Jae-Yun Lee, Jiwoong Shin, and Jungju Yu (2025). "Communicating attribute importance under competition." Forthcoming at Marketing Science. (pdf)
Ning, Eddie, Jiwoong Shin, and Jungju Yu (2024). "Targeted advertising: strategic mistargeting and personal data opt-out". Marketing Science, Vol. 44(2): 390--410. (pdf)
Ke, T. Tony, Jiwoong Shin, and Jungju Yu (2023). "A model of product portfolio design: guiding consumer search through brand positioning." Marketing Science, Vol. 42(6): 1101--1124. (pdf)
This paper was previously circulated under the title "A theory of brand positioning: product-portfolio view."
Despotakis, Stylianos and Jungju Yu (2023). "Multidimensional targeting and consumer response." Management Science, Vol. 69(8): 4363--4971. (pdf)
Shin, Jiwoong and Jungju Yu (2021). "Targeted advertising and consumer inference." Marketing Science, Vol. 40(5): 900--922. (pdf)
Yu, Jungju (2021). "A model of brand architecture choice: A house of brands vs. A branded house." Marketing Science, Vol. 40(1): 147--167. (pdf)
Neeman, Zvika, Aniko Oery, and Jungju Yu (2019). "The benefit of collective reputation." RAND Journal of Economics, Vol. 50(4): 787--821. (pdf)
"Commitment and Information in Ad Auctions," with Despotakis, Stylianos.
"Compensation and collaboration in the age of AI," with Minkyu Shin
"Managing and listening to voice of consumers" with Jae-Yun Lee.