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Indiana University Bloomington


30 Articles

Our faculty have published more than 30 articles in leading marketing journals in the last year and a half.

Hai Che

Contact Information

(812) 855-4396
haiche [at] indiana [dot] edu (E-mail)
Business School

Download Vita

  • Associate Professor


  • Bloomington


  • PhD Marketing, Olin School of Business, Washington University, 2003
  • MSBA Management, Olin School of Business, Washington University, 2001
  • MA Economics, University of Toronto, Canada, 1997
  • MA Finance, Fudan University, Shanghai, China, 1995
  • BA Honors, Economics, Fudan University, Shanghai, China, 1992

Professional Experience

  • Associate Professor, Kelley School of Business, Indiana University, 2012-present
  • Assistant Professor, Marshall School of Business, USC 2008-2012
  • Assistant Professor, Haas School of Business, UC Berkeley 2003-2008
  • Doctoral Student Editorial Board, Marketing Science, INFORMS, 2001-2003

Awards, Honors & Certifications

  • China's National Science Foundation Grant, 2015-2017
  • China's National Science Foundation Grant, 2011-2014
  • Marketing Science Institute Grant, 2010
  • Marketing Science Institute Young Scholar Program, 2009
  • American Marketing Association Doctoral Consortium Faculty Fellow, 2007
  • American Marketing Association Doctoral Consortium Student Fellow, 2002

Professional Interests

Empirical Choice Models, Empirical Industrial Organization, Competitive Pricing and Product Line Strategies, Behavioral Economics

Personal Interests

Jazz and Classic Music, Meditation, Nature, Finding Good Restaurants


Hai Che is Associate Professor of Marketing at the Kelley School of Business at University of Indiana in Bloomington. Professor Che has taught courses in undergraduate, full-time and part-time MBA, and PhD programs. His primary research areas include marketing research, data-driven marketing strategies, competitive pricing and advertising strategies, structural empirical models, and behavioral economics. He has published many research papers in top academic journals such as the Journal of Marketing Research, Marketing Science, Quantitative Marketing and Economics and Marketing Letters. He was named the prestigious Marketing Science Institute Young Scholar in 2009. Professor Che received a MSBA and a Ph.D. in Marketing from Washington University in St. Louis. Prior to joining the Kelley School of Business, Professor Che taught at University of California at Berkeley and University of Southern California.

Selected Publications

  • Wu, Chunhua, Hai Che, Tat Chan and Xianghua Lu (2015), "The Economic Values of Online Reviews," forthcoming, Marketing Science.

  • Che, Hai, Yuxin Chen, and Xinlei Chen (2012), “Investigating Effects of Out-of-Stock on Consumer Stockkeeping Unit Choice,” Journal of Marketing Research, Vol. 49, No. 4, August, pp. 502-513.

  • Bruno, Hernan, Hai Che, and Shantanu Dutta (2012), “Investigating Reference Price in Repeated Business-to-Business Transactions," Journal of Marketing Research, Vol. XLIX (October 2012), pp. 640-654.

  • Che, Hai, Chakravarthi Narasimhan, and V. Padmanabhan (2010), "Leveraging Uncertainty through Make-to-Order," Quantitative Marketing and Economics, Vol. 8, pp. 365–392.

  • Che, Hai and P.B. Seetharaman (2009), “Speed of Replacement: Modeling Brand Loyalty Using Last-Move Data," Journal of Marketing Research, Vol. 46, No. 4, August, pp. 494-505.

  • Che, Hai, and P. B. Seetharaman (2009), "Price Competition in Markets with Consumer Variety-seeking," Marketing Science, Vol. 28, No. 3, July, pp. 516-525.

  • Che, Hai, K. Sudhir, and P. B. Seetharaman (2007), "Bounded Rationality in Pricing Under State Dependent Demand: Do Firms Look Ahead? How Far Ahead?" Journal of Marketing Research, August.

  • Che, Hai, Tülin Erdem, Kannan Srinivasan, Wilfred Amaldoss, Patrick Bajari, Teck Ho, Wes Hutchinson, Michael Katz, Michael Keane, Robert Meyer and Peter Reiss (2005), "Theory-driven Choice Models," Marketing Letters, Vol. 16, No. 3-4, December, pp. 225-237.