Virginia Tech®home

Yan Xu

Assistant Professor of Marketing
2023 Pamplin (0236)
880 West Campus Drive
Blacksburg, VA 24061

Yan Xu is an Assistant Professor of Marketing at the Pamplin College of Business, Virginia Tech. Yan holds a Ph.D. Degree in Marketing and an MPhil. Degree in Economics from Tilburg University, The Netherlands, and a Bachelor's degree in Physics from Shanghai Jiao Tong University, China.

Yan's research is in quantitative marketing and empirical industrial organization. 

"Entrepreneurial Learning and Disincentives in Crowdfunding Markets” (Yan Xu and Jian Ni, Accepted, Management Science)"

“Consumer Time Budgets and The Nature of Grocery” (Bart Bronnenberg, Tobias Klein and Yan Xu, Major Revision, Management Science)

“The Relationship between Customer Value and the Timing of Adoption in a New Experience Goods Category” (Yan Xu, Bart Bronnenberg and Tobias Klein)

“Quantity Versus Variety: Non-cooperative Production on a Online Knowledge Sharing Platform” (Maiju Guo, Jian Ni, Qiaowei Shen and Yan Xu)