Young‐Hoon Park
Johnson at Cornell University 361 Sage Hall, Ithaca, NY 14853‐6201 Phone: 607‐255‐3217, Fax: 607‐254‐4590
Email: yp34@cornell.edu
Academicpositions
Samuel Curtis Johnson Graduate School of Management, Cornell University AMOREPACIFIC Professor of Management, February 2011 to present Associate Professor of Marketing (with tenure), July 2008 to present Assistant Professor of Marketing, July 2002 to June 2008
Acting Assistant Professor of Marketing, July 2001 to June 2002 Leonard N. Stern School of Business, New York University
Visiting Associate Professor of Marketing, September 2009 to August 2010 The Wharton School, University of Pennsylvania
Lecturer of Marketing, July 1999 to June 2001
Education
The Wharton School, University of Pennsylvania Ph.D., Marketing, May 2002
M.A., Operations and Information Management, August 1997
Korea Advanced Institute of Science and Technology (KAIST), Republic of Korea M.S., Management and Policy, February 1995
Sogang University, Republic of Korea
B.B.A., Business Administration and Economics, February 1993
Honorsandawards
2013‐01, Dean’s Honor Roll for Teaching, Johnson at Cornell 2011‐, AMOREPACIFIC Professorship, Johnson at Cornell
2009, Clifford H. Whitcomb Faculty Fellowship, Johnson at Cornell 2008, Apple Award for Excellence in Teaching, Johnson at Cornell 2008, Finalist, 2007 John D.C. Little Best Paper Award
2009, 2007, Nominee, Apple Ward for Excellence in Teaching, Johnson at Cornell 2007, Seventh Triennial Invitational Choice Symposium
2007, Marketing Science Institute’s Young Scholar Program 2005, Air Products Faculty Fellow Award, Johnson at Cornell
2004, Ada Howe Kent Foundation Fellow Award, Johnson at Cornell 2000, AMA Sheth Foundation Doctoral Consortium Fellow
2000, Penn Prize for Excellence in Teaching, The Wharton School, University of Pennsylvania
1999, Wharton Advisory Board Outstanding Teaching Award, The Wharton School, University of Pennsylvania
1999, Finalist, Graduate Student Association Council Teaching Award, University of Pennsylvania
1997‐01, Research Fellow, The Wharton School, University of Pennsylvania 1996, Ambassador Scholarship, Rotary International
1993‐95, Korean Government Scholarship, KAIST
Researchinterests
Customer Management, Database Marketing, E‐Commerce, Marketing‐Operations Interfaces, Product Innovation/Management, Retailing, Hierarchical Bayes Methods, Probability Models
Articlespublishedatrefereedjournals
Jerath, Kinshuk, Liye Ma, and Young‐Hoon Park (2014), “Consumer Click Behavior at a Web Search Engine: The Role of Keyword Popularity,” JournalofMarketingResearch, forthcoming.
Park, Chang Hee, Young‐Hoon Park, and David A. Schweidel (2014), “A Multi‐Category Customer Base Analysis,” InternationalJournalofResearchinMarketing, forthcoming. Kim, Hye‐Jin, Young‐Hoon Park, Eric T. Bradlow, and Min Ding (2014), “PIE: A Holistic Preference Concept and Measurement Model,” JournalofMarketingResearch,
forthcoming.
Schweidel, David A., Young‐Hoon Park, and Zainab Jamal (2014), “A Multiactivity Latent Attrition Model for Customer Base Analysis,” MarketingScience, forthcoming.
Park, Young‐Hoon, Chang Hee Park, and Pulak Ghosh (2011), “Modelling Member Behaviour in Online User‐Generated Content Sites: A Semiparametric Bayesian Approach,” JournaloftheRoyalStatisticalSociety:SeriesA, 174 (4), 1051‐1069.
Jerath, Kinshuk, Liye Ma, Young‐Hoon Park, and Kannan Srinivasan (2011), “A “Position Paradox” in Sponsored Search Auctions,” MarketingScience, 30 (4), 612‐627. (Lead Article)
Ding, Min, Young‐Hoon Park, and Eric T. Bradlow (2009), “Barter Markets for Conjoint Analysis,” ManagementScience, 55 (6), 1003‐1017.
Haruvy, Ernan, Peter T. L. Popkowski Leszczyc, Octavian Carare, James C. Cox, Eric A. Greenleaf, Wolfgang Jank, Sandy Jap, Young‐Hoon Park, and Michael H. Rothkopf (2008), “Competition Between Auctions,” MarketingLetters, 19 (3‐4), 431‐448. Park, Young‐Hoon, Min Ding, and Vithala R. Rao (2008), “Eliciting Preference for
Complex Products: A Web‐Based Upgrading Method,” JournalofMarketingResearch, 45 (5), 562‐574.
Chan, Tat Y., Vrinda Kadiyali, and Young‐Hoon Park (2007), “Willingness to Pay and Competition in Online Auctions,” JournalofMarketingResearch, 44 (2), 324‐333. Bradlow, Eric T. and Young‐Hoon Park (2007), “Bayesian Estimation of Bid Sequences in Internet Auctions Using a Generalized Record Breaking Model,” MarketingScience, 26 (2), 218‐229.
Finalist, 2008 INFORMS Society for Marketing Science John D.C. Little Award Gaur, Vishal and Young‐Hoon Park (2007), “Asymmetric Consumer Learning and Inventory Competition,” ManagementScience, 53 (2), 227‐240.
Ho, Teck‐Hua, Young‐Hoon Park, and Yong‐Pin Zhou (2006), “Incorporating Satisfaction into Customer Value Analysis: Optimal Investment in Customer Lifetime Value,”
MarketingScience, 25 (3), 260‐277. Erratum, MarketingScience, 25 (September‐
October): Ho, Park, and Zhou (2006, pp. 260‐277) was incorrectly listed as a “Research Note.”
Park, Young‐Hoon and Eric T. Bradlow (2005), “An Integrated Model for Bidding Behavior in Internet Auctions: Whether, Who, When and How Much,” Journalof
MarketingResearch, 42 (4), 470‐482.
Park, Young‐Hoon and Peter S. Fader (2004), “Modeling Browsing Behavior at Multiple Websites,” MarketingScience, 23 (3), 280‐303. (Lead Article)
Bookchaptersandotherpublications
Jerath, Kinshuk, Liye Ma, and Young‐Hoon Park (2013), “Consumer Click Behavior at a Web Search Engine: The Role of Keyword Popularity,” Marketing Science Institute, Report 13‐106, Cambridge, MA.
Park, Young‐Hoon and Xin Wang (2009), “Online and Name‐Your‐Own Auctions: A Literature Review,” in Vithala R. Rao (ed.), HandbookofResearchinPricing,
Northampton, MA: Edward Elgar Publishing Inc.
Park, Young‐Hoon, Min Ding, and Vithala R. Rao (2007), “Understanding Consumer Preferences for Complex Products: A Web‐Based Method,” Marketing Science Institute, Report 07‐103, Cambridge, MA.
Workingpapers
Chan, Tat Y. and Young‐Hoon Park (2014), “The Value of Consumer Search Activities for Sponsored Search Advertisers,” under revision for MarketingScience.
Park, Chang Hee and Young‐Hoon Park (2014), “Investigating Purchase Conversion by Uncovering Online Visit Patterns,” under revision for MarketingScience.
Bentley, Taylor, Tat Y. Chan, and Young‐Hoon Park (2014), “Signaling in Sponsored Search Advertising”
Park, Chang Hee, Young‐Hoon Park, and David A. Schweidel (2014), “The Impacts of Promotion Characteristics on Customer Purchase Behavior and Lifetime Duration”
Otherworkingpapers
Wang, Xin, Donglei Qiu, and Young‐Hoon Park (2008), “The Effects of Consumer Perceptions of Price Unfairness on Auctions and Posted Prices for Online Selling,” Working Paper.
Chan, Tat Y., Vrinda Kadiyali, and Young‐Hoon Park (2006), “The Exercise of Buy‐It‐ Now Pricing in Auctions: Seller Revenue Implications,” Working Paper.
Hoch, Stephen J., Alan L. Montgomery, and Young‐Hoon Park (2002), “Why Private Labels Show Long‐Term Market Share Evolution?,” Working Paper.
Invitedresearchpresentations
Chinese University of Hong Kong, 2012 Columbia University, 2009, 2006
Cornell University, 2014, 2011, 2006, 2003, 2000 Emory University, 2014
Erasmus University, 2010
Hewlett‐Packard Company, 2010
Hong Kong University of Science and Technology, 2012 MIT, 2003
National University of Singapore, 2013 New York University, 2010
Northwestern University, 2006 Pennsylvania State University, 2000 Purdue University, 2000
Rice University, 2007 Rutgers University, 2010
Syracuse University, 2013, 2004 Tilburg University, 2010
Vanderbilt University, 2000
University of British Columbia, 2000 University of Chile, 2013
University of Delaware, 2000 University of Houston, 2010
University of Michigan, Ann Arbor, 2006 University of Southern California, 2000 University of Texas, Dallas, 2000
University of Washington, Seattle, 2006, 2000 University of Wisconsin, Madison, 2000 Washington University in St. Louis, 2006
Conferencepresentations
“The Effects of Promotion Characteristics on Customer Purchase Behavior and Lifetime Duration,” INFORMS Marketing Science Conference, Emory University, June 2014. “Signaling in Sponsored Search Advertising,” INFORMS Marketing Science Conference, Emory University, June 2014.
“Signaling in Sponsored Search Advertising,” UT Dallas FORMS Conference, University of Texas, Dallas, February 2014.
“Consumer Click Behavior at a Web Search Engine: The Role of Keyword Popularity,” Theory+Practice in Marketing Conference, London School of Business, May 2013.
“Consumer Click Behavior at a Web Search Engine: The Role of Keyword Popularity,” Yale Customer Insights Conference, Yale University, May 2013.
“Consumer Click Behavior at a Web Search Engine: The Role of Keyword Popularity,” BBCRST Conference, State University of New York, Binghamton, May 2013.
“”Counting Your Customers” Category by Category: Multi‐category Customer Lifetime Value Analysis,” INFORMS Marketing Science Conference, Boston University, June 2012.
“Modeling Online Visitation and Conversion Dynamics,” North East Marketing Colloquium, Harvard University, October 2011.
“Modeling Online Visitation and Conversion Dynamics,” INFORMS Marketing Science Conference, Rice University, June 2011.
What Are Your Customers Still Doing? A Bivariate Generalization of the Latent Attrition Framework,” Advanced Research Techniques Forum, San Francisco, CA, June 2011.
“Online Conversion Paths,” DMEF Direct/Interactive Marketing Research Summit, San Francisco, CA, October 2010.
“Generalizing a “Buy `Til You Die” Framework to Multiple Transactional Activities,” DMEF Direct/Interactive Marketing Research Summit, San Francisco, CA, October 2010. “Position Competition in Sponsored Search Advertising,” Summer Institute in
Competitive Strategy, Haas School of Business, University of California, Berkeley, July 2010.
“Generalizing a “Buy `Til You Die” Framework to Multiple Transactional Activities,” INFORMS Marketing Science Conference, University of Cologne, June 2010.
“The Value of PIE: Group‐Sourced Individual Preference Measurement,” INFORMS Marketing Science Conference, University of Cologne, June 2010.
“A Position Paradox in Sponsored Search Auctions,” INFORMS Marketing Science Conference, University of Cologne, June 2010.
“A Self‐Construction Approach to Bundle Designs,” Product and Service Innovation Conference, University of Utah, February 2010.
“Consumer Learning, Word of Mouth and Quality Competition,” INFORMS Annual Meeting, San Diego, CA, October 2009.
“iBundle: A Self‐Constructing Approach to Bundle Designs,” INFORMS Marketing Science Conference, University of Michigan, Ann Arbor, June 2009.
“Modeling Bids and Clicks in Sponsored Search Advertising,” INFORMS Marketing Science Conference, University of Michigan, Ann Arbor, June 2009.
“Barter Markets for Conjoint Analysis,” INFORMS Annual Meeting, Washington D.C., October 2008.
“Barter Markets for Conjoint Analysis,” INFORMS Marketing Science Conference, University of British Columbia, June 2008.
“Consumer Learning, Word of Mouth and Quality Competition,” INFORMS Marketing Science Conference, University of British Columbia, June 2008.
“Spatio‐Temporal Analysis of the Diffusion of Movies: An Exhibitor Level Analysis,” INFORMS Marketing Science Conference, University of British Columbia, June 2008.
“The Effects of Consumer Perceptions of Price Unfairness on Auctions and Posted Prices for Online Selling,” INFORMS Marketing Science Conference, University of British
Columbia, June 2008.
“Consumer Learning, Word of Mouth and Quality Competition,” POMS Annual Conference, La Jolla, CA, May 2008.
“Buy‐Now Price and Competition in Online Auctions,” Seventh Triennial Invitational Choice Symposium, University of Pennsylvania, June 2007.
“Eliciting Preference for Complex Products: A Web‐Based Upgrading Method,” Yale Customer Insights Conference, May 2007.
“Research on Auction Markets, Customer Value and Entertainment Industries,” Marketing Science Institute’s Young Scholar Program, Park City, UT, January 2007. “Bayesian Estimation of Bid Sequences in Internet Auctions Using a Generalized Record Breaking Model,” INFORMS Marketing Science Conference, University of Pittsburgh, June 2006.
“Bayesian Estimation of Bid Sequences in Internet Auctions Using a Generalized Record Breaking Model,” BCRST Conference, Rotman School of Management, University of Toronto, May 2006.
“Asymmetric Consumer Learning and Inventory Competition,” INFORMS Annual Meeting, San Francisco, CA, November 2005.
“Incorporating Satisfaction into Customer Value Analysis: Optimal Investment in Customer Lifetime Value,” INFORMS Marketing Science Conference, Emory University, June 2005.
“Using Upgrading Auctions for Eliciting Preferences for Products with Massive Attributes,” INFORMS Marketing Science Conference, Emory University, June 2005. “Pricing in a Dual Channel of Posted Price and Online Auctions,” INFORMS Marketing Science Conference, Emory University, June 2005.
“The Impact and Drivers of Buy‐It‐Now in Online Auctions,” INFORMS Marketing Science Conference, Emory University, June 2005.
“Willingness to Pay and Competition in Online Auctions,” North East Marketing Colloquium, Cornell University, October 2004.
“Bayesian Estimation of Bid Sequences in Internet Auctions Using a Generalized Record Breaking Model,” Joint Statistical Meetings, Toronto, August 2004.
“Willingness to Pay and Competition in Online Auctions,” Summer Institute in
Competitive Strategy, Haas School of Business, University of California, Berkeley, July 2004.
“Bayesian Estimation of Bid Sequences in Internet Auctions Using a Generalized Record Breaking Model,” INFORMS Marketing Science Conference, Erasmus University, June 2004.
“Asymmetric Consumer Learning and Inventory Competition,” Asia‐Pacific Association for Consumer Research, Seoul, May 2004.
“An Integrated Model for Who, When and How Much in Internet Auctions,” Joint Statistical Meetings, San Francisco, CA, August 2003.
“An Integrated Model for Who, When and How Much in Internet Auctions,” INFORMS Marketing Science Conference, University of Maryland, June 2003.
“Incorporating Consumer Response to Stockouts in Retail Inventory Model,” INFORMS Annual Meeting, San Jose, CA, November 2002.
“Modeling Browsing Behavior at Multiple Websites,” North East Marketing Colloquium, MIT, September 2001.
“Modeling Browsing Behavior at Multiple Websites,” INFORMS Marketing Science Conference, University of California, Los Angeles, June 2000.
Teachinginterests
Marketing Management, Business/Customer Analytics, Customer Relationship Management, Marketing Research, Marketing Strategy, Pricing
Coursestaught
MBA: Customer Relationship Management, Marketing and Electronic Commerce, Marketing Research
Undergraduate: Marketing Management, Marketing Research Doctoral: Doctoral Pro‐seminar in Marketing, Marketing Models,
Guest lectures in doctoral courses: Columbia University, Erasmus University, Tilburg University
Faculty Director, Two‐Week Custom‐Design Executive Development Program 2008‐2007: Daum Communications, Lycos Inc.
2006‐2004: LIG Corp.
Course developed: Building Business Models, Customer Relationship Management, Managing Customers for Profitable Growth, Marketing Metrics, Maximizing ROI through Experimental Designs, Measuring and Managing Marketing Performance
Thesiscommittees
Doctoral dissertation committees
Chang Hee Park (advisor), Marketing, placed at Binghamton University; Finalist, Mary Kay Doctoral Dissertation Competition, Academy of Marketing Science, 2011
Sungho Park, Marketing, placed at Arizona State University Lyublena Antova, Computer Science, placed at Greenplum, Inc.
Iris Lui, Hotel Administration, placed at the Chinese University of Hong Kong Master thesis committees
Hyo Jin Park, Communication, Cornell University, 2007 Julia Fritsch, Food Science, Cornell University, 2006 Rohit Jalali, Food Science, Cornell University, 2003
Professionalservice
Editorial Board: CustomerNeedsandSolutions, Associate Editor (2013‐), SeoulJournalof
Business (2012‐), MarketingScience (2007‐2010)
Ad hoc Reviewer: ACMTransactionsonInternetTechnology,CaliforniaManagement
Review,ElectronicMarkets–TheInternationalJournal,EMACConference,HongKong
ResearchGrantsCouncil,InformationSystemsResearch,InternationalJournalof
ElectronicCommerce,InternationalJournalofResearchinMarketing,Journalofthe
AcademyofMarketingScience,JournalofAdvertising,JournaloftheAmericanStatistical
Association,JournalofBusinessandEconomicStatistics,JournalofMarketing,Journalof
MarketingResearch,JournalofRetailing,JournalofRetailingandConsumerServices,
ManagementScience,ManufacturingandServiceOperationsManagement,Marketing
Letters,MarketingScience,MISQuarterly,NationalScienceFoundation,Operations
Research,ProductionandOperationsManagementSociety,Psychometrika
Reviewer for Association for Consumer Research, European Marketing Academy, Research Grants Council of Hong Kong
2013‐14, Member, Faculty Policy Committee
2012‐14, Member, Faculty Search Committee for Cornell NYC Tech Campus 2012‐14, Advisory Board, Office of Faculty Development and Diversity 2012‐13, Faculty Representative, Johnson Diversity Council
2012‐13, Member, China Implementation Committee 2012‐13, Member, Business@Cornell Consortium 2011‐12, Member, China/Asia Strategy Committee 2010‐13, Member, Rankings Committee
2009‐14, Chair/Member, Promotion/Reappointment Committee 2008‐09, Member, Academic Integrity Board
2008‐09, Member, Operations Management Recruiting Committee 2013‐, 06‐09, Organizer, Marketing Seminar Series
2006‐08, Faculty Representative for MBA student trip to Japan/Korea 2004‐08, Faculty Director, Executive Development Program
2003‐05, Member, Boardroom EMBA Advisory Committee 2003‐04, Member, Queen’s Advisory Committee
2013‐14, 05‐06, 02‐03, Chair/Member, Marketing Recruiting Committee
Corporateactivities
2004‐10, Committee Member, Samsung’s Four Seasons of Hope
Professionalaffiliations
American Marketing Association American Statistical Association
Institute for Operations Research and Management Sciences
Personalinformation
Citizen of Republic of Korea
Visa Status: United States Permanent Resident
Personal Interests: Cooking, Music, Movies, Squash and Travel Last updated: February 2014
