Associate Professor & Finning Junior Professorship in Marketing
Employment
UBC Sauder School of Business, The University of British Columbia
July 2020 - Present, Associate Professor of Marketing
January 2016 - Present, Finning Junior Professorship in Marketing
July 2023 - June 2026, Division Chair
July 2012 - June 2020, Assistant Professor of Marketing
July 2015 - Present, Scientist, Creative Destruction Lab
Education
Ph.D., Business Administration, Washington University in St. Louis, 2007 - 2012
B.S., Statistics, Fudan University, 2003 - 2007
Research Interests
The economic and market impacts of technology
Publications
Fang, Lu, Chunhua Wu, Zhe Yuan, Kaifu Zhang. 2026. Returnless partial refunds: A large-scale field experiment in e-commerce. Marketing Science. Forthcoming.
Chan, Tat Y., Yijun Chen, Chunhua Wu. 2023. Collaborate to compete: An empirical matching game under incomplete information in rank-order tournaments. Marketing Science. 42(5) 1004-1026.
Wu, Chunhua, Charles Weinberg, Qiyuan Wang, Jason Ho. 2022. Administrative trade barrier: An empirical analysis of exporting Hollywood movies to China. International Journal of Research in Marketing. 39(4) 1253-1274.
Wu, Chunhua, Koray Cosguner. 2020. Profiting from the decoy effect: A case study of an online diamond retailer. Marketing Science. 39(5) 974-995.
Lewis, Michael, Yanwen Wang, Chunhua Wu. 2019. Season ticket buyer value and the secondary market options. Marketing Science. 38(6) 973-993.
Wang, Yanwen, Chunhua Wu, Ting Zhu. 2019. Mobile hailing technology and taxi driving behaviors. Marketing Science. 38(5) 734-755.
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, Xianghua Lu. 2015. The economic value of online reviews. Marketing Science. 34(5) 739-754.
Chan, Tat Y., Chunhua Wu, 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, Ting Zhu. 2018. Sharing economy: Review of current research and future directions. Customer Needs and Solutions. 5(1-2) 93-106.
Awards
UBC Killam Teaching Prize, 2021
Olin Award, 2012
*Please check out the Full CV, or the Research and Teaching sections on this website for more details of my ongoing research work, teaching experience, and other professional activities.