1. Zou, Shaoming, Eric Fang, and Shuming Zhao. 2003. The Effect of Export Marketing Capabilities on Export Performance: An Investigation of Chinese Exporters, Journal of International Marketing.

2. Fang, Eric, Robert W. Palmatier, and Kenneth R. Evans. 2004. Goal-Setting Paradoxes? Trade-Offs Between Working Hard and Working Smart: The United States Versus China, Journal of the Academy of Marketing Science.

3. Fang, Eric, Kenneth R. Evans, and Timothy D. Landry. 2005. Control systems' effect on attributional processes and sales outcomes: A cybernetic information-processing perspective, Journal of the Academy of Marketing Science.

4. Fang, Eric, Kenneth R. Evans, and Shaoming Zou. 2005. The moderating effect of goal-setting characteristics on the sales control systems-job performance relationship, Journal of Business Research.

5. Palmatier, Robert W., C. Fred Miao, and Eric Fang. 2007. Sales channel integration after mergers and acquisitions: A methodological approach for avoiding common pitfalls, Industrial Marketing Management.

6. Fang, Eric, Robert W. Palmatier, and Jan Benedict E.M. Steenkamp. 2008. Effect of service transition strategies on firm value, Journal of Marketing.

7. Fang, Eric, Robert W. Palmatier, Lisa K. Scheer, and Ning Li. 2008. Trust at different organizational levels, Journal of Marketing.

8. Fang, Eric. 2008. Customer participation and the trade-off between new product innovativeness and speed to market, Journal of Marketing.

9. Fang, Eric, Robert W. Palmatier, and Kenneth R. Evans. 2008. Influence of customer participation on creating and sharing of new product value, Journal of the Academy of Marketing Science.

10. Fang, E., and Shaoming Zou. 2009. Antecedents and consequences of marketing dynamic capabilities in international joint ventures, Journal of International Business Studies.

11. Fang, Eric, and Shaoming Zou. 2010. The effects of absorptive and joint learning on the instability of international joint ventures in emerging economies, Journal of International Business Studies.

12. Fang, Eric. 2011. The effect of strategic alliance knowledge complementarity on new product innovativeness in China, Organization Science.

13. Fang, Eric, Robert W. Palmatier, and Rajdeep Grewal. 2011. Effects of customer and innovation asset configuration strategies on firm performance, Journal of Marketing Research.

14. Steenkamp, Jan Benedict E.M., and Eric Er Fang. 2011. The impact of economic contractions on the effectiveness of R&D and advertising: Evidence from U.S. companies spanning three decades, Marketing Science.

15. Arnold, Todd J., Eric (Er) Fang, and Robert W. Palmatier. 2011. The effects of customer acquisition and retention orientations on a firm's radical and incremental innovation performance, Journal of the Academy of Marketing Science.

16. Ma, Chaoqun, Zhi Yang, Zheng Yao, Greg Fisher, and Eric Er Fang. 2012. The effect of strategic alliance resource accumulation and process characteristics on new product success: Exploration of international high-tech strategic alliances in China, Industrial Marketing Management.

17. Yao, Zheng, Zhi Yang, Gregory J. Fisher, Chaoqun Ma, and Eric (Er) Fang. 2013. Knowledge complementarity, knowledge absorption effectiveness, and new product performance: The exploration of international joint ventures in China, International Business Review.

18. Yuan, Xi'na, Zhaoyang Guo, and Eric Fang. 2014. An examination of how and when the top management team matters for firm innovativeness: The effects of TMT functional backgrounds, Innovation: Organization and Management.

19. Tang, Tanya, Eric Fang, and Feng Wang. 2014. Is neutral really neutral? The effects of neutral user-generated content on product sales, Journal of Marketing.

20. Fang, Eric, Jongkuk Lee, and Zhi Yang. 2015. The timing of codevelopment alliances in new product development processes: Returns for upstream and downstream partners, Journal of Marketing.

21. Fang, Erie, Xiaoling Li, Minxue Huang, and Robert W. Palmatier. 2015. Direct and indirect effects of buyers and sellers on search advertising revenues in business-to-business electronic platforms, Journal of Marketing Research.

22. Wang, Feng, Xuefeng Liu, and Eric Fang. 2015. User Reviews Variance, Critic Reviews Variance, and Product Sales: An Exploration of Customer Breadth and Depth Effects, Journal of Retailing.

23. Fang, Eric, Jongkuk Lee, Robert Palmatier, and Zhaoyang Guo. 2016. Understanding the effects of plural marketing structures on alliance performance, Journal of Marketing Research.

24. Fang, Eric, Jongkuk Lee, Robert Palmatier, and Shunping Han. 2016. If it takes a village to foster innovation, success depends on the neighbors: The effects of global and ego networks on new product launches, Journal of Marketing Research.

25. Harmeling, Colleen M., Robert W. Palmatier, Eric Fang, and Dainwen Wang. 2017. Group marketing: Theory, mechanisms, and dynamics, Journal of Marketing.

26. Wang, Yonggui, Jongkuk Lee, Er Eric Fang, and Shuang Ma. 2017. Project customization and the supplier revenue-cost dilemmas: The critical roles of supplier-customer coordination, Journal of Marketing.

27. Kozlenkova, Irina V., Robert W. Palmatier, Eric Fang, Bangming Xiao, and Minxue Huang. 2017. Online relationship formation, Journal of Marketing.

28. Lee, Ju Yeon, Eric Fang, Jisu J. Kim, Xiaoling Li, and Robert W. Palmatier. 2018. The Effect of Online Shopping Platform Strategies on Search, Display, and Membership Revenues, Journal of Retailing.

29. Sridhar, Shrihari, and Eric Fang. 2019. New vistas for marketing strategy: digital, data-rich, and developing market (D³) environments, Journal of the Academy of Marketing Science.

30. Tang, Tanya, Eric Fang, and William J. Qualls. 2020. More is not necessarily better: An absorptive capacity perspective on network effects in open source software development communities, MIS Quarterly: Management Information Systems.

31. Zhuang, Mengzhou, Eric Fang, Jongkuk Lee, and Xiaoling Li. 2021. The Effects of Price Rank on Clicks and Conversions in Product List Advertising on Online Retail Platforms, Information Systems Research.

32. Fang, Eric, Beibei Dong, Mengzhou Zhuang, and Fengyan Cai. 2023. “We Earned the Coupon Together”: The Missing Link of Experience Cocreation in Shared Coupons, Journal of Marketing.

33. Benjaafar, Saif, Baojun Jiang, Alison Xu, Gad Allon, Christopher S. Tang, Anna Chernobai, Michael Pinedo, Andrew Schaefer, Ashish Agarwal, Vishal Agrawal, Zeynep Aksin Karaesmen, Chris Anderson, Michael Barrett, Rahul Basole, Elena Belavina, Jeanette Blomberg, Tamer Boyaci, Ryan Buell, Gordon Burtch, Timothy Chan, Cynthia Chen, Li Chen, Sunmee Choi, Hae Eun Helen Chun, Filippo Curti, Laurens Debo, Michael Dixon, Adam Elmachtoub, Eric Fang, Reza Zanjirani Farahani, Nikolas Geroliminis, Jose Guajardo, Luyi Gui, Haresh Gurnani, Zhongsheng Hua, Margaret Brandeau, Richard Chase, Brenda Dietrich, Frances Frei, David Gann, Guillermo Gallego, Ming Hu, Rohit Verma, Olivia Sheng, Francis de Vericourt, Guillaume Roels, Aleda Roth, Tony Haitao Cui, Yanliu Huang, Krishnamurthy Iyer, Oualid Jouini, P. K. Kannan, Stelios Kavadias, Sang Kim, Rene de Koster, Donald Lee, Zhepeng Li, Grace Lin, Yunchuan Liu, Chris Lo, Ho Yin Mak, Stefan Minner, Velibor Misic, Sriram Narayanan, Marco Nie, Omid Nohadani, Nikolay Osadchiy, Gautam Pant, Rhonda Righter, Soroush Saghafian, Pengyi Shi, Patrick Harker, Cheng Hsu, Uday Karmarkar, Richard Larson, Opher Baron, Serhan Ziya, Jeannette Song, Karan Girotra, Yafeng Yin, Saif Benjaafar, Hyoduk Shin, Steve Shugan, Upender Subramanian, Peng Sun, Wei Sun, Niyazi Taneri, Gary Thompson, Nikolaos Trichakis, Mark Van Oyen, Sriram Venkataraman, Liana Victorino, Hai Wang, Zizhuo Wang, Xiaole Wu, Lizhen Xu, Yuqian Xu, Kai Chi Yam, Xiaojing Yang, Candace Yano, Yimin Yu, Yinghao Zhang, Karen Zheng, Sean Zhou, Robin G. Qiu, Aleda Roth, James Tien, and Irving Wladawsky-Berger. 2023. Service Science Editorial Board, 2023, Service Science.

34. Dong, Beibei, Mengzhou Zhuang, Eric Fang, and Minxue Huang. 2024. Tales of Two Channels: Digital Advertising Performance Between AI Recommendation and User Subscription Channels, Journal of Marketing.

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