Yonsei Sangnam Institute of Management

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  • Park, Heung Soo
    Professor Emeritus
  • Division   Marketing
    Ph.D. University of Pittsburgh
  • Lab   Business Hall #412
  • Contact   02-2123-2519
  • Email   rkohli@hanmail.net


1988 Ph.D. University of Pittsburgh
1980 MBA University of Washington
1975 B.B.A. Yonsei University


Professor, School of Business, Yonsei University, 1988-present
Vice President, Marketing Strategy Institute, KT Corp. 2005-2006


Management New Product Marketing


Application of Game Theory to Modeling the Market Phenomena Stochastic Modeling of Consumer Purchase Behavior New product Design and Demand Forecasting


Heung Soo Park, Sun Mee Choi, Wan Jin Jeong, Seong Ho Kang. 2008. The Antecedents of Successful Inter-Firm Cooperation, Korean Management Review. 37(5); 1263-1285.

Heung Soo Park, Gae Eun Kwon, Seong Ho Kang.2008. A Study on the Impact of Marketing Alliance on Financial Performance: Focused on the Interactive Effect of Alliance Intensity and Competition Intensity. Korean Academic Society of Business Adiministration,2008; 1-26.

Seong Ho Kang, Sun Mee Choi, Heung Soo Park, Jeong Woo. 2008. The Effect of Market Orientation on Firm`s Financial Performance: Focus on the Mediating Role of CRM Performance. Korean Society of Consumer Studies.19(3); 21-38.

Chang Jo Yoo, Heung Soo Park, Seong Ho Kang, Hong Lan Zhang. 2009. A Study on the Customer Satisfaction Strategy of BC Card, Korean Society of Consumer Studies, 20(4); 305-326.

Yoo, Chang Jo, Park, Heung Soo, Kang, Seong Ho, Kwon, Gae Eun and Bae, Su Jung. 2010. Cause-Related Marketing of Amway Korea(Focus on the Campaign for Nutrilite’s Kid Health). Korean Journal of Marketing, 11(3); 205-224.

Park, Heung Soo, Choi, Sun-Mi, Kang, Seong Ho and Kwon, Gae Eun. 2010. Success Strategy of Yuhan-Kimberly’s Huggies Magic Panty through Product Repositioning. Korean Journal of Marketing,11(3); 185-203.

Park, Heungsoo, Kim Donghoon and Lee, Dong-Jin. 2007. Marketing Strategy of Cho-um-cheo-rum. Korean Journal of Marketing 9(3): 209-232.

Lee, Moonkyu, Park, Heungsoo, Kwon, Ickhyun, Kim, Doyun and Kang, Seongho. 2007. Daewoo Securities and Its strategies for Obtaining the Top Position through Effective Customer Management. Korean Journal of Marketing 9(3): 233-255.

Cheryl Nakata, Subin Im, Heungsoo Park and Young-Won Ha. 2006. Antecedents and Consequence of Korean and Japanese New Product Advantage. Journal of Business Research 59: 28-36.

Yun, Seung-Jae, Woo, Jeong and Park, Heung-Soo. 2006. Relationship among Marketing Activities, Consumer Equity and Brand Equities. Daehan Association of Business Administration. 19(1): 1-24.

Woo Jeong, Huh Won Moo and Heung Soo Park. 2006. Success of Cross Marketing Strategy: New Growth of Business Strategy of Crown. Journal of Marketing Studies, 14(3): 1-27.

Park, Heungsoo, Jeong Woo and Huynjeong Kim. 2006. The Effect of Celebrity Endorser Preference on Advertising and Brand Attitude, Purchase Intention. Yonsei Business Review, 43(1): 1-29.

Jeong Woo, Heung Soo Park and Seung Jae Yun. 2005. An Exploratory Study Component and Formation of Customer Equity. Journal of Marketing Management Research 10(3); 113-129.

Park, Heung Soo and Jeong Woo. 2003. Study on Marketing Research System Development for Systematic Consumer Research. Korean Society of Consumer Studies 14(3): 1-22.

Im, Subin, Nakata, Cheryl, Park, Heungsoo and Ha, Young-Won. 2003. Determinants of Korean and Japanese New Product Performance: An Inter-Relational and Process View. Journal of International Marketing 11(4): 181-204.

Park, Heung Soo and Jeong Woo. 2003. Establishing Long-run Brand through Building up Systematic Brand Identify and Brand Asset. Yonsei Business Review 40(2): 177-207.


Editor in Chief, Korean Marketing Review, March 2004 - February 2006.
Vice President, Korea Marketing Association, March 2006 - February 2007
Vice President, Korean Society of Consumer Studies, March 2007 - May 2009 President, Korean Society of Consumer Studies, June 2009 - May 2010


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