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XU Juan

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., M. VAN DER BORGH, E. J. NIJSSEN, S. K. LAM, "EXPRESS: Why Salespeople Avoid Big-Whale Sales Opportunities", Journal of Marketing, October 2021, pp. 002224292110373
    DOI : 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
  • 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

Academic Journals

  • XU, J., M. VAN DER BORGH, E. J. NIJSSEN, S. K. LAM, "EXPRESS: Why Salespeople Avoid Big-Whale Sales Opportunities", Journal of Marketing, October 2021, pp. 002224292110373
    DOI : 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

Academic conferences

  • 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? Certainty in salespersons’ judgement of expected customer demand for new products" in American Marketing Association. Educators Proceedings, 2018, United States
  • 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