UCL School of Management

Onesun Steve Yoo

Reader (associate professor)

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

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).

Research projects

Entrepreneurial operations management

Develop stylized insights/practical frameworks to aid operations of high-growth entrepreneurial firms.
Selected publications
Yoo, O. S., & Kwon, H. D. (2017). Retention of Capable New Employees under Uncertainty: Impact of Strategic Interactions. IISE Transactions. doi:10.1080/24725854.2017.1325028 [link]
Yoo, O., Corbett, C., & Roels, G. (2016). Optimal Time Allocation Process for Growth-Focused Entrepreneurs. Manufacturing & Service Operations Management. doi:10.1287/msom.2015.0568 [link]
Yoo, O. S., Corbett, C. J., & Roels, G. (2016). The time-money trade-off for entrepreneurs: when to hire the first employee?. Manufacturing and Service Operations Management.
Yoo, O. S., & Caro, F. (2010). Indexability of bandit problems with response delays. Probability in the Engineering and Informational Sciences, 24 (3). doi:10.1017/S0269964810000021 [link]

Link to the publication’s UCL Discovery page