University of Southern California

Lan Luo
Associate Professor of Marketing

USC Marshall School of Business
Los Angeles, CA 90089-0808

PhD, University of Maryland; MA, SUNY-Buffalo; BS, Nankai University


Lan Luo studies new product development and marketing implications of new product launches. Her research has been published in Marketing Science and Journal of Marketing Research, among other journals. Professor Luo is the recipient of the John D.C. Little Award, the Donald R. Lehmann Award, and is a finalist for the Paul E. Green Award. Each is a major research award in the field of marketing. She has also been granted the Dean’s Research Excellence Award at the Marshall School of Business. In 2011, Professor Luo was named as a MSI Young Scholar, awarded once every two years to scholars mostly likely to be "potential leaders of the next generation of Marketing academics". She also received Marshall's Golden Apple Award for her teaching excellence.


Luo, L., Ratchford, B., and Yang, B. (2013) "'Why We Do What We Do: A Model of Activity Consumption'," Journal of Marketing Research, 50 (1), 24-43.
Luo, L. (2011) ""Product Line Design for Consumer Durables: An Integrated Marketing and Engineering Approach"," Journal of Marketing Research, 48 (1), 128-139.
Luo, L., Chen, X., Han, J., and Park, C. W. (2010) ""The Dilution and Enhancement of Celebrity Brands in Sequential Movie Releases"," Journal of Marketing Research, 47 (6), 1114-1128.
Luo, L., Kannan, P.K., and Ratchford, B. T. (2008) ""Incorporating Subjective Characteristics in Product Design and Evaluations"," Journal of Marketing Research, (Donald R. Lehmann Award; Paul E. Green Award Finalist), 45 (2), 182-194.
Luo, L., Kannan, P.K., and Ratchford, B. T. (2007) ""New Product Development under Channel Acceptance"," Marketing Science, (Lead Article), (John D.C. Little Award), 26 (2), 149-163.
Besharati, B., Luo, L., Azarm, S., and Kannan, P.K. (2006) ""Multi-Objective Single Product Optimization: An Integrated Design and Marketing Approach"," ASME Journal of Mechanical Design, 128 (4), 884-892.
Luo, L., Kannan, P.K., Besharati, B., and Azarm, S. (2005) ""Design of Robust New Products under Variability: Marketing Meets Design"," Journal of Product Innovation Management, 22 (2), 177-192.