Jonathan Z. Zhang, Ph.D.

Assistant Professor, Marketing, Academic Department
Rockwell Hall, Rm. 107
(970) 491-2238
by appointment
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Jonathan Z. Zhang is on the marketing faculty at Colorado State University. Prior to this, he was on the faculty at the Michael G. Foster School of Business at the University of Washington in Seattle from 2010 to 2019 where he taught strategic marketing management and entrepreneurial marketing at the undergraduate, graduate, and executive levels.

He holds a Ph.D. in Quantitative Marketing and M.Phil. from Columbia University, and B.A / B.S. in Economics and Mathematical Statistics from Rutgers University.

Jonathan's main research stream leverages econometric and machine learning methods to investigate how consumer behaviors evolve in B2B and B2C domains, how organizations can use data analytics and marketing intervention to understand their customer portfolios, and how to best acquire, expand, and retain customers in a just-in-time fashion to drive desired behaviors and optimize performance.

His second research stream sits at the interaction of marketing and information systems, where he explores how consumers and organizations can benefit from novel technologies and business models.

His substantive interests reside in the areas of pricing, omni-channel retail, Fintech, digital transformation of traditional businesses, consumer decision making in digital environments, and launch and turn-around strategies in the luxury sector. His research has been published in Marketing Science, Journal of Marketing, MIT Sloan Management Review, Journal of the Academy of Marketing Science, and others.

He has received several prestigious awards and recognition for his research and teaching, including the finalist for Frank M. Bass and John D.C. Little awards at Marketing Science, the winner of the Shanker-Spiegel award for best dissertation from Direct Marketing Association, the American Marketing Association Doctoral Consortium Distinguished Faculty, the winner and multiple nominations for the annual Dean’s Award for Teaching Excellence from the University of Washington.

He has been highlighted by US and international press such as Forbes, the Associated Press, Seattle Times, International Channel Shanghai, Columbia Business School Insights, NZZ am Sonntag, among others. He has given keynote addresses at international industry conferences and regularly advises U.S., Chinese, and other international companies in the domains of e-commerce, entertainment, and luxury goods design, branding, and distribution strategies.

He serves on the editorial board of the Journal of the Academy of Marketing Science.

Prior to academia, Jonathan worked as a management consultant at ZS Associates.