Name
Photo
Pil Hwa Yoo
Title Associate Dean for External and Operations and
Professor of Marketing at SKK Graduate School of Business,
Sungkyunkwan University
Phone 82-2-740-1521/1502
E-mail (Link) [email protected]/[email protected]
Curricula Vitae (Link)
Homepage (Link)
AREAS OF INTEREST
Pricing, Marketing Strategy, Marketing Management, Global Marketing
EDUCATION
DBA. Harvard University, USA
September, 1986
* Doctoral Dissertation, “ Dynamic Pricing Strategy for New Consumer Durables”
MBA (with Honour). Northwestern University, USA
BBA. Seoul National University, Seoul, Korea
September, 1981
February, 1979
ACADEMIC AND PROFESSIONAL EXPERIENCE
<Academic>
Sungkyunkwan University, Associate Dean, SKK Graduate School of Business
Jan. 2004Sungkyunkwan University, Professor
April 1997Sungkyunkwan Univerisity, Associate Professor
April 1992- Mar. 1997
Sungkyunkwan University, Assistant Professor
Sep. 1987- Mar. 1992
Seoul National University, Visiting Professor
Sep. 2001- Aug. 2002
Keio University (in Japan), Visiting Associate Professor
Mar. 1994- Feb. 1995
German Management Institute (in Germany), Visiting Researcher
Jan. 1987– July 1987
University of Bielefeld (in Germany), Visiting Assistant Professor
Oct. 1986- Dec. 1986
<Business>
Korea Development Finance Corporation, Business Consultant
Republic of Korea Army, Squad Leader
Nov. 1978- July 1979
Sep. 1974- May 1977
PUBLICATIONS
Books
<Foreign>
1. Pil Hwa Yoo, Sang Hyun Lee (2004), The Charter of Management, Taiyuan: Beiyue Art and Culture
Press (China)
2. Pil Hwa Yoo (2004), Buddah’s Wisdom of Management, Beijing: Democracy and Construction Press
(China).
3. Pil Hwa Yoo (2000), Die Weisheit der Unternehmensführung-Von Buddha lernen, Bergisch Gladbach:
E. Ferger Verlag (Germany).
4. Hermann Simon and Pil Hwa Yoo (1995). Thinking Management, Companies with Visions, Tokyo:
Toyo Keizai Shinbun (Japan).
<Korean>
1. Pil Hwa Yoo (2007), What CEOs Can Learn from Classical Thinkers, Seoul: Heureum.
2. Pil Hwa Yoo (2005), A Study on Improvement the Broadcasting Advertising Pricing Structure , Seoul:
KOBACO.
3. Pil Hwa Yoo, Yong Joon Kim, Sangman Han (2005), Modern Marketing, 6th ed., Seoul: Pakyoungsa.
4. Pil Hwa Yoo (2002), Corporate Culture Makes Difference, Seoul: Haneon.
5. Pil Hwa Yoo et al. (2002), A History of Management in Korea, Seoul: Pakyoungsa.
6. Pil Hwa Yoo et al. (2001), Management in the Digital Age, Seoul: Pakyoungsa.
7. Pil Hwa Yoo and Sang Hyun Lee (2000), Diffenciated Companies Make the World Different, Seoul:
Haneon.
8. Pil Hwa Yoo (1999), Managerial Wisdom Based on Case Studies, Seoul: Haneon.
9. Pil Hwa Yoo, Robert Dolan, Hermann Simon (1998), Competitive Pricing Strategy, Seoul: Haneon.
10. Pil Hwa Yoo (1997), Buddhism and Management, Seoul: Haneon.
11. Pil Hwa Yoo, Hong Seok Kim (1996), Strategy that Drives Your Competition Crazy, Seoul: Haneon.
12. Pil Hwa Yoo and Hermann Simon (1995), Thinking Management, Companies with Visions, Seoul:
Maeil Economic Daily.
13. Pil Hwa Yoo, ed. (1994), Modern Marketing Science, Seoul: Bobmunsa.
14. Pil Hwa Yoo and Seong Young Kim (1994), International Marketing, Seoul: Korea National Open
University.
15. Pil Hwa Yoo (1993), Market Strategy and Competitive Advantage, Seoul: Pakyoungsa.
16. Pil Hwa Yoo (1991), Pricing Policy, Seoul: Pakyoungsa.
17. Pil Hwa Yoo (1989), Modern Marketing Management, Seoul: Pakyoungsa.
ARTICLES
<Foreign>
1. Pil Hwa Yoo (2003), “Die Automobilindudstrie in Japan and Korea- gestern, heute und morgen,” in
Automotive Management by Bernhard Ebel, Markus Hofer, Jumana Al-Sibai (eds.), Berlin: SpingerVerlag (Germany).
2. Minhi Hahn, Pil Hwa Yoo, Sung-ah Ahn (2001), “Going-rate pricing and the leader’s reactive policy
in a duopoly market,” Asia Pacific Management Review, Vol. 6, No. 1 (March).
3. Pil Hwa Yoo (2001), “Fluid Thinking,” in Unternehmenskultur und Strategie by Herman Simon (ed.),
Frankfrut: Frankfurter Allgemeine Buch (Germany).
4. Pil Hwa Yoo (2001), “Desire for Order in Unternehmenskultur und Strategie by Herman Simon (ed.),
Frankfrut: Frankfurter Allgemeine Zeitung (Germany).
5. Pil Hwa Yoo, Friedhelm Pälike (1993), “Koreanischer Markteintritt in Europa,” Absatzwirtschaft (May).
(Germany)
6. Hermann Simon, Pil Hwa Yoo (1991), “Die Pharma-Industrie in Korea,” Pharmazeutische Industrie,
Vol. 53, No. 3 (March). (Germany)
7. Pil Hwa Yoo, Robert Dolan, K. Rangan (1987), “Dynamic Pricing Strategy for New Consumer
Durables,” Zeitschrift für Betriebswitschaft, Vol. 57, No. 10 (Germany).
<Korean>
1. Pil Hwa Yoo (2007), “Increase of Profits through More Effective Pricing Process”, Korean Journal of
Marketing, Vol. 9 No. 1 (March).
2. Pil Hwa Yoo, Sukekyu Lee, Kyoungsik Kim(2006), “Successful Business Model on Music Industry: SK
Telecom MelOn”, Korean Journal of Marketing, Vol. 8 No. 3 (October).
3. Youngsik Kwak, Pil Hwa Yoo, Sung-Wook Youn(2006), “Public Marketing of a Nonprofit-Oriented
Educational Institution: Inje University’s Pioneering Work in the Frontier”, Korean Journal of Marketing,
Vol. 8 No. 3 (October).
4. Pil Hwa Yoo, HwaYeon Lee (2006), “An Empirical Study on Marketing for Stock Investors:
Segmentation and Advertising Effect”, Korean Marketing Review, Vol. 21, No. 3 (September).
5. Pil Hwa Yoo (2005), “The Interpretation of Buddhistic Doctrines from the Perspective of Management,”
in
Organization Management of Korean Companies by In Duck Suh (ed.), Seoul: Pakyoungsa.
6. Gangseog Ryu, Pil Hwa Yoo, Hak Sik Lee (2004), “Pigeon: The Success Story of Challenge, Principle,
and Focus,” Korean Journal of Marketing, Vol. 6, No. 3 (October).
7. J.K. Kim, S. I. Chai, Pil Hwa Yoo (2003), “Market Development via Market Structure Destruction from
Consumer’s Point of View,” Korean Journal of Marketing, Vol. 5, No. 4 (December).
8. Sookyung Paik, Pil Hwa Yoo (2002), “The Asymmetric Impact of Negative and Positive Levels of the
Attributes on Marketing Performance as Service Contingency: Cases of Medical Services,” Journal of
Consumer Studies, Vol. 13, No. 3 (September).
9. Pil Hwa Yoo, Yoo-sik Park (2002), “Price Discrimination Strategy: Profit and Price Elasticity under
Different Segmentation Rules,” Korean Marketing Review, Vol. 17, No. 2 (June).
10. Pil Hwa Yoo, Eun Jung Kim (2002), “An Experimental Study of Advertising Effects: Based on Signal
Detection Theory,” The Korean Journal of Advertising, Vol. 13, No.1 (Spring).
11. Pil Hwa Yoo, Jungim Won (2001), “A Case-based Descriptive Study on Price Bundling in the Korean
Market,” Journal of Consumer Studies, Vol. 12, No. 1 (March).
12. Pil Hwa Yoo, Young Sik Kwak (2001), “The Determinants of Profit depending upon Forms of Price
Bundling,” Korean Management Review, Vol. 30, No. 1 (February).
13. Pil Hwa Yoo, Yongsik Nam (2000), “The Effect of Delegating Pricing Authority to the Sales Force and
its Managerial Implication,” Korean Management Review, Vol. 29, No. 4 (November).
14. Pil Hwa Yoo (1999), “Buddhist Doctrine and Business Administration in Modern Society,” Journal of
Maha Bodhi Thought, Vol. 2 (November).
15. Pil Hwa Yoo (1999), “Streitschlichtung nach Wônhyo- Schlüssel zur Beilegung der Arbeitskonflikte
in Korea,” (in German language), Journal of Labor Relations Studies, Vol. 10 (November).
16. Pil Hwa Yoo, Yoo Sik Park, Youngsik Kwak (1999), “A Study on the Determinants of Optimal Price
Bundling Strategy,” Journal of the Sungkok Academic & Cultural Foundation, Vol. 30, No. 2
(August).
17. Pil Hwa Yoo, Yoon Jung Nam (1999), “A Study on the Competitive Response Pattern in the
Banking Industry of Korea,” in Practical Marketing Issues by Jong Sup Shim (ed.), Chuncheon:
Gangwon Publisher.
18. Pil Hwa Yoo, Hee Jae Hwang (1999), “An Experimental Study on the Effects of Price Promotion,”
The Korean Journal of Advertising, Vol.10, No.1 (Spring).
19. DeRong Lyi, Pil Hwa Yoo, Sang Man Han (1998), “The Role of Advertising and Marketing
Communications in Premarketing,” The Korean Journal of Advertising, Vol.9, No.4 (December).
20. Pil Hwa Yoo, Yoo Sik Park (1997), “A Heuristic Optimal Non-linear Pricing Model for the ProfitMaximization in Service Sector- Model and Application,” Korean Management Review, Vol. 26,
No. 4 (November).
21. Hong-Seop Kim, Pil Hwa Yoo (1997), “A Study on the Endogenous Determinants and Increasing
Schemes of Competitive Power of International Transportation Service Company,” International
Business Journal, Vol. 8 (August).
22. Pil Hwa Yoo, Young Sik Kwak (1996), “A Descriptive Study on the Pricing Process of New Products,”
Korean Marketing Review, Vol. 11, No. 2 (December).
23. Pil Hwa Yoo, Dae Hyun Park, Young Sik Kwak (1996), “The Development of Customer Orientation
Index of Salesperson (COIS) and Its Relationship with Salesperson Performance,” Journal of
Consumer Studies Vol. 7, No. 2 (November).
24. Pil Hwa Yoo, Hyeokjong Kwon (1996), “A Study on the Employee Segmentation and the Product
Policy for the Internal Customers,” Korean Management Review, Vol. 25, No. 2 (May).
25. Pil Hwa Yoo, Hong Seop Kim (1995), “A Study on the Determinants of Competitive Power of
Oceangoing Liner Shipping Service,” The Journal of Korean Association of Shipping Studies, Vol. 21.
26. Pil Hwa Yoo, Seung Hee Lee (1994), “A Study on the Innovative Resistance of Consumers in Adoption
Process of New Product,” Korean Management Review, Vol. 23, No. 3 (May).
27. Pil Hwa Yoo, Kee An Park (1993), “Die Bedeutung des vereinten EG-marktes für koreanische
Unternehmen und ihre Eintrittsstrategien darin,” (in German language) International Business Journal,
Vol. 4 (August).
28. Pil Hwa Yoo (1992), “A Conceptual Framework for the Analysis of a Firm’s Competitive Strength,”
(in English) Korean Marketing Review, Vol. 7, No. 1 (March).
29. Pil Hwa Yoo (1991), “The Development Process of Marketing Science in Germany,” Korean Marketing
Review, Vol. 6, No. 1 (March).
30. Pil Hwa Yoo (1989), “Pricing Research in Marketing: The Integration of European and American
Literature,” (in English) Korean Marketing Review, Vol. 4, No. 1 (February).
PROFESSIONAL ACTIVITIES
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Published a poetry book titled“ Love Is Not Really Love” (September 2006)
Have been on the editorial board of International Journal of Research in Marketing, Korean
Management Review, Korean Marketing Review
Executive Director, Vice President (three times) of Korean Marketing Association
Editor-in-chief of the Korean Management Review (1998-2000)
President of Korean Marketing Association (March 2005- March 2006)
Currently an International Abstracts Area Editor of International Journal of Research in Marketing
AWARDS & SCHOLARSHIPS
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Received Korean Government Scholarship (1979-1985)
Received Hankyung Marketing Award for the Contribution to Marketing Profession in July 2003
(awarded by the Korean Economic Daily)
COURSES
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Marketing Management
Marketing Strategy
Pricing Policy
Global Marketing
Consumer Behavior
Product Management
INDUSTRY/CONSULTING ACTIVITIES
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Board Member of Cheil Communications (1998Board Member of Kyobo Life Insurance (2000Have conducted over 30 consulting projects
)
)