 32 (2), 188-202.  (FT50)
• Zou, S., Fang, E., Zhao, S. (2003), “The Effect of Export Marketing Capabilities on Export Performance: An Investigation of Chinese Exporters,” Journal of International Marketing, 11 (4), 32-55.