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Photo of Cui, Anna

Anna Cui

Associate Professor

Department of Marketing


Building & Room:

UH 2513


601 S. Morgan St., Chicago, IL 60607

Office Phone:

(312) 996-7326


CV Link:

Anna Cui



  • Associate Professor, University of Illinois at Chicago, since 2016
  • Assistant Professor, University of Illinois at Chicago, 2010-2016
  • Assistant Professor, Rensselaer Polytechnic Institute, 2006-2010

Classes Taught

  • New Product Development
  • Marketing Research
  • Marketing Strategy
  • Research Methods

Research Interests

  • Innovation and new product development
  • Marketing partnerships
  • Marketing strategy

Selected Publications

Cui, Anna Shaojie and Sophie Xiao (2019), “The Role of Market and Technical Information Generation in New Product Development,” Journal of Product Innovation Management, 36(3), 305-330.

Nakata, Cheryl, Elif Izberk-Bilgin, Lisa Sharp, Jelena Spanjol (2019), Anna Shaojie Cui, Stephanie Y. Crawford, and Yazhen Xiao, “Chronic Illness Medication Compliance: A Liminal and Contextual Consumer Journey,” Journal of the Academy of Marketing Science, 47(2), 192-215.

Cui, Anna Shaojie and Fang Wu (2017), “The Impact of Customer Involvement on New Product Development: Contingent and Substitutive Effects,” Journal of Product Innovation Management, 34(1), 60–80. — Finalist, Thomas Hustad Best Paper Award.

Cui, Anna Shaojie and Fang Wu (2016), “Utilizing Customer Knowledge in Innovation: Antecedents and Impact of Customer Involvement on New Product Outcomes,” Journal of The Academy of Marketing Science, 44(4), 516-538.

Zhang, Haisu, Fang Wu and Anna Shaojie Cui (2015), “Market Learning Mechanisms and New Product Development Performance: The Moderating Role of Customer Need Tacitness,” International Journal of Research in Marketing, 32(3), 297-308.

Spanjol, Jelena, Anna Shaojie Cui, Stephanie Crawford, Cheryl Nakata, Lisa K. Sharp and Mary Beth Watson-Manheim (2015), “Service Co-Production of Prolonged, Complex, and Negative Services: An Examination of Medication Adherence in Chronically Ill Individuals,” Journal of Service Research, 18(3), 284-302. –Best Paper Honorable Mention Award.

Cui, Anna Shaojie, Kwong Chan and Roger Calantone (2014), “The Learning Zone in New Product Development,” IEEE Transactions on Engineering Management, 61(4), 690-701.

Cui, Anna Shaojie (2013), “Portfolio Dynamics and Alliance Termination: The Contingent Role of Resource Dissimilarity,” Journal of Marketing, 77(3), 15-32.

Cui, Anna Shaojie and Shyam Kumar (2013), “Advancing Multilevel Alliance Research: Rejoinder to Commentary on Cui and Kumar (2012) and Future Directions,” Journal of Business Research, 66(5), 662-664.

Cui, Anna Shaojie and Gina O’Connor (2012), “Alliance Portfolio Resource Diversity and Firm Innovation,” Journal of Marketing, 76(4), 24-43.

Cui, Anna Shaojie and Shyam Kumar (2012), “The Termination of Exploration and Exploitation Joint Ventures: The Impact of Uncertainty, Parent Firm Performance, and Joint Venture Characteristics,” Journal of Business Research, 65(8), 1202-1208.

Cui, Anna Shaojie, Roger J. Calantone and David Griffith (2011), “Strategic Change and Termination of Interfirm Partnerships,” Strategic Management Journal, 32 (4), 402-423.

Cui, Anna Shaojie, Meng Zhao and T. Ravichandran (2011), “Market Uncertainty and Dynamic New Product Launch Strategies: A Systems Dynamics Model,” IEEE Transactions on Engineering Management, 58(3), 530-550.

Professional Leadership

Associate Editor, Journal of Product Innovation Management, 2019-present

Member, Product Development and Management Association Academic Committee, 2015-2019

Notable Honors

2018, Hans B. Thorelli Award for most significant and long-term contribution to international marketing theory or practice,, Journal of International Marketing

2017, Finalist, Thomas Hustad Best Paper Award, Journal of Product Innovation Management

2015, Best Paper Honorable Mention Award, Journal of Service Research

2011, 2014, Conference Best Paper Award, PDMA Research Form

2013, Best Reviewer Award, PDMA Research Form

2010, Winner, PDMA Research Competition


PhD in Marketing, Michigan State University, 2006
MS in Finance, The Graduate School of the People's Bank of China, 1999
BS in Finance, Remin University, 1996