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Jiwoong Shin

Jiwoong Shin

Professor of Marketing

Professor Shin’s research focuses on quantitative marketing, marketing strategy, and applied economic theory. He 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 decisions 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.
Also, Professor Shin’s research is published in all of the premier academic marketing and economics journals: Journal of Marketing Research, Management Science, Marketing Science, RAND Journal of Economics, and Quantitative Marketing and Economics. ​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.” In 2018, he was once again recognized for his influence in the field by being nominated as a Marketing Science Institute inaugural MIS Scholar,​ a title awarded to “top scholars recognizing individuals’ excellence in scholarship who have already helped to set the research agenda for the field.”  He was a recipient of 2020 Inspiring Yale award for inspiring Yale students in and out of the classroom. He now serves as a Vice President of ISMS (INFORMS Society for Marketing Science).


  • PhD, Massachusetts Institute of Technology
  • MS, Seoul National University
  • BS, Seoul National University


Predictive Analytics and Ship-then-shop Subscription

Choi, Jason, Qihong Liu, and Jiwoong Shin
Management Science
2023 Article

A Model of Product Portfolio Design: Guiding Consumer Search through Brand Positioning

Ke, Tony, Jiwoong Shin, and Jungju Yu
Marketing Science
2022 Article

A Theory of Irrelevant Advertising: An Agency-Induced Targeting Inefficiency

Shin, Jiwoong and Woochoel Shin
Management Science
2022 Article

Working Paper

Online Targeted Advertising: how do consumers make inferences?

B. Sen, J. Shin, and K. Sudhir
Marketing Science
2019 Working Paper

A Model of Brand Positioning: Product Perspective

T. Ke, J. Shin, and J. Yu
2019 Working Paper

The Granularity and Value of Information in Targeted Advertising

D. Chang, J. Shin, and J. Yu
2019 Working Paper


  • Vice President of Education, ISMS (INFORMS Society for Marketing Science), 2021-
    Finalist, 2020 ISMS Long-term Impact Award (“A Customer Management Dilemma: When is it Profitable to Reward One’s Own Customers?”)
    Inspiring Yale Award 2020 for inspiring students in and out of the classroom
    MSI Scholars 2018
    , the inaugural class of faculty
    Winner, 2011 John D. C. Little Best Paper Award (“Uninformative Advertising as an Invitation to Search”)
    Winner, 2010 John D. C. Little Best Paper Award (“A Customer Management Dilemma: When is it Profitable to Reward One’s Own Customers?”)