Yonsei Business Research Institute

EDUCATION

Ph.D., Marketing, Johnson Graduate School of Management, Cornell University
M.S., Management Science and Engineering, Stanford University
B.S., Industrial Engineering, KAIST

ACADEMIC AND PROFESSIONAL EXPERIENCE

Professor, School of Business, Yonsei University
Associate Professor, School of Business, Sungkyunkwan University
Associate Professor, School of Management, State University of New York at Binghamton
Assistant Professor, School of Management, State University of New York at Binghamton

TEACHING INTERESTS

Marketing Management and Strategy, Data Driven Marketing Decisions, Data Analytics for Marketers/Salesforce, Business Statistics

Executive Programs: Lecturer for Samsung Electronics, CJ CheilJedang, Woori Bank, Seoul Metro, Shinhan Life Insurance, Seoul National University Hospital, HD Hyundai, Amorepacific, etc.

RESEARCH INTERESTS

Probability Models, Customer Analytics, Digital Marketing, Retailing, Marketing-Operations Interface, Marketing-Finance Interface

SELECTED PUBLICATION

"Conformity or Differentiation? How Consumers Respond to the (In)consistency between Product Ratings and Review Sentiments in the US and China," Production and Operations Management (UTD Journal), 35(5), 1707-1728.

"Friend or Foe? The Impact of Refurbished Products in Markets with Network Effects and Standards Competition," Journal of Operations Management (UTD Journal), 70(2), 224-242.

"The Dark Side of Up-Selling Promotions: Evidence from an Analysis of Cross-brand Purchase Behavior," Journal of Retailing, 98(4), 647-666.

"The Impact of a Manufacturer’s Financial Liquidity on its Market Strategies and Pricing and Promotion Decisions in Retail Grocery Markets," Journal of Business Research, 142, 844-857.

"The Effects of Mobile Promotions on Customer Purchase Dynamics," International Journal of Research in Marketing, 35(3), 453-470.

"The Effect of Relationship and Transactional Characteristics on Customer Retention in Emerging Online Markets," Journal of Business Research, 92, 25-35.

"The Order Effect of Advertisers on Consumer Search Behavior in Sponsored Search Markets," Journal of Business Research, 84, 24-33.

"Online Purchase Paths and Conversion Dynamics across Multiple Websites," Journal of Retailing, 93(3), 253-265.

"Investigating Purchase Conversion by Uncovering Online Visit Patterns," Marketing Science (UTD Journal), 35(6), 894-914.

"A Multi-category Customer Base Analysis," International Journal of Research in Marketing, 31(3), 266-279.

"Modelling Member Behaviour in Online User-Generated Content Sites: A Semiparametric Bayesian Approach," Journal of the Royal Statistical Society: Series A, 174(4), 1051-1069.

PROFESSIONAL ACTIVITIES AND AWARDS

Teaching Excellence Award, Yonsei University, 2026
Teaching Excellence Award, School of Business, Yonsei University, 2025
Teaching Excellence Award, School of Business, Sungkyunkwan University, 2017
SOM Award for Excellence in Teaching, School of Management, Binghamton University, 2016
Teaching Honor Roll, School of Management, Binghamton University, 2014‒2016, 2019-2022
Teaching Honor Roll, Johnson Graduate School of Management, Cornell University, 2011
Finalist, Mary Kay Doctoral Dissertation Award, Academy of Marketing Science, 2011