Nathan Yang

Lecturer in Marketing

Nathan Yang’s research in quantitative marketing primarily revolves around dynamic and spatial firm strategies. His work has provided insights about cannibalization, preemptive motives, learning-by-doing, organizational forgetting, performance dynamics after mergers, learning-from-others, and demand externalities under the context of retail competition. He is also interested in studying inertial customer behavior and the role that structural state dependence plays in generating such persistence. Nathan’s research has been widely featured in the popular press, including detailed coverage by The Economist.

Industry settings that he has studied or currently study include fast food location strategies in Canada/UK, convenience store expansion in Japan, car rental stores, usage patterns in a bike sharing network, crowdsourcing of plush toy designs, online sentiment dynamics, and social media adoption among politicians.

He received his PhD from the University of Toronto, where his studies were funded by Social Sciences and Humanities Research Council of Canada.



  • PhD, University of Toronto
  • MA, University of Toronto
  • BSc, University of Alberta


Internet Marketing & Social Media Analytics
MGT 552