Mendoza School of Business


Joonhyuk Yang

Assistant Professor
Marketing
  370 Mendoza College of Business
  • Biography
  • Background
  • Publications

Joonhyuk joined the marketing faculty at Mendoza after receiving his doctoral degree in marketing at the Kellogg School of Management and spending a year as a postdoctoral research fellow at the Stanford Graduate School of Business. Joonhyuk's research interests are primarily in quantitative marketing and empirical industrial organization, in which his current focus is on topics related to digital economy, advertising and media & entertainment markets. He teaches analytics-based pricing strategy both at the undergraduate and at the MBA levels.

Education
Ph D, Kellogg School of Management, Northwestern University
Ph D, Korea Advanced Institute of Science and Technology
BS, Pohang University of Science and Technology

"High-Energy Ad Content: A Large-Scale Investigation of TV Commercials", (With Yingkang Xie, Lakshman Krishnamurthi, Purushottam Papatla), Journal of Marketing Research, 59, 2022

"Commercial Success through Commercials? Advertising and Pay-TV Operators", (With Jung Youn Lee, Pradeep Chintagunta), Journal of Marketing Research, 58, 2021

"Digitization and Flexibility: Evidence from the South Korean Movie Market", (With Eric Anderson, Brett Gordon), Marketing Science, 40, 2021