Nah Lee | 이나윤

Assistant Professor of Marketing, SKK GSB Aug 2022-

PhD in Marketing, Duke University 2016-2022

MS in Operations Management, Georgia Institute of Technology 2011-2014

MS in Operations Research, Columbia University 2010-2011

MS in Systems Engineering, University of Virginia 2008-2010

BS in Biomedical Engineering, University of Virginia 2004-2008

Saint John's Preparatory School, MN, 2000-2004


Phone: (Korea) +82 10-4348-7292
(USA) +1 (919) 433-7292

Address: SKK Graduate School of Business, International Hall 90335
Sungkyunkwan University
25-2 Sungkyunkwan-ro, Jongro-gu, Seoul, South Korea 03036

Research Interests: Online reviews, crowd-sourced data, machine learning and NLP

I study the causal effect of online reviews on downstream demand and firm behavior. My focus is on service industries (restaurants/hotels/healthcare), where product offerings are multi-dimensional, so it is very interesting to understand how consumers process information in text reviews and how this information affects firm demand, decisions and competition.

In the first essay in my dissertation, I study text reviews containing information about quality and positioning of experiential products, how they affect consumers' purchase decisions and firm demand in a different, yet inter-related way, and managerial importance of understanding the differential effects of the two sets of information in reviews. This paper is forthcoming in Journal of Marketing Research.

In the second essay, I study hospital reviews (in a way that reviews have made the healthcare service 'less of a credence type' of product), how clinical and experiential information in reviews influence hospitals' response behavior, and policy implication in designing interventions to help providers improve clinical quality of care.

As an empirical researcher, I mainly use econometrics, causal modeling and NLP/machine learning, but I also use analytical modeling (to link theory-driven research questions to data) and lab experiments (to reinforce research findings).

I will be joining SKK (sungkyunkwan) Graduate School of Business as a tenure-track Assistant Professor of Marketing, starting Fall 2022.