Maxine (Yinmiao) Yu is an Assistant Professor of Strategy and Entrepreneurship at NEOMA Business School. Maxine is interested in social evaluations of organizations in the context of negative events such as organizational misconduct. Her research explores the factors that contribute to variations in market actors' reactions to similar negative events and examines the implications of these discrepancies. Her work has been presented at major conferences in the management field including the Academy of Management Annual Meeting, the Strategic Management Society Annual Conference, and the European Group for Organizational Studies Annual International Colloquium.

Maxine teaches courses in Corporate Social Responsibility at NEOMA Business School. Besides her Ph.D. in Management from Imperial College London (U.K.), she holds an MSc in Business (Marketing) from the University of Warwick, an MS in Integrated Marketing Communications from Northwestern University, and an MRes in Business from Imperial College Business School.