Yuxin Chen is the Vice Dean of Business and the Global Network Distinguished Professor of Business at NYU Shanghai, with an affiliation with NYU Stern School of Business. He is also a Distinguished Visiting Professor at Guanghua School of Management, Peking University and serves as the Chief Academic Advisor for Research Center for Data-Driven Managerial Decision Making at Fudan University. He is also a “One-Thousand Talents” scholar in China.

Primary Research Areas

Data-driven marketing, Internet marketing, pricing, retailing, competitive strategies, structural empirical models, Bayesian econometric methods, and behavioral economics.


Yuxin Chen’s primary research areas include competitive strategies, data-driven marketing, internet marketing, pricing and retailing. He has proposed a modeling approach to solve the incomplete information problem of database marketers, i.e. that they only have information about the customers’ transaction with their company, but not about transaction within the same product category but with other companies. With this, he developed a new type of lifetime value, the lifetime category value of the customer.

Exemplary paper:

Chen, Y.; Steckel, J.H.: Modeling Credit Card Share of Wallet: Solving the Incomplete Information Problem, Journal of Marketing Research, 49 (5), October 2012, 655-669.

The papers are available here.


Professor Chen received his B.S. in Physics from Fudan University, a MSBA and a Ph.D. in Marketing from Washington University in St. Louis. He also studied at the Computer Science department in the Graduate School of Zhejiang University.


Professor Chen has published his research in journals such as the Journal of Marketing Research, Management Science, Marketing Science and Quantitative Marketing and Economics, among others.


Professor Chen received the 2001 Frank M. Bass Dissertation Paper Award for best marketing paper derived from a PhD thesis published in an INFORMS-sponsored journal, and received the 2001 John D.C. Little Award for the best marketing paper published in Marketing Science or Management Science for his research on targeted marketing. He also received the 2012 Paul E. Green Award at Journal of Marketing Research, which recognizes the article in the Journal of Marketing Research that demonstrates the greatest potential to contribute significantly to the practice of marketing research. In addition, he was a finalist for INFORMS Society for Marketing Science Long Term Impact Award in 2011.


Professor Chen serves as Associate Editor at Journal of Marketing Research, Management Science, Marketing Science, and Quantitative Marketing and Economics, and as a senior editor at POMS. He is also an advisory board member of INFORMS Marketing Society.