Strategy, Entrepreneurship and Operations

Koelbel - 444


Chuan He is a Professor of Strategy, Entrepreneurship and Operations at the Leeds School of Business of University of Colorado at Boulder. His fields of specialization and research include advertising, search, pricing strategies, and channel contracts. He holds a Ph.D. in Marketing from Washington University in St. Louis and an M.A. in Economics from the University of Toronto. He serves on the editorial board of Marketing Science.


  • “The economic impacts of carbon emission trading scheme on building retrofits: A case study with U.S. medium office buildings” 2022.Building and Environment. Vol. 221, Article 109311.

  • “The Promise and Peril of Dynamic Targeted Pricing” 2022.International Journal of Research in Marketing. 39(4) 1150–1165.

  • “A Model of Product Line Marketing” 2022.Management Science. 68(8) 6100–6115.

  • “Low-Price Guarantees in a Dual-channel of Distribution” 2021.Marketing Science. 40(4) 765–782.

  • “Strategic Implications of Confirmation Bias Inducing Advertising” 2020.Production and Operations Management. 29(6) 1573–1596.

  • “The Charm of Behavior-based Pricing: When Consumers’ Taste is Diverse and the Consideration Set is Limited” 2019.Journal of Marketing Research. 56(5) 767–790.

  • “Reference-Dependent Utility, Product Variety and Price Competition” 2018.Management Science. 64(9) 4302–4316.


  • Ph.D., Marketing, Washington University in St. Louis
  • MSBA, Marketing, Washington University in St. Louis
  • MA, Economics, University of Toronto, Canada
  • BA, Economics, Memorial University of Newfoundland, Canada