Engagement Dynamics in mHealth
Yikun Jiang, Kosuke Uetake, and Nathan Yang. Accepted at Marketing Science.
Kosuke Uetake studies digital markets, high-tech industries, and public policy in
marketing. His research combines quantitative marketing, industrial organization, and
applied microeconomics to understand how firms and consumers behave in platform and
data-rich environments.
His work examines online credit markets, product recommendations, customer engagement,
pricing, salesforce incentives, market power, and merger dynamics. Current projects
study how AI, machine learning, and new data sources can improve marketing decisions
while also raising policy questions about competition, information, and consumer
welfare.
His research has been recognized across government, management practice, and academia,
including work cited in policy discussions and used to inform decisions in digital and
high-tech markets.
He earned a PhD and MA from Northwestern University, and an MA and BA in economics from
the University of Tokyo.
Research
Publications, working papers, and projects
Published and accepted papers
Signaling in Online Credit Markets
Kei Kawai, Ken Onishi, and Kosuke Uetake. Journal of Political Economy, 2022.
A Structural Model of Multi-Tasking Salesforce: Job Task Allocation and Incentive Plan Design
Minkyung Kim, K. Sudhir, and Kosuke Uetake. Management Science, 2022.
Taxation and Market Power in the Legal Marijuana Industry
Brett Hollenbeck and Kosuke Uetake. RAND Journal of Economics, 2021.
Designing Context-Based Marketing: Product Recommendations under Time Pressure
Kohei Kawaguchi, Kosuke Uetake, and Yasutora Watanabe. Management Science, 2021.
Behavioral Analytics: Strategies for Integrating Behavioral Science with Machine Learning
Bryan Bollinger, Allison Chaney, Daria Dzyabura, Jordan Etkin, Avi Goldfarb, Linda Hagen, Liu Liu, K. Sudhir, Kosuke Uetake, Yanwen Wang, James Wright, Nathan Yang, and Ying Zhu. Marketing Letters, 2020.
Mergers, Innovation, and Entry-Exit Dynamics: The Consolidation of the Hard Disk Drive Industry (1996-2015)
Mitsuru Igami and Kosuke Uetake. Review of Economic Studies, 2020.
Inspiration from the Biggest Loser: Social Interactions in a Weight Loss Program
Kosuke Uetake and Nathan Yang. Marketing Science, 2020.
Effectiveness of Product Recommendation under Time and Social Pressure
Kohei Kawaguchi, Kosuke Uetake, and Yasutora Watanabe. Marketing Science, 2019.
When Salespeople Manage Customer Relationships: Multidimensional Incentives and Private Information
Rodrigo Canales, Minkyung Kim, K. Sudhir, and Kosuke Uetake. Journal of Marketing Research, 2019.
Estimating Supermodular Games Using Rationalizable Strategies
Kosuke Uetake and Yasutora Watanabe. Advances in Econometrics, 2013.
A Note on Estimation of Two-Sided Matching Models
Kosuke Uetake and Yasutora Watanabe. Economics Letters, 2012.
Working papers and work in progress
Retailer Price Competition and Assortment Differentiation: Evidence from Entry Lotteries
Brett Hollenbeck, Sylvia Hristakeva, and Kosuke Uetake. Revision requested at Marketing Science, June 2025.
Time-Money Choices in Virtual Environments: A Structural Approach to Player Monetization
Seung Yoon Lee, K. Sudhir, and Kosuke Uetake. Revision requested at Marketing Science, May 2025.
Entry by Merger: Estimates from a Two-Sided Matching Model with Externalities
Kosuke Uetake and Yasutora Watanabe. Revision requested at RAND Journal of Economics.
Harnessing the Small Victories: Goal Design Strategies for a Mobile Calorie and Weight Loss Tracking Application
Kosuke Uetake and Nathan Yang. Reject and resubmit at Management Science, November 2018.
Why Default Nudges Work: Identifying Cognitive Mechanisms with fMRI
Junichi Chikazoe, Kohei Kawaguchi, Kanji Suzuki, Kosuke Uetake, Yasutora Watanabe, and Katsunori Yamada. Working paper, September 2025.
When to Target Customers? Retention Management using Dynamic Off-Policy Policy Learning
Ryuya Ko, Ryosuke Okada, Kosuke Uetake, and Kohei Yata. Working paper, May 2024.
Passive and Active Attention and Inattention to Baseball Telecasts: Implications for Content (Re-)Design
Xiao Liu, Matt Shum, and Kosuke Uetake. Working paper, March 2024.
Pricing Mechanism in Online Credit Markets
Kosuke Uetake. Working paper, March 2020.
Estimating a Model of Strategic Network Formation and Its Effects on Performance: An Application to the U.S. Venture Capital Market
Kosuke Uetake. Working paper, October 2014.
Teaching
Courses
- Customer Analytics (Data-Driven Marketing), MBA Elective, Yale SOM
- Advanced Customer Analytics, MBA Elective, Yale SOM
- AI for Pricing (Executive), Yale SOM
- Sustainability and Marketing, MBA Elective & Executive MBA, Yale SOM
- International Experience, MBA Core, Yale SOM
- Networks, PhD, Yale SOM
Contact