ELINA YIHUI TANG
Assistant Professor of Marketing
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2208 University Hall, MC 243
College of Business Administration
University of Illinois at Chicago
601 S. Morgan St., Chicago IL, 60607
Phone: (312) 996-5349
Fax: (312) 996-3559
Email:
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EDUCATION
University of Missouri, Doctor of Philosophy, Major: Marketing, Minor: Statistics
Harvard University, Graduate Certificate, Administration and Management
Tufts University, Master of Science, Molecular Biology and Microbiology
Wuhan University, Bachelor of Science, Biochemistry
ACADEMIC POSITIONS
2012 – Present Assistant Professor of Marketing, University of Illinois at Chicago
2011 – 2012 Assistant Professor of Marketing, Illinois State University
2010 – 2011 Doctoral Fellow, Donald W. Reynolds Journalism Institute
2008 – 2010 Graduate Instructor, University of Missouri
RESEARCH INTERESTS
– Optimal conjoint choice experimental design
– Big data optimal sampling
– Marketing resource allocation
– Innovation and knowledge management
– Market segmentation in business-to-business and two-sided market
EDITORIAL REVIEW BOARDS
2017 – present, Journal of the Academy of Marketing Science (Thompson Reuters impact factor two-year 5.888, five-year 9.505)
2017– present, Journal of Retailing (Thompson Reuters impact factor two-year 3.772)
ACADEMIC HONORS AND AWARDS – REASEARCH/SCHOALRSHIP
– Best Paper, Market Research Methods and Innovative Research Approaches, American Marketing Association Summer Educators’ Conference, 2017
– Best Paper, Sustainability Track, American Marketing Association Winter Educators’ Conference, 2015
– Best Paper, Journal of Interactive Marketing, 2013
– University of Illinois at Chicago Faculty Scholarship, 2016
– University of Illinois at Chicago Dean’s Summer Research Grant, 2016
– University of Illinois at Chicago Managerial Studies Research Award, 2013 - 2015
– Chancellor’s Research Grant, Illinois State University, 2012
– Donald W. Reynolds Journalism Institute Doctoral Fellowship, 2010-2011
– 45th American Marketing Association (AMA) Sheth Foundation Doctoral Consortium Fellow, Texas Christian University, 2010
– Finalist, ISBM Doctoral Dissertation Proposal Competition, Institute for the Study of Business Markets, 2009
– Outstanding Graduate Research Assistant, University of Missouri, 2010
– American Statistical Association (ASA) Travel Grant, ASA Section on Statistics in Marketing, 2009
– Center for E-Research Scholarship, University of Missouri, 2009
– Institute for Operations Research and the Management Sciences (INFORMS) Marketing Science Doctoral Consortium Fellow, 2009
– Summer Research Fellowship, Department of Marketing, University of Missouri, 2008
– Chan Ph.D. Scholarship, University of Missouri, 2008
– Ponder Ph.D. Scholarship, University of Missouri, 2006 – 2010
ACADEMIC HONORS AND AWARDS – TEACHING
– Hybrid Course Teaching Innovations Grant, Illinois State University, 2012
– Outstanding Graduate Teaching Assistant, University of Missouri, 2009
REFEREED RESEARCH PUBLICATIONS
Journals
Liu, Qing and Elina Tang (2015), “Construction of Efficient Heterogeneous Choice Designs: A New Approach”, Marketing Science, 34 (3): 346 – 366.
– Equal contribution
– Featured in “New Tools and Methods for Marketers”, a selection of the most relevant new methods papers published in top marketing journal in the prior three years compiled by Marketing Science Institute
Yang, Min, Stefanie Biedermann and Elina Tang (2013), “On Optimal Designs for Nonlinear Models: A General and Efficient Algorithm”, Journal of the American Statistical Association, 108 (504), 1411 – 1420.
Raman, Kalyan, Murali K. Mantrala, Shrihari Sridhar and Elina Tang (2012), “Optimal Resource Allocation with Time-Varying Marketing Effectiveness, Margins and Costs,” Journal of Interactive Marketing, 26 (1), 43 – 52.
– Equal contribution
– Best Paper Award, 2013 Journal of Interactive Marketing (sole winner; Thompson Reuters impact factor 5.888)
Tang, Elina, Shrihari Sridhar, Esther Thorson and Murali Mantrala (2011), “The Bricks That Build the Clicks: Newsroom Investments and Newspaper Online Performance,” The International Journal of Media Management, 13 (2), 107 – 128.
– Lead article
– Press mention, Missourian Newspaper, 2011
– Press release, Reynold Journalism Institute, 2011
Bond, Edward, Mark Houston and Elina Tang (2008), “Starting Up a High-Technology Knowledge Transfer Network: The Practical and Symbolic Roles of Identification,” Industrial Marketing Management, 37 (6), 641 – 652.
Book Chapter
Tang, Elina (2013), “Situation Analysis”, in American Marketing Association Professional Certified Marketing Master, American Marketing Association.
Peer-reviewed Conference Proceedings
Tang, Elina and Murali Mantrala (2017), “A Novel Approach to B2B Market Segmentation in Two-Sided Market for New Product Sales”, scheduled at Summer American Marketing Association Marketing Educators’ Conference, San Francisco, CA.
Tang, Elina and Detelina Marinova (2017), “Customer and Competitor Knowledge Sharing in NPD Teams: A Cognitive Perspective”, Winter American Marketing Association Marketing Educators’ Conference, Orlando, FL.
Tang, Elina and Chris Hinsch (2015), "Going Green to Get Clean: Moral Cleansing and the Link Between Materialism and Green Behaviors", 2015 Summer American Marketing Association Marketing Educators’ Conference, Chicago, IL.
Hinsch, Chris, Elina Tang and Donald Lund (2015), "The Role of Felt Social Connection and Reciprocation in Consumer Relationship Marketing”, 2015 Summer Marketing Educators’ Conference, Chicago, IL.
Liu, Qing and Elina Tang (2015), “A New Approach to Efficient Heterogeneous Choice Designs”, 2015 American Marketing Association’s Winter Educator’s Conference.
– Equal contribution
Tang, Elina and Chris Hinsch (2012), “The Service Level/Gratitude/Reciprocation Relationship and the Moderating Impact of Reciprocation Wariness”, 2012 American Marketing Association Summer Educator’s Conference.
Tang, Elina, Murali Mantrala and Esther Thorson (2012), “A Customer-Centric Approach to B2B Market Segmentation”, 2012 American Marketing Association Summer Educator’s Conference.
Tang, Elina (2007), “Legitimacy and Alliance Formation for Start-up Firms in Asymmetric New Product Development Alliances”, 2007 American Marketing Association Summer Educator’s Conference.
MANUSCRIPTS UNDER REVIEW
Tang, Elina and Detelina Marinova, “From Managerial Cognition to Innovation Success: The Role of Market Knowledge Sharing and Its Accuracy”, under 2nd round review at Journal of the Academy of Marketing Science.
Tang, Elina and Christian Hinsch, “Going Green to Be Morally Clean: An Examination of Environmental Behavior Amongst Materialistic Consumers”, under 1st round review at Psychology and Marketing.
RESEARCH IN PREPARATION FOR SUBMISSION
Tang, Elina, “From Fearsome to Awesome: An Optimal Data Sampling Approach for Efficient Big Data Analysis”, manuscript in preparation for Marketing Science.
Tang, Elina, "A Conceptual Framework for Platform Firm Market Segmentation in a Two-sided Market: Incorporating Downstream Customers”, manuscript in preparation for Harvard Business Review.
Tang, Elina and Murali Mantrala, "A Joint Market Segmentation Approach for Platform Firm Resource Allocation”, manuscript in preparation for Marketing Science.
Hinsch, Christian, Elina Tang and Donald Lund, “When Service Gifts Don't Pay Back: The Impact of Social Connection and the Counterintuitive Effect of the Norm of Reciprocity”, manuscript in preparation for Journal of the Academy of Marketing Science.
Tang, Elina and Jie Yang, "Optimize Your Business-to-business Sales Force: A Field Investigation," data analysis in progress.
Tang, Elina and Murali Mantrala, "All Customers Are Not from the Same Side of the Market: Resource Allocation in A Two-Sided Market”, data analysis in progress.
Tang, Elina and Murali K. Mantrala, “Dynamic Multiproduct Interactions upon New Product Launch: Insights from a Pharmaceutical Case”, data analysis in progress.
Tang, Elina and Jun Liu, "Assessing Business-to-business Sales Effectives with Big Data”, model development and data collection in progress.
Tang, Elina and Christian Hinsch, “Adoption of Eco-friendly Innovations as a Moral Licensing Mechanism”, data collection in progress.
INVITED RESEARCH PRESENTATIONS
– Wuhan University Economics and Management School, 2016
– Sun Yat-Sen University, 2015
– University of Illinois at Chicago, 2012
– Reynolds Journalism Institute, 2012
– University of Massachusetts at Amherst, 2011
– West Virginia University, 2011
– University of Akron, 2011
– Illinois State University, 2011
CONFERENCE PRESENTATIONS
Tang, Elina and Detelina Marinova, “From Managerial Cognition to Innovation Success: The Role of Market Knowledge Sharing and Its Accuracy”.
– Winter American Marketing Association Marketing Educators’ Conference, Orlando, February 2017.
– Institute for Operations Research and the Management Sciences Marketing Science Conference, Shanghai, China, June 2016.
Tang, Elina (2015), “From Fearsome to Awesome: Experimental Design and Efficient Big Data Analysis”, Lingnan College of Business Symposium, China, June 2015.
Tang, Elina (2015), “From Fearsome to Awesome: Efficient Big Data Analysis in International Marketing”, Academy of International Business (AIB) China Chapter 2015 Annual Conference, Nankai University, China.
Tang, Elina and Detelina Marionva (2015), “Customer and Competitor Knowledge Sharing in NPD Teams: A Cognitive Perspective”, PDMA 2015 Annual Conference, Anaheim, CA, November 2015.
Liu, Qing and Elina Tang (2014), “Construction of Efficient Heterogeneous Choice Designs: A New Approach”, American Marketing Association Advanced Research Techniques Forum (ART), Santa Fe, NM, June 2014.
- Equal contribution
Tang, Elina (2013), “An Adaptive Optimal Conjoint Choice Design”, Institute for Operations Research and the Management Sciences (INFORMS) Marketing Science Conference, Istanbul, Turkey, July 2013.
Tang, Elina and Chris Hinsch (2013), “I Owe You a Debt of Gratitude”, INFORMS Marketing Science Conference, Istanbul, Turkey, July 2013.
Sridhar, Shrihari, Murali K. Mantrala, Elina Tang and Suman Basuroy (2012), “The Dynamic Impact of Increasing Price-gap and Assortment-imitation on Private Label Performance,” ISMS 33rd Marketing Science Conference, Houston, TX, June 2012.
Thorson, Esther and Elina Tang (2012), “News Product and Advertiser Segmentation: Matching Local Businesses to The Most Appropriate News Products to Improve Results for Both”, invited talk at the fourth annual Reynolds Journalism Institute Innovation Symposium, Columbia, MO, April 2012.
Rapuro, Ochieng, Jonathan Friendly, Elina Tang, Amiri Jameel Yehia, Phil Aucutt, Peter Meng and Margaret Duffy (2011), “NoSpam News”, Symposium Business, Technology and the Media: Charting a Course Through Chaos, Reynolds Journalism Institute, Columbia, MO, 2011.
Tang, Elina and Murali Mantrala (2010), “A Three-Dimensional Approach to B2B Market Segmentation”, INFORMS Marketing Science Conference, Cologne, Germany, June 2010.
Tang, Elina and Murali Mantrala, “A Three-Dimensional Approach to Market Segmentation for B2B Sales Force Management”.
– Third Biennial Conference on Enhancing Sales Force Productivity, Kansas City, KS, April 2010.
– 2010 American Marketing Association Advanced Research Techniques Forum (ART), San Francisco, CA, June 2010.
– ISBM Academic Conference 2010: Advances in B-to-B Marketing, Harvard Business School, Boston, MA, August 2010.
Tang, Elina and Murali Mantrala (2009), “Retail Technology and Brand Management”, eResearch Center, University of Missouri, November 2009.
Mantrala, Murali, Kalyan Raman, Shrihari Sridhar, and Elina Tang (2009), “Marketing Resource Allocation Decisions with Time-Varying Effectiveness - A Salesforce Application”, Institute for Operations Research and the Management Sciences Marketing Science Conference, Ann Arbor, MI, June 2009.
– Equal contribution
Tang, Elina, Shrihari Sridhar, Murali Mantrala and Esther Thorson (2009), “What Happens When Newspapers Cut Back on Marketing Investments? - An Empirical Analysis”, Symposium How Newspapers Could Have Saved Themselves and Some Still Can, Reynolds Journalism Institute, Columbia, MO, May 2009.
– Press mention, Missourian Newspaper, May 22, 2009.
Tang, Elina and Murali Mantrala (2008), “Investigating Dynamic Multiproduct Sales Impacts of Pharmaceutical Product Life-cycle Extension Strategies: Insights from the Rx and OTC Antacids Market following Prilosec OTC Entry”, Institute for Operations Research and the Management Sciences Marketing Science Conference, Vancouver, Canada, June 2008.
TEACHING
Teaching Interests:
Marketing Analytics, Marketing Research, Integrated Marketing Communications, Sales Management, New Product Development, Marketing Strategy
Teaching Experience:
University of Illinois at Chicago (2012 – Present)
– Marketing Research (undergraduate)
– Marketing Analytics (MBA)
– Advance Marketing Research (MBA, MS)
– Integrated Marketing Communications and Promotional Strategy (MBA, MS)
Illinois State University (2011 - 2012)
– Marketing Research (undergraduate)
– Sales Management (undergraduate)
University of Missouri (2008-2011)
– Marketing Research (undergraduate)
– Marketing Analytics (MBA, guest lecturer)
– Media Economics (doctoral, guest lecturer)
Tufts University (1997-1999)
– Microbiology (Medical school and Dental school)
PROFESSIONAL SERVICE
Ad Hoc Reviewer
– 2016 – 2017, Journal of the Academy of Marketing Science
– 2015 – 2017, Journal of Retailing
– 2017, Midwest Academy of Management Conference
– 2016, Journal of the Operational Research Society
– 2016, Product Development and Management Association (PDMA) Research Forum
– 2015, Journal of Statistical Planning and Inference
– 2014 – 2015, Journal of Media Economics
– 2011 – 2015, International Journal of Media Management
– 2010 – 2015, American Marketing Association Winter Educator’s Conference
– 2007 – 2017, American Marketing Association Summer Educator’s Conference
– 2009, Consortium for International Marketing Research
Conference Leadership (Peer-Reviewed Conferences)
– 2017, Organizer/Track Co-chair, “Innovation and New Product Development Track”, American Marketing Association’s Educator’s Conference
– 2017, Session Chair, “Information Sharing and Learning in New Product Development”, American Marketing Association’s Educator’s Conference
– 2016, Session Chair, “New Product Development”, Institute for Operations Research and the Management Sciences Marketing Science Conference
– 2015, Organizer/Session Chair, “Marketing Data Analytics”, Academy of International Business China Chapter Annual Conference
– 2014, Program Committee Member and Session Chair, PDMA-UIC Innovation Doctoral Consortium
Other Services
– 2012 – Present, UIC Marketing Ph.D. student recruiting committee
– 2015, Faculty Judge, UIC Student Research Forum
– 2013 – 2015, UIC Marketing faculty recruiting committee
– 2007, Discussant, Sixteenth Annual Robert Mittelstaedt Doctoral Symposium
– 2007, Discussant, American Marketing Association Summer Educator’s Conference
ADVISORY
Doctoral Student Thesis Committees
2015 – 2017, Jason Ko, "Exploring Ranking Effects in Innovation Adoption Across Consumer and Organizational Contexts”
Undergraduate Student Mentorship
2017, faculty mentor to seven UIC Business Scholars ranging from freshmen to seniors
INDUSTRY POSITIONS
– 2004 – 2006 Marketing Analyst, Li-Cor Biosciences, Lincoln, NE
– 2002 – 2004 Senior Research Associate, Li-Cor Biosciences, Lincoln, NE
– 1999 – 2002 Research Associate, Millennium Pharmaceuticals, Cambridge, MA
– 1998 – 1999 Marketing Associate, Harvard China Review, Cambridge, MA
Professional ASSOCIATIONS
– American Marketing Association, since 2006
– American Statistical Association, since 2009
– Institute for Operations Research and the Management Sciences, since 2010
URL: http://business.uic.edu/faculty/elina-tang
Google Scholar page: https://scholar.google.com/citations?user=9AkJNoMAAAAJ&hl=en
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