Baojun Jiang

Marketing in the Sharing Economy

Giana M. Eckhardt, Mark B. Houston, Baojun Jiang et al. · Journal of Marketing · 2019 · 706 citations

Digital Marketing, Consumer Research, Brand Strategy +18

Firm Strategies in the “Mid Tail” of Platform-Based Retailing

Baojun Jiang, Kinshuk Jerath, Kannan Srinivasan · Marketing Science · 2011 · 457 citations

Consumer Uncertainty, Market Design, Retail Platform +18

Collaborative Consumption: Strategic and Economic Implications of Product Sharing

Baojun Jiang, Lin Tian · Management Science · 2016 · 378 citations

Consumer Uncertainty, Digital Marketing, Consumer Research +16

To Share or Not to Share: Demand Forecast Sharing in a Distribution Channel

Baojun Jiang, Lin Tian, Yifan Xu et al. · Marketing Science · 2016 · 250 citations

Consumer Uncertainty, Information Sharing, Economics Of Information +22

Effects of Consumer‐to‐Consumer Product Sharing on Distribution Channel

Lin Tian, Baojun Jiang · Production and Operations Management · 2017 · 190 citations

Consumer Uncertainty, Digital Marketing, Optimal Capacity +18