Professor Sun is Visiting Professor of Marketing. She earned her Ph. D. at the University of Southern California. Her extensive consulting experience includes time with major corporations like PNC Bank, Bell South, Tsingtao Beer, and IBM. A member of editorial boards for Marketing Science and Journal of Marketing, she gave talks at various top business schools, including University of Chicago, Wharton, UC Berkeley, Cornell, University of Toronto, Ohio State, Indiana, and Dartmouth. Additionally, she is a member of the American Marketing Association, and the American Economics Association.

• Rational and strategic consumer choices and dynamic structural models
• Dynamic and interactive marketing mix and customer relationship management
• Cross-category and state dependent consumer choices and dynamic promotion effects
• New product forecasting and survey design

• MBA George Leland Bach Teaching Award, CMU, 2006
• Faculty fellow for 2007 Doctoral Consortium, AMA, 2006
• Faculty fellow for 2006 Doctoral Consortium, AMA, 2006
• CART Research Frontier Award for Innovative Research, CMU, 2005
• Xerox Research Chair, CMU, 2004-05
• Selected to Marketing Young Scholars Program, MSI, 2004
• MBA All Star Teaching Award, UNC, 2003
• MBA Master Teacher, UNC, 2003
• Academic Achievement Award, USC, 1995
• Academic Achievement Award, USC, 1993

• Erdem, Tulin, Michael Keane and Baohong Sun, "A Dynamic Model of Brand Choice When Price and Advertising Signal Product Quality," conditionally accepted at Marketing Science.

• Erdem, Tulin, Michael Keane and Baohong Sun, "Advertising Effectiveness, Price Sensitivity and Use Experience Interactions in Experience Goods Markets," forthcoming at Quantitative Marketing and Economics.

• "'Adaptive' Learning and 'Proactive' Customer Relationship Management," Baohong Sun, Shibo Li, and Catherine Zhou, 2007, Journal of Interactive Marketing, 82-96.

• "Technology Innovation and Implications on Customer Relationship Management," invited
commentary paper, 2006, Marketing Science, 25, 594-598.

• "Dynamic Structural Consumer Models and Current Marketing Issues," invited commentary paper, 2006, Marketing Science, 25, 625-629.

• "Ignoring Your Best Customer? An Investigation of Customer Satisfaction, Customer Retention and Their Financial Impact," Sun, Baohong, Ronald Wilcox and Ting Zhu, forthcoming, Journal of
Relationship Marketing.

• "Choice Models and Customer Relationship Management," Wagner Kamakura et al, 2005,
Marketing Letters, 16(3-4), 279-295.

• "Promotion Effect on Endogenous Consumption," Baohong Sun, 2005, Marketing Science, 24(3), 430-443.

• "Cross-selling Sequentially Ordered Products: An Application to Consumer Banking Services," Shibo Li, Baohong Sun and Ronald Wilcox, 2004, Journal of Marketing Research, 42 (2), 233-240.

• "Product Strategy for Innovators in Markets with Network Effects," Baohong Sun, Jinhong Xie and H. Henry Cao, 2004, Marketing Science, 23(2), 243-254.

• "Measuring The Impact of Promotions on Brand Switching Under Rational Consumer Behavior,"
Baohong Sun, Scott Neslin, Kannan Srinivasan, 2003, Journal of Marketing Research, 40, 4, 389-
405.

• "An Empirical Investigation of Spillover Effects of Marketing Mix Strategy in Umbrella Branding,"
Tulin Erdem and Baohong Sun, 2002, Journal of Marketing Research, 39, 4, 408-420.

• "The Role of Stated Intentions in New Product Purchase Forecasting," Cheng Hsiao, Vicki Morwitz and Baohong Sun, 2002, Advances in Econometrics, 16, 10-21, lead article.

• "Understanding the Reference Price Shopper: A Within and Cross-Category Analysis," Tulin Erdem, Glenn Mayhew and Baohong Sun, 2001, Journal of Marketing Research, 38, 4, 445-457.

• "Testing for Choice Dynamics in Panel Data," Tulin Erdem and Baohong Sun, 2001, Journal of
Business and Economic Statistics, 19, 2, 142-152.

• "Fixed vs. Random Effects: Specification of Panel Data," Cheng Hsiao and Baohong Sun, 2000,
Panel Data Econometrics: Future Directions, 181-198.

• "Missing Price and Coupon Availability Data in Scanner Panels: Correcting for the Self-Selection Bias in the Choice Model Parameters," Tulin Erdem, Michael Keane, and Baohong Sun,
Journal of Econometrics 89, 1999; 177-196.

• "Modeling Survey Response Bias - with An Application to the Demand for an Advanced Electronic Device Service," Cheng Hsiao and Baohong Sun,
Journal of Econometrics 89, 1999; 15-39.