Yue Wu

Assistant Professor

Marketing and Business Economics
Katz Graduate School of Business
University of Pittsburgh

PhD (Marketing), INSEAD, 2016

Official Webpage

View CV in pdf

Research Interests

  • Applied microeconomic theory

  • Emerging markets

  • Regulation

  • Online platforms and digital marketing


[8] Yue Wu, Esther Gal-Or​, Tansev Geylani. "Regulating Native Advertising​". Management Science (Forthcoming).

[7] Veronica Marotta, Yue Wu, Kaifu Zhang, Alessandro Acquisti. "The Welfare Impact of Targeted Advertising Technologies". Information Systems Research (Forthcoming).

[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

Yuetao Gao, Yue Wu. 2020. "Regulating Probabilistic Selling of Counterfeits". Manuscript available upon request.

Yue Wu, Tansev Geylani. 2020. "Five-Star Phonies: The Impact of Filtering Out Fake Reviews on Quality Investment". Manuscript available upon request.

Selected Review Services

Decision Sciences
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
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).