Lingling Zhang

Professor Zhang received her doctorate in Marketing from Harvard Business School in 2016. She is interested in studying competitive marketing strategies using empirical models including industrial organization. Her research focuses on business-to-business marketing, multi-channel marketing, and digital marketing. She has presented research at the INFORMS Marketing Science Conference and the Marketing Dynamics Conference. She teaches statistical programming in the MS Marketing Analytics program and marketing research in the undergraduate program.

Parties Should Hit the Ground to Win Midterm Elections

SMITH BRAIN TRUST – Success in this year’s midterm elections will come down to each party’s ability to fire up its base to head to the polls to vote. And to do so effectively, Republicans and Democrats should spend their campaign dollars on grassroots marketing, says Lingling Zhang, a marketing professor at the University of Maryland’s Robert H. Smith School of Business.

Why the Daily Deal Appears To Be Dying

Groupon was once the fastest-growing company in the history of the web. Its stock reached a $28 initial public offering high mark in 2011, but now trades at about $4 per share. And despite diversifying its business, introducing Groupon Goods, for example, the company has seen its revenue steadily decline. It was down last quarter by about 4 percent from the year-ago period, at $673.6 million, a level that was well short of the $725 million analysts had expected. Meanwhile, similar coupon services in the U.S. and elsewhere have pulled the plug on daily deals. As observers ponder such developments as signaling a dying industry, Smith School marketing professor Lingling Zhang offers some insights. She says two factors have significantly hindered Groupon. Read more...

Fearless Idea 30: Leverage Your Bargaining Power

The daily deal industry — Groupon and like companies working with small retailers to give big discounts, irregularly — had its heyday in the wake of the Great Recession. Though a smaller part of the market today, the daily deal model presents a case study of bargaining power examined in a new paper coauthored by Smith School marketing professor Lingling Zhang. While a platform’s large customer base is attractive to merchants, its inherently strong bargaining power can work against it. Read more...

Lingling Zhang

Professor Zhang received her doctorate in Marketing from Harvard Business School in 2016. She is interested in studying competitive marketing strategies using empirical models including industrial organization. Her research focuses on business-to-business marketing, multi-channel marketing, and digital marketing. She has presented research at the INFORMS Marketing Science Conference and the Marketing Dynamics Conference. She teaches statistical programming in the MS Marketing Analytics program and marketing research in the undergraduate program.

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