Haisu Zhang

Associate Professor, Martin Tuchman School of Management
About Me
Dr. Haisu Zhang is Martin Tuchman '62 Chair and Associate Professor of Marketing and Entrepreneurship at Martin Tuchman School of Management. His current research interests include product innovation, crowdfunding, technology entrepreneurship, and AI-marketing interface. His research has been published in more than 20 academic articles, which have been cited by scholars from over 50 countries. Dr. Zhang is an active member of the international academic community. He serves as an associate editor and a member of the editorial review board of several leading academic journals.
Education
Ph.D.; University of Illinois at Chicago; Business Administration; 2012
M.B.A.; Purdue University-Calumet Campus; Management; 2006
B.S.; Beijing Technology and Business University; Business Management; 2004
Awards & Honors
2024 Best Reviewer, Journal of Product Innovation Management
2024 Active Learning Grant, Institute for Teaching Excellence (NJIT)
2022 Bright Ideas Award, New Jersey Collegiate Business Administration Association
2020 Best Reviewer, Journal of Product Innovation Management
2020 Best Paper (Innovation Track), AMA Summer Academic Conference
2020 Faculty Research Award, Martin Tuchman School of Management
Website
https://scholar.google.com/citations?user=15mQrGoAAAAJ&hl=en
2026 Fall Courses
MRKT 632 - STRATEGIC MRKT MANAGEMENT
BDS 725 - INDEPENDENT RESEARCH I
MGMT 682 - BUSINESS RESEARCH METHODS I
BDS 790A - DOCTORAL DISSERTATION & RES
BDS 792B - PRE-DOCTORAL RESEARCH
BDS 726 - INDEPENDENT RESEARCH II
Teaching Interests
Innovation Management; Marketing Research; Marketing Strategy; Product/Brand Management;
Past Courses
BDS 791: DOCTORAL SEMINAR
MGMT 480: MANAGING EST & EMERG TECH
MGMT 480: MANAGING TECH & INNOVATION
MGMT 480: MANAGING TECHNOLOGY AND INNOVATION
MGMT 682: BUSINESS RESEARCH METHODS I
MRKT 330: PRINCIPLES OF MARKETING
MRKT 430: MARKETING RESEARCH
MRKT 470: DATA-DRIVEN MARKETING DECISION MAKING
MRKT 632: MARKETING STRATEGY FOR TECHNOLOGY-BASED ORGANIZATIONS
MRKT 636: DES/DEV HIGH TECH PROD
Research Interests
Product Innovation; Crowdfunding; Technology Entrepreneurship; AI-Marketing Interface
Journal Article
Ruby P. Lee, Xinlin Tang, Haisu Zhang. 2026. "When Does Digital Capability Enable Innovation Capability for Competitive Performance in an Emerging Economy? An Examination of Two Institutional Forces." Journal of Product Innovation Management.
Yazhen Xiao, Haisu Zhang. 2026. "Behind the Hype: A Closer Look at Voice Assistant Skills, Product Control Strategy and User Evaluations." Marketing Intelligence & Planning.
Haisu Zhang. 2026. "Navigating Post-Crowdfunding Commercialization: Launch Decision, Market Sales, and Product Survival." Journal of the Academy of Marketing Science, vol. 54, pp. 445–468.
Tereza Dean, Haisu Zhang, Yazhen Xiao. 2024. "Customer Involvement in Co-Development: Problem-Solving and Decision-Making in New Product Development." European Journal of Marketing, vol. 58, no. 6, pp. 1520-1542.
Tereza Dean, Haisu Zhang, Yazhen Xiao. 2023. "Use Big Data to Leverage Customer Need Diversity for Radical Innovation." Journal of Marketing Management, vol. 39, no. 15-16, pp. 1620-1644.
Vesna Vlaisavljevic, Shanthi Gopalakrishnan, Haisu Zhang, Carmen Cabello-Medina, Melodi D. Guilbault. 2022. "Dancing with wolves: how R&D human capital can benefit from coopetition." R&D Management, vol. 52, no. 3, pp. 449-464.
Magazine/Trade Publication
"Disruption Reaches Healthcare: The Sector is Being Shaken Up by Digital Innovations"
Adweek, October (4th Quarter/Autumn), 2019.