Elina Tang
Assistant Professor

Department

Marketing

Education

  • Ph.D., University of Missouri, Marketing (Statistics minor)
  • M.S., Tufts University, Molecular Biology and Microbiology
  • Graduate Certificate, Harvard University, Administration and Management
  • B.S., Wuhan University, Biochemistry

Bio

Elina Tang's, Ph.D., current research interests focus on sustainability, corporate social responsibility, innovation, sales, and big data analytics. Her publication has appeared in the Financial Times’ top business journals such as Journal of the Academy of Marketing Science, Marketing Science, Journal of the American Statistical Association, and other leading academic journals such as Industrial Marketing Management, Journal of Interactive Marketing, and Psychology & Marketing. Her research has been funded by the American Marketing Association (AMA), American Statistical Association (ASA), EBSCO Information Services, and Carolan Research Foundation. Her work has been featured by Adweek, CBS, Marketing Science Institute, Missourian, and Reynolds Journalism Institute. 

Tang serves on the editorial review board of the FT-50 business journal, Journal of the Academy of Marketing Science (JAMS)She is a founding member of the Adweek Academic Council. Tang is the recipient of several awards, including the 2020 JAMS Best Reviewer, 2018 Marketing Management Association Educators’ Conference Best Reviewer, 2017 Best Paper in Market Research Methods and Innovative Research Approaches at the AMA Summer Academic Conference, 2015 Best Paper in Sustainability at AMA, and 2013 Best Paper Award in Journal of Interactive Marketing.

As a passionate award-winning teacher, Tang brings to her class nearly two-decades of market research experience, as well as seven years of new product development experience in the biotechnology and pharmaceutical industries. While a doctoral research fellow at the Donald W. Reynolds Journalism Institute, she published a lead article in The International Journal on Media Management.

Tang’s hobbies include running and reading, usually not at the same time. A member of Team World Vision, the largest charity team in the Bank of America Chicago Marathon, she is a proud 2019 Chicago Marathon finisher.

Selected Publications

Tang, Elina and Lei Wang (2020), 3 Elements of Your Brand That Can Shine Through in These Harrowing Times: This Will Help Preserve Relationships with Consumers in The Long Run, Adweek, March 16, 2020.

Tang, Elina and Detelina Marinova (2020), When Less Is More: The Downside of Customer Knowledge Sharing Within New Product Development Teams, Journal of the Academy of Marketing Science, 48 (2), 288–307.

Tang, Elina and Haisu Zhang (2019), Disruption Reaches Healthcare – The Sector Is Being Shaken up by Digital Innovations, (Online version title: Healthcare Is Undergoing a Digital Revolution, Courtesy of Smart Devices), Adweek, October 7, 2019, page 11.

Tang, Elina and Chris Hinsch (2018), Going Green to Be Morally Clean: An Examination of Environmental Behavior Amongst Materialistic Consumers, Psychology & Marketing, 35, 845–862.

Liu, Qing and Elina Tang (2015), Construction of Efficient Heterogeneous Choice Designs: A New Approach, Marketing Science, 34 (3): 346 – 366. (Equal contribution)

Yang, Min, Stefanie Biedermann and Elina Tang (2013), On Optimal Designs for Nonlinear Models: A General and Efficient AlgorithmJournal of the American Statistical Association, 108 (504), 1411 – 1420.

Raman, Kalyan, Murali K. Mantrala, Shrihari Sridhar and Elina Tang (2012), Optimal Resource Allocation with Time-Varying Marketing Effectiveness, Margins and CostsJournal of Interactive Marketing, 26 (1), 43 – 52. (Equal contribution)

Tang, Elina, Shrihari Sridhar, Esther Thorson and Murali Mantrala (2011), The Bricks That Build the Clicks: Newsroom Investments and Newspaper Online PerformanceThe International Journal on Media Management, 13 (2), 107 – 128.

Bond, Edward, Mark Houston and Elina Tang (2008), Starting Up a High-Technology Knowledge Transfer Network: The Practical and Symbolic Roles of IdentificationIndustrial Marketing Management, 37 (6), 641 – 652.


Elina Tang

Contact

815-753-1574
etang@niu.edu
BH 128A