Xueying Liu

Xueying is currently a doctoral student in marketing at the Jones Graduate School of Business, Rice University. She is a quantitative researcher employing game theory and econometric techniques to gain insights into marketing problems. Her research focuses on pricing, competitive marketing strategies, product customization, and co-creation. Specifically, her primary research examines the impact of firms’ choice of the range of customized products offered and its impact on optimal pricing and profits in a competitive environment. She also studies the impact of the presence of gray markets on firms’ choice of product quality and pricing in different channel structures and shows that all participants may benefit from the gray markets. Her recent project explores the rich interaction between consumers, developers, and technology platforms for the co-creation of digital goods under various possible revenue extraction mechanisms.