Eric (Er) Fang

Eric (Er) Fang

Professor of Business Administration

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Contact

83 Wohlers Hall

1206 S. Sixth

Champaign, IL 61820

217-265-0683

erfang@illinois.edu

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Educational Background

  • Ph.D., Marketing, University of Missouri, 2005
  • M.S., Economics, Fudan University, 2000

Positions Held

  • Professor of Business Administration, Business Administration, University of Illinois, 2016 to present
  • Assistant Professor of Marketing and International Business, University of Illinois at Urbana-Champaign, 2008-2012
  • Assistant Professor of Marketing, University of Delaware, 2005-2008

Recent Publications

  • Fang, E., Palmatier, R., & Rajdeep, G. Forthcoming. Effects of Customer and Innovation Asset Configuration Strategies on Firm Performance Outcomes. Journal of Marketing Research.
  • Fang, E., Palmatier, R., & Evans, K. Forthcoming. Goal-setting paradoxes? Trade-offs between working hard and working smart: The United States versus China. Journal of the Academy of Marketing Science, 32 (2), 15.
  • Lee, J., Zhuang, M., Kozlenkova, I., & Fang, E. Forthcoming. The Dark Side of Mobile Channel Expansion Strategies. Marketing Science Institute Report.
  • steenkamp, J., & Fang, E. Forthcoming. The Impact of Economic Contractions on the Effectiveness of R&D and Advertising: Evidence from U.S. Companies Spanning Three Decades (equal authorship) (forthcoming). Marketing Science.
  • Wang, F., Liu, X., & Fang, E. Forthcoming. User reviews variance, critic reviews variance, and product sales: An exploration of customer breadth and depth effects (leading article). Journal of Retailing, (3).
  • Lee, J., Fang, E., Kim, J., Li, X., & Palmatier, R. (2018). The Effect of Online Shopping Platform Strategies on Search, Display, and Membership Revenues. Journal of Retailing, 94 (3), 247-264.
  • Colleen, H., Fang, E., Wang, D., & Palmatier, R. (2017). Group Marketing: Theory, Mechanisms, and Dynamics. Journal of Marketing, 81 (4), 1-24.
  • Kozlenkova, I., Palmatier, R., Fang, E., & Huang, M. (2017). Online Relationship Formation. Journal of Marketing, 81 (3), 21-40.

Other Publications

Articles

  • Wang, Y., lee, j., Fang, E., & Ma, S. (2017). Project Customization and the Supplier Revenue-Cost Dilemmas: The Critical Roles of Supplier-Customer Coordination. Journal of Marketing, 81 (1), 136-154.
  • Fang, E., Lee, J., & Palmatier, R. (2016). Understanding the Effects of Plural Marketing Structures on Alliance Performance. Journal of Marketing Research.
  • Fang, E., Lee, J., & 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.
  • Wang, Y., Lee, J., & Fang, E. (2016). Customization and Dilemma Between Supplier Cost and Revenue. Journal of Marketing.
  • Fang, E., Lin, X., & Huang, M. (2015). Direct and Indirect Effects of Buyers and Sellers on Search Advertising Revenues in Business-to-Business Electronic Platforms. Journal of Marketing Research.
  • Fang, E., & Lee, J. (2015). The Timing of Codevelopment Alliances in New Product Development Processes: Returns for Upstream and Downstream Partners. Journal of Marketing.
  • Yuan, X., Guo, Z., & Fang, E. (2014). An examination of how and when the top management team matters for firm innovativeness: The effects of TMT functional backgrounds. Innovation: Management, Policy and Practice, 16 (3), 323-342.
  • Tang, Y., Fang, E., & Wang, F. (2014). Is Neutral Really Neutral? The Effects of Neutral User Generate Content (UGC) on Product Sales. Journal of Marketing.
  • 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), 216-227.
  • 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.
  • Fang, E. (2011). The Effect of Knowledge Dissimilarity on New Product Innovativeness in High-Tech Strategic Alliances. Organization Science, 22 (1).
  • 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 the Academy of Marketing Science, 39 234-251.
  • Fang, E., & Zou, S. (2010). HE EFFECTS OF ABSORPTIVE AND JOINT LEARNING ON THE INSTABILITY OF INTERNTAIONAL JOINT VENTURES IN EMERGING ECONOMIES. Journal of International Business Studies.
  • Fang, E., & Zou, S. (2009). The Effect of Marketing Dynamic Capabilities on Firm's Performance: A Dyadic Investigation in the Context of International High-Tech Joint Ventures. Journal of International Business Studies, 40 (5), 742-762.
  • Fang, E., Palmatier, R., & steenkamp, J. (2008). Effect of Service Transition Strategies on Firm Value (leading article) (Receive the 2009 AMA SERVSIG Best Services Article Award). Journal of Marketing, 72 (5).
  • Fang, E. (2008). Customer Participation and the Trade-Off Between New Product Innovativeness and Speed to Market. Journal of Marketing, 72 (4).
  • Fang, E., Palmatier, R., scheer, L., & Ni, L. (2008). Trust at Different Organizational Levels. Journal of Marketing, 72 (2).
  • Fang, E., Palmatier, R., & Evans, K. (2008). Influence of customer participation on creating and sharing of new product value. Journal of the Academy of Marketing Science, 36 (3).
  • Fang, E., Evans, K., & Laundry, T. (2005). Control systems' effect on attributional processes and sales outcomes: A cybernetic information-processing perspective. Journal of the Academy of Marketing Science, 33 (4).
  • 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).

Book Chapters

  • Fisher, G., & Fang, E., Peter Golder, Mitra, Debanjan (Ed.) (2016). Customer-Driven Innovation: A Conceptual Typology, Review of Theoretical Perspectives, and Future Research Directions. Handbook of New Product Development Research.

Presentations

  • Bednar, M., & Fang, E. (2009). An examination of what, how and when TMT experience matters for firm innovativeness. Academy of Management Annual Meeting.

Working Papers

  • Tang, Y., Qualls, W., & Fang, E. More is Not Necessarily Better: The Effects of Knowledge and Network Assets Alignment on Open Innovation Success.

Honors and Awards

  • James F. Towey Faculty Fellow University of Illinois Gies College of Business, 2011-2018
  • 2015 AMA Varadarajan Award for Early Career Contributions to Marketing Strategy Research. American Marketing Association, 2015
  • MSI Young Scholar Award 2010 Marketing Science Institute, 2015
  • 2009 AMA SERVSIG Best Services Article Award for article "Effect of Service Transition Strategies on Firm Value" American Marketing Association, 2009-2015

Service

  • AMA-Sheth Doctoral Consortium Faculty, American Management Association, 2008,2012,2013,2015

Research Interests

(1) marketing strategy in a digital and data-rich environment, (2) customer-driven and business model innovation, and (3) dynamic empirical modeling

Courses

  • Marketing Research (BADM 322) Focuses on the techniques and methods of marketing research; emphasizes primarily survey research and experimental design; and offers students the opportunity to apply techniques to real-world situations. Additional fees may apply. See Class Schedule.
  • Digital Marketing Strategy (BADM 395) Research and readings course for students majoring in business administration. May be taken by students in the college honors program in partial fulfillment of the honors requirements. May be repeated if topics vary. Not applicable to graduate or professional hours.
  • Social Media Analytics (BADM 522) This course takes an in-depth look at social networks, social media platforms and online advertising to offer students an advantage in many positions involving marketing, consulting and brand management both on the buyer and seller side of social media. Students with an interest in entrepreneurship will also find the course useful as new businesses often rely on social media marketing. This course offers an overview of how marketing has (and has not) changed due to the rise of social media. It will equip students with the relevant knowledge, perspectives, and practical skills required to develop marketing strategies that leverage the opportunities inherent in social media and consumer-to-consumer social interactions for achieving business and marketing goals. The emphasis of this course is on understanding consumers' social interactions, the various social media channels available to marketers, how to build social marketing strategies, and how to track their effectiveness. Also, since social media is heavily technology-driven we will cover relevant related aspects in digital marketing more broadly, as well as emerging topics in electronic commerce, mobile marketing, and social media startups. 4 graduate hours. No professional credit. Credit is not given for BADM 522 and BADM 590 (31482) section SMA.
  • Advanced Topics in Marketing (BADM 537) Seminar on topics associated with the development of marketing theory. Topics may vary from year to year, and include classics in marketing exchange, development, and thought as well as current research frontiers involving product usage, market definition, data base modeling, and pricing. May be repeated to a maximum of 8 hours. Students may take multiple topics under the course designation, but can only take each topic once for credit towards degree requirements.
  • Consumer Analytics (BADM 590) Special topics in the general area of business. Topics are selected by the instructor at the beginning of each term. Approved for letter and S/U grading. May be repeated if topics vary; unlimited credit hours for graduate and professional students.
  • Social Media Analytics (BADM 590) Special topics in the general area of business. Topics are selected by the instructor at the beginning of each term. Approved for letter and S/U grading. May be repeated if topics vary; unlimited credit hours for graduate and professional students.

Contact

83 Wohlers Hall

1206 S. Sixth

Champaign, IL 61820

217-265-0683

erfang@illinois.edu