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Areas of Expertise (6)

Service Operations

Digital Marketplace


Economics of Queues

Business Model Innovation

Operations-marketing Interface


Luyi Yang is an assistant professor in the Operations and Information Technology Management Group at the University of California, Berkeley’s Haas School of Business. His research interests include service operations, digital marketplaces, sustainability, and operations-marketing interface.

Prior to joining Berkeley Haas, he was an assistant professor of operations management and business analytics at Johns Hopkins University’s Carey Business School. He received his PhD and MBA from the University of Chicago, Booth School of Business, and his BS in Industrial Engineering and BA in English, both from Tsinghua University.

Education (4)

The University of Chicago: PhD, Operations Management

The University of Chicago: MBA

Tsinghua University: BS, Industrial Engineering

Tsinghua University: BA, English

Honors & Awards (10)

2021 INFORMS Service Science Best Cluster Paper Award (professional)


2020 M&SOM Service Management SIG Best Paper Award, Winner (professional)

Recognizes the best published papers on service management

INFORMS Minority Issues Forum (MIF) Paper Competition, Winner (professional)


INFORMS Junior Faculty Interest Group Paper Competition, Honorable Mention


INFORMS Service Science Best Paper Award Competition, Finalist


Management Science Distinguished Service Award


INFORMS Service Science Section Best Cluster Paper Award, Finalist


INFORMS IBM Service Science Section Best Student Paper Award, Third Place


CSAMSE/Columbia Business Initiative Best Paper Award, Third Place


INFORMS RAS Problem Solving Competition, First Place


Positions Held (1)

At Haas since 2020

2020-present, Assistant Professor, Haas School of Business 2017-2020, Assistant Professor, Johns Hopkins University, Carey Business School

Media Appearances (6)

Study: Testing policies should vary based on demand to catch the most COVID-19 cases

Medical News  online


In a recent working paper, Asst. Prof. Luyi Yang found that free Covid testing with no prioritization for those with symptoms can backfire when demand gets too high. Yang said that the most important move facilities should make is to be flexible with their scheduling policies: When testing is in high demand, making it free and prioritizing symptomatic people makes the most sense. When demand is moderate, however, it's best to encourage those without symptoms to get tested in order to catch the most cases.

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Those seeds from China: how a likely marketing tool fed conspiracy fears in the US

South China Morning Post  online


Luyi Yang, an assistant professor in information technology at University of California, Berkeley, said that despite increasing security from authorities, brushing was likely to persist in the short run. “For the online merchants there is just so much at stake,” he said. “They really don’t have a good alternative in such a competitive environment. They really have to resort to brushing to stand out among the crowd.” He said that outside e-commerce, brushing was also widespread in music, movie, book and social media industries. For example, music producers may falsify downloads so their works can be ranked higher in the charts. “It is a data-driven world. You always want data to speak for itself,” he said. “But the more we rely on data, the more the sellers have incentives to manipulate or falsify data.”

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How to use people in line as sales agents

Post Online Media  online


"It's a clever, useful way for businesses to leverage customers' own dislike of delays in order to attract more customers," says Luyi Yang, an assistant professor in the Carey Business School and lead author of the study.

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As VIP online waiting lists gain in popularity, study finds potential pitfalls

Johns Hopkins University  online


"It's a clever, useful way for businesses to leverage customers' own dislike of delays in order to attract more customers," says Luyi Yang, an assistant professor in the Carey Business School and lead author of the study. "Those already on the waiting list become, in effect, sales agents for the company. It can save money for firms, compared to using monetary incentives to bring in customers, which is a more common kind of referral program."

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Why attempts to cut medical wait times can backfire

Chicago Booth Review  online


In British Columbia, for example, officials have made it easier for patients to see the wait times for specific surgeons, and have at times authorized private physicians to perform the most backlogged procedures, a step also taken in countries such as Trinidad and Tobago. But such tactics could potentially make wait times even longer, according to research by Chicago Booth PhD candidate Luyi Yang, Dartmouth College’s Laurens G. Debo, and Booth’s Varun Gupta.

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What's Your Approach To Your Queuing Experience?

Forbes  online


Queues and their management are a perennial problem for businesses. They're not much liked by customers either. However, aims and initiatives to try and make them better often fail and they can fail to engage customers or, at worst, cause outrage and an additional PR nightmare to contend with.

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Selected Research Grants (2)

Research Fund Award

Black & Decker 


Summer Research Grant

NET Institute 


Selected Papers & Publications (6)

A Model of Queue Scalping

Management Science

Yang, L., Wang, Z., & Cui, S.


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Invite Your Friend and You’ll Move Up in Line: Optimal Design of Referral Priority Programs

Manufacturing & Service Operations Management

Yang, L.


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The Economics of Line-Sitting

Management Science

Cui, S., Wang, Z., & Yang, L.


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Search Among Queues Under Quality Differentiation

Management Science

Yang, L., Debo, L., & Gupta, V.


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Referral Priority Program: Leveraging Social Ties via Operational Incentives

Management Science

Yang, L., & Debo, L.


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Trading Time in a Congested Environment

Management Science

Yang, L., Debo, L., & Gupta, V.


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Teaching (2)

UGBA 104

Introduction to Business Analytics

MBA 247.11

Descriptive and Predictive Data Mining