1. Personal information

• Name: Shijin Yoo
• Korea University Business School
• LG-POSCO #403
• Anamro 145, Seongbuk-Gu, Seoul, Korea 02841
• Tel: +82-2-3290-2827 (Office), +82-10-8277-2714 (Mobile),
• Email: shijinyoo@korea.ac.kr

2. Academic Positions

• Korea University, Seoul, Korea

Assistant Professor, 2007 – 2012

Associate Professor, 2012 – 2017

Professor, 2007 – Present

• Singapore Management University, Singapore

Assistant Professor, 2004 – 2007

3. Education

University of California at Los Angeles (UCLA), Los Angeles, California, USA

Ph.D. in Marketing, 1999 – 2004

Seoul National University, Seoul, Korea

M.B.A. in International Business and Strategy, 1992 – 1994

B.A. in Business Administration, 1988 – 1992

4. Publication

Academic Journals

1. “The Cross-buying Effect in a Multi-Vendor Loyalty Program in Korea” with Seung Min Lee, Sang Yong Kim, and Tae Ho Song, Asian Business & Management (forthcoming).
2. "The 4th V? The Effect of Word of Mouth Volatility on Product Performance" with Minjeong Kim, Electronic Commerce Research and Applications, 44 (2020).
3. “The Synergy Effect of a Corporate-Level Loyalty Program Integration on Customer Equity” with Dae-Yun Park, Asia Marketing Journal, 20 (4), pp. 21 – 47 (2019).
4. "Indulgence versus Restraint: The Moderating Role of Cultural Differences on the Relationship between Corporate Social Performance and Corporate Financial Performance" with Jiequiong Sun, Jimi Park, and Babak Hayati, Journal of Global Marketing, 32 (2), pp. 83 – 92 (2019).
5. “Value Relevance of Customer Equity Beyond Financial Statements: Evidence from Mobile Telecom Industry” with Yong Bum Choi, Janghyuk Lee, and Yong Keun Yoo, Asia-Pacific Journal of Accounting & Economics, 26 (3), pp. 281 – 300 (2019).
6. “Pioneering New Markets: A Case study of SevenBräu” with Myung Soo Kang and Minjeong Kim, Asia Marketing Journal, 20 (4), pp. 21 – 47 (2019).
7. “Exploring the Impact of Strategic Emphasis on Advertising versus R&D during Stock Market Downturns and Upturns” with Jin Kyung Sung and Jimi Park, Journal of Business Research, 94, pp. 56 – 64 (2019)
8. “Does the Variance of Customer Satisfaction Matter for Firm Performance?” with Eun Young Lee and Dong Wook Lee, Asia Marketing Journal, 18(4), pp. 51 – 76 (2017)
9. "Effective Demand Lifting through Pre-Launch Movie Marketing Activities" with Tae Ho Song and Janghyuk Lee, Asia Marketing Journal, 18 (3), pp. 1 – 18 (2016).
10. "Are Competitive Reactions Changing over Time?" with Jimi Park, Management Decision, 54 (3), pp. 683 – 699 (2016).
11. "When Is Servitization a Profitable Competitive Strategy?" with Sunghee Lee and Daeki Kim, International Journal of Production Economics, 173, pp. 43 – 53 (2016).
12. "Strategic Delegation, Quality Competition, and New Product Profitability" with Hyun Shin, Jongtae Shin, Joon Song, and Alex Kim, Management Decision, 53 (3), pp. 713 – 729 (2015).
13. "A Critical Review of word-of-Mouth Research: Korean Journals Published between 2004 and 2014" with Gangseog Ryu, Journal of Korean Marketing Association, 30 (1), pp. 145 – 176 (2015). (in Korean)
14. “The Redemption Behavior of Loyalty Points and Customer Lifetime Value" with Dae-Yun Park, Journal of the Korean Operations Research and Management Science Society, 39 (3), pp. 63 – 82 (2014). (in Korean)
15. "Does Advertising Volatility Have Firm Value Relevance? An Empirical Analysis of Korean Firms" with Jimi Park, Dae-Yun Park, and Eun Young Lee, Journal of Korean Marketing Association, 28 (Dec.), pp. 23 – 43 (2013). (in Korean)
16. “Paths to Success: How Do Market Orientation and Entrepreneurship Orientation Produce New Product Success?” with Jinwhan Hong and Tae Ho Song, Journal of Product Innovation Management, 30 (1), pp. 44 – 55 (2013).
17. “New Product Marketing Strategy: The Case of Binggrae’s ‘a Café la’” with Doo-Hee Lee, Sang Yong Kim, and Minsun Yeu, Asia Marketing Journal, 14 (3), pp. 169 – 184 (2012).
18. “Return on Marketing Investment: Pizza Hut Korea’s Case” with Seungil Lee, Management Decision, 50 (9), pp. 1661 – 1685 (2012).
19. “Does Strategic Orientation in Advertising Investments Decision Moderate the Effect of Advertising on Firm Performance and Firm Value? An Empirical Analysis Using Financial Data Archives" with Dae-Yun Park, Journal of Korean Marketing Association, 27 (Mar.), pp. 107 – 133 (2012).
20. "Passion + Innovation + Marketing = A Successful New Market Development: A Case of Pulmuone Fresh Ramen, 'Jayeonun Masitda'" with Kyounghee Chu, Doo-Hee Lee, Seong Yeon Park, Korean Journal of Marketing, 13 (3), pp. 233 – 248 (2011).
21. “Investigating the Relationship between Sales Inertia Coefficients and Brand Characteristics" with Kyoung Cheon Cha, Journal of Korean Marketing Association, 26 (Sep.), pp. 43 – 60 (2011).
22. “The Impact of Customer Acquisition Focus on Repeat Purchase Intention: The Moderating Role of Industry Saturation and Market Share" with Hae-Lyeon Lee, Journal of CEO and Managements Studies, 13 (3), pp. 255 – 273 (2010).
23. “New Product Development and Marketing Process of a Korean SME: The Challenge of Watos Korea,” with Jin Hwan Hong and Kong Seok Song, Management Education Review, 12(2), 71 – 93 (2008). (in Korean)
24. “The Impact of Marketing-Induced vs. Word-of-Mouth Customer Acquisition on Customer Equity Growth,” with Julian Villanueva and Dominique Hanssens, Journal of Marketing Research, 45(1), 48 – 59 (2008).
25. “A Durable Replacement Model for Symbolic vs. Utilitarian Consumption: An Integrated Cultural and Socio-Economic Perspective,” with Seh-Woong Chung and Jin K. Han, Global Economic Review, 35(2), 193 – 206 (2006).

Books

1. Principles of Marketing (7th ed.) with Kwang-Ho Ahn, Young-Won Ha, and Heung Soo Park, Hakhyunsa (2017). (in Korean)

Book Chapters

1. “Word-of-Mouth and Marketing Effects on Customer Equity” with Dominique M. Hanssens and Julian Villanueva, Handbook of Research on Customer Equity in Marketing edited by V. Kumar and Denish Shah, Elgar (2015)

5. Teaching experiences

• Korea University

Marketing Research | Marketing Management (undergraduate)

Quantitative Models in Marketing (Ph.D. and MS)

Foundations of Marketing | Uncertainty, Data, and Decisions | Marketing Research (MBA)

• Singapore Management University

Marketing Research (undergraduate)

• Executive Education

Various marketing topics including Principles of Marketing, Marketing Research, Marketing Performance Management, Return on Marketing Investment, Market Sensing, Customer Equity, and Demand Forecasting

6. Managerial experience

Assistant Manager, Daewoo Motor Sales Corporation, Incheon, Korea, 1994 – 1999

7. Honors

• Emerald Citations of Excellence Award 2012
• Seok-Tap Teaching Award, Korea University, 2007, 2008, 2012
• Honorable mention in the 20^th Alden G. Clayton MSI Doctoral Dissertation Proposal Competition, Oct. 2003 ($1,000 cash prize)
• AMA Doctoral Consortium Fellow, University of Minnesota, 2003

8. Professional activities

• Member of marketing advisory group at Kia Motors, 2011 - 2016
• Outside director at Byuksan Corporation, 2018 - Present
• Outside director at Chosun Refractories Co., Ltd., 2019 - Present
• Ad hoc reviewer for Marketing Science, Management Science, Journal of Marketing, International Journal of Forecasting, Electronic Commerce Research and Applications, Management Decision, Journal of Product Innovation Management, Korea Business Review, Korean Management Review, Journal of Korean Marketing Association, Asia Marketing Journal, Journal of Consumer Studies