Baohong Sun

Dean's Distinguished Chair Professor of Marketing

Director of the CIM Center

Associate Dean for CKGSB Americas and Global Programs
PhD, University of Southern California

Areas of Expertise:

Big Data Marketing, Consumer Behavior and Trends, Customer Relationship Management, Digital Branding and Marketing, Dynamic Structural Models and Interactive Marketing Mix, E-commerce, Pricing Strategy, Social Commerce

Professor Sun Baohong is the Dean’s Distinguished Chair Professor of Marketing and the Associate Dean for CKGSB Americas. She also directs CKGSB’s Customer Information Management Center. Prior to joining CKGSB in 2011, Professor Sun was Carnegie Bosch Professor of Marketing at the Tepper School of Business of Carnegie Mellon University. Professor Sun received her PhD from the University of Southern California in 1997 and BA from Renmin University of China.

Her research focuses on rational and strategic consumer choices and dynamic structural models; dynamic and interactive marketing mix and customer information management; and, most recently, on modeling dynamic and inter-dependent consumer decisions on e-commerce and social media platforms.

Professor Sun is the recipient of numerous awards for research and teaching, including the 2008 Finalist for John D.C. Little Best Paper Award at INFORMS, the 2006 MBA George Leland Bach Teaching Award, and the 2005 CART Research Frontier Award for Innovative Research at Carnegie Mellon University.

She also serves on the editorial boards of Journal of Marketing Research, Marketing Science, and Journal of Marketing. Her extensive consulting experience includes work with major corporations including Bosch, Boy Scouts of America, Highmark Insurance, John Deer and IBM. An active contributor to media discussions on current business issues, Professor Sun’s research has been cited in The Economist, The New York Times, The Wall Street Journal, Time Magazine and Bloomberg, among others.

  • EE
  • EMBA
  • Chinese MBA
  • English MBA
  • Global Programs
  • Marketing Management (Core)
  • Pricing Strategy
  • Social Media Marketing and E-Commnerce
  • Customer Relationship Management
  • Dynamic Optimization for Interactive Marketing
  • Global Marketing Strategy: China
  • Advanced Data Analysis and Choice Models I
  • Big Data Marketing
  • 2019 Faculty fellow for 2019 AMA-Sheth Doctoral Consortium
  • 2018 Finalist, 2018 The INFORMS Society for Marketing Science
    Long Term Impact Award (LTI Award)
  • 2016 Finalist, John D.C. Little Best Paper Award, INFORMS
  • 2012 Outstanding Faculty Research Award, CKGSB
  • Finalist, John D.C. Little Best Paper Award, INFORMS, 2009
  • Faculty fellow for 2008 Doctoral Consortium, AMA, 2008
  • Faculty fellow for 2007 Doctoral Consortium, AMA, 2007
  • MBA George Leland Bach Teaching Award, CMU, 2006
  • Faculty fellow for 2007 Doctoral Consortium, AMA, 2006
  • Faculty fellow for 2006 Doctoral Consortium, AMA, 2006
  • CART Research Frontier Award for Innovative Research, CMU, 2005
  • Xerox Research Chair Professor, CMU, 2004-05
  • Selected to Marketing Young Scholars Program, MSI, 2004
  • MBA All Star Teaching Award, UNC, 2003
  • MBA Master Teacher, UNC, 2003
  • Academic Achievement Award, USC, 1995
  • Academic Achievement Award, USC, 1993

Customer-Centric Marketing: A Pragmatic Framework with Ravi R. The MIT Press. March 2016.

  1. Wisdom Medical – Cracking the ‘Tie Triangle’ DilemmaHarvard Business Review (Chinese version), Feb, 2019.
  2. Individual Consumer’s Learning in the Process of Technology Implementation: A Bayesian Estimation of a Bayesian Learning Approach,” Haijing Hao, Rema Padman, Baohong Sun and Rahul Telang, forthcoming at Electronic Commerce Research.
  3. An Empirical Analysis of Consumer Purchase Behavior of Base Products and Add-ons,” Liu, Xiao, Tim Dendenger and Baohong Sun. Marketing Science, 2018, 37(4), 507-684.
  4. Everywhere and at All Times: Mobility, Consumer Decision Making, and Choice,” Lurie, Nicholas H. and Berger, Jonah A. and Chen, Zoey and Li, Beibei and Liu, Hongju and Mason, Charlotte and Muir, David M. and Packard, Grant M. and Pancras, Joseph and Schlosser, Ann and Sun, Baohong and Venkatesan, Rajkumar. Customer Needs and Solutions, 2018, 5(1), 15-27.
  5. Quantifying the Impact of Social Influence on Information Technology,” Haijing Hao, Rema Padman, Baohong Sun and Rahul Telang. Information System Research, 2018, 29(1), 25-41.
  6. Is Core-Periphery Network Good for Knowledge Sharing? — A Structural Model of Endogenous Network Formation on a Crowdsourced Customer Support Forum,” Yingda Lu, Param Singh, Baohong Sun. Management Information Systems Quarterly, 2017. 42(1), 607-628.
  7. Empirical Analysis of Purchase and Consumption Decisions of Health Insurance,” Jian Ni, Nitin Mehan, Kannan Srinivasan and Baohong Sun. Marketing Science, 2017, 36(3), 338-360.
    • Selected for Marketing Science Press Release of the Issue.
  8. Squeaky Wheel Gets the Grease – An Empirical Analysis of Customer Voice and Firm Intervention on Twitter.”Liye Ma, Baohong Sun, and Sunder Kekre.Marketing Science, 2015, 34(5), 627-645, (Lead article).
    • ​​Finalist, John D.C. Little Best Paper Award, INFORMS.
    • Lead Article
    • Selected for Marketing Science Press Release of the Issue.
  9. An Empirical Analysis of Consumer Purchase Decisions under Price-Discrimination Bucket Pricing. Yacheng Sun, Shibo Li, and Baohong Sun. Marketing Science2015, 34(5), 646–668. 
  10. A Dynamic Model of Rational Addiction: Evaluating Cigarette Taxes.” Brett Gordon and Baohong SunMarketing Science,2015, 34(3), 452–70. ​
  11. The ISMS Durable Goods Datasets,” Jian Ni and Scott Neslin (database article)Marketing Science2012, 31(6), 1008-13.
  12. Ushering Buyers into Electronic Channels.” Nishitha Langer, Chris Forman, Sunder Kekre, and Baohong Sun. Information Systems Research2012, 23(4),1212-31.
  13. A Dynamic Structural Model of the Impact of Loyalty Programs on Customer Behavior,” Praveen Kopalle, Scott A. Neslin, Baohong Sun, Yacheng Sun, and Vanitha SwaminathanMarketing Science, 2012 (31(2), 216-235.
  14. Cross-Selling the Right Product to the Right Customer at the Right Time,” Shibo Li, Alan Montgomery and Baohong Sun, Journal of Marketing Research2011, 48(4), 683-700.
  15. Learning and Acting Upon Customer Information: A Simulation-Based Demonstration on Service Allocations with Offshore Centers,” Sun, Baohong and Shibo Li, Journal of Marketing Research2011, 48(1), 72-86.
  16. Stated intentions and purchase behavior: A unified model,” Baohong Sun and Vicki Morwitz. International Journal of Research in Marketing 27(4), 356-366.
  17. A simple test for distinguishing between internal reference price theories,” Tulin Erdem, Michael Katz, and Baohong Sun, Quantitative Marketing and Economics2010, 8(3), 303.
  18. Why Do Consumers Buy Extended Service Contracts?” Tao Chen, Ajay Kalra, and Baohong Sun, Journal of Consumer Research2009, 36(4), 661-623.
  19. An Empirical Investigation of the Dynamic Effect of Marlboro’s Permanent Pricing Shift,” Tao Chen, Baohong Sun, and Vishal Singh, 2009, Marketing Science28(4), 740-758.
  20. Internet Auction Features as Quality Signals,” Shibo Li, Kannan Srinivasan and Baohong Sun,2009, Journal of Marketing73(1), 75-92.
  21. “Measuring Long Run Marketing Effects and their Implications for Long Run Marketing Decisions,” Bart Bronnenberg et al., 2008, Marketing Letters19 (3-4), p367-382.
  22. A Dynamic Model of Brand Choice When Price and Advertising Signal Product Quality.” Erdem, Tulin, Michael Keane and Baohong Sun, 2008, Marketing Science27(6), 1111-1129.
    • Finalist, 2018 The INFORMS Society for Marketing Science Long Term Impact Award (LTI Award)
    • Finalist, 2008 John D.C. Little Best Paper Award, INFORMS
  23. The impact of advertising on consumer price sensitivity in experience goods markets,” Erdem, Tulin, Michael Keane and Baohong Sun, 2008, Quantitative Marketing and Economics6 (2), p139-176.
  24. “Ignoring Your Best Customer? An Investigation of Customer Satisfaction, Customer Retention and Their Financial Impact,”Sun, Baohong, Ronald Wilcox and Ting Zhu, 2007, Journal of Relationship Marketing6(3/4), p87-116.
  25. Technology Innovation and Implications on Customer Relationship Management,”(invited commentary paper), Baohong Sun, 2006, Marketing Science25(6), 594-598.
  26. Dynamic Structural Consumer Models and Current Marketing Issues,”(invited commentary paper), Baohong Sun, 2006, Marketing Science25(6), 625-629.
  27. “‘Adaptive’ Learning and ‘Proactive’ Customer Relationship Management,”Baohong Sun, Shibo Li,and Catherine Zhou, 2006, Journal of Interactive Marketing20(3/4), 82-96
  28. “Choice Models and Customer Relationship Management,”Wagner Kamakura et al, 2005, Marketing Letters16(3-4), 279-295.
  29. Promotion Effect on Endogenous Consumption,” Baohong Sun, 2005, Marketing Science24(3), 430-443.
  30. Cross-selling Sequentially Ordered Products: An Application to Consumer Banking Services,” Shibo Li, Baohong Sun and Ronald Wilcox, 2004, Journal of Marketing Research42 (2), 233-240.
  31. Product Strategy for Innovators in Markets with Network Effects,” Baohong Sun, Jinhong Xie and H. Henry Cao, 2004, Marketing Science23 (2), 243-254.
  32. Measuring The Impact of Promotions on Brand Switching Under Rational Consumer Behavior,” Baohong Sun, Scott Neslin, Kannan Srinivasan, 2003, Journal of Marketing Research40, 4, 389-405.
  33. An Empirical Investigation of Spillover Effects of Marketing Mix Strategy in Umbrella Branding,” Tulin Erdem and Baohong Sun, 2002, Journal of Marketing Research,39, 4, 408-420.
  34. “The Role of Stated Intentions in New Product Purchase Forecasting,” Cheng Hsiao, Vicki Morwitz and Baohong Sun, 2002, Advances in Econometrics,16, 10-21, lead article.
  35. Understanding the Reference Price Shopper: A Within and Cross-Category Analysis,” Tulin Erdem, Glenn Mayhew and Baohong Sun, 2001, Journal of Marketing Research, 38, 4, 445-457.
  36. “Testing for Choice Dynamics in Panel Data,” Tulin Erdem and Baohong Sun, 2001, Journal of Business and Economic Statistics, 19, 2, 142-152.
  37. “Fixed vs. Random Effects: Specification of Panel Data,” Cheng Hsiao and Baohong Sun, 2000, Panel Data Econometrics: Future Directions, 181-198.
  38. Missing Price and Coupon Availability Data in Scanner Panels: Correcting for the Self-Selection Bias in the Choice Model Parameters,” Tulin Erdem, Michael Keane and Baohong Sun, 1999, Journal of Econometrics89, 1-2, 177-196.
  39. Modeling Survey Response Bias – with An Application to the Demand for An Advanced Electronic Device Service,” Cheng Hsiao and Baohong Sun, Journal of Econometrics1999, 89, 1-2, 15-39.
    • Lead article
Working Papers
  1. Laurens Debo, Sunder Kekre, Jian Ni, Baohong Sun, “Channel Motivations in Emerging Market: An Empirical Analysis.” Revise and resubmit at International Journal of Marketing Research.
  2. Henry Cao and Baohong Sun, “Value of Learning and Acting Upon Customer Information.”
  3. Liye Ma and Baohong Sun 2015. “That Ad Again When You Get a Chance” – An Integrated Model of Application Usage and Advertising Response on Mobile Phones. Under revision at Marketing Science.
    Award for MSI Research Competition “Mobile Platforms, Location-Based Services,and their Impact on Consumers.” MSI Research Grant #4-1818,
  4. Tao Chen and Baohong Sun, “Consumer Purchases of Retailers’ Extended Service Contracts and Implications on Dynamic Pricing: An Empirical Study.”
  5. Henry Cao and Baohong Sun, “Value of Learning and Acting Upon Customer Information.”
  6. Yingda Lu, Marc, Sunder Kekre and Baohong Sun 2015. “Location-Specific Externalities in Knowledge Spillover Cross Border within Multinational Corporations.”
Work In Progress
  1. “When is the Juice Worth the Squeeze? – An Empirical Study of Optimal Structuring of Win-back Strategy in the Presence of Consumer Dynamics,” with Yacheng Sun and Shibo Li.
  2. Jian Ni, Baohong Sun and Yi Xin 2015. “Understanding and Acting Upon Customer Inbound Communication Decisions – An Empirical Study.”
  3. Chuan He, Shibo Li and Baohong Sun 2015. “An Empirical Study of Consumer Purchase Decision on Flash Sales.”
  4. Ma, Liye, Kannan Srinivasan, and Baohong Sun, 2010. “A Dynamic Competitive Analysis of Content Production and Link Formation of Internet Content Developers”. Working Paper. Carnegie Mellon University.
  5. Jian Ni and Baohong Sun, 2016. “Doctors’ Participation and Communication in Online Healthcare Community: A Dynamic Game.”