Yi Xiang

2022

Designing the content of advertising in a differentiated market

Soberman, D. A. (First Author) & Xiang, Y. (Participant Author), Mar 2022, In: International Journal of Research in Marketing. 39, 1, p. 190-211 22 p.

Research output: Contribution to journal › Journal

1 Citation (Web of Science)

Income Tax and Salesforce Performance: A Micro Perspective

Chen, Y., Xiang, Y. & Yu, F., Dec 2022, SSRN, 33 p.

Research output: Working paper › Preprint

Open Access

File

55 Downloads (Pure)

The Effect of Marketing Breadth and Competitive Spread on Category Growth

Xiang, Y. (First Author), Soberman, D. (Participant Author) & Gatignon, H. (Participant Author), Feb 2022, In: Production and Operations Management. 31, 2, p. 622-644 23 p.

Research output: Contribution to journal › Journal

1 Citation (Web of Science)

2021

Chow Tai Fook's Hua Collection: Disruptive Branding in a Commoditized Market

Xiang, Y., Cao, Z. & Li, Y., 30 Jun 2021, 15 p.

Research output: Other contribution › Case Studies

周大福传承系列：颠覆同质化竞争的品牌创新

Translated title of the contribution: Chow Tai Fook's Hua Collection: Disruptive Branding in a Commoditized Market向屹, 曹之静 & 李妍毓, 30 Jun 2021, 14 p.

Research output: Other contribution › Case Studies

2020

Deceptive Advertising and Consumer Verification (CEIBS Working Paper, No. 007/2020/MKT)

Xiang, Y. & Song, I., 1 Jan 2020, (In preparation).

Research output: Working paper

File

140 Downloads (Pure)

Designing the Content of Advertising in a Differentiated Market (CEIBS Working Paper, No. 006/2020/MKT)

Xiang, Y. & Soberman, D. A., 1 Jan 2020, (In preparation).

Research output: Working paper

File

125 Downloads (Pure)

The Roles of Marketing Breadth and Competitive Spread on Product Life Cycle (CEIBS Working Paper, No. 015/2020/MKT, 2020)

Xiang, Y., Soberman, D. & Gatignon, H., 1 Jan 2020, (In preparation).

Research output: Working paper

File

112 Downloads (Pure)

Winner Technology: Big Data Disruption in the Retail Industry

Xiang, Y., Ruan, L. & Li, Y., 30 Jun 2020, 15 p.

Research output: Other contribution › Case Studies

汇纳科技：大数据引领零售变革

Translated title of the contribution: Winner Technology: Big Data Disruption in the Retail IndustryXiang, Y. (First Author), Li, Y. & Ruan, L., 30 Jun 2020, 20 p.

Research output: Other contribution › Case Studies

2017

英菲尼迪：期待比肩豪华车德系三强（A）

Translated title of the contribution: Infiniti: Taking on the German Big Three (A)向屹, 朱琼 & 刘婕 , 26 Aug 2017, 20 p.

Research output: Other contribution › Case Studies

英菲尼迪：期待比肩豪华车德系三强（B）

Translated title of the contribution: Infiniti: Taking on the German Big Three (B)Zhu, Q. (First Author), Liu, J. (Participant Author) & Xiang, Y. (Participant Author), 26 Aug 2017, 9 p.

Research output: Other contribution › Case Studies