Thank you for stopping by! My name is Kiwoong Yoo, and I'm a Marketing Ph.D. candidate at the University of Tennessee's Haslam College of Business.
My CV can be found here and my research here.
My Resources pages have information for prospective Marketing Ph.D. students and current scholars, including those navigating the marketing academic job market.
Email: kyoo2[at]vols.utk.edu
My overarching research examines how firms leverage marketing strategies to navigate disruptions such as natural disasters, trade wars, and technological innovations like the metaverse. Through this work, I aim to provide actionable insights into how firms can withstand challenges and capitalize on opportunities in turbulent environments.
In these areas, I rigorously address research questions using econometric and statistical methods, complemented by machine learning, to provide evidence of causal effects.
My research has been published in the Journal of the Academy of Marketing Science and the Journal of Retailing. I am honored to have received the 2025 American Marketing Association (AMA) Retail and Pricing Special Interest Group (RAPSIG) Doctoral Student Award. Moreover, I served as the Vice Chair of Communications for the AMA Doctoral Special Interest Group (DocSIG) and contributed as an ad-hoc reviewer for esteemed journals, including the Journal of Consumer Psychology, International Journal of Research in Marketing, and the Journal of Business Research.
Beyond academia, I am a loyal fan of Arsenal (COYG!), an outdoor enthusiast, and an adventurous foodie (especially if they're spicy dishes).