Yuanfang Lin | Gordon S. Lang School of Business and Economics

Yuanfang Lin

Associate Professor & Graduate Program Coordinator
Department of Marketing and Consumer Studies
Phone number: 
ext. 53818
Macdonald Institute (MINS), Room 202B

Dr. Yuanfang Lin is a marketing modeler specialized in identifying important substantive marketing problems (such as price competition, product innovation, decisions under uncertainties), constructing parsimonious analytical models that yield fundamental insights about firm and consumer behavior, and seeking empirical validation of theory predictions using appropriate data. Major tools for his research include microeconomics, industrial organization, game theory, econometrics and statistics. Dr. Lin's research findings have been published in leading academic journals including Management Science, Marketing Science, Journal of Retailing, International Journal of Research in Marketing. Dr. Lin is the recipient of 2023 University of Guelph Research Excellence Award and 2023 University of Guelph Faculty Association (UGFA) Distinguished Professor Award for Excellence in Teaching. 

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PhD, Marketing, Washington University in St. Louis.

MSBA, Marketing, Washington University in St. Louis.

MSc, Applied Economics & Statistics, University of Nevada, Reno.

BA, International Economics, Renmin University of China.


  • Analytical modeling
  • Competitive strategy
  • Product Innovation
  • Informational service
  • Pricing strategy
  • Retailing and channel management

(Selected Peer-Reviewed Publications)

* Yuanfang Lin and Amit Pazgal (2023), Effects of Information Quantity and Diversity on Consumers under Complex Uncertainty,” Journal of Retailing and Consumer Servicesforthcoming.

Yuanfang Lin and Amit Pazgal (2021), Taking Marketing Strategy Risks with Seemingly No Expected Gains,” Marketing Letters, 32, 363-377. 

Yuanfang Lin, Amit Pazgal, and David Soberman (2021), “Who is the Winner in an Industry of Innovation?,” International Journal of Research in Marketing, 38 (1), 50-69.  IJRM "Editor's Choice 2021".

* Yuanfang Lin and Chakravarthi Narasimhan (2020), “Persuasive Advertising in a Vertically Differentiated Competitive Marketplace,” Review of Marketing Science, 18 (1), 145-177.

* Xin Ge, Paul Messinger, and Yuanfang Lin (2019), “Gleaning Inferences from Sold-Out Products,” Journal of Retailing and Consumer Services, Volume 49, 173-185. Administrative Science Association of Canada (ASAC) Conference Best Marketing Paper Award.

* Hejun Zhuang, Peter T.L. Popkowski Leszczyc and Yuanfang Lin (2018), “Why is Price Dispersion Higher Online than Offline? Impact of Retailer Type and Shopping Risk on Price Dispersion,” Journal of Retailing, 94 (2), pp. 136 - 153. on the List of Most-Cited Journal of Retailing Articles Since 2018.

* Yuanfang Lin and Sandeep Krishnamurthy (2017), “Generic and Brand Advertising Strategies under Inter-Industry Competition,” Customer Needs and Solutions, 4 (1), pp. 18-27.

* Dmitri Kuksov and Yuanfang Lin (2017), “Signaling Low Margin through Assortment”, Management Science, 63(4), pp. 1166-1183.

* Yuanfang Lin and Amit Pazgal (2016), “Hide Supremacy or Admit Inferiority—Market Entry Strategies in Response to Consumer Informational Needs,” Customer Needs and Solutions, 3 (2), pp. 94-103.

Dmitri Kuksov and Yuanfang Lin (2010), “Information Provision in a Vertically Differentiated Competitive Marketplace”, Marketing Science, 29(1), pp. 122-138, nominated for 2010 Frank M. Bass Dissertation Paper Award

(2023 - 2024) on Sabbatical

(2022 - 2023)

MCS*4040 Management in Product Development  - Undergraudate

MCS*4370 Marketing Strategy  - Undergraudate

MCS*6100 Marketing Theory - Graduate

Dr. Yuanfang Lin's scholarly works are supported by multiple research grants including Social Sciences and Humanities Research Council (SSHRC) Insight Development (IDG) Grant, Guelph Institute for Environmental Research (GIER), and Institute for Sustainable Commerce at Guelph (ISCG) Research Grants.