Profile

Young-Hoon Park

Young-Hoon Park

Sung-Whan Suh Professor of Management
Associate Professor of Marketing

Email: yp34@cornell.edu
361 Sage Hall
Samuel Curtis Johnson Graduate School of Management
Cornell University
Ithaca, NY 14853-6201
Phone: 607-255-3217

Professor Park’s expertise centers around the analysis of behavioral data to understand and forecast customer shopping/purchasing activities, and to conduct customer relationship management. His research has been published in various leading academic journals such as the Journal of Marketing Research, Management Science, Marketing Science, and Journal of the Royal Statistical Society: Series A. He was a finalist for the 2008 John D.C. Little Award for the best marketing paper published in Marketing Science or Management Science for his research on Internet auctions.

At Johnson, Park teaches in the Strategic Brand Immersion course, as well as Customer Relationship Management and Marketing Research. During 2009-2010, he was a visiting associate professor at New York University Stern School of Business. He has been recognized for exceptional teaching on multiple occasions. The 2008 graduating MBA class at Johnson selected him to receive the Apple Award for Teaching Excellence. Additionally, he taught marketing for three years at the University of Pennsylvania’s Wharton School of Business, where he received the Wharton Advisory Board Outstanding Teaching Award and the Graduate Student Association Council Teaching Award.

Curriculum Vitae (CV)

Click here to view the curriculum vitae (PDF document).

Published Papers

Working Papers

  • Park, Chang Hee; Park, Young-Hoon; Schweidel, David A..  "How Far Out Are You Looking? The Effects of Promotion Myopia on Customer Value"

  • Bentley, Taylor; Chan, Tat Y.; Park, Young-Hoon.  "How Search Advertising Works? The Value of Informational Organic Links for Sponsored Search Advertising"

  • Bentley, Taylor; Chan, Tat Y.; Park, Young-Hoon.  "Testing the Signaling Theory Using Data in Search Advertisements"

Book Chapters

Technical Reports

  • Jerath, Kinshuk; Ma, Liye; Park, Young-Hoon, 2013, Consumer Click Behavior at a Web Search Engine: The Role of Keyword Popularity; Report 13-106, Marketing Science Institute.