연세대학교 경영대학 상남경영원

학력

박사, Marketing, Johnson Graduate School of Management, Cornell University
석사, Management Science and Engineering, Stanford University
학사, Industrial Engineering, KAIST

주요경력

교수, 연세대학교 경영대학
         상남경영원 프랜차이즈CEO과정 주임교수
         BK21 참여교수
부교수, 성균관대학교 경영대학
부교수, School of Management, State University of New York at Binghamton
조교수, School of Management, State University of New York at Binghamton

강의관심분야

마케팅 관리와 전략, 데이터 기반 마케팅 의사결정, 영업/마케팅팀을 위한 데이터 분석과 활용, 경영통계

기업 임직원 대상 강의: 삼성전자, CJ제일제당, 우리은행, 서울메트로, 신한라이프, 서울대학교병원, HD현대, 아모레퍼시픽 등

연구관심분야

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

주요 연구 논문 및 저서

"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.

주요 학술활동 및 수상

우수강의교수상, 연세대학교, 2026
강의우수교수상, 연세대학교 경영대학, 2025
강의우수교수상, 성균관대학교 경영대학, 2017
최우수강의상, 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

서비스마케팅학회 상임이사
연세경영연구 부편집위원장
전/현 편집위원: 마케팅연구, 소비자학연구, Asia Marketing Journal