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PROFILE
PROFILE
Jan. 2025
ADDRESS
Faculty of Business Administration, College & Graduate School of Business Administration, University of Seoul
163 Seoulsiripdae-ro, Dongdaemoon-gu, Seoul, Korea, 02504
PHONE & E-MAIL
+82-02-6490-2227 (office), shlee@uos.ac.kr
CAREER HIGHLIGHTS
Profile: Professor Sungho Lee did his undergraduate study of business and management at Korea University, got his M.B.A. degree at University of Wisconsin-Madison, and attained his Ph.D. degree majoring in Marketing at University of Illinois at Urbana-Champaign. He has been teaching and researching as Professor of Marketing at University of Seoul since 1996. Before joining, he worked as senior researcher at Samsung Economic Research Institute. He had also worked as market researcher and account executive at Cheil Communications (the in-house advertising agency of Samsung group) before starting his doctoral study.
Research: The early major areas of his research interests are consumer behavior & consumer information processing, and brand & customer equity management. As he begins to teach and research in Korea along with interacting with large Korean firms, his research interests evolve to consumer-based marketing strategy, especially focusing on marketing strategy issues focusing on organizational information processing and learning. Recently, facing environmental (market and technology) uncertainty and turbulence, he has initiated productive journey of research projects in innovation/business model innovation/entrepreneurship from the perspective of marketing.
These efforts are reflected in more than forty publications appeared in numerous international and Korean journals such as JAMS (Journal of the Academy of Marketing Science, JRCS (Journal of Retailing and Consumer Services), JSM (Journal of Strategic Marketing), JIC (Journal of Internet Commerce), IJR & DM (International Journal of Retail & Distribution Management), Cogent Business and Management, Asia Marketing Journal, APJIE (Asia Pacific Journal of Innovation & Entrepreneurship), etc.
Teaching: In the early career period, he taught a lot of marketing domains. As the marketing faculty has been added and he has his hands, his teaching focuses on marketing strategy domains such as marketing strategy, empirical generalization in marketing strategy research, brand and customer strategies, B2B marketing strategy, integrated perspective on strategy (corporate-level, business-level, and functional level), and business model innovation and customer value proposition. Not only at the undergraduate and graduate level (academic as well as MBA) teaching, but he enjoyed interactively teaching the students at the executive level setting, especially using various and relevant case-based approach. Recently, he proactively adopts flipped-learning approach by which he emphasizes discussion-based learning.
Administration: He began to serve various administrative positions at the University relatively early in his career due to the idiosyncratic situation of the University. He reached his peak in the school administrative position by serving the first dean of the business school after transforming the school of business and economics to the independent business school. Besides his academic activities and services, he has also been very productive in consulting and executive education activities for public as well as private sectors, including Ministry of Information and Communication, public companies invested by Seoul Metropolitan Government, big business conglomerate companies and financial institutions, etc.
EDUCATION
1996 (May): Ph.D. in Business Administration [Major - Marketing; Minor – Consumer Psychology], Graduate School of Business Administration, University of Illinois at Urbana–Champaign, Champaign, Illinois [경영학박사(마케팅), 일리노이주립대학교(어버나 샴페인)]
1988 (May): M.B.A. [Concentration – Marketing], Graduate School of Business, University of Wisconsin-Madison, Madison, Wisconsin [경영학석사, 위스콘신주립대학교(메디슨)]
1986 (Feb): Bachelor of Business Administration, College of Business Administration, Korea University, Seoul, Korea [경영학학사, 고려대학교 경영대학]
ACADEMIC POSITIONS
2007 (Oct) – Present: Professor of Marketing, Faculty of Business Administration, University of Seoul [서울시립대학교 경영학부 교수]
2002 (Oct) – 2007 (Sept): Associate Professor of Marketing, Faculty of Business Administration, University of Seoul [서울시립대학교 경영학부 부교수]
2005 (Dec) – 2006 (Dec): Visiting Faculty, Business School, San Diego State University, USA [미국 샌디에이고주립대학교 경영대학(원) 교환교수]
1998 (Oct) – 2002 (Sept): Assistant Professor of Marketing, Faculty of Business Administration, University of Seoul [서울시립대학교 경영학부 조교수]
1996 (Oct) – 1998 (Sept): Full-time Lecturer of Marketing, Faculty of Business Administration, University of Seoul [서울시립대학교 경영학부 전임강사]
1991 (Sept) – 1996 (May): Lecturer & Researcher Experience: Summer Course Lecturer, Head Teaching Assistant, Research & Teaching Assistant, Graduate School of Business Administration, University of Illinois at Urbana-Champaign [일리노이주립대학교 경영대학(원) 연구조교, 강의조교, 계절학기 강사]
CAREER EXPERIENCE
Major Career Positions
1996 (July) – 1996 (Sept) : Senior Researcher, Samsung Economic Research Institute [(주)삼성경제연구소, 시장전략담당, 수석연구원]
1988 (Aug) – 1991 (May) : Market Analyst & Account Executive, Cheil Communications [제일기획, 마케터 및 AE]
1990 (May) : A Second Lieutenant in the Korean Army (commissioned & discharged) [대한민국 육군 소위 임관 및 제대 (석사장교)]
Major University Service Activities
2023 January: I ran for the 10th presidential election at University of Seoul, receiving passionate support from professors, but failing to receive support from staff. https://www.uosarte.com/ [서울시립대 10대 총장후보자선거 시대다움 홈페이지]
2020 (Sept) - 2022 (Oct): President, The 5th Professor Faculty Assembly at University of Seoul [서울시립대학교 5대 교수회 회장]
2019 (Aug) - 2020 (Aug): Chairman, The University Senate at University of Seoul [서울시립대학교 대학평의원회 의장]
2019 (Jan) - 2020 (Jan): Chairman, The Mutual Benefit Association of Professors at University of Seoul [서울시립대학교 교수공제회 회장]
2010 (Mar) – 2012 (Feb): Dean, College & Graduate School of Business Administration, University of Seoul [서울시립대학교 경영대학장(초대) 겸 경영대학원장]
2008 (Jan) – 2010 (Feb): Department Head & Associate Dean, Department of Business Administration, College & Graduate School of Business Administration, University of Seoul (Jan 08 ~ Feb 10) [서울시립대학교 경영학부장 겸 경상대학 부학장 겸 경영대학원 부원장]
2007 (Mar) – 2008 (Feb): Editor, UOS Newspapers & Magazines, University of Seoul [서울시립대학교 대학언론사 주간]
2003 (May) – 2005 (Feb): Associate Dean, Student Affairs, University of Seoul [서울시립대학교 학생부처장]
2000 (Aug) – 2002 (July): Associate Dean, College of Economics & Business Administration, Graduate School of Business Administration, University of Seoul [서울시립대학교 경상대학/경영대학원 부학장/부원장] The Chief Faculty, the Advanced Management Program, Graduate School of Business Administration, University of Seoul [서울시립대학교 경영대학원 최고경영자과정 주임교수]
1999 (Sept) – 2000 (Nov): The Head of Planning Division, Research Institute for Industry and Management, University of Seoul [서울시립대학교 산업경영연구소 기획부장]
1998 (Mar) – 1999 (Aug): The Head of Research Division, Research Institute for Industry and Management, University of Seoul [서울시립대학교 산업경영연구소 연구부장]
Major Academic Professional Activities
2024 (Mar) - Present: Auditor, The Korean Academic Society of Business Administration [한국경영학회 감사]
2022 (Apr) – 2023 (Mar): 35th President, Korean Marketing Association [한국마케팅학회 35대 회장]
2021 (Apr) – 2022 (Mar): President-Elect, Korean Marketing Association [한국마케팅학회 차기회장]
2021 (Mar) - Present: Vice President, Korea Distribution Association [한국유통학회 부회장]
2016 (Apr) – 2019 (Mar): Vice President, Korean Marketing Association [한국마케팅학회 부회장]
2019 (Mar) - 2024 (Feb): Vice President, The Korean Academic Society of Business Administration [한국경영학회 부회장]
2018 (Mar) – 2019 (Feb): Chief Vice President, The Korean Academic Society of Business Administration [한국경영학회 수석부회장]
2021 (Jan) – 2021 (Dec): 19th President, The Korea Entrepreneurship Society [한국창업학회 19대 회장]
2020 (Mar) - Present: Advisory Board Member, EBES (Eurasian Business and Economics Society) https://ebesweb.org/advisory-board/
2019 (April) - 2021 (Mar): Editor-in-Chief, Asia Marketing Journal [한국마케팅학회 아시아마케팅저널 편집위원장]
2018 (Jan) – 2020 (Dec): Vice President, The Korea Entrepreneurship Society & Editor, The Journal of Korea Entrepreneurship [한국창업학회 부회장 겸 한국창업학회지 편집위원장]
2018 (Feb) - 2021 (Jan): Chairman of the Accreditation Committee & Member of the Operation Committee, KABEA (Korean Association of Business Education Accreditation) [(사)한국경영교육인증원 인증위원회 위원장 및 운영위원회 위원]
2018 (Feb) - 2019 (Jan): Executive Director of the Board of Directors, KABEA (Korean Association of Business Education Accreditation) [(사)한국경영교육인증원 이사]
2014 (Aug) – 2018 (Jan): Head of Accreditation Operations, Member of the Accreditation Committee, Member & Executive Director of the Board of Directors, KABEA (Korean Association of Business Education Accreditation) [(사)한국경영교육인증원 인증사업단장, 인증위원회 위원, 운영위원회 위원, 이사]
2017 (Feb) – 2017 (Dec): Vice President & the Director of the Office, Organizer of the Summer Conference, The Korea Entrepreneurship Society [한국창업학회 상임부회장 겸 사무국장, 2017년 7월 하계학술대회 조직위원장]
2015 (Mar) – 2016 (Mar): Executive Board Member on Duty, Korean Marketing Association [한국마케팅학회 상임이사]
2011 (Mar) – 2012 (Mar): Vice President, Korean Marketing Association, Organizer of KMA Summer Management Conference (Marketing Division) (Aug 2011) [한국마케팅학회 부회장, 한국경영학회 하계경영통합학술대회 마케팅분과 조직위원장]
2016 (Mar) – 2018 (Feb): Executive Board Member, Korea Association of Industrial Business Administration [한국산업경영학회 이사]
2011 (Mar) – 2012 (Mar): Vice President, Korea Association of Industrial Business Administration [한국산업경영학회 부회장]
2011 (Mar) – 2014 (Mar): Executive Board Member, Korean Consumer Association [한국소비자학회 이사]
2009 (Feb) – 2010 (Feb): Executive Board Member, Korean Corporation Management Association [한국기업경영학회 이사]
2006 (Mar) – 2010 (Feb): Executive Board Member, Korean CRM Association [한국CRM학회 이사]
2007 (Mar) – 2008 (Mar): Executive Board Member, Korean Advertising Studies Association [한국광고학회 이사]
2001 (Mar) – 2004 (Mar): Executive Board Member, Korean Consumption Culture Association [한국소비문화학회 이사]
2001 (Mar) – 2003 (Mar): Executive Board Member on Duty, Korean Marketing Association [한국마케팅학회 상임이사], Organizer of KMA Educators’ Conferences (Fall 2002) [2002 한국마케팅학회 추계학술대회 조직위원장]
2003 (Mar) – 2011 (Mar), 2012 (Mar) – 2015 (Mar): Executive Board Member, Korean Marketing Association [한국마케팅학회 이사]
2004 (Mar) – 2006 (Mar): Executive Board Member on the Academic Affairs, Korean Database Marketing Association [한국데이터베이스마케팅협회, 학술담당이사]
2003 (Mar) – Present: Grant Proposal Evaluater, Korea National Research Foundation [한국연구재단(구, 한국학술진흥재단) 연구제안서 평가위원]
2012 (Mar) – 2015 (Mar): Editorial Board Member, Asia Marketing Journal, Korean Marketing Association [Asia Marketing Journal 편집위원]
2003 (Mar) – Present: Editorial Review Board Member, Journal of Korean Marketing Association (formerly, Korean Marketing Review), Asia Marketing Journal (formerly, Korean Journal of Marketing [마케팅연구 및 Asia Marketing Journal 논문심사단 위원]
1999 (Mar) – 2001 (Mar): Editorial Board Member, Journal of Marketing Management Research, Korean Marketing Management Association [마케팅관리연구 편집위원]
Reviewers for Journal of Strategic Marketing, AMA Educators’ Conferences, Advances in Consumer Research, Asia-Pacific Advances in Consumer Research, and numerous Korean management and marketing journals
Major External Service Activities
2011 (Aug) – 2017 (Dec): Marketing Advisory Professor, Kia Motor Corporation [기아자동차 마케팅자문단 교수]
2010 (June) – 2012 (May): Member, Policy Advisory Committee, Seoul Design Foundation [서울디자인재단 정책자문위원회 자문위원]
2010 (June) – 2012 (May): Member, Policy Advisory Committee, Korea Consumer Agency [한국소비자보호원 정책자문위원회 자문위원]
2010 (Mar) – 2012 (Feb): Member, International Exchange & Foreign Investment Advisory Committee, Seoul Metropolitan Government [서울특별시 국제교류 및 투자심의위원회 자문위원]
2004 (Mar) – 2005 (Feb): Program Professor, SK Telecom MBA, SKK University [SK Telecom MBA (성균관대학교 경영대학원) 프로그램 교수]
2000 (Mar) – 2002 (Feb): Advisory Professor & Member, Self-Evaluation Committee of Management Performance, Korea Post, Ministry of Information and Communication [정보통신부 우정사업본부 자체경영평가위원회 위원 겸 자문교수]
1998 (Feb) – 2000 (Jan): Member, Committee of Assessing Management Performance of Public Companies Invested by Seoul Metropolitan Government [서울특별시 투자기관 경영평가단 교수]
Outside Directors:
Present - KEPCO, Cuckoo Homesys; Past - Hana Daetoo Securities, KOTRA, KRA, Cuckoo Electronics Inc.
COURSES TAUGHT
Ph.D. and/or Master Level Courses (Academic Track)
Marketing Strategy Seminar, Professional Sales Management Seminar, Consumer Behavior/Consumer Information Processing Seminar, Pricing & Promotional Strategy Seminar, Experimental Methodology, ESG & Marketing Seminar, Introduction to Marketing Research Methods, etc.
MBA Courses
Marketing Management, Marketing Strategy, Brand & Customer Management, Advertising & Promotion Strategy, Marketing Research, Internet Marketing, Consumer Behavior, Product & Price Management, International Marketing/International Marketing Strategy, etc.
Undergraduate Level Courses
Marketing Management (Principles of Marketing), Marketing Strategy, B2B Marketing, Brand Communications, Consumer Behavior, Marketing Research, etc.
RESEARCH PROJECT REPORTS FOR PUBLIC INSTITUTIONS
❖ The Study Report on the Plan for Launching New Business School System of UOS, The University of Seoul, Apr, 2010 (the main researcher) 외 다수
COMMENTS & OTHERS
❖ “[Biz Solution] Samsung Electronics Achieves ‘Creative Destruction’ Success by Securing Market Leadership (in Korean),” based on my publication (“An Examination of Firms' Strategic Orientations, Innovativeness and Performance with Large Korean Companies,” Asia Pacific Journal of Innovation and Entrepreneurship, 2016, 10(1), 183-202), Maekyung Economy Daily, 2017, Feb., 24th 외 다수
CONSULTING & EXECUTIVE EDUCATION EXPERIENCES
❖ Dr. Lee, Sungho has also been productive in consulting and executive education activities for organizations in public as well as private sectors. The major themes are STP strategy, strategic brand management, strategic customer management, B2B and relationship marketing strategy, business model innovation, business & marketing strategies and capabilities.
❖ The Major Clients Served:
Public Sector - Ministry of Information and Communication (정보통신부); Public Companies Invested by Seoul Metropolitan Government (서울시 투자공사); Financial Services Commission (금융위원회)
Private Sector - The Large Conglomerate Companies [Doosan Heavy Industries (두산중공업), Doosan Infracore (두산인프라코어), Huyndai Motor Group (현대자동차그룹), Hyundai MOBIS (현대모비스), Hyundai Development Company (현대산업개발), Samsung Electronics (삼성전자), Samsung SDS (삼성SDS), Samsung C&T (삼성물산 건설부문), Daelim (대림산업), LG Electronics (LG전자), LG Siltron (LG실트론), LG Display (LG 디스플레이), Hynix (하이닉스), SK Telecom (SK텔레콤), SK Networks (SK 네크웍스), Hanaro Telecom (하나로텔레콤), Dacom (데이콤), Cheil Communications (제일기획), Hanwha Conglomerate Group (한화그룹), Hyundai Department Store (현대백화점), Lotte.com (롯데닷컴), etc.]; Financial Institutions [Korea Exchange Bank (외환은행), Shinhan Bank (신한은행), Korea Citi Bank (한국시티뱅 크), Pusan Bank (부산은행), Korea Agricultural Cooperative Financial Institution (농협), Samsung Credit Card Co. (삼성카드), and Hyundai Credit Card Co. (현대카드)]; Other Companies [3M Korea (한국쓰리엠), 삼표그룹 (Sampyo Group)]
THESIS SUPERVISION
❖ Ph.D. Dissertation Chaired/Directed
2025 - Im, Choong-Il (UOS); 2020 - Kim, Dong-hwan (UOS), Eun, Seong-Su (UOS); 2016 – Hong, Joong-Whan (UOS), Park, Byuung-Ki (UOS); 2015 – Kwon, Hyuk-Jin (UOS), Kim, Jae-Hong (UOS); 2013 – Park, Chan-Young (UOS), Kim, Ja-Young (UOS); 2010 – Kim, Joon-Whan (UOS); 2007 – Jo, Seung-Woo (UOS); 2006 – Kim, Jae-Young (UOS); 2004 – Kwon, Won-Oh (UOS)
❖ Ph.D. Dissertation Committee Member
2010 – Shin, Sohyun (Korea Univ.), Kim, Sung-Jin (Korea University); 2007 – Kim, Chul (Korea Univ.); 2005 – Hong, Sung-Joon (Korea Univ.), Koh, In-Kwon (Korea Univ.); 2003 – Hong, Yoon-Shik (Korea Univ.); 2002 – Kim, Sang-Uk (Korea Univ.); 2001 – Jun, Tae-Suk (Kyunggi Univ.); 2000 – Jung, Hahn-Shik (Sungshin Univ.), Hwang, Yoon-Yong (Chunbuk National Univ.)
❖ Master Thesis Supervised (over 20)
❖ M.B.A. Project Thesis Supervised (over 100)
RESEARCH GRANTS
❖ “A Study on Consumer Segmentation based on Fashion Theory and Schema Theory”, University of Seoul, May, 2017 ~ Apr, 2018 외 다수
HONORS & AWARDS
❖ The 30th EBES Conference - University of Malaya, KL, Malaysia, The Best Paper Award (Jan. 8 2020)
❖ The 5th Excellent Research Award, KASBA (Korean Academic Society of Business Administration), 제5회 우수경영학자상, 한국경영학회 (Feb 2019)
❖ Emerald Literati Awards, 2018 Highly Commended Award, Asia Pacific Journal of Innovation and Entrepreneurship, "An Examination of Firms' Strategic Orientations, Innovativeness and Performance with Larger Korean Companies (with Sohyoun Synthia Shin), http://www.emeraldgrouppublishing.com/authors/literati/awards.htm?year=2018&journal=apjie
❖ Teaching Excellence Award, University of Seoul (2005, 2011, 2015, 2018, 2020)
❖ Honorable Mention of Research Excellence, University of Seoul (2004)
❖ Asia-Pacific ACR Paper Award of Honorable Mention, Associations for Consumer Research (Apr 98)
❖ Member of the Honor Society, Phi Kappa Phi (May 96 ~ Present)
❖ Sheth Dissertation Fund’s Research Award, Graduate School of Business Administration, University of Illinois at Urbana-Champaign (Mar 96)
❖ Walter H. Steller Marketing Fellowship in Business Administration, UIUC (Sept 95 ~ May 96)
❖ J.M. Jones Fellowship in Business Administration, UIUC (Sept 92 ~ May 93, Sept 94 ~ May 95)
❖ The Fellow Representative of UIUC, 1994 Albert Harring Symposium, Indiana University at Bloomington (Apr 94)
❖ Achievement Award, Number 1 Award, TOEIC English Test, Samsung Group (Mar 89)
❖ Top 5% Graduates Award, School of Business Administration, University of Wisconsin-Madison (May 88)
❖ Business Management Research Institute Scholarship (College of Business Administration, Korea University) & General Academic Scholarship, Korea University (Mar 82 ~ Feb 86)
SELECTED REFERENCES
❖ Dr. Doo-Hee Lee, Emeritus Professor of Marketing, College of Business Administration, Korea University, 5-1 Ahnam-dong, Seongbuk-gu, Seoul, 136-701, Korea, Email: dhlee@korea.ac.kr
❖ Dr. Seoil Chaiy, Emeritus Professor of Marketing, College of Business Administration, Korea University, 5-1 Ahnam-dong, Seongbuk-gu, Seoul, 136-701, Korea, Email: chaiy@metab.co.kr
❖ Dr. Sang-Bum Lee, Former President, Emeritus Professor of Production & Operations Management, University of Seoul, 163 Seoulsiripdae-ro, Dongdaemun-gu, Seoul, 130- 743, Korea, Email: sblee@uos.ac.kr
❖ The Late Dr. Kent B. Monroe, Former J. M. Jones Distinguished Professor of Marketing & Professor Emeritus at Present, Department of Business Administration, University of Illinois at Urbana-Champaign
❖ Dr. Devenathan Sudharshan, Emeritus Professor of Marketing, Former Dean, Gatton College of Business & Economics, University of Kentucky, 255F Gatton College of Bus. & Econ. Bldg., Lexington, KY 40506, USA, Email: sudharshan@uky.edu
❖ Dr. José Antonio Rosa, John and Deborah Ganoe Fellow, Professor of Marketing, College of Business, Marketing Department, Iowa State University, 3367 Gerdin, Ames, IA 50011-1350, Email: jarosa@iastate.edu
❖ Dr. Rashmi Adaval, Professor of Marketing, Department of Marketing, Business School, Hong Kong University of Science and Technology, Clear Water Bay, Kowloon, Hong Kong, Email: mkadaval@ust.hk
❖ Dr. Rajneesh Suri, Professor of Marketing, Department of Marketing, Le Bow College of Business, Drexel University, Email: rajneesh.suri@drexel.edu
❖ Dr. Boonghee Yoo, Professor of Marketing and International Business, Hofstra University, Email: boonghee.yoo@hofstra.edu
RESEARCH INTERESTS
❖ Innovation, business model innovation, & entrepreneurship from the perspective of marketing
❖ Marketing strategy issues: resource-based view, capabilities of market-driven organizations & adaptive marketing capabilities, market-based information processing & learning of organizations, cognitive theory of firm, etc.
❖ Brand & customer management: measuring and managing brand equity & customer equity
❖ Consumer behavior & consumer information processing: consumers’ mental representation and information processing of brand & price information
JOURNAL PUBLICATION
❖ Yoo, Boonghee, Naveen Donthu, and Sungho Lee (2000), “An Examination of Selected Marketing Mix Elements and Brand Equity,” Journal of the Academy of Marketing Science (SSCI), 28(2), 197-213. [Brand Management; Brand Equity] http://journals.sagepub.com/doi/abs/10.1177/0092070300282002 외 다수; 상세한 내용은 publication section 참조
BOOKS & BOOK CHAPTERS
❖ Chaiy, Seoil and Lee, Sungho (2017), Marketing, 6th edition, B & M Books, Seoul, Korea. (in Korean) [채서일, 이성호 (2017), Marketing, 제6판, 비앤엠북스] 외 다수; 상세한 내용은 publication section 참조
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