Natasha Zhang Foutz

Associate Professor of Commerce

Natasha Zhang Foutz
+1 434-924-0873
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
Media and advertising
New products
Statistical and econometric methods
Professional Activities: 

Professor Foutz teaches and researches in the area of media and entertainment marketing. In particular, she studies consumers’ choices and firms’ new product and media advertising strategies in the entertainment industries, such as the motion pictures, television, and sports. She uses empirical data collection and econometric and statistical methods in her research.

Professor Foutz’s research is published in Journal of Marketing Research; Marketing Science; Handbook of Business; Finance and Management Sciences; and other refereed outlets. She also reviews for leading marketing and statistical conferences and journals and received the Management Science Meritorious Service Award. She has chaired sessions and presented research at numerous international conferences. Professor Foutz has taught marketing management, choice models, and entertainment marketing at undergraduate, M.B.A., and Ph.D. levels. She is also a recipient of several teaching awards, including the All-University Teaching Award at the University of Virginia.

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
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