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Byong-Duk Rhee, Ph.D.
Byong-Duk Rhee, Ph.D.
Visiting Professor of Marketing
Western Washington University
College of Business and Economics
516 High St.
Bellingham, WA 98225
Phone: (360) 650-2367
e-mail: rheeb@wwu.edu
Ph.D. (Marketing), The University of Michigan, Ann Arbor, Michigan (1990).
B.B.A., Yonsei University, Seoul, Korea (1982).
Graduate Studies with concentrations in Marketing and Economics, The Graduate School of Business and Economics at Yonsei University, Seoul, Korea.
Byong-Duk Rhee (Ph.D., University of Michigan) is a visiting professor of marketing at Western Washington University. He has taught various courses throughout his 36 years of teaching career for undergraduates, MBAs, and doctoral students at Washington University, Hong Kong University of Science & Technology, Hong Kong Polytechnic University, Cheung Kong Graduate School of Business, and Syracuse University: Mainly quantitative courses as his backgrounds are economics and statistics, including marketing research, database marketing, quantitative business analysis, game-theoretical modeling, and pricing.
His research has focused on developing theories of firm-level competition using a game-theoretic approach: Specifically, coordination to mitigate vertical conflicts in a distribution channel and channel rivalry in multi-channel distribution, firms’ horizontal competition and resulting product differentiation, impact of government regulation on the firms’ pricing, and marketing/manufacturing interface, especially in fixed-position layout operations, such as construction, ship building, and aircraft manufacturing. His research articles appear in many premier and top-tier journals, including Management Science, Journal of Economics & Management Strategy, Regional Science & Urban Economics, Journal of Retailing, Naval Research Logistics, European Journal of Operational Research, International Journal of Production Economics, Construction Management & Economics, Journal of Construction Engineering and Management, and Automation in Construction.
In addition, he has made significant contributions in developing research methodologies such as multivariate statistics and causal modeling with an interactive structure such as LISREL and PLS. His research articles have been published in many premier journals, such as Biometrika, Multivariate Behavioral Research, Marketing Letters, and Journal of Management in Engineering.
Honors and Awards
Best Paper Award in Retailing and Pricing Track at AMA Summer Marketing Educators’ Conference at Chicago (2015).
Teacher of the Year Award, John M. Olin School of Business, Washington University (1992).
Kendrick Award in Marketing, Ross School of Business, The University of Michigan (1988).
Phelps Fellowship, Ross School of Business, The University of Michigan (1986-1987).
Korean Government Fellowship, Ross School of Business, The University of Michigan (1985).
Teaching Interests
Marketing management; Marketing strategy; Brand management; Marketing models; Database marketing, Pricing and sales promotion; Marketing research; Research methodology; Business statistics.
Courses Taught
Marketing Research (UG, G) at Olin School, Washington University; Hong Kong Polytechnic University; Whitman School, Syracuse University; Cheung Kong Graduate School of Business
Database Marketing (UG) at Whitman School, Syracuse University
Pricing and Sales Promotions (UG, G) at Olin School, Washington University; Hong Kong University of Science & Technology; Hong Kong Polytechnic University
Marketing Models (D) at Whitman School, Syracuse University
Theoretical Modeling in Marketing (D) at Whitman School, Syracuse University
Marketing Management (UG, G) at Olin School, Washington University; Hong Kong University of Science & Technology; Hong Kong Polytechnic University; Whitman School, Syracuse University
Marketing Strategy (UG) at Whitman School, Syracuse University
Quantitative Business Analysis (UG) at Olin School, Washington University
[UG: Undergraduate Courses, G: MBA Courses, D: Doctoral Seminars]
Research Interests
Conflicts and Coordination in Distribution Channels; managing conflicts between conventional marketing intermediaries and new online partners:
a. Minimum RPM (Retail Price Maintenance) in the multi-channel environment;
b. Consumer showrooming and dual channel using direct online sales;
c. Omni channel and coordination contracts;
Marketing and Manufacturing Interface: Pricing and supply chain coordination in the manufacturing and construction industries;
Government Regulation and its impact on firms’ price competition:
a. Government regulations on captive products and their impact on competition;
b. The impact of switching costs on firms’ multi-market competition;
Pioneering Advantages and Product Differentiation:
a. Optimal product positioning and new product design;
b. Competitive pricing;
Publications
Kim, Y.-W., & B.-D. Rhee. 2026. “An Incentive Scheme in GMP Contracts using a Game-Theory Approach,” Journal of Construction Engineering and Management, Vol. 152 (4): 04026016. https://doi.org/10.1061/JCEMD4.COENG-17037.
Kim, Y.-W., & B.-D. Rhee. 2024. “Incentive-Based Coordination for Scheduled Delivery in Prefab Construction,” Construction Management and Economics, Vol. 42 (7), 624-639. https://doi.org/10.1080/01446193.2024.2305763.
Kim, M., X. Zhao, Y.-W. Kim, & B.-D. Rhee. 2023. “Blockchain-Enabled Supply Chain Coordination for Off-Site Construction using Bayesian Theory for Plan Reliability,” Automation in Construction, Vol. 155: 105061. https://doi.org/10.1016/j.autcon.2023.105061.
Lee, C.H., & B.-D. Rhee. 2021. “Retailer-run Resale Market and Supply Chain Coordination,” International Journal of Production Economics, Vol. 235: 108089. https://doi.org/10.1016/j.ijpe.2021.108089.
Raj, S.P., B.-D. Rhee, & K. Sivakumar. 2020. “Manufacturer Adoption of a Unilateral Pricing Policy in a Multi-Channel Setting to Combat Customer Showrooming,” Journal of Business Research, Vol. 110, 104-118 (Best Paper in Retailing and Pricing Track at 2015 AMA Summer Marketing Educators’ Conference at Chicago).
Kim, Y.-W., & B.-D. Rhee. 2020. “The Impact of Empowering Front-Line Managers on Planning Reliability and Project Schedule Performance,” Journal of Management in Engineering, Vol. 36 (3): 04020004.
Lee, C.H., & B.-D. Rhee. 2018. “Retailer-run Resale Market and Optimal Returns and Resale Policy,” European Journal of Operational Research, Vol. 268, 504-514.
Lee, C.H., B.-D. Rhee, & T.C.E. Cheng. 2013. “Quality Uncertainty and Quality-Compensation Contract for Supply Chain Coordination,” European Journal of Operational Research, Vol. 228, 582-591.
Lee, C.H., & B.-D. Rhee. 2011. “Trade Credit for Supply Chain Coordination,” European Journal of Operational Research, Vol. 214, 136-146.
Chun, S.-H., B.-D. Rhee, S.Y. Park, & J.-C. Kim. 2011. “Emerging Dual Channel System and Manufacturer’s Direct Retail Channel Strategy,” International Review of Economics & Finance, Vol. 20, 812-825.
Lee, C.H., & B.-D. Rhee. 2010. “Coordination Contracts in the Presence of Positive Inventory Financing Costs,” International Journal of Production Economics, Vol. 124, 331-339.
Lee, C.H., & B.-D. Rhee. 2008. “Optimal Guaranteed Profit Margins for both Vendors and Retailers in the Fashion Apparel Industry,” Journal of Retailing, Vol. 84, 325-333.
Chen, X., C.L. Li, D. Simchi-Levi, & B.-D. Rhee. 2007. “The Impact of Manufacturer Rebates on Supply Chain Profits,” Naval Research Logistics, Vol. 54, 667-680.
Lee, C.H., & B.-D. Rhee. 2007. “Channel Coordination using Product Returns for a Supply Chain with Stochastic Salvage Capacity,” European Journal of Operational Research, Vol. 177, 214-238.
Shi, M., J. Chiang, & B.-D. Rhee. 2006. “Price Competition with Reduced Consumer Switching Costs: The Case of ‘Wireless Number Portability’ in the Cellular Phone Industry,” Management Science, Vol. 52, 27-38.
Rhee, B.-D. 2006. “First-Mover Disadvantages with Idiosyncratic Consumer Tastes along Unobservable Characteristics,” Regional Science & Urban Economics, Vol. 36, 99-117.
Rhee, B.-D., & S. Norton. 2001. “Strategic Quality Decisions under Heterogeneous Resource Endowments,” Journal of Economics & Management Strategy, Vol. 10, 235-264.
Rhee, B.-D. 1996 (lead article). “Consumer Heterogeneity and Strategic Quality Decisions,” Management Science, Vol. 42, 157-172.
Rhee, B.-D., A. de Palma, C. Fornell, & J.-F. Thisse. 1992. “Restoring the Principle of Minimum Differentiation in Product Positioning,” Journal of Economics & Management Strategy, Vol. 1, 475-505.
Fornell, C., B.-D. Rhee, & Y. Yi. 1991. “Direct Regression, Reverse Regression, and Covariance Structure Analysis,” Marketing Letters, Vol. 2, 309-320.
Buzas, T., C. Fornell, & B.-D. Rhee. 1989. “Conditions under which Canonical Correlation and Redundancy Maximization Produce Identical Results,” Biometrika, Vol. 76, 618-621.
Fornell, C., D. Barclay, & B.-D. Rhee. 1988. “A Model and Simple Iterative Algorithm For Redundancy Analysis,” Multivariate Behavioral Research, Vol. 23, 349-360.
Conference Presentations
“Consumer’s Product Return and Resale and Retailer-Hosted-Resale Outlet,” with C.H. Lee, 2014 Marketing Science Conference, Emory University, Atlanta, Georgia.
“Dual Supply Chain using Direct Online Selling to Compete with a Direct Online Seller,” POMS 2009 Conference, Orlando, Florida.
“Coordination Contracts for Supply Chains with Inventory Financing,” with C.H. Lee, 2008 INFORMS Annual Meeting, Washington DC.
“Late Mover’s Strategic Entry Decisions,” with S. Chang and S.P. Raj, 2008 Marketing Science Conference, University of British Columbia, Vancouver, Canada.
“Optimal Guaranteed Profit Margins for both Vendors and Retailers in the Fashion Apparel Industry,” with C.H. Lee, 2007 Marketing Science Conference, Singapore Management University, Singapore.
“Switching Cost and Price Competition in a Segmented Market,” with T. Mazumdar, 2003 Marketing Science Conference, University of Maryland, College Park, Maryland.
“Hybrid Channel System under Competition with Net-Only Direct Marketers,” 2000 Marketing Science Conference, UCLA., Los Angeles, California.
“Wireless World After Year 2002: Impact of Mobile Number Portability,” with J. Chiang and M. Shi, 2000 Marketing Science Conference, UCLA, Los Angeles, California.
“Competitive Implications of Customer Satisfaction Index,” with M. Shi, 1999 Marketing Science Conference, Syracuse University, Syracuse, New York.
“The Internet as a New Direct Marketing Tool and Power Conflicts in a Hybrid Channel System,” with S.Y. Park, 1998 Marketing Science Conference, INSEAD, Fontainebleau, FRANCE.
“Assessing the Effect of Customer Satisfaction on Price Tolerance,” with J. Chiang, 1996 Marketing Science Conference, University of Florida, Gainesville, Florida.
“Consumer Heterogeneity and First-Mover Advantages,” with A. de Palma and J.-F. Thisse, 1994 TIMS/ORSA Conference, Detroit, Michigan.
“Advertising and the Profitability of a Channel Relationship,” with S. Davis, 1991 TIMS/ORSA Conference, Anaheim, California.
“Strategic Quality Decisions under Heterogeneous Resource Endowments,” with S. Norton, 1991 TIMS/ORSA Conference, Anaheim, California.
“Information Process Tracing with Transition of Decision Heuristics,” with M. Lee, 1990 Marketing Science Conference, University of Illinois, Urbana-Champaign, Illinois.
“Consumer Heterogeneity and Strategic Quality Decisions,” 1989 TIMS/ORSA Conference, New York, New York.
“Direct Regression, Reverse Regression, and Covariance Structure Analysis,” with C. Fornell and Y. Yi, 1989 AMA Summer Marketing Educators’ Conference, Washington D.C.
“Instability of PREFMAP Ideal Points,” with R. Best, 1988 Marketing Science Conference, University of Washington, Seattle, Washington.
Professional Experience
Samsung SDI: Business consulting for Vacuum Fluorescent Display (VFD) products (August-December 1997).
Unisys P.C. Software Development: Causal Modeling Program with Partial Least Squares Estimation (January-December 1986).
General Motors Chevrolet Project: Customer Satisfaction Index and Repurchase Intention (September 1985-December 1986).
General Motors Oldsmobile Project: Customer Satisfaction Index and Repurchase Intention (September 1987-July 1989).
Reviewing Activities
Ad-hoc reviewer for
Management Science
Marketing Science
Journal of Marketing Research
Journal of Retailing
Journal of Business Research
Canadian Journal of Administrative Science
International Journal of Industrial Organization
Operations Research
Production and Operations Management
Production Planning & Control
Naval Research Logistics
Annals of Operations Research
European Journal of Operational Research
International Journal of Production Economics
OMEGA International Journal of Management Science
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