Yacheng Sun: is assistant professor of Marketing at Leeds School of Business, University of Colorado. He received a Ph.D. in Marketing and a M.A. in Economics from Indiana University at Bloomington. His research interests include dynamic customer relationship management in subscription services, proprietary and coalition customer loyalty programs, one-of-a-kind services (e.g., financial counseling) and peer influences in online social shopping networks. He currently teaches undergraduate pricing and channel strategies and a PhD Seminar of empirical marketing models.