Yue Wu

Publications

[10] Yue Wu. 2024. "Creation, Consumption, and Control of Sensitive Content". Marketing Science 43(4) pp. 885-902.

[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. 

• The Inaugural Best Marketing Paper Award in Management Science (2023).

[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". 

• "The Strategy Puzzle of Subscription-Based Dating Sites". Harvard Business Review (January 11, 2019).

• "Do Dating Apps Really Want You to Find Love?". INSEAD Knowledge (July 6, 2018).

[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. 2025. "Welfare Implications of Democratization in Content Creation". SSRN #4662282.

Tianxin Zou, Yue Wu, Miklos Sarvary. 2025. "Quality-Variety Tradeoffs in Recommendation Systems on Content Platforms". SSRN #4966901.

--- More to come.

Selected Review Services

Marketing Science
Editorial Review Board,  2025—

Management Science
Distinguished Service Award (2019, 2020, 2022, and 2024)

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
Journal of Public Economics
Journal of Retailing
Manufacturing & Service Operations Management
Production and Operations Management
Quantitative Marketing and Economics
RAND Journal of 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).