![](https://neoma-bs.com/sites/default/files/uploaded_images/profs-neoma_0.png)# XU Juan

 

 

 
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- XU Juan
 
  

 

    ![](/sites/default/files/styles/large/public/uploaded_images/photos_academ/33674-xu-juan.jpg?itok=WkEAnBcl)XU Juan

 Assistant Professor

  

 <grace.xu@neoma-bs.fr> 

 

 

 

 - About
 - Academic publications
 
  

 

    [Marketing](https://neoma-bs.com/departements/marketing) 

    PhD / Doctorate Marketing and Sales 

 

Grace XU is an Assistant Professor in Marketing at NEOMA Business School. She obtains her PhD in Marketing from Eindhoven University of Technology, the Netherlands. She has been a visiting research at Copenhagen Business School, Denmark. She teaches Marketing Management and Marketing Research Methods. Her current research interests are focused on salespeople’s decision-making in solution selling/uncertain sales market and dynamic sales process analysis. She is also interested in salespeople’ s decision-making process and sales forecasting in B2B solution selling context with the contingencies of human intelligence and artificial intelligence. Her research works have been accepted or are forthcoming in prestigious international journals such as *Journal of Marketing*, *Industrial Marketing Management*. Her research works have been presented in major conferences, such as American Marketing Association (AMA), Institute for the Study of Business Markets (ISBM), and European Marketing Academy (EMAC)

 

 ###  Areas of research 



- Decision Marking
- Sales Strategy in B2B
- Quantitative Marketing
- Marketing Strategy
 
  

 

##   Recent academic contributions  

 XU, J., "Adaptive Selling Behaviors and Performance Contextualization: Insights from a Meta-Analytic Review" in *Academy of International Business (AIB) conference*, 2024, Seoul, Korea, Republic Of 

 XU, J., "A Literature Review on Adaptive Selling Behaviors: A meta-analytic review" in *Industrial Marketing Management Summit*, 2023, University of Bamberg, Bamberg, Bavaria, Germany 

 XU, J., M. VAN DER BORGH, E. J. NIJSSEN, S. K. LAM, "Why Salespeople Avoid Big-Whale Sales Opportunities", *Journal of Marketing*, September 2022, vol. 86, no. 5, pp. 95-116  DOI : [ 10.1177/00222429211037336 ](https://dx.doi.org/10.1177/00222429211037336)

  

 

 

 

 

##   Publications  

 XU, J., M. VAN DER BORGH, E. J. NIJSSEN, S. K. LAM, "Why Salespeople Avoid Big-Whale Sales Opportunities", *Journal of Marketing*, September 2022, vol. 86, no. 5, pp. 95-116  DOI : [ 10.1177/00222429211037336 ](https://dx.doi.org/10.1177/00222429211037336)

  

 

 VAN DER BORGH, M., J. XU, M. SIKKENK, "Identifying, analyzing, and finding solutions to the sales lead black hole: A design science approach", *Industrial Marketing Management*, July 2020, vol. 88, no. 5, pp. 136-151  DOI : [ 10.1016/j.indmarman.2020.05.008 ](https://dx.doi.org/10.1016/j.indmarman.2020.05.008)

  

 

 

 

 

##   Others  

 XU, J. - "Press Release From the Journal of Marketing: Why Salespeople Avoid Big-Whale Sales Opportunities, Marilyn Stone - Communiqué de presse- American Marketing Association" - 2021 

 

 

 

##   Conferences  

 XU, J., "A Literature Review on Adaptive Selling Behaviors: A meta-analytic review" in *Industrial Marketing Management Summit*, 2023, University of Bamberg, Bamberg, Bavaria, Germany 

 XU, J., W. VAN DER BORGH, E. NIJSSEN, L. SON, "Exploring Judgement Formation for Solution Selling to B2B Customers: The Importance of Expected Customer Demand Uncertainty for Performance Outcomes" in *European Marketing Academy Doctoral Colloquium*, 2019, Hamburg, Germany 

 XU, J., M. VAN DER BORGH, E. NIJSSEN, "What to Expect when Selling Product- Service Solutions? The Mediating Role of Certainty Estimates" in *Session on Emerging Phenomena in B2B Sales Management, ISBM Academic Conference*, 2018, Cambridge, United States 

 XU, J., M. VAN DER BORGH, E. NIJSSEN, "What to expect? Certainty in salespersons’ judgement of expected customer demand for new products" in *American Marketing Association. Educators Proceedings*, 2018, United States 

 

 

 

##   Conference contributions  

 XU, J., "Adaptive Selling Behaviors and Performance Contextualization: Insights from a Meta-Analytic Review" in *Academy of International Business (AIB) conference*, 2024, Seoul, Korea, Republic Of