Marketing

Shijin Yoo (Shijin Yoo)

Room 403 in LG-POSCO Building
Tel. +82-2-3290-2827
Fax. +82-2-922-0777
shijinyoo@korea.ac.kr
Office Hour : By e-mail appointment

Education

  • University of California at Los Angeles (UCLA), USA 
    • Ph.D. in Marketing (June 2004) 
  • Seoul National University, Korea 
    • M.B.A. in International Business and Strategy (February 1994) 
    • B.A. in Business Administration (February 1992

Career

Academic Positions
  • Assistant, Associate, and Professor, Korea University, Seoul, Korea (2007 – Present) 
  • Assistant Professor, Singapore Management University, Singapore (2004 – 2007) 
     
​Industrial Experience
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Publications

  • "Pioneering New Markets: A Case Study of SevenBrau" with Myung Soo Kang and Minjeong Kim, Asia Marketing Journal (2019), 20(4), pp. 1-19.
  • "The Synergy Effect of a Corporate-Level Loyalty Program Integration on Customer Equity" with Dae-Yun Park, Asia Marketing Journal (2019), 20(4), pp. 21-47. 
  • "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 (2019), 94, pp. 56 - 94. (SSCI)
  • "Indulgence versus Restraint: The Moderating Role of Cultural Differences on the Relationship between Corporate Social Performance and Corporate Financial Performance" with Jieqiong Sun, Jimi Park, and Babak Hayati, Journal of Global Marketing, forthcoming.
  • "Value Relevance of Customer Equity Beyond Financial Statements: Ev

Books

  • Principles of Marketing (2018, 7th ed.), with K.H. Ahn, Y.W. Ha, and H.S. Park, Hakhyunsa (in Korean)

Research