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Luo, Lan

Marketing

Contact Information
Associate Professor
Marketing Department
Marshall School of Business
Phone: (213) 740-2497
E-mail: lluo@marshall.usc.edu

Links
Curriculum Vitae
Personal Website

Education

  • PhD, University of Maryland

  • MA, SUNY-Buffalo

  • BS, Nankai University

Background
Lan Luo studies new product development and marketing implications of new product launches. Her research has been published in Marketing Science and Journal of Marketing Research, among other journals. Professor Luo is the recipient of the John D.C. Little Award, the Donald R. Lehmann Award, and is a finalist for the Paul E. Green Award. Each is a major research award in the field of marketing. She has also been granted the Dean’s Research Excellence Award at the Marshall School of Business. In 2011, Professor Luo was named as a MSI Young Scholar, awarded once every two years to scholars mostly likely to be "potential leaders of the next generation of Marketing academics". She also received Marshall's Golden Apple Award for her teaching excellence.

Selected Publications

  • Luo, L., and Sun, J. (2016) "New Product Design under Channel Acceptance: Brick-and-Mortar, Online Exclusive, or Brick-and-Click," forthcoming, Production and Operations Management.

  • Huang, D., and Luo, L. (2016) "Consumer Prefrence Elicitation of Complex Products using Fuzzy Support Vector Machine Active Learning," Marketing Science, 35 (3).

  • Luo, L., and Toubia, O. (2015) "Improving Online Idea Generation Platforms and Customizing Task Structure on the Basis of Consumer's Domain Specific Knowledge," Journal of Marketing, 79 (5), 100-114.

  • Huang, D., and Luo, L. (2015) ""Consumer Preference Elicitation of Complex Products using Fuzzy Support Vector Machine Active Learning"," Marketing Science (Forthcoming).

  • Luo, L., Ratchford, B., and Yang, B. (2013) "'Why We Do What We Do: A Model of Activity Consumption'," Journal of Marketing Research, 50 (1), 24-43.

  • Luo, L. (2011) ""Product Line Design for Consumer Durables: An Integrated Marketing and Engineering Approach"," Journal of Marketing Research, 48 (1), 128-139.

  • Luo, L., Chen, X., Han, J., and Park, C. W. (2010) ""The Dilution and Enhancement of Celebrity Brands in Sequential Movie Releases"," Journal of Marketing Research, 47 (6), 1114-1128.

  • Luo, L., Kannan, P.K., and Ratchford, B. T. (2008) ""Incorporating Subjective Characteristics in Product Design and Evaluations"," Journal of Marketing Research, (Donald R. Lehmann Award; Paul E. Green Award Finalist), 45 (2), 182-194.

  • Luo, L., Kannan, P.K., and Ratchford, B. T. (2007) ""New Product Development under Channel Acceptance"," Marketing Science, (Lead Article), (John D.C. Little Award), 26 (2), 149-163.

  • Besharati, B., Luo, L., Azarm, S., and Kannan, P.K. (2006) ""Multi-Objective Single Product Optimization: An Integrated Design and Marketing Approach"," ASME Journal of Mechanical Design, 128 (4), 884-892.

  • Luo, L., Kannan, P.K., Besharati, B., and Azarm, S. (2005) ""Design of Robust New Products under Variability: Marketing Meets Design"," Journal of Product Innovation Management, 22 (2), 177-192.

Honors and Awards

  • 2015, ISMS Doctoral Dissertation Award (Co-mentor of Ph.D. Student Courtney Paulson)

  • 2012, AMA Advanced Research Techniques (ART) Forum Best Paper Award

  • 2011, MSI Young Scholar, Marketing Science Institute, awarded once every two years to academic scholars most likely to be "potential leaders in the next generation of Marketing academics"

  • 2010, Dean's Research Excellence Award, awarded to 4 of over 120 USC Marshall research faculty