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's 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 has received two major research awards, the John D. C. Little Award for best paper in Marketing Science in the marketing section of Management Science; and the Donald R. Lehmann Award for the best dissertation-based paper in the Journal of Marketing or Journal of Marketing Research. She was a finalist for the Paul E. Green Award for an article published in Journal of Marketing Research. Professor Luo received Marshall's Golden Apple Award in 2007.


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.