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Headshot of Ruhai Wu, a smiling man with glasses, wearing a gray suit.

Dr. Ruhai Wu

Associate Professor

Headshot of Ruhai Wu, a smiling man with glasses, wearing a gray suit.

Department / Academic Area

Faculty, Marketing

Email

wuruhai@mcmaster.ca

Phone

DSB: 23048

Biography

Ruhai Wu is an Associate Professor of Marketing at the DeGroote School of Business. His research expertise spans industrial and retail marketing strategies, including pricing, advertising, channel relationships, customer relationship management, and digital platform management. Dr. Wu employs both game-theoretic modelling and empirical analysis to examine the strategic behaviours of firms and consumers and their impacts on market outcomes. His work has been published in leading journals in Marketing, Information Systems, and Operations Management, and he has received more than ten competitive research grants from prestigious agencies such as the Social Sciences and Humanities Research Council of Canada (SSHRC) and the Natural Sciences and Engineering Research Council of Canada (NSERC). Dr. Wu’s recent projects explore topics such as e-commerce platform pricing and management, information asymmetry in supply chains, dynamic pricing in competitive markets, communication in joint consumption, and livestream e-commerce. He is also an active doctoral supervisor.

Articles

A lightbulb with a glowing brain inside instead of a filament, sparking with light.
September 26, 2025 · ACCOUNTING AND FINANCIAL MANAGEMENT | ALA MOKHTAR | ALFRED LIU | ASHISH PUJARI | BENSON HONIG | BERK GORGULU | CANSU EKMEKCIOGLU | CATHERINE CONNELLY | CHRISTINE LESAGE | FINANCE AND BUSINESS ECONOMICS | HUMAN RESOURCES AND MANAGEMENT | INFORMATION SYSTEMS | KHALED HASSANEIN | LINGLING SHI | MANISH VERMA | MARKETING | MILENA HEAD | OPERATIONS MANAGEMENT | RUHAI WU | SEAN O'BRADY | SHANE SAUNDERSON | SUDIPTO SARKAR | TRISH RUEBOTTOM | YAIR BERSON | YOONTAE JEON | YUN ZHOU

Celebrating DeGroote grant success in 2025

An online shopping influencer holds up a hat while live streaming.
December 17, 2024 · LIVE SHOPPING | RUHAI WU

How the rapid growth of live shopping could signal a shift in the holiday retail landscape

A woman using her phone to live-stream and showcase various tops for her audience.
January 10, 2024 · DEGROOTE STRATEGIC PLAN | MARKETING | RESEARCH | RESEARCH AND SCHOLARSHIP | RUHAI WU

The Retail Revolution will be Live-Streamed

September 7, 2023 · IN THE NEWS | MARKETING | RESEARCH | RUHAI WU | SOCIAL COMMERCE

In the News: The ‘Shoppertainment’ Trap: As Social Media Apps Blur Line Between Socializing and Buying, the Risks to Users Soar

March 23, 2023 · IN THE NEWS | LIVE SHOPPING | MARKETING | PHD | RESEARCH | RESEARCH AND SCHOLARSHIP | RUHAI WU

In the News: Is Live Shopping the Next Big disruptor in Canadian Retail?

Publications

Journals

The Impact Of Brand Equity On Vertical Integration In Franchise Systems

Mohammad Kayed    Manish Kacker    Ruhai Wu    Farhad Sadeh

Journal     2025

Journal Of Retailing

When Karma Strikes Back: A Model Of Seller Manipulation Of Consumer Reviews In An Online Marketplace

Ruhai Wu    Chun Qiu

Journal     2023

Journal Of Business Research

Channel Governance Through Brand Equity

Mohammad Kayed    Manish Kacker    Ruhai Wu    Farhad Sadeh

2022

Buyer Preferences For Auction Pricing Rules In Online Outsourcing Markets: Fixed Price Vs. Open Price

Zhijuan Hong    Ruhai Wu    Yan Sun    Kunxiang Dong

Journal     2020

Electronic Markets

View more

Other

The Impact Of Brand Equity On Vertical Integration In Franchise Systems

Mohammad Kayed    Manish Kacker    Ruhai Wu    Farhad Sadeh

2025

Platform Pricing In The Presence Of Cross-platform Network Effects

Z Ji    Ruhai Wu

Conference    2024

Proceedings Of The Annual Hawaii International Conference On System Sciences

Channel Governance Through Brand Equity

Mohammad Kayed    Manish Kacker    Ruhai Wu    Farhad Sadeh

2022

Channel Governance Through Brand Equity: How Brand Equity Shapes Distribution Channel Structure

Mohammad b Kayed    Manish Kacker    Ruhai Wu    Farhad Sadeh    Lee-chin family institute for strategic business studies Michael

2021

View more
Tags:   FULL TIME FACULTY MARKETING RUHAI WU
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