Full CV

Ph.D. (Marketing), Columbia University , 1994

M.Phil (Marketing), Columbia University , 1993

A.B., (Applied Mathematics – Economics), Brown University , 1989

Academic Positions Held

Current Appointment:

Associate Professor, Singapore Management University (2001 – Present)

Previous Appointment:

Visiting Associate Professor, KDI School of Public Policy & Management, Seoul
(2000 – 2001)

Assistant Professor, The Hong Kong University of Science and Technology,
Hong Kong (1993 – 2000)

Other Position

Senior Research Associate, International Security Council, Washington, D.C.
(1994 –1995)

Editorial Activities

Editorial Board for J. of Marketing

Reviewer for J. of Marketing, J. of Marketing Research, J. of International
Marketing, Advances in Consumer Research, J. of Global Marketing, J. of
Academy of Marketing Science, Hong Kong Journal of Business Management,
J. of Asia Pacific Marketing, RGC CERG Hong Kong

Honor & Award

MSI-Designated Top Research Priority Grant for “Visual Aspects of Corporate Identity”, (with Bernd H. Schmitt and
Alex Simonson)

Course Taught in SMU

Marketing

Selected Consulting Activities

LVMH, Samsung Electronics

Research Areas

Brand Equity

Marketing Orientation

Organizational Innovation

Current Projects

Modeling Consumer Learning of High-Tech Product Innovations: A Knowledge-Transfer Approach (with Robert J. Meyer)

Consumer Responses to Product Modularity (with S. Chung)

Institutionalization of Technologies for Industrial Markets (with N. Kim, J. Pae, and R. Srivastava)

The Role of Demand Heterogeneity in Product Innovation Strategy (with Y. Sohn)

Selected Books, Journals & Other Publications

"When Do Customers Prefer Converged Products to Dedicated Products?," Journal of Marketing, conditionally accepted (with S.W. Chung and Y.S. Sohn)

"Biases in Valuation versus Usage of Innovative Product Features," Marketing Science , forthcoming (with Robert J. Meyer and Shenghui Zhao).

“The Rationality of Consumer Decisions to Adopt and Use Product-Attribute Enhancements: Why We Are Lured by Product
Features We Never Use?“, Experimental Business Research, Vol. 3, Rami Zwick and Amnon Rapaport (eds.), Dordrecht,
The Netherlands : Springer, 1-34. 2005 (with Shenghui Zhao and Robert J. Meyer).

"Entry Mode and Performance in a Transitional Economy: A Framework for Foreign-Invested Enterprises in China", The
Chazen Web Journal of International Business, Special Issue: Global Branding and Global Business, No. 4, Spring,
online. 2004 (with Howard Davies, Jae H. Pae, and Namwoon Kim)

“Managing Intra-Organizational Diffusion of Innovations: Impact of Buying Center Dynamics and Environments”, Industrial
Marketing Management, Vol. 13, No 8, November, 719-726. 2002 (with J.H. Pae, N. Kim, and L. Yip)

“Auditory and Visual Identifiers in Chinese and English”, J. of International Marketing, Vol. 10, No. 2, 13-28. 2002 (with and
Nader T. Tavassoli)

“A Dynamic IT Adoption Model for the SOHO Market: PC Generational Decisions with Technological Expectations”,
Management Science, Vol. 48, No. 2, February, 222-240. 2002 (with N. Kim and R.K. Srivastava)

“Scripted Thought: Processing Korean Hancha and Hangul in a Multimedia Context”, Journal of Consumer Research,
Vol. 28, No. 3, 482-493. 2001 (with N.T. Tavassoli)

“Consumer Decision Making in a Multi-Generational Choice Set Context”, J. of Business Research, Vol. 53, No. 3,
123-126. 2001 (with N. Kim and R.K. Srivastava),

“Entry Barriers: A Dull-One-, or Two-Edged Sword for Incumbents? Unraveling the Paradox from a Contingency
perspective”, J. of Marketing, Vol. 65, No. 1, 1-14. 2001 (with N. Kim and H.B. Kim)

“Market Orientation and Organizational Performance: Is Innovation a Missing Link?”, J. of Marketing, Vol. 62, No. 4,
October, 30-45. 1998 (with N. Kim and R.K. Srivastava)

“Brand Extensions in a Competitive Context: Effects of Competitive Targets and Product Attribute Typicality on Perceived
Quality”, Academy of Marketing Science Review, 98 (1), online. 1998

“Product-Category Dynamics and Corporate Identity in Brand Extensions: A Comparison of Hong Kong and U.S.
Consumers”, J. of International Marketing, Vol. 5, No 1, 77-92. 1997 (with Bernd H. Schmitt)