Byungjoon Yoo is Professor at the College of Business Administration at Seoul National University. Before he joined Seoul National University, he worked at Korea University and Hong Kong University of Science and Technology. Also, he is a board member of AI committee at Seoul National University. His research interests are in online marketplaces and management strategies of digital goods such as software products, online music songs and online games. He has published on these topics in journals such as Management Science, Journal of Marketing, the Journal of Management Information Systems, Decision Support Systems and the International Journal of Electronic Commerce. He has consulting experiences with many internet companies such as Naver, Kakao, online music and online game companies, and Samsung, LG, Korea Venture Investment Corp., Korea Exchange, Korea Internet Security Agency, Korea Creative Contents Agency. By measuring the impacts of information systems and their use for online businesses using tools and techniques from econometrics and AI research, he analyzes and suggests how to use information systems, internet, and electronic commerce strategically to acquire and maintain competitive advantages in those areas.