Shan Yu

Assistant Professor, Lally School of Management

Shan’s research interests primarily focus on studying substantively important strategic marketing decisions such as money-back guarantees, pricing, new product development, and technology-licensing contract design in the domains of healthcare, high technology, entertainment, and B2B marketing. She desires to study research questions that are important, interesting, and challenging to consumers, business practitioners, and policy makers using a variety of methodologies and econometric techniques.

Ph.D. in Marketing, University of Arizona; M.S. in Economics, Jinan University, Guangzhou, China; B.S. in Economics, Shandong University of Finance and Economics, Jinan, China
Research Focus
  • Marketing
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