Yesim Orhun is an Associate Professor of Marketing and Michael R. and Mary Kay Hallman Fellow at the Stephen M. Ross School of Business, University of Michigan. She is also an Associate Professor of Information at the School of Information, by courtesy.

Yesim Orhun is a quantitative marketing scholar who works in the fields of industrial organization, information economics and behavioral economics. Using empirical methods, she studies product competition, strategic differentiation and price discrimination.  Using experimental and survey methods, she examines product choice, consumer decision making, individual belief formation, preferences over beliefs and their impact on information acquisition. Her research spans several industries, including transportation, retail, consumer packaged goods, health, online platforms, and education.

Since joining Ross, Prof. Orhun has been teaching the Marketing Core in the full-time MBA program. She has been selected multiple times by MBA students to deliver the Last Lecture to the graduating class. She also teaches in the Ross Executive Education and undergraduate programs. She serves as an AE at Journal of Marketing Research and IJRM, and on the Editorial Board of Marketing Science, leading academic journals in the marketing field. She also served for four years on the Board of Consumer Reports.

Prof. Orhun earned her Ph.D. in Business Administration from University of California at Berkeley, and currently serves as an Associate Professor of Marketing and Associate Professor of Information at the University of Michigan. Before coming to Ross, she was on the faculty at the University of Chicago’s Booth School of Business.