Natasha Zhang Foutz

Associate Professor of Commerce
Marketing

Natasha Zhang Foutz
+1 434-924-0873
Office: 
340
Education: 
Ph.D., Marketing, Cornell University
M.S., Statistics, Cornell University
M.S., Marketing, Cornell University
B.S., Economics, Fudan University
Areas of Expertise: 
Entertainment marketing
Digital media
Statistical and econometric methods
Big data and marketing analytics
Professional Activities: 

Professor Foutz’s teaching and research is focused on digital media, entertainment marketing, and marketing analytics. She analyzes large-scale data using econometrical, statistical, and machine-learning methods to understand consumer behaviors and advise firm strategies.

Professor Foutz’s research has been published in various books and leading journals, including Journal of Marketing Research and Marketing Science. She has taught marketing management, marketing models, and media entertainment marketing at the undergraduate, M.B.A., and Ph.D. levels. She is also a recipient of a number of service awards, research awards, and teaching awards, including the Mallen Award for Lifetime Published Scholarly Contributions to Motion Picture Industry Studies and the University of Virginia All-University Teaching Award.

Selected Publications:

“Entertainment Marketing,” Foundations and Trends in Marketing, 2017.

“The Role of Network Embeddedness in Film Success,” International Journal of Research in Marketing – Special Issue on the Entertainment Industry, 2016 (with G. Packard, A. Aribarg, and J. Eliashberg).

“Functional Response Additive Model Estimation with Online Virtual Stock Markets,” Annals of Applied Statistics, 2015 (with Y. Fan, G. James, and W. Jank).

“Synergy or Interference: The Effect of Product Placement on Commercial Break Audience Decline,” Marketing Science, 2014 (with D. Schweidel and R. Tanner). Lead article; also featured in ISMS press release and Forbes.

"Dynamic Effectiveness of Advertising and Word-of-Mouth in the Sequential Distribution of New Products," Journal of Marketing Research, 2012 (with N. Bruce and C. Kolsarici).

“Pre-Release Demand Forecasting for Motion Pictures Using Functional Shape Analysis of Virtual Stock Markets,” Marketing Science, 2010 (with W. Jank).

"Category-Based Screening in Choice of Complementary Products," Journal of Marketing Research, 2009 (with A. Aribarg).

Recent news about Natasha Zhang Foutz:
Surveying the most current published findings in the rapidly growing field of entertainment marketing, Professor Natasha Zhang Foutz’s diligent and insightful work has seen publication in prestigious journal Foundations and Trends in Marketing . In her monograph of the $2... Read more
How can big data reduce stroke fatalities in America’s southeastern “Stroke Belt?” How do stakeholders treat female CEOs and male CEOs differently? How can we prevent cyberattacks like those that crippled Yahoo or even the Democratic National Committee? Ten McIntire... Read more