معرفی
CHOI Yong Bum is an Assistant Professor of Marketing at NEOMA Business School in France. He holds a Ph.D. in Management from the Whitman School of Management at Syracuse University, focusing on multi-channel retailing dynamics.
- Education: Ph.D. in Management, Whitman School of Management, Syracuse University
His research investigates retailers’ strategic decisions and consumer shopping behavior in multi-channel environments, covering topics like:
- Strategic interactions between retailers and manufacturers
- Price and assortment optimization
- Store brand strategies
His work, highlighted in peer-reviewed journals and top academic conferences (e.g., INFORMS Marketing Science Conference), emphasizes the integration of digital tools (e.g., smartphones) into retail experiences and the value relevance of customer equity beyond traditional financial metrics.
At NEOMA, he coordinates courses such as:
- Retail Strategy
- Digital Marketing Specialization
- Search Engine Marketing
These courses span both undergraduate and graduate programs, reflecting his expertise in bridging theoretical research with practical applications in retail and digital marketing.
