Cathy Yang

Cathy (Liu) Yang holds a Ph.D. in Marketing and Master in Operations Research from Columbia University. Her research interest broadly lies in preference measurement, behavioral economics and crowdfunding platforms. Cathy has received the Paul E. Green Award for contributions to the practice of Marketing Research.

Cathy is currently a member of the American Marketing Association (AMA) and the Institute for Operations Research and the Management Sciences (INFORMS). She serves as ad-hoc reviewers for Management Science, Marketing Science, Journal of Marketing Research, Operations Research, and Journal of Consumer Research etc.

Cathy teaches the core course of Marketing for the Grand École program and electives in the Data Science for Business program.

EDUCATION

• 2014 Ph.D., Columbia University - USA
• 2011 Master of Philosophy, Science, Marketing, Columbia Business School - USA
• 2009 Master of Science in Engineering Management Systems, Columbia University - USA
• 2007 Bachelor of Science, Electrical Engineering, Peking University - China

ACADEMIC APPOINTMENTS

Academic responsabilities at HEC

• 2015- Member of GREGHEC, the joint research laboratory CNRS-HEC ParisHEC Paris
• 2014- Assistant Professor, MarketingHEC Paris

SCIENTIFIC ACTIVITIES

Membership in Academic or Professional Organisation

• Member, INFORMS
• Member, American Marketing Association
• European Marketing Academy

AWARDS & HONORS

• 2016 HEC Foundation Best Paper Award for "A Bounded Rationality Model of Information Search and Choice in Preference Measurement"Journal of Marketing Research, in coll. with O. TOUBIA, M. DE JONG
• 2016 2015 Paul E. Green award for Journal of Marketing Research paper "A Bounded Rationality Model of Information Search and Choice in Preference Measurement"
• 2015 HEC foundation F-budget