Xinrong Zhu 

Welcome! I am an Assistant Professor in Marketing at  Imperial College London Business School.  

My research interests include quantitative marketing, empirical industrial organization, and retail analytics.  One stream of my research studies product assortment and availability in retail industry, and the role of vertical relationships in shaping the retail landscape.  Current projects study the inference and impacts of category captaincy contract, and how it affects new product entry and private label segment. Another stream of my research focuses on understanding the causal impact of policy changes, marketing activities or politics on changing consumer behaviors. I apply quantitative methods including structural econometrics, Bayesian methods, causal inference techniques, text analytics, and machine learning to study marketing problems.

I received my PhD in Economics from the University of Wisconsin-Madison.

Pronunciation of my name: shin-rong.