Bobby Zhou’s research focuses on competitive marketing strategies, in particular, pricing and promotion. He uses both analytical models as well as experimental approaches in his research. His work has been published in the Journal of Marketing Research, Marketing Science, and Management Science. He has presented papers at the INFORMS Marketing Science conference, INFORMS POMS conference, UT Dallas FORMS conference, Summer Institute in Competitive Strategy (SICS) at UC Berkeley, DC IO Day, among others. He teaches Marketing Research Methods in the undergraduate programs, Pricing at the MBA/MS programs, and Analytical Models in Marketing in the PhD programs. He also serves on the editorial board of Decision Science, International Journal of Research in Marketing, Journal of Interactive Marketing, Journal of Marketing Research, Journal of Retailing, and Marketing Science.