Dr. Xiaoyan Xu is an Associate Professor at the Research Institute of Economics and Management, Southwestern University of Finance and Economics. She specializes in digital platforms, contract design, healthcare economics, and information design contributing extensively to interdisciplinary research at the interface of marketing science, operations, and digital innovation. Holding a Ph.D. in Marketing from the National University of Singapore and a Bachelor’s degree in Applied Mathematics from the University of Science and Technology of China, Dr. Xu has developed a robust publication portfolio. Her work has appeared in top-tier journals such as Journal of Marketing Research, Industrial Management & Data Systems, and Journal of Business Research, with additional manuscripts under review or revision at leading outlets including Marketing Science and Production & Operations Management. Beyond traditional scholarship, Dr. Xu has led several high-impact industry-collaborative projects in healthcare procurement, clinical diagnostics, and point-of-care technologies with partners such as Becton Dickinson, Beckman Coulter, Radiometer, and Leica Biosystems. She also received the Best Paper Award at the Information Economics Annual Conference and the Outstanding Paper Award at the Journal of Marketing Science Annual Conference, reflecting peer acknowledgment for research excellence. Through a combination of rigorous scholarship, industry engagement, and recognized impact, Dr. Xu continues to advance understanding at the nexus of digital technology, healthcare, and market design, contributing both to academic progress and societal value.