이성호 교수 (Professor, Sungho Lee) 

Aug. 2026

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, shlee0212@gmail.com

CAREER HIGHLIGHTS 

Profile: Professor Sungho Lee completed his undergraduate studies in business and management at Korea University, earned his M.B.A. at the University of Wisconsin-Madison, and earned his Ph.D. in Marketing at the University of Illinois at Urbana-Champaign. He has been teaching and researching as Professor of Marketing at the University of Seoul since 1996. Before joining, he worked as a senior researcher at Samsung Economic Research Institute. He had also worked as a market researcher and account executive at Cheil Communications (the in-house advertising agency of the 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 began to teach and research in Korea, along with interacting with large Korean firms, his research interests evolved to consumer-based marketing strategy, especially focusing on marketing strategy issues related to organizational information processing and learning. Recently, facing environmental (market and technology) uncertainty and turbulence, he has initiated a productive journey of research projects in innovation/business model innovation/entrepreneurship from the perspective of marketing. 

These efforts are reflected in more than sixty 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), APJML (Asia Pacific Journal of Marketing & Logisitics), 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 many marketing domains. As the marketing faculty has been added and he has his hands full, 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. He taught not only at the undergraduate and graduate levels (academic as well as MBA) but also enjoyed interactively teaching students in an executive-level setting, especially using various relevant case-based approaches. Recently, he proactively adopted a flipped-learning approach, emphasizing discussion-based learning. 

Administration: He began serving in various administrative positions at the University relatively early in his career due to the University's unique situation. He reached his peak in the school administrative position by serving as the first dean of the business school after transforming the school of business and economics into an independent business school. In addition to his academic activities and service, he has also been very productive in consulting and executive education for the public and private sectors, including the Ministry of Information and Communication, public companies invested by the Seoul Metropolitan Government, major business conglomerates, and financial institutions. He has also been serving as a board member and audit committee member for various companies (e.g., KEPCO, KRC, KOTRA, Hana Securities, etc.) to enhance business performance and improve corporate governance.

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] 

2024 (Sept) – Present: Professor of ESG Management, Faculty of Specialized Graduate Program of Carbon Neutrality, University of Seoul  [서울시립대학교 탄소중립대학원 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 the 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 the University of Seoul [서울시립대학교 5대 교수회 회장]

2019 (Aug) - 2020 (Aug): The 2nd Chairman, The University Senate at the University of Seoul [서울시립대학교 대학평의원회 2대 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 

2026 (Jun) - Present: Editorial Review Board Member (The Role of Editor), Journal of Theoretical and Applied Electronic Commerce Research (SSCI)  

2026 (Apr) - Present: Vice President, The Korean Academic Society of Business Administration [한국경영학회 부회장]

2023 (Apr) - Present: Advisor, Korean Marketing Association [한국마케팅학회 고문]

2022 (Jan) - Present: Advisor, The Korea Entrepreneurship Society [한국창업학회 고문]

2024 (Mar) - 2026 (Mar): 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 Evaluator, 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 

A Board Member & Audit Committee Member:

KGC (Present), Cuckoo Holdings, KEPCO (Chairman of the Audit Committee), Cuckoo Homesys (Chairman of the Audit Committee), Hana Daetoo Securities (Chairman of the Audit Committee), KOTRA, KRA.

2023 (July) – Present: Expert Committee Member (Commissioned Position), Operation Deliberation Council of the Social Economy Account, SME Fostering Fund, Seoul Metropolitan Government [서울특별시 중소기업육성기금 사회적경제계정 운용심의회 전문위원(위촉직)]

2023 (May) – Present: Expert Committee Member (Commissioned Position), Investment Review Committee, Seoul Metropolitan Government [서울특별시 투자심사위원회 전문위원(위촉직)]

2021 (Sept) – Present: Expert Committee Member (Commissioned Position), Local Subsidy Management Committee, Seoul Metropolitan Government [서울특별시 지방보조금관리위원회 전문위원(위촉직)]

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]

COURSES TAUGHT

Ph.D. and/or Master Level Courses (Academic Track)

ESG & Marketing Seminar, Business Model Design & Innovation Seminar, Marketing Strategy Seminar, Professional Sales Management Seminar, Consumer Behavior/Consumer Information Processing Seminar, Pricing & Promotional Strategy Seminar, Experimental Methodology, 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

CEO Special Lecture Series Seminar, 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

❖ "Gachon University’s Innovation and Success Case Featured in the Global Innovation Case Report Series (EOMM) Led by Philip Kotler (in Korean)," based on my case study authored for the Kotler-led EOMM (Essentials of Modern Marketing) global innovation case report series, Gachon University News (Office of Public Relations), 2026, Jun. 17th. Available at: https://www.gachon.ac.kr/pr/1443/subview.do?enc=Zm5jdDF8QEB8JTJGYmJzJTJGcHIlMkY0NjQlMkYxMjEzMzUlMkZhcnRjbFZpZXcuZG8lM0Y%3D

❖ [MK Biz Review] "Doosan Enerbility Redesigns Its Product Portfolio … Hana Financial Group Excels in Relationship Management (in Korean)," based on my book co-authored with Philip Kotler (Essentials of Modern Marketing, Korea Edition, Kotler Impact Inc., 2026), Maekyung Economy Daily, 2026, May 7th. Available at: https://www.mk.co.kr/news/business/12037592

❖ [MK Biz Review] "How Should Korean Firms Respond to Strategic Inflection Points? Asking Philip Kotler, the ‘Father of Marketing’ (in Korean)," based on my book co-authored with Philip Kotler (Essentials of Modern Marketing, Korea Edition, Kotler Impact Inc., 2026), Maekyung Economy Daily, 2026, Apr. 23rd. Available at: https://www.mk.co.kr/news/business/12024111

❖ "Announcement of the Publication of Essentials of Modern Marketing, Korea Edition, Co-authored by Members of the Korean Marketing Association (in Korean)," based on my book co-authored with Philip Kotler (Essentials of Modern Marketing, Korea Edition, Kotler Impact Inc., 2026), Korean Marketing Association, 2026, Apr. 23rd. Available at: https://kma.re.kr/board/colab/article/275774

❖ "Reading Consumers in the Digital Age’: Professor Sungho Lee Publishes an International Scholarly Book (in Korean)," based on my book (Consumer Behavior in the Digital Age: Heuristics, Choices, and Sustainability, with E. A. Marinao Artigas, Á. Papp-Váry, N. Wingate, Y. Limbu, R. Sadikzade, and F. B. Shriedeh, Great Britain Press and Publications, London, 2026), TV Chosun, 2026, Apr. 21st. Available at: https://news.tvchosun.com/site/data/html_dir/2026/04/21/2026042190095.html

❖ "Professor Sungho Lee of the University of Seoul Publishes an International Scholarly Book on Marketing Strategy (in Korean)," based on my book (Strategic Marketing Tactics: Developing Your Competitive Edge in Today’s Market, with E. A. Marinao Artigas and C. T. Tharpe, Great Britain Press and Publications, London, 2025), Maekyung Economy Daily, 2025, May 13th. Available at: https://www.mk.co.kr/news/business/11315607

❖ "Professor Sungho Lee of the University of Seoul Publishes an International Scholarly Book on Brand Strategy (in Korean)," based on my book (Strategies for Brand Communications and Management: Bridging Academia and Practice, with A. Ahmad, C. T. Tharpe, S. Mayorga Escalada, et al., Great Britain Press and Publications, London, 2024), Maekyung Economy Daily, 2025, Apr., 11th. Available at: https://www.mk.co.kr/news/business/11289240

❖ [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 the 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 Enerbility (Heavy Industries) (두산에너빌리티/중공업), 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), SK Group, 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), etc.] 

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

❖  SOI & University of Messina 2026 Conference, University of Messina, Sicily, Italy, The Best Paper Award for "The Impact of Innovation Capabilities on Firm Performance: The Moderating Role of Market Sensing and Network Capabilities" (with Jeongbin Whang and Jong-Ho Lee), Society of Open Innovation: Technology, Market, and Complexity (Jul. 9, 2026)

❖  SOI & University of Messina 2026 Conference, University of Messina, Sicily, Italy, The Best Poster Award for "Dual Routes of Sponsorship Effects on Corporate Brand Equity: The Moderating Role of Company Familiarity and Self-Congruity with the Sponsored Sport" (with Jeongbin Whang and Seungwoo Cho), Society of Open Innovation: Technology, Market, and Complexity (Jul. 10, 2026)

❖  SOI 2025 10th Anniversary Conference, DGIST, Daegu, South Korea, The Best Paper Award for "Understanding Market-Based Capability of Korean Firms: Based on Dynamic Capability and Resource-Advantage Theory" (with Sohyoun Synthia Shin) (Jul. 18, 2025)

❖  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, 2025)

❖  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)

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, Carl H. Lindner College of Business, University of Cincinnati, Email: adavalri@ucmail.uc.edu  

❖  Dr. Rajneesh Suri, Professor of Marketing, Department of Marketing, LeBow College of Business, Drexel University, Email: rajneesh.suri@drexel.edu

❖  Dr. Boonghee Yoo, RMI Distinguished Professor of Marketing and International Business, Hofstra University, Email: boonghee.yoo@hofstra.edu      

RESEARCH INTERESTS

❖     Innovation, business model innovation, entrepreneurship, & ESG management 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

PUBLICATION     sites.google.com/view/pub-shlee