Bio of Min Ding
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Min Ding |
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Smeal Research Fellow in Marketing and Associate Professor of Marketing |
Personal Homepage:
Current Research
My current research focuses in three domains:
Designing novel mechanisms to extract more, better, and new customer insights. Building upon experimental economics and mechanism design theory, I, and my many collaborators, design incentive-aligned mechanisms that can be (1) added to existing preference measurement methods to improve data quality (see my work in incentive aligned conjoint), and (2) used independently to obtain new types of data on customer insights (see my work in Upgrading, Barter, Teaching Agents to Buy (TAB), and Sleuthing Game). The representative paper in this domain is "An Incentive Aligned Mechanism for Conjoint Analysis", published in Journal of Marketing Research in 2007.
Improving innovation decision making in pharmaceutical and biotech industries. Pharma and Biotech represent industries characterized by high risk, high return, and long innovation duration. Some of my recent work in this area includes project optimizaiton, portfolio optimization, forecasting under dyadic decision making, outsourcing contract design, and alliance strategies. A paper coauthored with Josh Eliashberg, "Structuring the New Product Development Pipeline" (Management Science, 2002), provides some flavor of my work in this domain.
Developing arational individual decision making theories. Labeling individual decision as either rational or irrational may be too simplistic, for example, a decesion that is irrational (however we define it) in the short term may well be rational in the long term (or viewed more broadly), and vice versa. Thus I have adopted the word arational in describing my work on individual decision making. The theory (and associated empirical apparatus) I am spending most time developing posits individual decisions are the results of complex (and maybe strategic) interactions of multiple selves (agents, entities, etc) inside each person's mind, and can be understood and modeled using tools such as game theory and complex systems theory. The main idea can be found in the paper titled "A Theory of Intraperson Games", published in Journal of Marketing in 2007.
More details (including publications) can be found at http://www.planetding.org
Expertise
Applied Mechanism Designs
New Product Development
Experimental Research
Pharmaceutical and Biotech Industries
Education
Ph.D.,
Marketing (2nd concentration in healthcare management),
Wharton School, University of Pennsylvania,
2001
Ph.D.,
Molecular, Cellular, and Developmental Biology,
Ohio State University,
1996
B.S.,
Genetics and Genetic Engineering,
Fudan University,
1989
Courses
MKTG542, New Product Development (MBA)
MKTG450w, Marketing Management (Undergraduate Capstone Course)