Biography

Hai Che has been a Professor in Marketing at the University of California Riverside since Jan 2017. Before that, he was a tenured associate professor at Indiana University in Bloomington between 2012 and 2016. He has also held tenure-track positions at the University of California Berkeley and the University of Southern California. Hai's research work is mainly in the area of Data-Driven Marketing Strategies based on Consumer Purchases and Social Activities. He has published in top marketing and business journals such as Marketing Science, Journal of Marketing Research, Product and Operation Management, and Quantitative Marketing and Economics. Hai was named a Marketing Science Young Scholar in 2009 and has received several research awards from Marketing Science Institute and etc. 

He currently serves as an Area Editor at the Journal of the Academy of Marketing Science and is on the review board of Customer Needs and Solutions. He has also won the best paper award from the 2015 Asia Marketing Association Conference and received a system-wide teaching award from the University of California in 2018. Hai has been consulting with companies in the digital marketing, pharmaceutical, consumer packaged goods, banking, and automobile industries in both US and Asian countries.  

Hai lives in Los Angeles with his Chinese husband of 11 years, and has a 4-month old (as of Jan 2025) boy, Nolan.