معرفی
Yong Bum CHOI serves as an Assistant Professor of Marketing at NEOMA Business School in France, holding a PhD in Management from Syracuse University's Whitman School of Management. His academic appointment focuses on retail strategy and consumer behavior within multi-channel environments.
Dr. CHOI's research centers on strategic interactions between retailers and manufacturers, price and assortment optimization, and store brand strategies. Key research areas include Distribution Channel management, Retail Strategy, Customer Relationship Management (CRM), and Sustainability, with specific investigations into showrooming behaviors, product assortment dynamics, and customer equity valuation.
His publication trends reveal a consistent focus on quantifying retail strategy impacts through empirical analysis of consumer behavior and financial metrics. Recent work bridges marketing theory with practical retail applications, particularly examining how digital channels reshape traditional retail economics and consumer decision pathways.
At NEOMA Business School, Dr. CHOI coordinates Retail Strategy and Search Engine Marketing courses alongside the Digital Marketing Specialization for both undergraduate and graduate programs, integrating his research findings into curriculum development for contemporary marketing education.
