Yihui (Elina) Tang
Doctoral Student
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Educational Background
B.S., Wuhan University, China
M.S., Tufts University
Graduate Certificate, Harvard University
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Elina's research interests include market segmentation, sales force resource allocation, learning and diffusion of market knowledge, and pharmaceutical marketing. Prior to coming to Mizzou, she worked in the pharmaceutical and biotech industries for seven years. Her work in these two fields was primarily devoted to market research and marketing communications.
Publications
Refereed Journal Articles
"Starting Up A High-Technology Knowledge Transfer Network: The Practical and Symbolic Roles of Identification," with E. U. Bond and M. B. Houston, Industrial Marketing Management, 37 (6), 641-652, 2008.
Refereed Conference Proceedings
"Marketing Resource Allocation Decisions with Time-Varying Effectiveness - A Salesforce Application", with Murali Mantrala, Kalyan Raman and Shrihari Sridhar, INFORMS Marketing Science Conference, Ann Arbor, June 2009.
"What Happens When Newspapers Cut Back on Marketing Investments? - An Empirical Analysis", with Shrihari Sridhar and Murali Mantrala, Conference on How Newspapers Could Have Saved Themselves and Some Still Can, Reynolds Journalism Institute, MO, May 2009.
"Investigating Dynamic Multiproduct Sales Impacts of Pharmaceutical Product Life-cycle Extension Strategies: Insights from the Rx and OTC Antacids Market following Prilosec OTC Entry," with Murali Mantrala, INFORMS Marketing Science Conference, Vancouver, June 2008.
"Legitimacy and Alliance Formation for Start-up Firms in Asymmetric New Product Development Alliances," 2007 American Marketing Association Summer Educator's Conference, Washington D.C., August 2007.