KIM, BYUNGDO

Professor of Database Marketing, Statistical and Econometric Issues in Marketing


Professor Introduction

Byung-Do Kim is Professor of Marketing at Business School of Seoul National University. He has also taught at the Graduate School of Industrial Administration, Carnegie Mellon University, for four years. He received his bachelor’s degree from Seoul National University, master’s degree from New York University, and Ph.D. in marketing from The University of Chicago.
His current research interests include various econometric and statistical modeling issues on consumer choice behavior, e-commerce, rewards program, recommendation system and database marketing.
His previous research has appeared in Management Science, the Journal of Business & Economic Statistics, the Journal of Interactive Marketing, the Journal of Marketing Research, the Journal of Retailing, Marketing Letters, Marketing Science and the Journal of Database Marketing, among other journals. With Bob Blattberg and Scott Neslin, he has recently published a book titled Database Marketing: Analyzing and Managing Customers.

Education & Experiences

[Education]

Ph. D. in Marketing (May 1992)
Graduate School of Business, The University of Chicago, Chicago, Illinois
September 1988 - May 1992
Dissertation: "Household Heterogeneity in the Intensity of Preference for Quality"
Dissertation Chairs: Professor Robert C. Blattberg and Peter Rossi

M.B.A. in Business Administration (February 1985)
Leonard N. Stern School of Business, New York University, New York, New York
February 1983 - February 1985

B.B.A. in Business Administration (February 1982)
College of Business Administration, Seoul National University, Seoul, Korea
March 1978 - February 1982

[Work Experience]

Associate Professor of Marketing [tenured] (March 2001 ~ Present)
Assistant Professor of Marketing (September 1996 ~ February 2001)
College of Business Administration, Seoul National University, Seoul, Korea
Taught Pricing, Database Marketing, Marketing Research, Doctoral Seminar in Marketing, Marketing Strategy, Marketing Management, Multivariate Statistical Analysis, Regression Analysis

Visiting Research Scholar (August 2002 ~ July 2003)
Harvard Business School, Harvard University, Cambridge, MA

Visiting Professor (Summer in 1997, 1999 and 2000)
Assistant Professor of Marketing (January 1993 ~ July 1996)
Graduate School of Industrial Administration, Carnegie Mellon University, Pittsburgh, PA
Taught Pricing, Database Marketing, Marketing Research, Doctoral Seminar in Marketing, Marketing Project, Marketing Management

Visiting Research Scholar (April 1992 - December 1992)
Graduate School of Business, The University of Chicago, Chicago, Illinois
Designed in-store experiments and analyzed the results in the University of Chicago and Dominicks Finer Foods micro-merchandising and pricing project.


[Fellowship and Honors]

The 2001 William R. Davidson Awards, Journal of Retailing

Oscar Mayer Fellowship, Oscar Mayer Foundation, Madison, WI (1991-1992)
Doctoral Consortium Fellow, University of Southern California, August 1991
Albert Haring Symposium Fellow, April 1990
The Korean Honor Scholarship, Korean Consulate, Washington D.C. (1990-1991)
The University of Chicago Fellowship, The University of Chicago (1988-1991)

Honoree in Marquis Who´s Who in the World, USA
Honoree in Asia 500 by Barons Who´s Who, USA
Honoree in 2,000 Outstanding Scholars of the 20th Century by International Biographical Center, England


[Professional Activities]

- Professional Activities

Editor-in-Chief: Seoul Journal of Business (2000-2002)
Executive Director, Korean Marketing Association (2003-)
Editorial Board: Korea Marketing Review (2000-2001), The Korean Business Journal (2000)
Ad Hoc Reviewer: Journal of Marketing Research (1995-), Management Science (1995-), International Journal of Research in Marketing (1996-), Geographical Analysis (1997-), Seoul Journal of Business (1996-), Korea Marketing Review (1996-), Korean Management Review (1996-), and others.

- Conference Presentations

"Modeling Upselling Potential of Life Insurance Customers: Application of Stochastic Frontier Model," (in Korean) 1998 Korean Management Conference in Fall, Yeongnum University, Daekoo, Korea, October 1998.

"Nonparametric Regression with Genetic Algorithm," 1998 International Database Conference, (in Korean) Seoul, Korea, September 1998.

"Knowledge Management: Program Customer Management in a Financial Institution," 1998 International Database Conference, (in Korean) Seoul, Korea, September 1998.

"Maximizing the Value of a Customer in Credit Card: Credit Scoring, Revenue Scoring, Or Both?"1998 Asia Pacific Decision Sciences Conference, Taipei, Taiwan, June 1998

Optimal Mailing Policy for Catalog Customers,"(in Korean) 1996 Korean Management Conference in Fall, Pusan University, Pusan, Korea, November 1996.

"Optimal Mailing Policy for Catalog Customers," INFORMS 1996 Marketing Science Conference, University of Florida, Gainsville, FL, March 1996.

"Modeling Consumers Grocery Shopping Interval: Regular Shoppers Or Random Shoppers," INFORMS 1996 Marketing Science Conference, University of Florida, Gainsville, FL, March 1996.

"Using Frequent Flyer Program for Quantity Discounts," INFORMS 1996 Marketing Science Conference, University of Florida, Gainsville, FL, March 1996.

"Optimal Mailing Policy for Catalog Customers," Marketing Seminar, University of Rochester, Rochester, NY, February 1996.

"Understanding Consumer Choice Processes: Preference and Structural Heterogeneity," 1995 Joint Statistical Meetings, Orlando, Florida, August 1995.

"Understanding Consumer Choice Processes: Preference and Structural Heterogeneity," 1995 Marketing Science Conference, Sydney, Australia, July 1995.

"Consumers Price Elasticity of Selective Demands Across Categories," 1995 KMA/AMA Joint Conference (Marketing Theory and Practice: Toward the 21st Century), Seoul, Korea, May 1995.

"The Effect of Brand Experience on Trial and Repeat Purchases of Line Extension," ORSA/TIMS 1994 Marketing Science Conference, University of Arizona, Tucson, AZ, March 1994

"Incorporating Household Heterogeneity in Store-Level Aggregate Data," ORSA/TIMS 1993 Marketing Science Conference, Washington University, St. Louis, March 1993

"Estimating the Intensity of Preference for Quality," ORSA/TIMS 1991 Marketing Science Conference, University of Delaware, Wilmington, Delaware, March 1991

"Empirical Distribution of Quality Preferences and Its Marketing Implications," U. of Chicago Visit by Nielsen Researchers, The University of Chicago, October 25, 1990

"How to Estimate Consumers Willingness to Pay for Quality by Panel Data", The 20th Annual Albert Haring Symposium, Indiana University, April 1990

"What Data Interval for Ad-Response Models?", ORSA/TIMS 1989 Marketing Science Conference, Duke University, Durham, North Carolina, June 1989

- Membership

Member of American Marketing Association
Member of American Statistical Association
Member of ORSA/TIMS
Member of American Economic Association
Member of Korean Marketing Association
Member of Korean Management Association

- Consulting Experiences

US Firms: Dominick´s Finer Foods (Northlake, IL), Family Toy Warehouse (Carnegie, PA), Hyundai Motor America (Jamesbury, NJ)

Korean Firms: Samsung Life Insurance, Samsung Fire & Marine Insurance, Korea Telecom, Samsung Electronics, Samsung Card, Hanssem Co., Binggrae, Freechal.com, Kia Motors Corp., Cheil Communications, Woongjin.com, AmorePacific Cosmetics, Korea Life Insurance, etc

Publications

[Publications in English]

"Purchase Frequency, Sample Selection and Price Sensitivity: The Heavy-User Bias," (with P. Rossi) Marketing Letters (1994), 5, 1, 57-67

"Large-Scale Databases: The New Marketing Challenges," (with R. Blattberg and J. Ye), in Marketing Information Revolution, R. Blattberg, R. Glazer and J. Little (eds.), Cambridge, MA: Harvard Business Press (1994)

"Determinants of Store-Level Price Elasticity,"(with S. Hoch, A. Montgomery and P. Rossi) Journal of Marketing Research (1995), 32, 1, 17-29

"Incorporating Heterogeneity With Store-Level Aggregate Data," Marketing Letters (1995), 6, 2, 159-169

"Modeling the Distribution of Price Sensitivity and Implications for Optimal Retail Pricing," (with R. Blattberg and P. Rossi), Journal of Business & Economic Statistics (1995), 13, 3, 291-303

"Defining Baseline Sales in a Competitive Environment,"(with R. Blattberg and J. Ye), Seoul Journal of Business (1996), 2, 1, 1-38

"Modeling Preference and Structural Heterogeneity in Consumer Choice,"(with W. Kamakura and J. Lee), Marketing Science (1996), 15, 2, 152-172

"Studying Patterns of Consumer´s Grocery Shopping Trips,"(with K. Park), Journal of Retailing (1997), 73, 4, 501-517

"The Effect of Brand Experience on Extension Choice Probabilities: An Empirical Analysis," (with M. Sullivan), Marketing Letters (1998), 9, 2, 181-194

"Maximizing the Value of a Customer in Credit Card: Credit Scoring, Revenue Scoring, Or Both?" (with J. Shin), Journal of Database Marketing (1998), 6,2, 164-173

"Measuring Upselling Potential of Life Insurance Customers: Application of a Stochastic Frontier Model," (with Kim, S.) Journal of Interactive Marketing (1999), 13, 4, 2-9

"Identifying Price Sensitive Customers: The Relative Merits of Demographic vs. Purchase Pattern Information," (with K. Srinivasan and R. Wilcox) Journal of Retailing (1999), 75, 2, 1-21

"Calculating Lifetime Values of Business Customers for a Telecommunications Company,"(with S. Min and J. Shin) Journal of Database Marketing (2000), 7, 3, 254-264

"Optimal Mailing Policy for Catalog Customers,"(with Gonul, F. and Shi, M.) Journal of Interactive Marketing (2000), 14, 2, 2-16

"Reward Programs and Tacit Price Collusion," (with Shi, M. and Srinivasan K.) Marketing Science (2001), 20, 2, 99-120

"A New Recommender System to Combine Content-Based and Collaborative Filtering System," (with Kim, S.), Journal of Database Marketing (2001), 8, 3, 244-252

"Encouraging Customers to Pay Less for Mobile Telecommunication Services," (with Joo, Y. and Jun, J.), Journal of Database Marketing (2002), 9, 4, 350-359

"Collusion Through Capacity Reduction: A Rationale for Reward Programs," (with Shi, M. and Srinivasan, K.), Management Science (2004), 50, 4, 503-520

"The Role of the Buyout Price in the Internet Auction," (with Jung, H.), Seoul Journal of Business (2004), forthcoming


[Publications in Korean]

"Developing Choice Models: Applications of Entropy Optimization," The Korean Business Journal (1996), 30, 3-4, 148-167

"Cultivating Customer Equity through Reward Programs," The Korean Business Journal (1998), 32, 2, 29-43

"Bayesian Variable Selection in Linear Regression Model," The Korean Business Journal (1998), 32, 3, 1-19

"Efficient Variable Selection Method by Incorporating Model Uncertainty," (with S. Kim) Korea Marketing Review (1999), 14, 1, 93-107

"Optimal Data Interval in Analyzing Advertising Effects," The Korean Business Journal (1999), 33, 3, 85-109

"Non-compensatory Conjoint Analysis," The Korean Business Journal (2000), 34, 1, 34-47

"Nonparametric Regression with Genetic Algorithm," (with S. Rho) Korean MIS Journal (2001), 11, 1, 61-73

"CRM: New Marketing Paradigm for Maximizing Firm´s Profit," Marketing Communication Review (2001), 7, 2, 3-20

"Forecasting Model for Box-Office Revenue of Motion Pictures," (with T. Pyo) The Korean Business Journal (2002), 36, 1, 1-23

"Marketing Strategies for Challengers," The Korean Business Journal (2003), 37, 2-3, 37-59

"CRM Investment and the Value of the Firm," Korean Management Review (2004), 33, 4, 1185-1200

"Impact of Awards on the Value of the Firm," The Korean Business Journal (2004), forthcoming


[BOOKS]

Management in Publishing Industry (1999), (with B. Kim, written in Korean), Jigyung Publishing Co.

21 Companies Leading Worldwide CRM industry (2001), (with SNU Database Marketing Lab, written in Korean), SNU Publishing Co.

How Did Coca Cola Make Santa to Wear Red Clothes? (2003), Book21 Publishing


[Working Papers]

"Using Frequent Flyer Programs to Reduce Price Competition" (with M. Shi and K. Srinivasan)
"Nonparametric Regression with Genetic Algorithm" (with S. Rho)