Xian Gu

University of Maryland


Title of Dissertation Proposal:
Marketing in Mobile, Omnichannel and Multi-Format Contexts

Xian Gu, of University of Maryland, won the Shankar-Spiegel Dissertation Award for her dissertation proposal, originally titled, “Selling Premium in the Presence of Free Products: Impact of Product Line Extensions.”

This winning proposal was co-chaired by P. K. Kannan, Professor of Marketing and Dean’s Chair in Marketing Science and Liye Ma, Associate Professor of Marketing, all at the Smith School of Business, University of Maryland, College Park.

Xian Gu is a Ph.D. candidate in the Marketing Department at University of Maryland. Her research interests are in quantitative marketing with applications of treatment effect estimation methods, dynamic structural models, field experiments and machine learning to the substantive areas of omnichannel marketing and mobile marketing.