Jiwoong Shin

Jiwoong Shin is a Professor of Marketing at the School of Management, Yale University. He holds a Ph.D. in Management Science at MIT and MS and BS from Seoul National University, Korea. Shin is a leading scholar in marketing strategy, and his research focuses on analytical modeling of strategic interactions between firms and consumers. His several award-winning pieces of research advance our understanding of firms’ strategic decisions in the context of social interactions and digital marketing; in particular, consumer journey in the digital sphere, word of mouth, advertising, pricing strategies, and CRM. His research in communication strategy investigates (i) the role of vague messages and (ii) the relative roles of consumer search and firm advertising in signaling product quality. Also, his work in customer management strategy addresses a long-standing puzzle in practice: Should a firm offer a lower price to its own customers or competitors’ customers? When is it profitable to reward one’s own customers? (iii) His recent work in communication seeks a fundamental question about why an individual engages in word of mouth, and how a firm can manage this important process by explicitly incorporating an individual’s social motivation.

Shin has been the recipient of the John D. C. Little Best Paper Award for two years in a row (2010, 2011), awarded for the best marketing paper published in Marketing Science and Management Science. Also, he is a finalist for the ISMS Long-term Impact Award in 2020, which is viewed to have made a significant long-run impact on the field of Marketing. In 2011, he was named an MSI (Marketing Science Institute) Young Scholar, a title awarded to “potential leaders of the next generation of marketing academics,” and selected as inaugural MSI Scholar in 2018, another prestigious title for “mid-career level academics for individual’s excellence in the field.”

Expertise

• Analytics
• Brand Management
• Digital Marketing
• Game Theory
• Marketing Strategy
• Social Media
• Word-of-Mouth

Awards & Honors

• Vice President of Education, ISMS (INFORMS Society for Marketing Science), 2021
• Finalist, 2020 ISMS Long-term Impact Award (“A Customer Management Dilemma: When is it Profitable to Reward One’s Own Customers?”)
• Winner, 2011 John D. C. Little Best Paper Award (“Uninformative Advertising as an Invitation to Search”).
• Winner, 2010 John D. C. Little Best Paper Award (“A Customer Management Dilemma: When is it Profitable to Reward One’s Own Customers?”)
• Inspiring Yale Award 2020
• MSI Scholars 2018, the inaugural class of faculty
• MSI Young Scholars 2011, leaders of the next generation of marketing academics
• Management Science Meritorious Service Award, 2016, 2014, 2013, 2011, 2010, 2009
• Management Science Distinguished Service Award 2015
• Whitebox Research Grant, International Center for Finance, 2015, 2010
• Jon Cummings Research Grant, Yale Center for Customer Insight, 2011
• Honorary Master of Arts, Yale University, 2015
• Faculty fellow, Keizai Koho Center (KKC)
• ISMS Doctoral Consortium, Faculty Fellow 2012, 2013, 2014, 2018, 2019, 2020
• AMA-Seth Foundation Doctoral Consortium, Faculty Fellow 2020
• AMA-Sheth Foundation Doctoral Consortium Fellow (for Sloan School, MIT), 2003
• Media Lab Research Fellowship, MIT, 2003-2004
• The Walter A. Rosenblith (WAR) Fellowship Award, 1999-2000
• Sloan Fellowship, MIT, 1999-2004

EDUCATION

• PhD, Massachusetts Institute of Technology
• MS, Seoul National University
• BS, Seoul National University

Selected Works

Articles

• The Impact of Gig Economy on Product Quality through the Labor Market: Evidence from Ride-sharing and Restaurant Quality
  Shin, Minkyu, Jiwoong Shin, Soheil Ghili, and Jaehwan Kim
  Management Science, forthcoming
  2022

• Ratcheting of Profitability Expectations and its Consequence for Supply Chains
  Mittendorf, Brian, Jiwoong Shin, and Dae-Hee Yoon
  Journal of Marketing Research, forthcoming
  2022

• Targeted Advertising and Consumer Inference
  Shin, Jiwoong, and Jungju Yu
  Marketing Science, 40(5), 900-922
  2021

• Inefficiencies in Digital Advertising Markets
  Gordon, Brett, Kinshuk Jerath, Zsolt Katona, Sridhar Narayanan, Jiwoong Shin, and Ken Wilbur
  Journal of Marketing, 85(1), 7-25 (Lead Article)
  2021

Working Papers

• A Theory of Brand Positioning: Product-Portfolio View
  (with Tony Ke and Jungju Yu), revise and resubmit for 3rd round review at Marketing Science

• A Theory of Irrelevant Advertising: An Agency-Induced Targeting Inefficiency
  (with Woocheol Shin), revise and resubmit for 2nd round review at Management Science

• AI-Driven Retail Transformation: Shop-then-ship or Ship-then-shop?
  (with W. Jason Choi and Qihong Liu), under review at Marketing Science

• Demand Externalities from Co-Location
  (with B. Sen, K. Sudhir and N. Yang), revise and resubmit for 2nd round review at QME