Faculty

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General Info.

Sungho Park is an associate professor of marketing at SNU Business School, Seoul National University. He has been with SNU since 2020. Before joining SNU, he was a tenured associate professor of marketing at W. P. Carey School of Business, Arizona State University. He holds a PhD in Management (Marketing) from the Johnson Graduate School of Management, Cornell University, an MS in management engineering from KAIST, and a BA in linguistics from Seoul National University. Professor Park is interested in studying consumers’ shopping behaviors in various retail settings. Currently, he is studying the consumer response to new digital advertising and its implications for platform owners and advertisers. His research also includes developing new statistical and econometric models which measure the effectiveness of marketing actions and account for consumers’ decision making behaviors. He has published papers in premier academic journals such as the Journal of Marketing Research, Marketing Science, Management Science, Journal of Marketing, MIS Quarterly, Information Systems Research and Journal of Operations Management. He was named a finalist for the 2014 William F. O'Dell Award for the most impactful Journal of Marketing Research paper and as a 2017 Young Scholar by the Marketing Science Institute.

Experiences

[EDUCATION]
Ph.D., Marketing, Johnson Graduate School of Management, Cornell University
M.S., Management Engineering, Korea Advanced Institute of Science & Technology
B.A., Linguistics, Seoul National University

[ACADEMIC EXPERIENCE]
Seoul National University, Associate Professor of Marketing, March 2020 to present
Arizona State University, Assistant & Associate Professor of Marketing, August 2010 to February 2020

[HONORS AND AWARDS]
European Operations Management Association (EUROMA) Chris Voss Best Paper Award, 2018
Finalist, W.P. Carey School Outstanding Doctoral Faculty Award, 2018
MSI Young Scholar, 2017
Finalist, W.P. Carey School Outstanding PhD Teaching Award, 2015, 2016
Finalist, William F. O’Dell Award, Journal of Marketing Research, 2014
43rd American Marketing Association Sheth Doctoral Consortium Fellow, 2008
INFORMS Doctoral Consortium Fellow, 2008
Doctoral fellowship, Johnson School of Management, Cornell University, 2005-2010
Best Master’s Thesis Award, Graduate School of Management, KAIST, 2004
Entrance Scholarship/Academic Excellence Fellowship, KAIST, 2002
Entrance Scholarship/Academic Excellence Fellowship, Seoul National University, 1995

[PROFESSIONAL SERVICE]
Editorial Review Board - Journal of Marketing Research, 2016 to present
Ad Hoc Journal Reviewer - Marketing Science, Journal of Marketing Research, Management Science, Information Systems Research, Production and Operations Management, Journal of Operations Management, Journal of Retailing, International Journal of Forecasting, Journal of Service Research, Review of Industrial Organization, Journal of Development Studies, International Conference on Information Systems, Empirical Economics

Publications

Christopher, Ranjit, Sungho Park, Sang Pil Han, Min Kyu Kim, "Bypassing Performance Optimizers of Real Time Bidding Systems in Display Ad Valuation," Information Systems Research, forthcoming.

Jo, Sangkyun, Duk Bin Jun, Sungho Park, "Impact of Differential Copayment on Patient Healthcare Choice: Evidence from South Korean National Cohort Study," BMJ Open, forthcoming.

Lee, Mi Hyun, Su Jung Kim, Sang-Hyeak Yoon, Sungho Park, "An Integrative Approach to Determinants of Pre-Roll Ad Acceptance and Their Relative Impact: Evidence from Big Data," Journal of Advertising, forthcoming.

Falkenström, Fredrik, Sungho Park, Cameron McIntosh, "Using Copulas to Enable Causal Inference from Non-Experimental Data: Tutorial and Simulation Studies," Psychological Methods, forthcoming.

Lim, Stanley F., Elliot Rabinovich, Sungho Park, Minha Hwang (2021), “Shopping Activity at Warehouse Club Stores and Its Competitive and Network-Density Implications,” Production and Operations Management, 30(1), 28-46.

Park, Sungho, Elliot Rabinovich, Christopher Tang, Rui Yin, Jiayi Yu (2020), “Technical Note: Should an Online Seller Post Inventory Scarcity Messages?,” Decision Sciences Journal, 51(5), 1288-1308.

Son, Yoonseock, Wonseok Oh, San-Pil Han, Sungho Park (2020), “When Loyalty Goes Mobile: Effects of Mobile Loyalty Apps on Purchase, Redemption, and Competition,” Information Systems Research, 31(3), 835-847.

Park, Sungho, Elliot Rabinovich, Christopher Tang, Rui Yin (2020), “The Impact of Disclosing Inventory Scarcity Messages on Sales in Online Retailing,” Journal of Operations Management, 66(5), 534-552.

Yoon, Sungwook, Duk Bin Jun, Sungho Park (2020), “The Effect of General Health Checks on Healthcare Utilization: Accounting for Self-Selection Bias,” Journal of the Royal Statistical Society: Series A, 183(1), 3-36.

Wang, Shi (Helen), Charles Noble, Darren Dahl, Sungho Park (2019), “Successfully Communicating a Co-Created Innovation,” Journal of Marketing, 83(4), 38-57.

Miller, Chadwick, Michael Wiles, Sungho Park (2019), “Trading On Up - An Examination of Factors Influencing the Degree of Upgrade: Evidence from Cash for Clunkers,” Journal of Marketing, 83(1), 151-172.

Kim, Chul, Duk Bin Jun, Sungho Park (2018), “Capturing Flexible Correlations in Multiple-Discrete Choice Outcomes Using Copulas,” International Journal of Research in Marketing, 35(1), 34-59.

Han, Sang-Pil, Sungho Park, Wonseok Oh (2016), “Mobile App Analytics: A Multiple Discrete-Continuous Choice Framework,” MIS Quarterly, 40(4).

Hwang, Minha and Sungho Park (2016), “The Impact of Wal-Mart Supercenter Conversion on Consumer Shopping Behavior,” Management Science, 62(3), 817-828.

Jun, Duk Bin, Jihwan Moon, Sungho Park (2016), “Temporal Disaggregation: Methods, Information Loss, and Diagnostics,” Journal of Business and Economic Statistics, 34(1), 53-61.

Park, Sungho and Sachin Gupta (2012), “Handling Endogenous Regressors by Joint Estimation Using Copulas,” Marketing Science, 31(4), 567-586.

Park, Sungho and Sachin Gupta (2012), “Comparison of SML and GMM Estimators for the Random Coefficient Logit Model Using Aggregate Data,” Empirical Economics,43(3),1353-1372.

Jun, Duk Bin, Dong Soo Kim, Sungho Park, Myoung Hwan Park (2012), “Parameter Space Restrictions in State Space Models,” Journal of Forecasting, 31(2), 109-123.

Park, Sungho and Sachin Gupta (2011), “A Regime-Switching Model of Cyclical Category Buying,” Marketing Science, 30(3), 469-480.

Park, Sungho and Sachin Gupta (2009), “Simulated Maximum Likelihood Estimator for the Random Coefficient Logit Model Using Aggregate Data,” Journal of Marketing Research, 46(August), 531-542, Finalist for the 2014 O’Dell Award.