Associate Professor (with tenure)
James Allen Faculty Fellow
Marketing and Business Economics
Katz Graduate School of Business
& College of Business Administration
University of Pittsburgh
PhD (Marketing), INSEAD, 2016
Applied microeconomic theory
Regulation and public policy
Online platforms and digital marketing
 Yuetao Gao, Yue Wu. "Regulating Probabilistic Selling of Counterfeits". Management Science (Forthcoming).
 Yue Wu, Esther Gal-Or, Tansev Geylani. 2022. "Regulating Native Advertising". Management Science 68(11) pp. 8045-8061.
 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".
"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).
 Liang Guo, Yue Wu. 2016. "Consumer Deliberation and Quality Signaling". Quantitative Marketing & Economics 14(3) pp. 233-269.
 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.
 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
Yue Wu. 2022. "Creation, Consumption, and Control of Sensitive Content". SSRN #4314935.
--- More to come soon.
Selected Review Services
IISE Transactions (formerly IIE Transactions)
Information Systems Research
Journal of Business Research
Journal of Economics & Management Strategy
Journal of Marketing Research
Management Science (Distinguished Service Award, 2019, 2020, 2022)
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).