Yale School of Management

Jiwoong Shin

Professor of Marketing

Jiwoong Shin is the Professor of Marketing at the School of Management, Yale University.  He holds a Ph.D. in Management Science at MIT and MS and BS from Seoul National University, Korea.


Shin is a leading scholar in marketing strategy, and his research focuses on analytical modeling of strategic interactions between firms and consumers. His several award-winning pieces of research advance our understanding of firms’ strategic actions in the context of social interactions and digital marketing; in particular, consumer journey in the digital sphere, word of mouth, advertising, pricing strategies, and CRM. His research in communication strategy investigates (i) the role of vague messages and offers novel explanations why and how those vague messages can convey price and quality information to consumers and (ii) the relative roles of consumer search and firm advertising in signaling product quality. Also, his work in customer management strategy addresses a long-standing puzzle in practice: Should a firm offer a lower price to its own customers or competitors' customers? When is it profitable to reward one's own customers? His recent work in communication seeks a fundamental question about why an individual engages in word of mouth, and how a firm can manage this important process by explicitly incorporating an individual’s social motivation.


For two years in a row (2010, 2011), Shin has been the recipient of the John D. C. Little Best Paper Award, awarded for the best marketing paper published in Marketing Science and Management Science.  In 2011, he was also named a Marketing Science Institute Young Scholar, a title awarded to “potential leaders of the next generation of marketing academics.”


Awards & Honors

• Winner, John D. C. Little Best Paper Award, 2011, 2010
• ISMS Doctoral Consortium, Faculty Fellow, 2012, 2013, 2014
• MSI Young Scholars, 2011
• Jon Cummings Research Grant, Yale Center for Customer Insight, 2011
• Management Science Meritorious Service Award, 2009, 2010, 2011, 2013, 2014
• Whitebox Research Grant, International Center for Finance, 2010, 2015
• AMA Sheth Foundation Doctoral Consortium Fellow (for Sloan School, MIT), 2003
• The Walter A. Rosenblith (WAR) Fellowship Award, 1999-2000
• Sloan Fellowship, MIT, 1999-2004