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Dr Steve Yoo
NW3
1 Canada Square, Level 38
Canary Wharf
London
E14 5AB
Appointment
  • Associate Professor
  • UCL School of Management
  • Faculty of Engineering Science
Biography

Onesun Steve Yoo is an Associate Professor of Operations & Technology and Marketing & Analytics in the UCL School of Management. 

Steve's research examines key operational and marketing decisions of firms pushing innovative products or services to market. His research provides various operational insights such as how entrepreneurs should gradually expand operations or hire employees during growth; as well as marketing insights concerning how consumers make choices concerning innovative products or how firms should set their promotion and pricing policies when launching them. His recent work examines how firms can learn about consumer preferences through sequential product launches or via crowdsourcing, and the impact of surge pricing (e.g., Uber) or queue removing technologies (e.g., Amazon Go) on consumers choice and retail competition.

He received his PhD from UCLA Anderson School of Management, an MS in Electrical Engineering from UCLA, and BS and BA in Electrical Engineering and Computer Science and Applied Mathematics respectively from UC Berkeley.

Research Summary

Steve's research has been published in leading academic management journals such as Marketing Science, Manufacturing & Service Operations Management, and Production and Operations Management. His research has also been featured in key media outlets including the Wall Street Journal, and BBC Capital

He is a member of the Institute for Operations Research and Management Science (INFORMS) and Production Operations Management Society (POMS).

Teaching Summary

Courses:
  • Decision & Risk Analysis (MSc in Management: 4.5/5.0), Winter 2015
  • Decision & Risk Analysis (MSc in Management: 4.2/5.0), Winter 2014
  • Decision & Risk Analysis (MSc in Management: 4.1/5.0), Winter 2013
  • Decision & Risk Analysis (MSc in Management: 4.0/5.0), Winter 2012
  • Models in Operations Management (PhD), Fall 2012
  • Decision & Risk Analysis (MSc in Technology Entrepreneurship), Winter 2012
  • Business Analytics (undergraduate), Fall 2011
Student Advising
  • Advisor to PhD student Yufei Huang (w/ B. Gokpinar)
  • Advisor to MSc in Management dissertations

Academic Background
2010 PhD Doctor of Philosophy – Operations Management University of California at Los Angeles
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