Xuehui Gao

Lily (Xuehui)’s research interest lies in the intersection of the fields of Marketing Analytics, Customer Experience Management, and Marketing Strategy. 

The rapidly progressing new technology (e.g., metaverse, smart service robots, chatbots, AR, VR, AI algorithm) not only supports the new forms of interactions between customers and retailers, but also enhances the richness, quality, and volume of customer data via text, images, and video. In this vein, she is driven by the question of how to enable retailers to integrate and analyze data gathered from various sources, including company datasets and information gathered online (unstructured social media data), in order to gain a more profound insight into customer, firm, and market dynamics. To this end, Lily has launched and lead several research projects. Some of them have already been published in some of the prestigious marketing journals such as Journal of the Academy of Marketing Science, Journal of Service Research, and Journal of Business Research. 

Her research has won several awards, namely AEMARK 2024 Best Research Paper; ACEDE 2023 Best Research Paper; Finalist of AEMARK 2022 Best Research Paper; Rodolfo Vázquez Casielles Award ACEDE 2021 for the Best Research Paper; The 2019 Financial Studies Association Award; The 2018 China International Marketing Conference Best Ph.D. Student Paper Award, and others. 

Lily is an Assistant Professor at Center for Retailing & Department of Marketing and Strategy of Stockholm School of Economics (SSE). Prior to joining SSE, Lily has been an Assistant Professor at the Department of Marketing of the University of Zaragoza. Lily received her PhD in Marketing from the University of Zaragoza in Spain in 2021. In addition to her PhD, she has gained crucial expertise through visiting scholar periods in different countries, specifically at University of Groningen (The Netherlands) (2020) and at Free Universität Berlin (Germany) (2022) and at Temple University (United States) (2024). She has received several competitive scholarships to support these research stays, including the Fulbright Visiting Scholarship, Spanish Education Ministry Pre-Doctoral Scholarship, Erasmus Plus and Ibercaja Scholarship for Young Researchers.