Xu’s research is in quantitative marketing and empirical industrial organization. Her research investigates learning and bounded rationality of consumers and firms, household purchasing decision under time constraints. She analyzes consumers’ and sellers’ behaviors on online platform markets, fast-moving consumer goods markets, and real estate markets and derive implications for platform design and firm strategy.

For the last four years, she has presented her work at marketing and econ conferences such as marketing science conference, marketing dynamics conference and international industrial organization conference.

Xu teaches marketing analytics at Pamplin. Prior to joining Virginia Tech, she was an assistant professor of marketing at Hong Kong Polytechnic University.