Regular biography
Onesun Steve Yoo is a Professor at the UCL School of Management, Department of Business. His research focuses on operational and marketing decisions of firms introducing innovative products or services to market. His work explores how entrepreneurs can expand operations or hire employees during growth, and how firms can set promotion and pricing policies for new products. He also investigates consumer preferences through sequential product launches and the impact of technologies like surge pricing and queue removal on retail competition. Yoo holds a PhD from UCLA Anderson School of Management, an MS in Electrical Engineering from UCLA, and BS and BA degrees in Electrical Engineering and Computer Science and Applied Mathematics from UC Berkeley.