Imperial College London

Dr. Xinrong Zhu

Business School

Assistant Professor - Marketing



x.zhu CV




Business School BuildingSouth Kensington Campus





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 within the retail sector, with a specific emphasis on the influence of vertical relationships. Ongoing projects investigate the implications and effects of category captaincy contracts and their impact on the introduction of new products.
  • Another stream of my research focuses on understanding the causal impact of policy changes, marketing activities or politics on changing consumer behaviors.  

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

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Pronunciation of my name: shin-rong.



Adalja A, Liaukonyte J, Wang E, et al., 2023, GMO and non-GMO labeling effects: evidence from a quasi-natural experiment, Marketing Science, Vol:42, ISSN:0732-2399, Pages:233-250

Liaukonyt J, Tuchman A, Zhu X, 2023, Frontiers: spilling the beans on political consumerism: do social media boycotts and buycotts translate to real sales impact?, Marketing Science, Vol:42, ISSN:0732-2399, Pages:11-25

Liaukonyte J, Tuchman A, Zhu X, 2023, Rejoinder: spilling more beans on political consumerism: it's more of the same tune, Marketing Science, Vol:42, ISSN:0732-2399, Pages:32-36

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