1. Zou, Shaoming, Eric Fang, and Shuming Zhao. 2003. The Effect of Export Marketing Capabilities on Export Performance: An Investigation of Chinese Exporters, Journal of International Marketing.

2. Fang, Eric, Robert W. Palmatier, and Kenneth R. Evans. 2004. Goal-setting Paradoxes? Trade-offs Between Working Hard and Working Smart: The United States versus China, Journal of the Academy of Marketing Science.

3. Fang, Eric, Kenneth R. Evans, and Shaoming Zou. 2005. The moderating effect of goal-setting characteristics on the sales control systems–job performance relationship, Journal of Business Research.

4. Fang, Eric, K. R. Evans, and T. D. Landry. 2005. Control System’ Effect on Attributional Processes and Sales Outcomes: A Cybernetic Information-Processing Perspective, Journal of the Academy of Marketing Science.

5. Palmatier, Robert W., Fred C. Miao, and Eric Fang. 2007. Sales Channel Integration After Mergers and Acquisition: A Methodological Approach for Avoiding Common Pitfalls, Industrial Marketing Management.

6. Fang, Eric, Robert W. Palmatier, and Kenneth R. Evans. 2008. Influence of customer participation on creating and sharing of new product value, Journal of the Academy of Marketing Science.

7. Fang, Eric (Er), Robert W. Palmatier, and Jan-Benedict E.M. Steenkamp. 2008. Effect of Service Transition Strategies on Firm Value, Journal of Marketing.

8. Fang, Eric (Er), Robert W. Palmatier, Lisa K. Scheer, and Ning Li. 2008. Trust at Different Organizational Levels, Journal of Marketing.

9. Fang, Eric (Er). 2008. Customer Participation and the Trade-Off Between New Product Innovativeness and Speed to Market, Journal of Marketing.

10. Fang, Eric (Er), and Shaoming Zou. 2009. Antecedents and consequences of marketing dynamic capabilities in international joint ventures, Journal of International Business Studies.

11. Fang, Eric, and Shaoming Zou. 2010. The effects of absorptive and joint learning on the instability of international joint ventures in emerging economies, Journal of International Business Studies.

12. Todd, Arnold, J., Eric (Er) Fang, and Robert W. Palmatier. 2011. The Effects of Customer Acquisition and Retention Orientations on a Firm's Radical and Incremental Innovation Performance, Journal of the Academy of Marketing Science.

13. Fang, Eric (Er), Robert W. Palmatier, and Rajdeep Grewal. 2011. Effects of Customer and Innovation Asset Configuration Strategies on Firm Performance Outcomes, Journal of Marketing Research.

14. Ma, Chaoqun, Zhi Yang, Zheng Yao, Greg Fisher, and Eric (Er) Fang. 2012. The effect of strategic alliance resource accumulation and process characteristics on new product success: Exploration of international high-tech strategic alliances in China, Industrial Marketing Management.

15. Yao, Zheng, Zhi Yang, Gregory J. Fisher, Chaoqun Ma, and Eric (Er) Fang. 2013. Knowledge Complementarity, Knowledge Absorption Effectiveness, and New Product Performance: The Exploration of International Joint Ventures in China, International Business Review.

16. Tang, Tanya (Ya), Eric (Er) Fang, and Feng Wang. 2014. Is Neutral Really Neutral? The Effects of Neural User Generated Content (UGC) on Product Sales, Journal of Marketing.

17. Fang, Eric Er, Jongkuk Lee, and Zhi Yang. 2015. The Timing of Codevelopment Alliances in New Product Development Processes: Returns for Upstream and Downstream Partners, Journal of Marketing.

18. Fang, Eric (Er), Xiaoling Li, Minxue Huang, and Robert Palmatier. 2015. Direct and Indirect Effects of Buyers and Sellers on Search Advertising Revenues in Business-to-Business Electronic Platforms, Journal of Marketing Research.

19. Wang, Feng, Xuefeng Liu, and Eric (Er) Fang. 2015. User Reviews Variance, Critic Reviews Variance, and Product Sales: An Exploration of Customer Breadth and Depth Effects, Journal of Retailing.

20. Fang, Eric (Er), Jongkuk Lee, Robert Palmatier, and Shunping Han. 2016. If It Takes a Village to Foster Innovation, Success Depends on the Neighbors: The Effects of Global and Ego Networks on New Product Launches, Journal of Marketing Research.

21. Fang, Eric (Er), Jongkuk Lee, Robert Palmatier, and Zhaoyang Guo. 2016. The Effects of Plural Structure Alliance on Firm Performance, Journal of Marketing Research.

22. Wang, Yonggui, Jongkuk Lee, Er (Eric) Fang, and Shuang Ma. 2017. Project Customization and the Supplier Revenue–Cost Dilemmas: The Critical Roles of Supplier–Customer Coordination, Journal of Marketing.

23. Harmeling, Colleen M., Robert W. Palmatier, Eric (Er) Fang, and Dainwen Wang. 2017. Group Marketing: Theory, Mechanisms, and Dynamics, Journal of Marketing.

24. Lee, Ju-Yeon, Eric Fang, Jisu J. Kim, Xiaoling Li, and Robert W. Palmatier. 2018. The Effect of Online Shopping Platform Strategies on Search, Display, and Membership Revenues, Journal of Retailing.

25. Kozlenkova, Irina V., Robert W. Palmatier, Eric (Er) Fang, Bangming Xiao, and Minxue Huang. 2018. Online Relationship Formation, Journal of Marketing.

26. Sridhar, Shrihari, and Eric Fang. 2019. New vistas for marketing strategy: digital, data-rich, and developing market (D3) environments, Journal of the Academy of Marketing Science.

27. Tang, Tanya, Eric (Er) Fang, and William J. Qualls. 2020. More Is Not Necessarily Better: An Absorptive Capacity Perspective on Network Effects in Open Source Software Development Communities, Mis Quarterly.

28. Zhuang, Mengzhou, Eric (Er) Fang, Jongkuk Lee, and Xiaoling Li. 2021. The Effects of Price Rank on Clicks and Conversions in Product List Advertising on Online Retail Platforms, Information Systems Research.

29. Fang, Eric (Er)，Beibei Dong, Mengzhou Zhuang, and Fengyan Cai. 2023. “We Earned the Coupon Together”: The Missing Link of Experience Cocreation in Shared Coupons, Journal of Marketing.

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