Qiaowei Shen

Qiaowei Shen
  • Assistant Professor of Marketing

Contact Information

  • office Address:

    749 Jon M. Huntsman Hall
    3730 Walnut Street
    University of Pennsylvania
    Philadelphia, PA 19104

Research Interests: social influence and interactions, emerging markets, empirical modeling of firm decision making, market entry and exit

Links: CV

Overview

Professor Qiaowei Shen’s research interests include empirical modeling of firm decision making, firm and consumer interaction in emerging market, social influence and competitive marketing strategy.

Professor Shen’s current research studies the network effects and competition of the daily deal sites and the entry behavior of the international fast food chains into the China market. She also studies firms’ optimal decision as whether and when to enter or exit a market when facing uncertain demand and uncertain competitors.

Professor Shen received her PhD degree from UC Berkeley and her M.A. and B.A. in Economics from Peking University in Beijing, China.

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Research

  • Qiaowei Shen and Ping Xiao (2014), McDonald’s and KFC in China: Competitors or Companions?, Marketing Science , 33 (), pp. 287-307.
  • Qiaowei Shen (2014), A Dynamic Model of Entry and Exit in a Growing Industry, Marketing Science, 33 (), pp. 712-724.
  • Qiaowei Shen, Aamir Rafique Hashmi, Ping Xiao (Working), Are there Spillovers from the Rival? Evidence from Entry and Expansion of KFC and McDonald’s in Chinese Cities.
  • Qiaowei Shen and Miguel Villas-Boas (Working), Behavioral Advertising.
  • Qiaowei Shen, Hui Li, Yakov Bart (Working), Strategic Category Development in Two-Sided Platforms.
  • Qiaowei Shen and Hongju Liu (Working), Demand Uncertainty, Dynamic Learning and Exit in Competitive Markets.
  • Ping Xiao and Qiaowei Shen (Working), Heuristics or Information Constraints? The Effect of Economically Important Local Industry on Investment.
  • Qiaowei Shen and Miguel Villas-Boas (2010), Strategic Entry Before Demand Takes Off, Management Science, 2010, Vol.56, pp. 1259-1271. Abstract

    In developing industries firms have to decide whether and when to enter the market depending on the state of demand, existing firms in the industry, and the firm’s capabilities. This paper investigates a model of increasing demand, in which firms decide when to enter the market anticipating the strategic behavior of other potential entrants, and the effects of entry on future potential entrants. The paper shows that the ability of early entry to deter future competitors’ entry leads firms to enter the market at a rate faster than demand is expanding. If there is the potential for many firms to enter the market, firms may be less likely to enter because of future competitor entry to correct any market opportunities. If firms enter the market depending on their fixed capabilities rather than depending on the firm’s circumstances at each moment in time, firms end up entering the market at a faster rate in the early periods.

Teaching

Past Courses

  • MKTG2120 - Data & Anlz For Mktg Dec

    This course introduces students to the fundamentals of data-driven marketing, including topics from marketing research and analytics. It examines the many different sources of data available to marketers, including data from customer transactions, surveys, pricing, advertising, and A/B testing, and how to use those data to guide decision-making. Through real-world applications from various industries, including hands-on analyses using modern data analysis tools, students will learn how to formulate marketing problems as testable hypotheses, systematically gather data, and apply statistical tools to yield actionable marketing insights.

  • MKTG3990 - Independent Study

  • MKTG7120 - Data & Anlz For Mktg Dec

    This course introduces students to the fundamentals of data-driven marketing, including topics from marketing research and analytics. It examines the many different sources of data available to marketers, including data from customer transactions, surveys, pricing, advertising, and A/B testing, and how to use those data to guide decision-making. Through real-world applications from various industries, including hands-on analyses using modern data analysis tools, students will learn how to formulate marketing problems as testable hypotheses, systematically gather data, and apply statistical tools to yield actionable marketing insights.

Awards And Honors

  • AMA-Sheth Doctoral Consortium Fellow, 2007
  • Crawford Dissertation Fellowship, UC Berkeley, 2007
  • Crawford Doctoral Research Fellowship, UC Berkeley, 2004

In the News

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Activity

Latest Research

Qiaowei Shen and Ping Xiao (2014), McDonald’s and KFC in China: Competitors or Companions?, Marketing Science , 33 (), pp. 287-307.
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In the News

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Awards and Honors

AMA-Sheth Doctoral Consortium Fellow 2007
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