Yue Wu

Associate Professor (with tenure)
Ben L. Fryrear Early Career Faculty Fellow
Faculty Director of MS Program (Marketing)
Marketing and Business Economics
Katz Graduate School of Business
& College of Business Administration
University of Pittsburgh

PhD (Marketing), INSEAD, 2016

Official Webpage
Email: yue.wu@katz.pitt.edu

View CV in pdf 

Research Interests

2023 @ Pitt


[10] Yue Wu. 2023. "Creation, Consumption, and Control of Sensitive Content". Marketing Science (Forthcoming).

[9] Yuetao Gao, Yue Wu. 2023. "Regulating Probabilistic Selling of Counterfeits". Management Science 69(8) pp. 4498-4517. 

[8] Yue Wu, Esther Gal-Or​, Tansev Geylani. 2022. "Regulating Native Advertising​". Management Science 68(11) pp. 8045-8061. 

[7] Veronica Marotta, Yue Wu, Kaifu Zhang, Alessandro Acquisti. 2022. "The Welfare Impact of Targeted Advertising Technologies". Information Systems Research 33(1) pp. 131-151. 

[6] Yue Wu, Tansev Geylani. 2020. "Regulating Deceptive Advertising: False Claims and Skeptical Consumers​". Marketing Science 39(4) pp. 788-806. 

[5] Yue Wu, Kaifu Zhang, Jinhong Xie. 2020. "Bad Greenwashing, Good Greenwashing: Corporate Social Responsibility and Information Transparency". Management Science 66(7) pp. 3095-3112. 

[4] Yue Wu, Kaifu Zhang, V. Padmanabhan. 2018. "Matchmaker Competition and Technology Provision". Journal of Marketing Research 55(3) pp. 396-413. Previously titled "The Matchmaker's Dilemma". 

[3] Liang Guo, Yue Wu. 2016. "Consumer Deliberation and Quality Signaling". Quantitative Marketing & Economics 14(3) pp. 233-269. 

[2] Yun Fong Lim, Yunzeng Wang, Yue Wu. 2015. "Consignment Contracts with Revenue Sharing for a Capacitated Retailer and Multiple Manufacturers". Manufacturing & Service Operations Management 17(4) pp. 527-537. 

[1] Yun Fong Lim, Yue Wu. 2014. "Cellular Bucket Brigades on U-Lines with Discrete Work Stations". Production & Operations Management 23(7) pp. 1113-1128. 

Selected Working Papers

Tianxin Zou, Zijun (June) Shi, Yue Wu. 2024. "Welfare Implications of Democratization in Content Creation". SSRN #4662282.

--- More to come.

Selected Review Services

Decision Sciences
IISE Transactions (formerly IIE Transactions)
Information Systems Research
Journal of Business Research
Journal of Economics & Management Strategy
​Journal of Marketing
​Journal of Marketing Research
​Management Science (Distinguished Service Award, 2019, 2020, 2022)
Manufacturing & Service Operations Management
Marketing Science
Production and Operations Management
Quantitative Marketing and Economics

Short Bio

Yue resides with his wife and daughter in Pittsburgh.
He was born and raised in mainland China and lived in Singapore for 7 years, with short stints in France and Macau.
His master's and doctoral advisors: Yun Fong Lim (Singapore Management University), V. (Paddy) Padmanabhan (INSEAD), and Kaifu Zhang (Alibaba).