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)
"Opaque Auctions: Value of Information and Transparency 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.