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CHOI Yong Bum

PhD, Management, Marketing

Yong-Bum is an Assistant Professor of Marketing at NEOMA Business School in France. He received his Ph.D. degree from the Whitman School of Management at Syracuse University. The primary objective of his research is to understand the underlying forces driving retailers’ strategic decisions and consumers’ shopping behavior in a multi-channel retailing environment. Within this research domain, he studies the strategic interaction between retailers and manufacturers, price and assortment optimization, and store brand strategies.  Yong-Bum is a coordinator of Retail Strategy and Search Engine Marketing, as well as Digital Marketing Specialization both at the undergraduate and graduate level.

Areas of research

  • Distribution Channel
  • Retail Strategy
  • CRM
  • Sustainability


  • CHOI, Y. B., J.LEE, S.YOO, Y. K.YOO, "Value relevance of customer equity beyond financial statements: evidence from mobile telecom industry", Asia-Pacific Journal of Accounting & Economics, January 2019, vol. 26, no. 3, pp. 281-300
    DOI : 10.1080/16081625.2017.1386575

Academic conferences

  • CHOI, Y. B., "Showrooming, Webrooming, and Smartphones in a Multichannel Retail Market" in INFORMS Marketing Science Conference,, 2017, Los Angeles, United States
  • CHOI, Y. B., "Product Assortment Strategy for a Multi-Channel Retailer" in INFORMS Marketing Science Conference, 2014, Atlanta, United States
  • CHOI, Y. B., "Relevance of Customer Equity in Explaining the Market Value of the Firm’s Equity" in INFORMS Marketing Science Conference, 2010, Cologne, Germany