Dr Steve Yoo, an Assistant Professor at UCL School of Management, has been mentioned in the Wall Street Journal for his research into ‘surge pricing’.

Surge pricing is the practice of charging charge a premium for a service when demand is highest - for example Uber.

Dr Yoo, and his colleague Dr Chris Tang, UCLA, were researching whether or not the practice is good for businesses, or if it’s likely to deter customers.

The outcome of their research was that, yes, it is beneficial, providing the businesses using the practice follow a few simple guidelines.

The full research paper is awaiting publication, but the article gives a brief insight into their findings.

You can read the full article online.