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.