Research Interests

• Sudhir, K., O.S. Yoo, Z. Zhou. 2025.  Entrepreneurs and Investors: Funding-Induced Distortions in Lean Startup Product Experiments and Innovation. Articles in Advance. Marketing Science. (link)

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• Li, X., V. Culmone, B. De Reyck, O.S. Yoo. 2024. Automating procurement practices using artificial Intelligence.  Articles in Advance. INFORMS Journal on Applied Analytics. (link)

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• Tang, C., Y. Deng, W. Wang, O.S. Yoo. 2024. Can an E-commerce platform and its third party sellers benefit from each other's market entry? Production and Operations Management 33(1), 69—86. (link)

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• Tang, C. O.S. Yoo, D. Zhan. 2023. When should grocery stores adopt time-based pricing? Impact of competition and negative congestion externality. Production and Operations Management 32(9), 2805—2824. (link)

  • Featured in the Wall Street Journal, page R4, February 20, 2018

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• Deng, Y., C. Tang, W. Wang, O.S. Yoo. 2023. Can third-party sellers benefit from a platform's entry to the market? Articles in Advance, Service Science. (link)

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• Tang, C., O.S. Yoo, Y. Huang. 2022. Peak-hour pricing under negative externality: Impact of consumer flexibility and competitive asymmetry.  Service Science 15(2), 92—106. (link)

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• Yoo, O.S., D. Zhan. 2021. Economic behavior of information acquisition: Impact on peer grading in MOOCs. Operations Research 71(4), 1277—1297. (link)

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• Yoo, O.S., T. Huang, K. Arifoglu. 2021. A theoretical analysis of the Lean Startup product development process. Marketing Science 40(3), 395—412. (link)

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• Yoo, O.S., K. McCardle. 2020. The valuator’s curse: Decision analysis of overvaluation and disappointment in acquisition. Decision Analysis 17(4), 299—313. (link)

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• Vanneste, B., O.S. Yoo. 2020. Performance of trust-based governance. Journal of Organization Design 9 (1), 1—28. (link)

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• Huang, Y., B., Gokpinar, C. Tang, O.S. Yoo. 2019. Selling innovative products to anxious consumers. 2019. Ray, S., Yin, S (eds.), Chapter 5 of Channel Strategies and Marketing Mix in a Connected World, Springer. (link) 

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• Huang, Y., B., Gokpinar, C. Tang, O.S. Yoo. 2018. Selling innovative products in the presence of externality. Production and Operations Management 27(7), 1236—1250. (link)

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• Yoo, O.S., R. Sarin. 2018. Consumer choice and market outcomes under ambiguity in product quality. Marketing Science 37(3), 445—468. (link)

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• Huang, Y., O.S. Yoo, B. Gokpinar. 2018. Time allocation in entrepreneurial selling: Impact of customer learning and incumbent reaction. IEEE Transactions on Engineering Management 65(4), 590—603. (link)

  • Special Issue on entrepreneurship: “Shortages of Resources, Routines, Reputations or Regulations: Threats or Opportunities for Tech Entrepreneurs.”

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• Kwon, H.D., O.S. Yoo. 2017. Retention of new capable employees under uncertainty: Impact of strategic interactions. IISE Transactions 49(10), 927—941. (link)

  • IISE 2019 Operations Engineering & Analytics Best Paper Award Honorable Mention

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• Yoo, O.S., G. Roels, C. Corbett. 2016. The time-money tradeoff for entrepreneurs: When to hire the first employee? Manufacturing & Service Operations Management 18(4), 559—569. (link)

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• Yoo, O.S., C. Corbett, G. Roels. 2016. Optimal time allocation for process improvement for growth-focused entrepreneurs. Manufacturing & Service Operations Management 18(3), 361—375. (link)

  • Finalist of 2009 MSOM Soc. Stud. Paper Competition, M&SOM 12(1), 184—187.

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• Caro, F., O.S. Yoo. 2010. Indexability of bandit problems with response delays. Probability in the Engineering and Information Sciences, 24(3), 349—374. (link)