A recent paper authored by UCL School of Management Associate Professors Yiting Deng and Yongdong Liu, along with London Business School’s Anja Lambrecht, was selected as a featured article by INFORMS Management Science. This research offers valuable insights for digital firms and app developers, shedding light on the often-debated question: Can a free app truly fuel the success of its paid companion?

UCL School of Management Assistant Professors Yiting Deng, Wei Miao and Yongdong Liu have recently published a paper in the Journal of Operations Management investigating the effects of surge pricing on driver behaviour in the ride-sharing market.