THE UNIVERSITY OF BRITISH COLUMBIA
Curriculum Vitae Faculty Members
Date: April 18, 2015
1. SURNAME: Wu
Initials: CWU
FIRST NAME: Chunhua
MIDDLE NAME(S): -
2. DEPARTMENT/SCHOOL:
Marketing and Behavioural Science /
Sauder School of Business
3. FACULTY:
Commerce and Business Administration
4. PRESENT RANK: Assistant Professor
SINCE: Jul 2012
5. POST-SECONDARY EDUCATION
University or Institution
Degree
Washington University in St. Louis PhD
Fudan University
BS
Subject Area
Marketing
Statistics
Date
2012
2007
Title of Dissertation and Name of Supervisor
Degree: PhD in Business Administration, Washington University in St. Louis, 2012
Title of dissertation: “Essays on Internet Marketing”
Supervised by: Tat Chan.
Other Committee Members: Siddhartha Chib, Chakravarthi Narasimhan, Seethu
Seetharaman, Ying Xie, Fuqiang Zhang and Juan Pantano
Special Professional Qualifications
6. EMPLOYMENT RECORD
(a) Prior to coming to UBC
University, Company or Organization
Washington University in St. Louis
Rank or Title
Teaching Assistant
Dates
July 2008-May 2012
(b) At UBC
Rank or Title
Assistant Professor
CV for Chunhua Wu
Dates
July 2012 –
Page: 1
7. LEAVES OF ABSENCE
University, Company or Organization at which Type of Leave
leave was taken
Dates
8. TEACHING
(a) Areas of special interest and accomplishments
I teach COMM365 Marketing Research course. My objective is to help students develop a)
general problem-solving skills, b) their critical thinking abilities, and c) life-long learning
passions. In my lectures, I discuss basic concepts; introduce practical resources and toolkits
and more importantly, emphasis on the relevance to latest real-world applications. I try to
create a dynamic and engaging learning atmosphere in which I encourage class participation
and discussion. I made a course website www.comm365mr.com to provide easy access to
course materials and to encourage out-of-classroom engagement. I create a unique diamond
pricing dataset to practice students with their technical skills and managerial thinking abilities.
I make myself widely available for consultation outside the classroom, and I provide support in
students’ career goals. I have successfully referred a few students for internships.
(b) Courses taught at UBC
Session
Course Number
Winter 2014/2015
Winter 2014/2015
Winter 2014/2015
Winter 2013/2014
Winter 2013/2014
Winter 2013/2014
Winter 2012/2013
Winter 2012/2013
Winter 2012/2013
COMM365.101
COMM365.102
COMM365.103
COMM365.101
COMM365.102
COMM365.103
COMM365.101
COMM365.102
COMM365.103
Scheduled
Hours
42.0
42.0
42.0
42.0
42.0
42.0
42.0
42.0
42.0
Class Size Lecture Tutorial Lab
Hours Hours Hours
43
39.0
3.0
43
39.0
3.0
44
39.0
3.0
20
39.0
3.0
39
39.0
3.0
41
39.0
3.0
32
39.0
3.0
40
39.0
3.0
43
39.0
3.0
Other
Hours
(c) Graduate Students Supervised and/or Co-Supervised
Student Name
Program
Start Year Finish Year Role
Yitian (Sky) Liang Ph.D.
2011
Kate Pankowska
2013
Ph.D., Land and
Food Systems
CV for Chunhua Wu
Other Supervisors/
Committee Members
Committee Member Jack Chen, Charles
Weinberg
Committee Member Richard Carew, James
Vercammen
Page: 2
(d) Continuing Education Activities
(e) Visiting Lecturer (indicate university/organization and dates)
(f) Other
9. SCHOLARLY AND PROFESSIONAL ACTIVITIES
(a) Areas of special interest and accomplishments
I use quantitative methods to investigate emerging marketing phenomena on the Internet and
provide policy implications to a broad body of audience. I have published a paper in Marketing
Science and have presented papers at major conferences. My work has won the Olin Award for
providing practical implications for the industry.
(b) Research or equivalent grants (indicate under COMP whether grants were obtained
competitively (C) or non-competitively (NC)
Granting Agency Subject
SSHRC
The Environmental and
Economic Impact of
Mobile Hailing Apps
COMP $ Per Year Year
Principal
Investigator
CoInvestigator
Ting Zhu,
Yanwen Wang
C
38,000
3
Chunhua Wu
Sauder School of User Retention and
Business
Content Creation
Dynamics in Social
Media
C
9,000
1
Chunhua Wu
Sauder School of Platform Competition
Business
and Vendor Matching in
Group Buying Industry
C
10,000
1
Chunhua Wu
SSHRC
C
33,000
3
Ting Zhu
Will Online Price
Matching Defeat
Showrooming
Chunhua Wu
(c) Research or equivalent contracts (indicate under COMP whether contracts were obtained
competitively (C) or non-competitively (NC)
CV for Chunhua Wu
Page: 3
(d) Invited Presentations
Title
Can Price Matching Defeat Showrooming?
Profiting from Asymmetrically Dominated Alternatives
An Empirical Analysis of Online Review Extortion
The Economic Value of Online Reviews
Institution
SICS Conference
University of Alberta
Sauder School of Business
Sauder School of Business
Date
July 2015
Mar 2014
Mar 2014
Dec 2012
(e) Other Presentations
Title
Profiting from Asymmetrically
Dominated Alternatives
Review Extortion in an Online
Marketplace
The Economic Value of Online
Reviews
Place
Atlanta, GA
Seattle, WA
Dallas, TX
Conference/Institution
Marketing Science
Conference
UW-UBC Marketing
Conference
UT Dallas Forms Marketing
Conference
Date
06/16/2014
05/06/2014
22/02/2013
(f) Other
(g) Conference Participation (organizer, keynote speaker, etc.)
10. SERVICE TO THE UNIVERSITY
(a) Memberships on committees, including offices held and dates
Position
Committee Member
Committee Member
Committee Name
Marketing Division Recruiting Committee
Marketing Division Doctoral Qualification
Exam Committee
Dates
July 2012 – April 2014
April 2013 – Sep 2013
(b) Other service, including dates
Orientation Professor, UBC Image Day Meet a Prof Session, Sep 3, 2013
11. SERVICE TO THE COMMUNITY
(a) Memberships on scholarly societies, including offices held and dates
Role
Member
Society Name
INFORMS
Dates
2012 - present
(b) Memberships on other societies, including offices held and dates
(c) Memberships on scholarly committees, including offices held and dates
(d) Memberships on other committees, including offices held and dates
(e) Editorships (list journal and dates)
CV for Chunhua Wu
Page: 4
(f) Reviewer (journal, agency, etc. including dates)
Marketing Science
Management Science
Journal of Interactive Marketing
International Journal of Research in Marketing
Journal of Systems Science and Systems Engineering
(g) External examiner (indicate universities and dates)
(h) Consultant (indicate organization and dates)
(i) Other service to the community
12. AWARDS AND DISTINCTIONS
(a) Awards for scholarship
Name
Olin Award
Awarded By
Washington University in St. Louis
Date
2012
(b) Awards for teaching
13. OTHER RELEVANT INFORMATION
CV for Chunhua Wu
Page: 5
THE UNIVERSITY OF BRITISH COLUMBIA
Publications Record
Date: Mar 29, 2014
SURNAME: Wu
Initials: CWU
FIRST NAME: Chunhua
MIDDLE NAMES(S): -
1. REFEREED PUBLICATIONS (all authors are equal contributors)
(a) Journals
Chan, T., Wu, C. and Xie, Y. (2011).Measuring the lifetime value of customers acquired from
Google search advertising. Marketing Science,Vol 30(5).
Wu, C., H. Che, T. Chan, and X. Lu. (2015).The Economic Value of Online Reviews. Marketing
Science. Forthcoming.
(b) Conference Proceedings
(c) Other
2. NON-REFEREED PUBLICATIONS
(a) Journals
(b) Conference Proceedings
(c) Other
3. BOOKS
(a) Authored
(b) Edited
(c) Chapters
4. PATENTS
5. SPECIAL COPYRIGHTS
6. ARTISTIC WORKS, PERFORMANCES, DESIGNS
7. OTHER WORKS
CV for Chunhua Wu
Page: 6
8. WORK SUBMITTED (INCLUDING PUBLISHER AND DATE OF SUBMISSION
Wu, C. (2014). Matching Markets in Online Advertising Networks: The Tao of Taobao and the
Sense of AdSense. Submitted to Marketing Science. Under third round review.
Zhang, K., C. Wu, and J. Chen, (2014). Review Extortion in an Online Marketplace. Submitted
to Marketing Science.
Wu, C, and K, Cosguner, (2014). Profiting from Asymmetrically Dominated Alternatives: The
Case of Online Diamond Pricing. Journal of Marketing Research. Revise and Resubmit.
Wu, C, K, Wang and T, Zhu, (2015). Will Pricing Matching Defeat Showrooming? Marketing
Science, under review.
9. WORK IN PROGRESS (INCLUDING DEGREE OF COMPLETION)
(a) Completed Working Papers
Wu, C. and K. Wang, (2015), ODM: Strategic Product Design Outsourcing in Competitive
Markets. In preparation for submission.
Wu, C, Sky Liang, and Jack Chen, (2014). The Economic Value of Daily Deals: An Empirical
Quantification. In preparation for submission.
(b) Other Works In Progress
“The Effect of Online Secondary Market on Season Ticket Sales”, with Michael Lewis and
Yanwen Wang. Drafting the paper.
“Technology Adoption, Digital Inequality and Worker Productivity: The Case of Mobile Hailing
Apps”, with Yanwen Wang and Ting Zhu. Drafting the paper.
“Hollywood Movies in China: Which are Shown and How Large is Their Audience?”, with Jason
Ho and Charles Weinberg. Analysis in Progress.
CV for Chunhua Wu
Page: 7