Ivy Profile
Title: Assistant Professor
Department: Marketing
Office: 3338 Gerdin
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(515)294-8204
Selected Publications
- Liu, Y. M., Kim, E., & Allenby, G. M. (2025) "Teaching Prescriptive Analytics in Business School: an inter-coherent case study in the SUV market", Marketing Education Review, 35 (3):229-251. Link to Paper
- Liu, Y. M., Büschken, J., Orme, B., & Allenby, G. M. (2025) "Integrating Conjoint and Maximum Difference Scaling Data", Management Science, 71 (11):8995-9868. Link to Paper
- Liu, Y. M., Brazell, J. D., & Allenby, G. M. (2022) "Non-linear pricing effects in conjoint analysis", Quantitative Marketing and Economics, 20 (4):397-430. Link to Paper