School of Business

Zhenning (Jimmy) Xu

Assistant Professor of Marketing

Office Location

222 Luther Bonney Hall

Faculty Office Hours Fall 2016

By Appointment

Phone

207.780.4925

Academic Degrees

  • Ph.D., Marketing, University of Texas at El Paso 2016

Profile

Prior to joining the USM faculty in 2016, Zhenning served as an instructor at School of Business at University of Texas at El Paso (UTEP) and research assistant at the Mike Loya Center for Innovation and Commerce at UTEP. 

Before his academic career, Zhenning Xu worked with multiple international education organizations throughout China, the United States, Australia, Ireland, Canada, UK, Russia, India, and New Zealand. In addition, he had consulting experience with logistics, railway, and media companies. The consulting project he did for a logistics company helped the company save hundreds of thousands of US dollars.

Zhenning’s research was funded by Dodson Research Grants, etc. He is particularly passionate about sentiment analysis, social network analysis, new product development, and marketing analytics. He has more than 10 journal and conference papers. Zhenning is an active member of the American Marketing Association and the Academy of Marketing Science. 

Areas of Expertise

Academic:

  • Principles of Marketing
  • Marketing Research
  • Marketing Analytics
  • Digital Marketing
  • International Marketing
  • Business Statistics

Research:

  • Research method
  • New product development and diffusion
  • Marketing analytics
  • Digital marketing
  • Social network analysis
  • Big data analytics
  • Sentiment analysis

Recent Publications

Xu, Zhenning, Gary L. Frankwick, and Edward Ramirez (2015), “Effects of Big Data Analytics and Traditional Marketing Analytics on New Product Success, a Knowledge Fusion perspective.” Journal of Business Research (forthcoming).

Zhenning (Jimmy) Xu, Edward Ramirez, Juanjuan Xu, and Yu Liu (2015), “The Effects of Neoliberalism and Trade Liberalization on China’s Environment over Time, a Macromarketing Perspective.” Journal of Macromarketing, 35(2), 187-201.

Presentations

Zhenning (Jimmy) Xu (2015), “Thinking beyond the Black Box: A Network View on Out-group Organizational Learning and Innovation.” Competitive paper, AMA Conference proceedings, Chicago, USA.

Xu, Zhenning, Gary L. Frankwick, and Edward Ramirez (2015), “Effects of Big Data Analytics and Traditional Marketing Analytics on New Product Success, a Knowledge Fusion perspective.” Journal of Business Research.

Zhenning (Jimmy) Xu, Jie Zhang, Kallol Bagchi, Saeed Tajdini, and Wenqing Sun (2015), “iwatch and Mercedes Benz: a Case Study on Extracting Insights from Twitter data for Pre-and-post iwatch Releases,” Proceedings of the New Industrialization Development in the Big-data Era, New Industrialization and Urbanization Development Forum (ISTP indexed).

Zhenning (Jimmy) Xu and Gary L. Frankwick (2014), “The Heterogeneous Market Dynamics and New Product Success in the Web 2.0 era: an Electronic Marketing Orientation Perspective,” Academy of Marketing Science Conference Proceedings, Indianapolis, USA. 

Zhenning (Jimmy) Xu and Fernando R. Jiménez (2014), “Emotional Capital - the Missing Link between Social Media Usage and Customer Relationship Performance,” Academy of Marketing Science Conference Proceedings, Indianapolis, USA.

Weihua Gan, Zhenning (Jimmy) Xu, Hongbin Wang and Ting Geng (2014), “A Modified RFMI Framework and Strategic Implications for Analyzing VIP Customers in Logistics Companies.” Academy of Marketing Science Conference Proceedings, Indianapolis, USA.

Zhenning Xu (Jimmy), Binh H. Nguyen, and Gary L. Frankwick (2013), “Moderation Effects of Partner Dependence on Ambidextrous Adaptation and New Product Success” ACME Academic Conference Proceedings, Albuquerque, NM. (Best Track Paper Award).

Awards and Recognition

  • Dodson Research Grant ($3,000), the University of Texas at El Paso (UTEP), 2014.
  • Doctoral Student Consortium Fellow, the 37th INFORMS ISMS Marketing Science Conference, Baltimore, 2015.
  • Doctoral Student Consortium Fellow, Academy of Marketing Science, Denver, 2015.
  • Doctoral Colloquium Fellow Travel Grant, $750, Academy of Marketing Science, 2015.
  • Student Travel Grant, $850, Graduate School, the University of Texas at El Paso (UTEP), 2014.
  • Student Travel Grant, $230, Student Government, the University of Texas at El Paso (UTEP), 2015.
  • Doctoral Student Travel Grant, $235, Academy of Marketing Science, 2014.
  • Student Travel Grant, $330, Student Government, the University of Texas at El Paso (UTEP), 2014.
  • Robert Mittelstaedt Doctoral Symposium Fellow (Discussant), University of Nebraska, 2014.
  • Best Paper in B2B, Technology Commercialization & New Product Development Track, ACME 2013.
  • Certificate for professional Export Management conferred by the West Virginia Export Council, WV Development Office and the U.S. Department of Commerce, Dec 2011.
  • Graduate Assistantship, College of Business Administration, Marshall University, 2010.12-2011.12.

Professional Activity

American Marketing Association

Academy of Marketing Science