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1 L. Lin Ong July 2015 Kenan-Flagler Business School mobile skype llinong Campus Box 3490, McColl Building website llinong.web.unc.edu Chapel Hill, NC EDUCATION Kenan-Flagler Business School Doctor of Philosophy, Business Administration (Marketing) (expected) 2016 Master of Science, Business Administration 2015 University of California, San Diego School of Global Policy and Strategy Master of International Affairs, International Management, Dean s Fellow 2010 Vanderbilt University Blair School of Music, College of Arts and Science Bachelor of Music, Musical Arts (Percussion) and Economics, magna cum laude 2005 CURRENT RESEARCH (see appendix for abstracts) Dissertation: Essays in Microfinance- and Social Network-Driven Marketing at the Base of the Pyramid Proposal defended December 2014 Marketing, Social Networks, Microfinancing, and Entrepreneurship: A Review and Synthesis Relationship Marketing for Base of the Pyramid Markets: The Impact of Networks on Economic Performance Learning and Information Propagation in Microentrepreneurial Networks: Insights from a Randomized Field Experiment The Role of Organizational Commitment to Willingness to Change: Examining the Impact of Employee Network on Affective and Organizational Outcomes, with Lisa Jones Christensen. Consumer Poverty Through the Lens of Intersectionality, with José Antonio Rosa, Roland Gau, Caroline Roux, Srinivas Venugopal, Adrienne Muldrow, and Kate Thornton. RESEARCH INTERESTS The role of marketing and small-scale entrepreneurship in emerging markets Patterns of social influence and commitment in resource-scarce environments Marketing impacts on public policy Field studies/experiments, randomized control trials (RCTs), applied econometrics

2 L. Lin Ong UNC Chapel Hill (page 2 of 6) ACADEMIC CONFERENCE PRESENTATIONS (*presenting author) Ong, L. Lin*, Sridhar Balasubramanian, Lisa Jones Christensen. Relationship commitment in bottom of the pyramid markets: How organizational and group commitment influence financial outcomes. ISMS Marketing Science Conference (Baltimore, MD). Paper presentation, June Ong, L. Lin*, Sridhar Balasubramanian, Lisa Jones Christensen. Relationship commitment in bottom of the pyramid markets: How organizational and group commitment influence financial outcomes. American Marketing Association Marketing and Public Policy Conference (Washington, DC). Paper presentation, June Ong, L. Lin*. Intersectional poverty: Consumer behavior track. Transformative Consumer Research (TCR) Dialogical Conference (Villanova, PA), Invited attendee. May Jones Christensen, Lisa*, L. Lin Ong. Poverty alleviation through management education initiatives. Academy of Management Conference (Philadelphia, PA). Presentation and panel-led workshop, August Jones Christensen, Lisa*, L. Lin Ong*. Research methodologies in subsistence marketplaces. Subsistence Marketplaces Conference (Urbana-Champaign, IL). Invited speaker, June Ong, L. Lin*, Sridhar Balasubramanian, Lisa Jones Christensen. Network analysis towards poverty alleviation and financial literacy. American Marketing Association Marketing and Public Policy Conference (Boston, MA). Competitive poster presentation, June HONORS AND COMPETITIVE FUNDING AWARDS Research and Teaching 2015 ISMS Marketing Science Doctoral Consortium Fellow, Johns Hopkins University 2014 Global Business Center (Obama-Singh) teaching grant ($1,000) Kenan-Flagler business research grant ($25,000) 2012 CIBER international research grant ($2,000) 2011 CIBER international research grant ($2,000) Doctoral Teaching Fellowship Doctoral Academic Fellowship University of California, San Diego Dean s Fellow 2009 Edwin O. Reischauer Memorial Endowed Fellowship 2008 Dr. Y. C. Cheng Memorial Fellowship Vanderbilt University 2005 Graduated with high honors (magna cum laude) 2005 Concerto competition winner, orchestral soloist 2004 International study and research award ($2,000) 2004 Omicron Delta Epsilon, economics honorary society, Epsilon Chapter Chancellor s Scholar

3 L. Lin Ong UNC Chapel Hill (page 3 of 6) TEACHING Teaching Interests global marketing, marketing strategy, digital marketing, marketing fundamentals Instructor, Kenan-Flagler Business School Taught BUSI 617: Global Marketing (undergraduate) o Spring 2014 course delivery: 4.68/5.0 o Spring 2015 course delivery: 4.75/5.0 o Spring 2016 currently scheduled as instructor 2014-present Teaching Assistant, Kenan-Flagler Business School o Digital Marketing (MBA) o East Africa Sustainability Immersion Capstone (MBA) o Psychometrics (PhD) Undergraduate Student Advisor, Kenan-Flagler Business School 2014 o Global Immersion Elective, student team research advisor o Brand North Carolina Project, case competition team advisor PROFESSIONAL EXPERIENCE Kidznotes Durham, NC 2012-present Teaching Artist, El Sistema-inspired extracurricular classical orchestral music program o Taught group and individual music lessons for Title I (at-risk, low-income) elementary school students o Member of the Programming and Evaluation & Curriculum Development Committees University of California, San Diego La Jolla, CA Graduate Research Assistant, Global Information Industry Center o Developed main quantitative model for the How Much Information? report, which identified that the average American consumed 34 gigabytes of data a day in Advisor: Dr. Roger Bohn o Research featured prominently in media, including Popular Science and the New York Times Deloitte Consulting Atlanta, GA Consultant, Strategy and Operations Division o Recognized with six company awards for outstanding client work o Focused on the telecommunications and retail industries National Bureau of Economic Research Nashville, TN 2004 Research Assistant o Collected data for econometric analysis. Advisor: Dr. Peter Rousseau SERVICE Conference paper reviewer, Product Development Management Association

4 L. Lin Ong UNC Chapel Hill (page 4 of 6) DOCTORAL COURSEWORK (seminars from UNC or Duke Marketing Departments (BUSI 899) unless otherwise noted) Marketing Psychometrics Seminar, Jan-Benedict Steenkamp Economic Foundations of Marketing, William Putsis Market Response Models, Katrijn Gielens Marketing Strategy, Chris Moorman Survey of Consumer Behavior, Jim Bettman Special Topics in Consumer Behavior, Jim Bettman Behavioral Decision Theory, John Payne Marketing Theory I, II, various instructors Economics Introduction to Econometric Theory (ECON 770), Jonathan Hill Advanced Microeconomic Theory for Public Policy (PLCY 788), Christine Durrance Methods for Economic Analysis of Health Policy and Technology Assessment (HPM 772), Andrea Biddle Psychology Automaticity and Nonconscious Processes Seminar (PSY 772), Tanya Chartrand Social and Behavioral Sciences in Public Health (HBHE 600), Shelley Golden Research Methods Applied Business Administration Research Methods (BUSI 808), Jeffrey Edwards Statistical Analysis of Educational Data (EDUC 784), William Ware Social Network Analysis, Inter-university Consortium for Political and Social Science Research (ICPSR) summer program, Katherine Faust Mixed Methods: Bridging Qualitative and Quantitative Methods and Results, Odum Institute short course, various instructors REFERENCES Sridhar Balasubramanian, dissertation committee chair Associate Dean & Professor of Marketing sridhar_balasubramanian@unc.edu Lisa Jones Christensen, dissertation committee co-chair Assistant Professor, Strategy and Entrepreneurship lisa_jc@unc.edu Tarun Kushwaha, dissertation committee member Associate Professor, Marketing tarun_kushwaha@unc.edu CITIZENSHIP US permanent resident (since 1994), US citizenship application in progress

5 L. Lin Ong UNC Chapel Hill (page 5 of 6) APPENDIX: DISSERTATION ABSTRACTS (proposal defended December 2014) Essays in Microfinance- and Social Network-Driven Marketing at the Base of the Pyramid Chair: Sridhar Balasubramanian Committee: Lisa Jones Christensen (Co-Chair), Isaac Dinner, Katrijn Gielens, Tarun Kushwaha Microfinance is a global industry that manages $10 billion of funds to provide financial services to over 750 million of the poorest consumers at the Bottom of the Pyramid (BoP). It manages these funds through a networked supply chain of clients embedded within subsistence marketplaces. Although researchers have established the importance of social commitment to support these networks, research is primarily focused on smaller, qualitative studies. The goal of my dissertation is to advance understanding of the market channels of social networks of microfinanced microentrepreneurs, and understand how human capital can be effectively deployed within these social relationships. I use a combination of social network analysis, surveys, and a field experiment in Kenya to quantitatively analyze how a microentrepreneur s network of support interacts with an individual s entrepreneurial orientation to help or hinder his/her financial progress. From a practical perspective, these essays will provide insights related to (a) the optimal structure and management of the microentrepreneurial networks, and (b) the optimal design of learning and other interventions that increase the effectiveness of these networks. Given the increased international focus on using market-based solutions for poverty alleviation in BoP markets, these studies will be potentially useful for researchers, practitioners, and policy makers working in low-income contexts. ESSAY 1: Marketing, Social Networks, Microfinancing, and Entrepreneurship: A Review and Synthesis Manuscript in preparation. The study of marketing has expanded from focusing on patterns of dyadic trade to viewing markets as interconnected networks of exchange, information transfer, and reciprocity. Similarly, studies of low-income entrepreneurs have identified the important influence of one s relationships and the resources an individual can obtain from connected others, also known as social capital. While these areas deeply intersect, there is little existing research that integrates research findings across these fields, a gap which offers a key opportunity for research. I study this within the context of the microfinance industry, where MFIs provide very small ( micro ) loans to lowincome entrepreneurs by relying on the interconnected network of relationships across microentrepreneurs to secure their loans. These marketplace networks of microentrepreneurs are of particular importance in BoP communities where billions of consumers rely on repeated, relationship-oriented interactions with geographicallyproximate entrepreneurs to meet their daily needs. This essay synthesizes research at the intersection of marketing, social networks, microfinance, and entrepreneurship in BoP markets, and builds a comprehensive theoretical map of previously compartmentalized work in order to inform both the current research and future explorations in the area. ESSAY 2: Relationship Marketing for Base of the Pyramid Markets: The Impact of Networks on Economic Performance Co-Authors: Lisa Jones Christensen, Sridhar Balasubramanian. Manuscript in preparation. Microfinance institutions (MFIs) provide a significant amount of support for microenterprises (small businesses with five or fewer employees) in developing economies worldwide, both providing access to financial products as well as supporting networked connections that serve as marketing channels within base of the pyramid (BoP) marketplaces. Building on the relationship marketing (RM) literature that identifies commitment as critical to maintaining successful relationships, we argue that different forms of commitment play an important role in MFI success. Specifically, we propose that microentrepreneurs that are successful are so through both commitment to the

6 L. Lin Ong UNC Chapel Hill (page 6 of 6) firm which funds them as well as their intra-firm social network which provides emotional, informational, and resource support. We test this thesis with a novel dataset obtained through surveying microbusiness owners in coastal Kenya who are currently members of a local microfinance institution, which includes both individual-level data, measures of the client s social networks, and archival financial transaction data. This is the first quantitative study that we are aware of to use social network analysis to specifically understand the financial impacts of social vs. organizational commitments in microentrepreneur networks within BoP markets. The results support the thesis about the importance of social capital obtained through one s social network, and provide one of the first quantitative studies of social capital at the BoP. Implications for managers, policy makers, and researchers are discussed. ESSAY 3: Learning and Information Propagation in Microentrepreneurial Networks in BoP Markets: Insights from a Randomized Field Experiment Co-Authors: Lisa Jones Christensen, Sridhar Balasubramanian. Data collection complete. A growing body of literature in marketing, economics, and psychology shows that consumers, not recognizing that they lack key information necessary for optimal financial judgment, are often susceptible to decision making errors that have a strong impact on their personal welfare. Although it is generally understood that low-income individuals often learn about new information through their social connections, few studies have rigorously examined the diffusion of information within a low-income network. Using a novel field experiment, we explore the impact of a financial literacy initiative in a low-income environment. By collecting longitudinal surveys and informational interviews, we track changes in financial literacy across a microentrepreneurial network and measure the impact of social influence on learning. In particular, we ask: How does social capital interact with and/or compensate for human or physical capital in driving learning and ultimately financial performance in low-literacy and low-income microentrepreneurial networks? RESEARCH IN PROGRESS The Role of Organizational Commitment to Willingness to Change: Examining the Impact of Employee Network on Affective and Organizational Outcomes, with Lisa Jones Christensen. Data collection complete. Organizational change is a requirement to adapt to the dynamic regulatory, technological and competitive shifts in an organization s market environment. To ensure success in consistent change environments, fostering an employee s commitment to change has become an institutional and research priority. This study investigates the role reasoning takes for individuals whether to support or not support a large-scale organizational change. In particular, we look at the impact of social influences, and how prominent members of an employee s network impact their own support or resistance of organizational change. Data was collected from individuals in a major teaching hospital currently undergoing a controversial, top-down protocol change. Targeted journal: Strategic Management Journal. Consumer Poverty Through the Lens of Intersectionality, with José Antonio Rosa, Roland Gau, Caroline Roux, Srinivas Venugopal, Adrienne Muldrow, and Kate Thornton. Data collection in progress. Intersectionality, a paradigm that studies the interactions between multiple dimensions of disadvantage, has been studied extensively in both sociological and cultural studies, but has rarely been applied within the marketing domain. This paper seeks to understand and apply the concepts of intersectionality to the domain of low-income consumers, expanding the array of constructs and methodologies beyond anthropology and bringing the theory into rich, empirically supported marketing scholarship. This paper was initially developed during the Transformative Consumer Research (TCR) 2015 Dialogical Conference. Targeted journal: Journal of Marketing & Public Policy.