Jeffrey D. Shulman

Marion B. Ingersoll Endowed Professor
Marketing Department

Foster School of Business
University of Washington
Paccar Hall Box 353226,
Seattle, WA 98195-3200, USA


Office: Paccar 552

Tel: 1-206-221-4804

Fax: 1-206-543-7472

Last Updated October 2023



Ph.D. in Marketing (June 2006); M.S. in Marketing (June 2004)
Kellogg School of Management, Northwestern University, Evanston, Illinois

B.A. in Economics (with honors), June 2001
Northwestern University, Evanston, Illinois


2020 to present - Founding Director, The Product Management Center
2018 to present - Marion B. Ingersoll Professor in Marketing
2016 to 2018 - Marion B. Ingersoll Associate Professor in Marketing
2012 to 2016 – Michael G. Foster Faculty Fellow, Associate Professor in Marketing
2011 to 2012 – Michael G. Foster Faculty Fellow, Assistant Professor in Marketing
2006 to 2011 – Assistant Professor in Marketing
     Foster School of Business, University of Washington


  • Associate Editor, Marketing Science, 2021-present
  • Associate Editor, Management Science, 2019-present
  • Associate Editor, Decision Sciences, 2017-present
  • Senior Editor, Production and Operations Management 2013-present
  • Associate Editor, Quantitative Marketing and Economics, 2017, 2020-present
  • Editorial Review Board member for Marketing Science, 2011-2021


Pricing, Product Returns, Decisions Under Limited Information, Marketing-Operations Interface


  1. Shulman, J. and J. Gu (2023) "Making Inclusive Product Design a Reality: How Company Culture and Research Bias Impact Investment" Marketing Science, forthcoming.
  2. Shulman, J., O. Toubia, and R. Saddler (2023) "Editorial: Marketing’s Role in the Evolving Discipline of Product Management"Marketing Science 42(1) 1-5.
  3. Hajehashemi, B., A. Sayedi, J. Shulman (2022)"The Perils of Personalized Pricing with Network Effects" Marketing Science, 41(3) 477-500.
  4. Smith, E. and J. Shulman (2022) "Product Diversion by Vertically Differentiated Firms" Production and Operations Management Journal, 31(5) 1928-1939.
  5. Ertekin, N., J. Shulman, H. Chen (2019) "On the Profitability of Stacked Discounts: Identifying Revenue and Cost Effects of Discount Framing" Marketing Science, 38(2) 317-342.
  6. Geng, X. and J. Shulman (2019) "Does it Pay to Shroud In-App Purchase Prices" Information Systems Research,30(3) 856-871.
  7. Fazli, A., A. Sayedi, J. Shulman (2018) "The Effects of Autoscaling in Cloud Computing" Management Science, 64(11) 5149-5163.
  8. Fazli, A., J. Shulman (2018) "Implications of Market Spillovers" Management Science, 64(11)4996-5013.
  9. Caldieraro, F., Z. Zhang, M. Cunha, J. Shulman (2018) "An Empirical Examination of Strategic Information Transmission in Peer-to-Peer Lending Markets" Journal of Marketing, 82(2) 42-63.
  10. Sayedi, A., J. Shulman (2017) "Strategic Compliments in Sales" Quantitative Marketing & Economics 15(1) 57-84.
  11. Shulman, J., M. Cunha, J. Saint Clair (2015) "Consumer Uncertainty and Purchase Decision Reversals: Theory and Evidence" Marketing Science, 34(4) 590-605.
  12. Geng, X., J. Shulman (2015) "How Costs and Heterogeneous Consumer Price Sensitivity Interact with Add-On Pricing" Production & Operations Management Journal, 24(12) 1870-1882.
  13. Shulman, J. (2014) " "Product Diversion to a Direct Competitor," Marketing Science, 33(3) 422-436.
  14. Shulman, J., X. Geng. (2013) “Add-On Pricing by Asymmetric Firms," Management Science, 59(4) 899-917.
  15. Shulman, J., A. Coughlan, and R. Savaskan (2011) “Managing Consumer Returns in a Competitive EnvironmentManagement Science, 57 (2) 347-362.
  16. Cunha, M. and J. Shulman (2011) “Assimilation and Contrast in Price Evaluations,Journal of Consumer Research, 37 (5) 822-835.
  17. Shulman, J., A. Coughlan, and R. Savaskan (2010) “Optimal Reverse Channel Structure for Consumer Product Returns,Marketing Science, 29 (6) 1071-1085. Download Technical Appendix.
  18. Shulman, J., A. Coughlan, and R. Savaskan (2009) “Optimal Restocking Fees and Information Provision in an Integrated Supply-Demand Model of Product Returns,” Manufacturing and Service Operations Management, 11(4) 577-594. Download Technical Appendix.
  19. Shulman, J. and A. Coughlan (2007) “Used Goods, Not Used Bads: Profitable Secondary Market Sales for a Durable Goods Channel,Quantitative Marketing and Economics, 5 (2) 191-210. Download Technical Appendix


  • Ofek, E., and J. Shulman. “AnswerDash.” Harvard Business School Teaching Note 517-058, October 2016.
  • Ofek, E., and J. Shulman. “AnswerDash.” Harvard Business School Case 516-106, June 2016. Minnema, A., Bijmolt, T. H. A., Petersen, J. A., & Shulman, J. D. (2017). Managing Product Returns Within the Customer Value Framework. In R. W. Palmatier, V. Kumar, & C. M. Harmeling (Eds.), Customer Engagement Marketing (pp. 95-118). Springer International Publishing.
  • Coughlan, A. and J. Shulman (2010) “Creating Superior Value by Managing the Marketing–Operations Management Interface,in Kellogg on Marketing 2nd Ed. (pp. 392-408). Eds. A. Tybout and B. Calder. Hoboken, NJ: Wiley.
  • Gebhardt, G., H. Nair, S.Narayanan, and J. Shulman (2003) “New Approaches for New Products: Summary of Proceedings,Marketing Science Institute (MSI), Report No. 03-108.


  • Co-host of How to Succeed in Product Management
  • Producer and co-director of On the Brink, a feature-length documentary
    • Available streaming on
    • Aired on Television on KCTS 9
    • Press coverage on King 5 tv, KUOW radio, KNKX radio, The Seattle Times, The Stranger, Crosscut, International Examiner, Seattle Channel, and Northwestern Magazine
    • Screened in cities coast-to-coast from Los Angeles to New York City
    • Notable Seattle screenings at Langston Hughes Performing Arts Institute, Northwest African American Museum, Neptune Theatre, Admiral Theatre, and Quincy Jones Performing Arts Center.
    • Academic screenings at Northwestern University, University of Washington, and Central Washington University
  • Producer and host of Seattle Growth Podcast
    • Winner of CASE Gold Circle of Excellence Award from Council for Advancement and Support of Education, 2018
    • Notable press mentions in New York Times, USA Today, Financial Times, LA Times, Seattle Times, and local media outlets around the country
    • Over 200,000 downloads and reaired on local radio


  • ""Making Inclusive Product Design a Reality: How Company Culture and Research Bias Impact Investment"
    Presented at University of Maryland Marketing Camp, September 2022
    Presented at Imperial College of London, February 2023
  • “The Perils of Price Personalization with Network Effects”
    presented at London Business School, January 2021
    presented at Carnegie Mellon University, December 2020
    presented at City University of Hong Kong, July 2020
  • “Does it Pay to Shroud In-app Purchase Prices?”
    presented at University of Florida, September 2017.
  • "Autoscaling in Cloud Computing and Market Entry"
    presented at Stanford GSB, April 2017
    presented at Washington University in St. Louis, March 2017
    presented at Kellogg School of Management doctoral seminar, April 2016
    presented at Texas A&M, January 2016,
  • "Regulating Illicit Markets with a Cross-Tariff"
    presented at the University of Minnesota Marketing Camp, April 2015
    presented at Emory University, April 2015
  • “The Roles of Costs and Heterogeneous Price Sensitivity in Add-On Pricing” presented at University of Miami, November 2013.
  • “Product Diversion to a Direct Competitor” presented at Haas School of Business, University of California at Berkeley. August 2013.
  • “The Impact of Hidden Add-On Fees and Consumer Bounded Rationality” presented at Kenan-Flagler Business School, University of North Carolina, Chapel Hill. January 2011.
  • “Assimilation and Contrast in Price Evaluations” presented in the Kellogg Attitudes Motivation and Processing series at the Kellogg School of Management, Northwestern University, April 2009.
  • Durable Goods, Secondary Markets, and Product Returns: An Inside Look at the Research Process,”  Kellogg School of Management’s Marketing Models doctoral seminar, Northwestern University, Evanston, IL.  June 1, 2006 and April 28, 2008.


  • Dean's Leadership Award, 2022
  • Dean's Award for Excellence in Research, 2019
  • CASE Gold Circle of Excellence Award, 2018
  • Outstanding Senior Editor, Production and Operations Management, 2015
  • Distinguished Service Award, Management Science, 2011, 2012, 2013, 2014, 2016, and 2017
  • Top 20 Reviewer, International Journal of Industrial Organization, 2015
  • AMA-Sheth Doctoral Consortium Faculty Fellow, 2014
  • Undergraduate Faculty of the Year, Marketing & International Business, 2012
  • Editorial Review Board of Marketing Science (January 2011 to present).
  • Dean’s Junior Faculty Research Award, 2010.
  • Meritorious Service Award, Management Science, 2010, 2015, and 2018.
  • Instructor of the Quarter, Winter 2008 (chosen by Undergraduate Business Council)
  • Nominated for Undergraduate Business Council’s Instructor of the Quarter, Winter 2007
  • AMA Doctoral Consortium Fellow, Texas A&M College Station TX, June 2004

Live Television Appearances

Recorded Television Appearances
Live Radio Appearances Recorded Radio Appearances Print Media Appearances
  • Quoted in national outlets such as the New York Times, Financial Times, USA Today, The Guardian, Bloomberg, Fortune, and Chronicle of Higher Education
  • Quoted in local outlets around the country such as amNew York, Crain's New York Business, The Mercury News (San Jose, CA), Los Angeles Times, Atlanta Journal-Constitution, Minneapolis Star Tribune, and Pittsburgh Post-Gazette
  • Quoted in Seattle outlets such as Seattle Times, Seatle Met, Geekwire, The Stranger, Daily UW, and Seattle Magazine.

Teaching Experience

  • Strategic Product Management, offering online in Hybrid MBA program, in MBA program, and in undergraduate program
  • Pricing Strategies and Tactics, offered in MBA program and undergraduate program
  • Entrepreneurial Marketing, offered in Masters in Entrepreneurship program
  • Marketing Concepts, offered in undergraduate program
  • Game Theory in Marketing, offered in PhD progam
  • Analytical Models in Business-to-Business Marketing, offered online in ISBM Ph.D. Seminar Series, Penn State University
  • Marketing Management, offered in Northwestern University's undergraduate program


Promotion and Tenure Committee member, 2018-present
Promotion and Tenure Committee Chair, 2021-2022.
Committee member for UW Faculty 2050 vision, 2017-2018.
Committee member for University of Washington Outreach and Communication Committee, 2018
Launch committee member for MS in Entrepreneurship program, 2015-2016.
Marketing-Operations Interface Track Chair, POMS Conference 2017
Marketing-Operations Interface Track Chair, M&SOM Conference 2014
Urban@UW Steering Committee member 2016-present
External Program Reviewer, Northwestern University, Business Institutions Program, October 2008.
Producer and host of Seattle Growth Podcast