Academic Profile

Hongyan's research interests include Distribution Channel, Product Design, Advertising, Pricing, and Competitive Strategies, with an analytical modeling (mainly game theory) methodology.
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Asst Prof Shi Hongyan (No longer with NTU)
Assistant Professor, College of Business (Nanyang Business School) - Division of Marketing

Distribution Channel, Product Design, Advertising, Pricing, Competitive Strategies,
 
  • The Effects of distribution channel structures on firms' product decision
 
  • Reza, S., Ho, H., Ling, R., Shi, H. (2020). Experience effect in the impact of free trial promotions. Management Science, 18-May-2020, Published online.

  • Shi, Hongyan, Yunchuan Liu, Nicholas C Petruzzi. (2019). Informative advertising in a distribution channel. European Journal of Operational Research, 274(2), 773-787.

  • Jiang, Baojun, and Hongyan Shi. (2018). Inter-competitor licensing and product innovation. Journal of Marketing Research, 55(5), Equal authorship.

  • Liu Yan, H. Shi, N. C. Petruzzi. (2018). Optimal quality and quantity provisions for centralized vs. decentralized distribution: market size uncertainty effects. European Journal of Operational Research, 265(3), 1144-1158.

  • Shi, H., Y. Liu, N. C. Petruzzi. (2013). Consumer heterogeneity, product quality, and distribution channels. Management Science, 59(5), 1162-1176.