Eunsang Yoon is a MEI Professor in the Manning School of Business in the Marketing Entrepreneurship and Innovation Dept. at UMass Lowell

Professor Eunsang Yoon

Professor Emeritus

Manning School of Business
Marketing Entrepreneurship and Innovation
(978) 934-2814
Pulichino Tong Business Center - 246

Research Interests

New product planning, Global market entry, and Sustainable 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


I received BA from SNU, MBA from U. of Georgia, and Ph.D. from Penn State U. Having taught at Auburn U, I am currently a professor of marketing at UML.

Selected 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

Selected Publications

  • Huang, Y., Yoon, E. (2017). Sustaining buyer-seller relationships: The buyer’s perspective. International Journal of Global Management Studies, 6(1).
  • 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) 120-138.
  • Yoon, E. (2015). An exploratory survey-content-case study of technology as a driver of corporate commitment to sustainability. Journal of International Management Studies, 15(1) 63-70.
  • Yoon, E., Tello, S. (2014). CSR reporting on the corporate commitment to sustainable innovation. 14(1) 71-82..
  • Yoon, E. (2013). Corporate response to social activism for sustainability: An exploratory case study of global corporations. Journal of International Management Studies, 13(4) 97-106.
  • Yoon, E., Talay, B. (2013). When a mismatch really a match? The effect of inconcruity on advertising effectiveness. Journal of International Finance and Economics, 13(1) 115-124.
  • Yoon, E., Nikolaeva, R., Carter, E. (2012). Direct Mail Marketing at the Art Institute of Chicago (pp. 251-264). The IMC Handbook: Readings and cases in Integrated Marketing Communications
  • Yoon, E., Nikolaeva, R., Carter, E. (2009). Art Institute of Chicago: Developing a Solution to Declining Membership. International Journal of Integrated Marketing Communications, 2(1) 72-84.
  • Tello, S.F., Yoon, E. (2009). Drivers of Sustainable Innovation: Exploratory Views and Corporate Strategies. Seoul Journal of Business, 9(2) 85-115.
  • Yoon, E., Tello, S. (2008). Examining drivers of sustainable innovation. International Journal of Business Strategy, 8(3) 164-169.
  • 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) 57-74.
  • Yoon, E., Kijewski, V. (1997). Dynamics of the relationship between product features, quality evaluation, and pricing. Pricing Strategy and Practice, 5(2) 45-60.
  • Yoon, E., Kijewski, V. (1996). The Brand Awareness-to-Preference Link in Business Markets. Journal of Business-to-Business Marketing, 2(4) 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) 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) 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) 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) 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, 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, 3 134-144.
  • 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) 134-144.

Selected Presentations

  • An Exploratory Study on the Role of Serial Innovators for the Successful Development and Market Entry of New Products - The 33rd BESSH 2018 Conference, May 2018 - Seoul, South Korea
  • Timing of Market Entry for New Products: An Exploratory Case Study of Pioneering and Following - AMTP 2018 Annual Meeting , March 2018 - Jacksonville, FL
  • Industry-academia collaboration for pioneering entrepreneurship - The KMAC second PSM Symposium, June 2017 - Sejong, South Korea.
  • Entrepreneurial approaches to Science-Business interface: Professional Scientist Masters Program - The Science-Business Interface Seminar, May 2017 - Choong-Book University, Gong-Ju, South Korea
  • An Exploratory Case Study of Entrepreneurship Education in Multi-disciplinary and Multi-cultural Environment - USASBE 2016 Annual Conference, January 2016 - San Diego, CA.
  • Technology and corporate commitment to sustainability: A case study of global corporations - Academic and Business Research Institute International Conference, January 2015 - Orlando, FL
  • CSR Reporting and Corporate Commitment to Sustainable Inovation - International Academy of Business and Economics Annual Conference, March 2014 - Orlando, FL
  • Corporate response to the regulations for sustainability: A case study of the leading global corporations - The International Academy of Business and Economics 2013 Winter Conference, March 2013 - 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

Research Currently in Progress

  • A Content and Survey Analysis on the Gaps between Sustainability Reporting and Public Perception

    The corporate reporting on a firm's commitment to sustainability tends to be overstated in comparison with the public perception or trust on the firm's actual performance and realized strategic investment. The gaps between the corporate claims and the public perceptions are examined to draw the managerial implications for the firm's promotion effort and the future of the corporate social responsibility.
    Yoon, E.

  • New Product Development and Market Entry: An Exploratory Case Study of the Success Factors and Serial Innovators

    One of the management goals through the whole process of product innovation is speeding up the completion of concept generation/evaluation, design/development, and testing/programming for its timely market entry. The literature report various strategic supports for the acceleration of Time-to-Market of a new product, e.g. efficiently organizing a dedicated cross-functional team, collaboratively intensifying the resource commitment, proactively shortening the process of designing and prototyping, timely securing the capacity for manufacturing, and synergistically coordinating the marketing programs. The role and contribution of serial innovators is often essential to accomplish the complex tasks of timely developing and launching a new product, especially in many cases of radical innovation. The serial innovator’s capacity of bridging the gap between technology and market is based on their confidence and ability of understanding the customer’s problems and competitive environment, discovering the technical solutions, confirming the customer acceptance, and estimating the market potential of the new product. This article examines a qualitative decision of launching a new product into the market as a pioneer or follower and explores the strategic and tactical implications of a case study on the new product success factors in relation to the role of serial innovators. The lessons from sixty pioneering and following market-entry cases confirm such success-factors as: Technical or technological superiority, Competitive advantages associated with the market-entry time, Enhanced customer service, Appeal to the customers with additional value, Superior quality of the product offering, Expanding industry and market demand, Cost or pricing advantages, Intelligence advantages, Brand identity or customer loyalty, and Partnership or leadership advantages. Many of these success factors for both pioneers and followers are closely related to and supported by the capacity of serial innovators having dual background and expertise in both science or engineering and business or marketing.
    Yoon, E.