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Ting Li is the Professor of Digital Business at Rotterdam School of Management (RSM), Erasmus University, where she leads the Information Systems group. She is a founding member and the Academic Director of Digital Business Practice at the Erasmus Centre for Data Analytics, and also heads the Immersive Tech & AI Lab.

Ting Li is an expert in digital strategy, ecommerce, social and mobile analytics, digital platforms, digital advertising, digital privacy, AI and decision making, impact of emerging technologies (AI, GenAI, AR/VR, NFT), and pricing and revenue management. She has held Visiting Professor at the Wharton School of Business, MIT, Tsinghua University, Temple University, Arizona State University, and City University of Hong Kong. In 2017, she was named by Poets & Quants as one of the Top 40 Professors Under 40 Worldwide.

Ting's research centers on understanding the strategic use of information and digital technologies, with a focus on their economic impacts on consumers, organizations, and society. Theoretically, she develops novel perspectives on how firms build digital capabilities to enhance business performance, and how emerging information technologies shape consumer behavior and decision-making. Methodologically, she applies interdisciplinary approaches combining large-scale randomized field experiments, lab experiments, surveys, eye-tracking, agent-based simulation, and advanced machine learning techniques to explore the impact of IT on individuals, organizations, markets, and networks.

Her work has been published in leading scientific journals, including Management Science, Management Information Systems Quarterly, Information Systems Research, Nature Communications, Production and Operations Management, Harvard Business Reviews, among many others. Her research has earned best paper awards and nominations (European Research Paper of the Year 2015), as well as best dissertation awards (Prof. Aart Bosman Dissertation Award, Accenture-PIM Marketing Science Dissertation Award). Her interdisciplinary research has been supported by multiple grants from the Dutch National Science Foundation (NWO) (on topics such as Algorithmic Society, Immersive Tech & AI) and leading multinational companies (e.g., VIVAT, AllSafe, Dutch Police).

Ting maintains close collaborations with industry partners. Her academic work introduces methods, models, and frameworks to help organizations address information challenges, build digital capabilities, and compete in fast-changing digital and AI landscapes. She has consulted and worked in various capacities with companies such as Shell, Coolblue, Wehkamp, VIVAT, AllSafe, China Southern Airlines, LLVision, Beike, KPMG, PwC, Accenture, Tweakers, Shop2Market, Dutch Railways, and RET. Ting brings her insights to senior executives, coaching them on challenges related to managing technology, innovation, AI, digital transformation, and entrepreneurship. She also serves as litigation expert (expert witness) in technology-related cases. 

Her teaching expertise includes digital strategy, digital transformation,  business analytics, competing in the age of AI. She teaches across various academic levels, including Bachelor, Master, Doctoral, MBA, Executive MBA, and Open/Customized Executive Education programs, across Europe, North America, and Asia. Before joining academia, Ting worked at General Electric and IBM in e-business in supply chains, web services, and grid computing. She obtained her Ph.D. in Management Science from Erasmus University and an MSc in Computational Science from the University of Amsterdam.

Find out more about her work on her RSM faculty page and Google Scholar.

For updates on her latest activities, follow her on LinkedIn.

Publications

Academic (21)
Professional (3)
Academic (1)
  • Li, T., Lovric, M., & Vervest, P. (2013). Understanding Complexity in Public Transportation. Haveka.

Professional (1)
  • Kroon, LG., Li, T., & Zuidwijk, R. (2010). Liber Amicorum in Memory of Jo van Nunen. Dinalog.

Academic (3)
  • Wang, Z., Cornelius, P., & Li, T. (Accepted/In press). Platform Interoperability and Platform Federations. In D. Sokol, A. Dukes, T. Sun, & F. Zhu (Eds.), Cambridge Handbook on Digital Platforms Cambridge University Press. https://doi.org/10.2139/ssrn.5104340

  • Li, T., van Heck, E., & Vervest, P. (2006). Customer-Centric Business Networks: Case of the Evolutionary Network of Octopus. In P. Vervest, E. van Heck, & K. Preiss (Eds.), Smart Business Network: A New Business Paradigm Springer-Verlag.

  • Li, T., van Heck, E., & Vervest, P. (2006). Dynamic Pricing Strategies for Yield Improvement with Smart Card Adoption in Dutch Travel Industry. In M. Hitz, M. Sigala, & J. Murphy (Eds.), Information and Communication Technologies in Tourism Springer-Verlag.

Academic (2)
  • Bouman, P., Kroon, L., Li, T., & Vervest, P. (2013). Detecting activity patterns from smart card data. Belgian/Netherlands Artificial Intelligence Conference, 9-16.

  • Bouman, P., Lovric, M., Li, T., Kroon, L., & Vervest, P. (2012). Recognizing demand patterns from smart card data for agent-based micro-simulation of public transport. Belgian/Netherlands Artificial Intelligence Conference.

Academic (5)
  • Mehrdar, A., & Li, T. (2020). An Optimal Pricing Strategy with Cannibalization. Statistical Challenges in Electronic Commerce Research, Madrid, Spain.

  • Frick, T., Li, T., & Pavlou, P. (2016). Investigating The Impact Of Social Influence On The Personalization-Privacy Paradox: An Eye Tracking Study. INFORMS 2016, Nashville.

  • Frick, T., & Li, T. (2015). Social Retargeting – A Randomized Field Experiment. 37th ISMS Marketing Science Conference.

  • Frick, T., & Li, T. (2015). Understanding Information Privacy Concerns in Social Advertising: An Eye Tracking Study. 37th ISMS Marketing Science Conference.

  • Kauffman, R. J., Li, T., Van Heck, E., & Vervest, P. (2008). Integrating service attribute bundle designs and capacity management using a customer-centric approach. 212-217. 2008 Workshop on Information Technologies and Systems, WITS 2008, Paris, France.

Academic (34)
  • Thuis, T., Li, T., & van Heck, E. (2023). Who Takes Responsibility for AI? A Field Study on AI-Related Task Shifts, Explainability, and Responsibility Attributions. In International Conference on Information Systems, ICIS 2023: "Rising like a Phoenix: Emerging from the Pandemic and Reshaping Human Endeavors with Digital Technologies" Association for Information Systems.

  • Han, X., Li, T., Xu, S. X., Yang, Z., Yin, Z., & Zhang, K. (2023). IoT and Wearable Devices-Enhanced Information Provision of AR Glasses: A Multi-Modal Analysis in Aviation Industry. In International Conference on Information Systems, ICIS 2023: "Rising like a Phoenix: Emerging from the Pandemic and Reshaping Human Endeavors with Digital Technologies" Association for Information Systems.

  • Mehrdar, A., & Li, T. (2020). An Optimal Pricing Strategy with Cannibalization. In Annual Meeting of the Academy of Management

  • Yang, Z., & Li, T. (2020). Life-Event Targeting and Customer Uncertainty – Evidence from Field and Online Experiments. In Proceedings of the 19th Workshop on e-Business (WEB-2020)

  • Balocco, F., & Li, T. (2019). LemonAds: Impression quality in programmatic advertising. In 40th International Conference on Information Systems, ICIS 2019 Article 2905 Association for Information Systems. https://aisel.aisnet.org/icis2019/general_topics/general_topics/19/?utm_source=aisel.aisnet.org%2Ficis2019%2Fgeneral_topics%2Fgeneral_topics%2F19&utm_medium=PDF&utm_campaign=PDFCoverPages

  • Yang, Z., Cheng, Z., & Li, T. (2019). Still targeting younger customers? A field experiment on digital communication channel migration. In 40th International Conference on Information Systems, ICIS 2019 Article 2822 Association for Information Systems. https://aisel.aisnet.org/icis2019/business_models/business_models/13/

  • Li, T., Tsekouras, D., & Cheng, Z. (2019). Free Shipping Promotions: Leveraging Scarcity and Popularity Information. In Annual Meeting of the Academy of Management

  • Li, T., Tsekouras, D., & Cheng, Z. (2018). Free Shipping Promotions: Leveraging Scarcity and Popularity Information. In Proceedings of the International Conference on Information Systems

  • Andrews, M., Li, T., & Balocco, F. (2018). The Effect of Mobile Search Ads across Devices: A Geo Experiment. In Proceedings of the International Conference on Information Systems

  • Cheng, Z., Li, T., & Pavlou, P. (2016). Acquisition Channels and Customer Churn: Evidence from the Auto Insurance Industry. In -

  • Frick, T., & Li, T. (2016). Social Retargeting: A Field Experiment. In Proceedings of the Statistical Challenge in eCommerce Research Symposium

  • Frick, T., & Li, T. (2016). Social Retargeting: A Field Experiment. In The Economics of Information and Communication Technologies, ZEW Conference Centre for European Economics Research.

  • Frick, T., & Li, T. (2016). Personalization in Social Retargeting – A Field Experiment. In - Association for Information Systems (AIS).

  • Tsekouras, D., Frick, T., & Li, T. (2016). Don’t Take It Personally: The Effect of Explicit Targeting in Advertising Personalization. In - (pp. 10). Association for Information Systems (AIS). http://hdl.handle.net/1765/100010

  • Li, T., & Tsekouras, D. (2015). Effort Reciprocity on Perceived Recommendation Agent Quality: An Experimental Study. In Proceedings of the International Conference on Information Systems

  • Tsekouras, D., & Li, T. (2015). Effort Reciprocity on Perceived Recommendation Agent Quality: An Experimental Study. In Proceedings of the European Conference on Information Systems

  • Li, T., & Tsekouras, D. (2015). Free Shipping 3.0: Leveraging Scarcity and Popularity Information – A Randomized Field Experiment. In Conference on Information Systems and Technology

  • Frick, T., Tsekouras, D., & Li, T. (2014). The Times They Are A-Changin:Examining the Impact of Social Media on Music Album Performance. In -

  • Bouman, P., Lovric, M., Li, T., Hurk, E., Kroon, LG., & Vervest, P. (2012). Recognizing Demand Patterns from Smart Card Data for Agent-Based Micro-simulation of Public Transport. In M. Vasirani, E. Camponogara, H. Hiromitsu, & F. Klügl (Eds.), Proceedings of the 7th Workshop on Agents in Traffic and Transportation

  • Li, T., & Soonius, G. (2012). Is Your Social Media Strategy Effective? An Empirical Study of the Factors Influencing the Success of Facebook Campaigns. In Proceedings of the Workshop on Electronic Business

  • Li, T., & Tsekouras, D. (2012). More Effort to Personalize? Examining Perceived Effort as a Signal for Quality. In Proceedings of the International Conference on Electronic Commerce

  • Li, T., Berens, G., & de Maertelaere, M. (2012). Social Influence: The Effect of Twitter Information on Corporate Image. In Proceedings of the International Conference on Electronic Commerce

  • Li, T., Lovric, M., & Vervest, P. (2011). Agent-Based Modeling Approach to Revenue Management in Public Transportation. In Organizations and Society in Information Systems OASIS.

  • Kauffman, R., Li, T., & van Heck, E. (2010). A Theory of Informedness and Business Network Co-Production. In R. Sprague (Ed.), Proceedings of the 43th Hawaii International Conference on Systems Science IEEE Computer Society.

  • Kauffman, R., Li, T., van Heck, E., & Vervest, P. (2009). Consumer Informedness and Resonance Marketing: An Empirical Test of The Hyperdifferentiation Hypothesis. In R. Sprague (Ed.), Proceedings of the 42th Hawaii International Conference on Systems Science IEEE Computer Society.

  • Kauffman, R. J., Li, T., Van Heck, E., & Vervest, P. (2009). Consumer informedness and hyperdifferentiation: An empirical test of the 'trading down' and 'trading out' hypotheses. In Proceedings of the 42nd Annual Hawaii International Conference on System Sciences, HICSS Article 4755684 https://doi.org/10.1109/HICSS.2009.130

  • Kauffman, R., Li, T., van Heck, E., & Vervest, P. (2008). Consumer Informedness and Information Technology: An Empirical Study of Heterogeneous Consumer Choice. In Twentieth Workshop on Information Systems and Economics

  • Kauffman, R., Li, T., van Heck, E., & Vervest, P. (2008). A Multi-Method Approach to Integrate and Joint Optimize Service Attribute Bundles and Capacity Management. In Proceedings of the Eighteenth Annual Workshop on Information Technologies and Systems

  • Li, T., van Heck, E., & Vervest, P. (2008). Use and Impact of Mobile Ticketing Technologies for Revenue Management. In Academy of Management Meeting

  • Li, T., van Heck, E., & Fleischmann, M. (2007). Understanding Dynamic Pricing in Public Transport: The Role of Smart Card Technology Adoption. In Academy of Management Meeting

  • Li, T., van Heck, E., & Vervest, P. (2007). Study of Network Structural Properties of Complex Dutch Railway Transportation Network. In Transportation Research Board 86th Annual Meeting

  • Li, T., van Heck, E., Vervest, P., Voskuilen, J., Hofker, F., & Jansma, F. (2006). Passenger Travel Behavior Model in Railway Network Simulation. In Proceedings of the 38th Conference on Winter Simulation IEEE.

  • Li, T., Hofker, F., van Heck, E., & Vervest, P. (2006). Do Customers Respond to Differentiated Pricing in Public Transport? -- An Analysis of Behavioral Response Using Stated Preference Experiment. In Proceeding of the TRAIL Research Congress 2006

  • Li, T., Vervest, P., van Heck, E., & Rooijmans, P. (2006). Improve Yield in Public Transport – A Focus on ICT Capability. In Proceeding of the IEEE International Conference on Service Operations and Logistics, and Informatics

Internal (1)
  • Li, T. (2009). Informedness and Customer-Centric Revenue Management. [Doctoral Thesis, Erasmus University Rotterdam]. Erasmus University Rotterdam (EUR).

Popular (1)
  • Li, T. (2018). Digital Traces: Personalization and Privacy. Erasmus Research Institute of Management (ERIM). ERIM Inaugural Address Series Research in Management http://hdl.handle.net/1765/108848

Professional (1)
Academic (1)
  • Tsekouras, D., Li, T., & Frick, T. (2023). Don’t Take it Personally: An Empirical Investigation of Consumer Responses to Explicit Targeting. Journal of the Association for Information Systems.

Academic (3)
Academic (11)
  • Kanellopoulos, I., Gutt, D., & Li, T. (2025). NFT Disruption in Platform Competition: Evidence from Trading Card Collectibles (under review). https://doi.org/10.2139/ssrn.3918256

  • Cheng, A., Li, T., & Pavlou, P. (2025). Information Transparency and Customer Churn: Evidence from the Insurance Industry (under review).

  • Tsekouras, D., Li, T., & Gong, J. (2025). Are You Still Interested in This Item? Field Evidence on the Effectiveness of Onsite Retargeting (under review). https://papers.ssrn.com/sol3/papers.cfm?abstract_id=3907869

  • Yang, Z., Cheng, A. Z., & Li, T. (2025). Firm’s Consent Elicitation and Customer Segmentation under Privacy Regulations: Evidence from Field Experiments (under review). https://papers.ssrn.com/sol3/papers.cfm?abstract_id=3966138

  • Bar, D., Feuerriegel, S., Li, T., & Weinmann, M. (2023). Behavioral interventions increase the adoption of green technologies.

  • Kanellopoulos, I., Gutt, D., Tunc, M., & Li, T. (2023). How Do Platform Subsidies Affect Creation, Engagement, and Pricing? Evidence from Non-Fungible Tokens. https://doi.org/10.2139/ssrn.4335127

  • Zhu, R., Yi, C., & Li, T. (2023). Harnessing the Metaverse: An Empirical Investigation of the Effects of Multimodal AR Interaction on Information Search and Learning in Aircraft Maintenance Training (under review).

  • Yi, C., Zhu, R., & Li, T. (2023). Where to Display What? Investigating the Effects of Augmented Reality and Information Type on Work Performance.

  • Mehrdar, A., & Li, T. (2022). Should Price Cannibalization be Avoided or Embraced? An Empirical Investigation of an Optimal Pricing Strategy with Price Overlap. https://papers.ssrn.com/sol3/papers.cfm?abstract_id=3908037

  • Balocco, F., Yixin, L., Li, T., & Gupta, A. (2022). LemonAds: Impression Quality in Programmatic Advertising.

  • Li, T., Tsekouras, D., & Cheng, Z. (2021). Free Shipping Promotions: Leveraging Scarcity and Popularity Information.

Activities

  • Kuanta
    Start date approval: 06 Dec 2024
    End date approval: 05 Dec 2027
    Place: SINGAPORE
    Description: Advisor
  • MIS Quarterly: Management Information Systems (Journal)
    Ting Li (Member of editorial board)
    01 Jan 2012

    Activity: Editorial work (Academic)

  • Information Systems Research (Journal)
    Ting Li (Member of editorial board)
    01 Jan 2010

    Activity: Editorial work (Academic)

  • Journal of Management Information Systems (Journal)
    Ting Li (Editor)
    01 Jan 2008

    Activity: Editorial work (Academic)

Courses

Information Systems Research (NLIS)

  • Study year: 2024/2025
  • Code: BERMASC051
  • Level: PhD

Information Strategy

  • Study year: 2024/2025, 2023/2024, 2022/2023, 2021/2022, 2020/2021, 2019/2020, 2018/2019, 2017/2018, 2016/2017, 2015/2016
  • Code: BM01BIM
  • Level: ERIM, Exchange, IM/CEMS, Master

Business Architecture and Transformation

  • Study year: 2024/2025, 2023/2024, 2022/2023, 2021/2022, 2020/2021, 2019/2020, 2018/2019
  • Code: BM03BIM
  • Level: ERIM, Exchange, IM/CEMS, Master

BIM Research Methods

  • Study year: 2024/2025, 2023/2024, 2022/2023
  • Code: BM06BIM
  • Level: Master

BIM Master Thesis

  • Study year: 2024/2025, 2023/2024, 2022/2023, 2021/2022, 2020/2021, 2019/2020, 2018/2019
  • Code: BMMTBIM
  • Level: Master

BIM Thesis Clinic

  • Study year: 2024/2025, 2023/2024, 2022/2023, 2021/2022, 2020/2021
  • Code: BMRM1BIM
  • Level: Master

Past courses

Leading Digital Transformation

  • Study year: 2025/2026
  • Code: GEMBA26-M1-GEL

Digital Business

  • Study year: 2021/2022
  • Code: B3102
  • Level: Bachelor 3, Bachelor 3, Bachelor 3

BIM Research Methods I - Old style

  • Study year: 2019/2020, 2018/2019
  • Code: BM05BIM
  • ECTS: 2

Competing in the Digital Age

  • Study year: 2019/2020, 2018/2019
  • Code: DBA0009

Next Generation Business Applications

  • Study year: 2018/2019
  • Code: BMME016
  • ECTS: 6 Level: Master

BIM Honours Course

  • Study year: 2017/2018, 2016/2017
  • Code: BMHONBIM
  • ECTS: 10 Level: Master

Driving digital and social strategy

  • Study year: 2016/2017, 2015/2016
  • Code: BKBMIN030
  • ECTS: 15 Level: Bachelor, Bachelor 3, Bachelor 3

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