Associate Professor (with tenure)
Marketing and Business Economics
Katz Graduate School of Business
University of Pittsburgh
Applied microeconomic theory
Online platforms and digital marketing
 Yue Wu, Esther Gal-Or, Tansev Geylani. "Regulating Native Advertising". Management Science (Forthcoming).
 Veronica Marotta, Yue Wu, Kaifu Zhang, Alessandro Acquisti. 2022. "The Welfare Impact of Targeted Advertising Technologies". Information Systems Research 33(1) pp. 131-151.
 Yue Wu, Tansev Geylani. 2020. "Regulating Deceptive Advertising: False Claims and Skeptical Consumers". Marketing Science 39(4) pp. 788-806.
 Yue Wu, Kaifu Zhang, Jinhong Xie. 2020. "Bad Greenwashing, Good Greenwashing: Corporate Social Responsibility and Information Transparency". Management Science 66(7) pp. 3095-3112.
 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".
Selected Working Paper
Yuetao Gao, Yue Wu. 2021. "Regulating Probabilistic Selling of Counterfeits". Manuscript available upon request.
Selected Review Services
IISE Transactions (formerly IIE Transactions)
Information Systems Research
Journal of Economics & Management Strategy
Journal of Marketing Research
Management Science (Distinguished Service Award, 2019, 2020)
Manufacturing & Service Operations Management
Production and Operations Management
Quantitative Marketing and Economics
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).