Koç University, Marketing, 2016

Belgium Katholieke Universiteit Leuven, Business Economics, 2011

China Xi’an Jiaotong University, Economics, 2010

Xiaohan (Hannah) Wen is an Assistant Professor of Marketing at Özyeğin University. She received her Ph.D. in Marketing from Koç University, an M.S. in Business Economics from Katholieke Universiteit Leuven (Belgium), and a B.S. in Economics from Xi'an Jiaotong University (China). Her research focuses on entrepreneurial marketing, crowdfunding, customer involvement in innovation, and social networks. Her work has been published in journals such as the European Journal of Marketing and Journal of Business Research.

Customer Involvement, Crowdsourcing, Crowdfunding, Innovation and New Product Development, Inter-organizational Relationships, Social Networks, Organizational Psychology

PUBLICATIONS

• Kim, Shinhye, Melanie Bowen, and Xiaohan Wen (2024), “Retweet to Donate? Cause-Related Marketing in the Era of Social Medialization”, European Journal of Marketing, 58:4, pp. 1407-1441, https://doi.org/10.1108/EJM-06- 2022-0484
• Wen, Xiaohan and Sinem Atakan (2023), “Are Crowdsourcing Announcements Signals of Customer Orientation? A Comparison of Consumer Responses to Product- versus Communication-related Campaigns”, European Journal of Marketing, 57: 5, pp. 1407-1441; https://doi.org/10.1108/EJM-12-2020- 0910
• Wen, Xiaohan, Shinhye Kim, and Melanie Bowen (2023), “Doing Good by Sharing Messages: An Investigation of “You Share, We Donate” Campaigns and How They Can Reach Viral Success”, Journal of Business Research, 156: 113510., https://doi.org/10.1016/j.jbusres.2022.113510
• Bowen, Melanie, Xiaohan Wen, and Shinhye Kim (2022), “A Lure or A Turn-off: Social Media Reactions to Business Model Innovation Announcements”, Marketing Letters, https://doi.org/10.1007/s11002-021-09606-3.
• Kim, Shinhye, Melanie Bowen and Xiaohan Wen (2019), “The Ultimate Cocreation: Leveraging Customers’ Input in Business Model Innovation”, AMS Review, 9(3-4), 339-356. https://doi.org/10.1007/s13162-018-0129-8

JOURNAL SUBMISSIONS

• Wen, Xiaohan and Melanie Bowen, “From One Emerging Market to Another – Positioning of Chinese B2B Companies in MEA Markets”, 1st-round review, Journal of Marketing Theory and Practice.
• Bowen, Melanie, Xiaohan Wen, and Shinhye Kim, “Too Ambitious to Succeed? Internationalization Intention and Entreprenuerial Orientation in Project Narratives and Crowdfunding Success”, 1st-round review, International Small Business Journal
• Wen, Xiaohan and Bochra Idris, “Experiential Learning through Crowdfunding: The Impact of Students Participation as Crowdfunding Backers on Entrepreneurial Intention in Business Education”, 1st-round review, Business Horizons

WORKING PAPERS

• Wen, Xiaohan, and Sinem Atakan, “Exploring Campaign Design in Creator Economy: The Role of Campaign Novelty in Crowdsourcing Success”, targeting at Strategic Entrepreneurship Journal, Jan. 2025
• Wen, Xiaohan and Bochra Idris, “Are Entrepreneurs Suffering from FOMO (Fear of Missing Out)? Qualitative Evidence from the Emerging Markets”
• Wen, Xiaohan and Stefan Wuyts, “No Strings Attached? Crowdfunding Success and New Product Launch Delay”
• Wen, Xiaohan and Stefan Wuyts, “Information Sharing in Business-to-Business Customer Involvement Projects – Blessing or Curse?”

RESEARCH IN PROGRESS

• “Understanding Design Thinking from a Marketing Perspective”, in the stage of data collection, with Bowen Melanie, Shinhye Kim, You-cheong Lee, Falk Uebernickel, Danielly DePaula

AWARD AND HONORS

• Institute for the Study of Business Markets (ISBM) Doctoral Dissertation Award Competition Finalist 2015
• Institute for the Study of Business Markets (ISBM) Doctoral Consortium Fellow July 2014
• PDMA-UIC Innovation Doctoral Consortium Fellow July 2014
• Runner-up in the PDMA Research Proposal Workshop July 2014
• TUBITAK Fellowship, Ph.D. Program, Turkey National Science Committee 2012-2014
• Full Scholarship, Ph.D. Program, Koç University 2011 – 2016

• New Product Development and Innovation (Undergraduate and Graduate level)
• International Marketing
• Introduction to Marketing
• Entrepreneurial Marketing