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.