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Eunsang Yoon

Eunsang Yoon
Professor Eunsang YoonMEI Department Professor
  • CollegeManning School of Business
  • DepartmentMarketing Entrepreneurship and Innovation
  • Phone(978) 934-2814
  • OfficePulichino Tong Business Center - 246

Research Interests

New Product Planning, Global Market Entry, Sustainable/Green Marketing

New product planning, global market entry, sustainable management and information technology applications to marketing planning. The articles of Professor Yoon have appeared in Management Science, International Journal of Research in Marketing, Journal of Business Research, Journal of Product Innovation Management, Industrial Marketing Management, Journal of Business-to-Business Marketing and other business journals.


  • Ph D: Marketing and Management Science, (1984), Pennsylvania State University - State College, PA
    Dissertation/Thesis Title: Market entry timing for new products
  • MBA, (1980), University of Georgia - Athens, GA
  • BA: Economics, (1970), Seoul National University - Seoul, Korea

Awards and Honors

  • S. W. Walton Free Enterprise Fellowship (2004), Service, Community - SIFE
  • Healey Endowment Grant (2000), Scholarship/Research - UML
  • Research Grant (1997), Scholarship/Research - ISBM and AP&C, Inc.
  • Fellowship Award (1996), Scholarship/Research - D&G Hedberg Foundation and DMEF
  • Research Grant (1995), Scholarship/Research - MA Government - ODAS
  • Research Grants (1990), Scholarship/Research - ISBM - ARC
  • Data Base Grant (1988), Scholarship/Research - CIGNA and MCI
  • Research Grant (1988), Scholarship/Research - ISBM
  • Research Grant (1987), Scholarship/Research - ISBM


  • Huang, Y., Yoon, E. (2017) "Sustaining buyer-seller relationships: The buyer’s perspective," International Journal of Global Management Studies
  • Mehta, A., Yoon, E., Kulkarni, N., Finch, D. (2016) "An exploratory study of entrepreneurship education in multi-disciplinary and multi-cultural environment.," Journal of Entrepreneurship Education 19:2 pp. 120-138
  • Dearden, J.A., Lilien, G.L., Yoon, E. (1999) "Marketing and production capacity strategy for non-differentiated products: Winning and losing at the capacity cycle game," International Journal of Research in Marketing 16:1 pp. 57-74
  • Yoon, E., Kijewski, V. (1997) "Dynamics of the relationship between product features, quality evaluation, and pricing," Pricing Strategy and Practice 5:2 pp. 45-60
  • Yoon, E., Kijewski, V. (1996) "The Brand Awareness-to-Preference Link in Business Markets," Journal of Business-to-Business Marketing 2:4 pp. 7-36
  • Levy, J.B., Yoon, E. (1995) "Modeling global market entry decision by fuzzy logic with an application to country risk assessment," European Journal of Operational Research 82:1 pp. 53-78
  • Kijewski, V., Yoon, E., Young, G. (1993) "How Exhibitors Select Trade shows," Industrial Marketing Management 22:4
  • Yoon, E., Guffey, H.J., Kijewski, V. (1993) "The Effects of Information and Company Reputation on Intentions to Buy a Business Service," Journal of Business Research 27:3
  • Yoon, E. (1991) "Pricing imitative new products," Industrial Marketing Management 20:2 pp. 115-125
  • Kijewski, V., Yoon, E. (1990) "Market-Based Pricing - Beyond Price-Performance Curves," Industrial Marketing Management 19:1
  • Lilien, G.L., Yoon, E. (1990) "The Timing of Competitive Market Entry - an Exploratory-Study of New Industrial-Products," Management Science 36:5
  • Julien, G.L., Yoon, E. (1990) "The Timing of Competitive Marketing Entry: An Exploratory Study of New Industrial Product," Management Science 36:5 pp. 568-585
  • Lilien, G.L., Yoon, E. (1989) "Determinants of new industrial product performance: A strategic re-examination of the empirical literature," Engineering Management, IEEE Transactions on 36:1 pp. 3-10
  • Lilien, G.L., Yoon, E. (1988) "An exploratory analysis of the dynamic behavior of price elasticity over the product life cycle: an empirical analysis of industrial chemical products," Issues in Pricing.Lexington, MA: Lexington Books pp. 261-287
  • Yoon, E., Lilien, G.L. (1988) "Characteristics of the Industrial Distributors Innovation Activities - an Exploratory-Study," Journal of Product Innovation Management 5:3
  • Yoon, E., Lilien, G.L. (1985) "A new product launch-time decision model," Journal of Product Innovation Management 3: pp. 134-144
  • Lilien, G.L., Yoon, E. (1985) "An Oligopolistic Market Model when Capacity and Price are Decision Variables: A Case Study of the Titanium Dioxide Industry," The Pennsylvania State University, ISBM Report lo-1995
  • Yoon, E., Lilien, G.L. (1985) "New industrial product performance: the effects of market characteristics and strategy," Journal of Product Innovation Management 2:3 pp. 134-144


  • CSR Reporting and Corporate Commitment to Sustainable Inovation - International Academy of Business and Economics Annual Conference, March 2014 - Orlando, FL
  • Examining Corporate Commitment to Sustainable Innovation through an Analysis of CSR Reporting - Eastern Academy of Management Annual Meeting, May 2011 - Boston, MA
  • Corporate Social Responsibility as a Driver of Sustainable Innovation: Greening Initiatives of Leading Global Brands - 20th Annual American Society for Competitiveness, October 2009 - Tysons Corner, VA
  • Examining Drivers of Sustainable Innovation - International Academy of Business and Economics Annual Conference , October 2008 - Las Vegas, NV