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Eric (Er) Fang

Associate Professor of Business Administration and
James F. Towey Faculty Fellow


Educational Background

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

Positions Held

James F. Towey Faculty Fellow, University of Illinois, 2011
Assistant Professor of Marketing and International Business, University of Illinois at Urbana-Champaign, 2008-2009
Assistant Professor of Marketing, University of Delaware, 2005-2008

Recent Publications

Fang, E., Lee, J. 2015. The Timing of Codevelopment Alliances in New Product Development Processes: Returns for Upstream and Downstream Partners. Journal of Marketing

Fang, E., Lee, J., Palmatier, R. 2015. If It Takes a Village to Foster Innovation, Success Depends on the Neighbors: The Effects of Global and Ego Networks on New Product Launches (conditional acceptance). Journal of Marketing Research

Fang, E., Lee, J., Palmatier, R. 2015. The Benefits and Risks of Working with Multiple Marketing Alliance Partners (temporary name) conditional acceptance with minor changes. Journal of Marketing Research

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

Wang, F., Liu, X., Fang, E. 2015. User reviews variance, critic reviews variance, and product sales: An exploration of customer breadth and depth effects (leading article). Journal of Retailing

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

Honors and Awards

2015 AMA Varadarajan Award for Early Career Contributions to Marketing Strategy Research., American Marketing Association, present

AMA-Sheth Doctoral Consortium Faculty 2008, 2012, 2013, AMA, present

MSI Young Scholar Award 2010, Marketing Science Institute, present

2009 AMA SERVSIG Best Services Article Award for article "Effect of Service Transition Strategies on Firm Value", American Marketing Association, 2009 to present

List of Teachers Ranked as Excellent by MBA Students, UIUC, 2010-2011

Teaching and Research Interests

(1) marketing strategy in high-tech industries, (2) new product development with a emphasis on customer-driven innovation, and in the business to business market, (3) business model innovation, and (4) dynamic empirical modeling