Zicklin Logo
Personal tools

Myung-Soo Lee

Professor of Marketing

Myung-Soo.jpgProfessor of Marketing

pdf Selected Scholarly Works


BBA Chung-Ang University Management and Marketing 1983
MBA SUNY at Albany Marketing 1985
PhD SUNY at Buffalo Marketing 1992

Areas of Expertise:

Consumer Information Search and Choice, Program Context Effect in Advertising, Forecasting Value of Purchase Intention Measures, Family Business and Entrepreneurship Issues, Interaction Between Entrepreneurship and Marketing

Selected Publications:

"Consumer Use of the Internet in Search for Automobiles: Literature Review, a Conceptual Framework, and an Empirical Investigation," (with Brian T. Ratchford and Debabrata Talukdar) Review of Marketing Research, Vol. 2., 2005.

"Who Done It? Attributions by Entrepreneurs and Experts of the Factors that Cause and Impede Small Business Success," (with Edward G. Rogoff and Dong-Churl Suh) Journal of Small Business Management, Vol. 42, No. 4, pp. 364-376, 2004.

"The Impact of the Internet on Information Search for Automobiles," (with Brian T. Ratchford and Debabrata Talukdar) Journal of Marketing Research, Vol. 40, No. 2 (May), pp. 193-209, 2003.

"A Model of Consumer Choice of the Internet as an Information Source," (with Brian T. Ratchford and Debabrata Talukdar) International Journal of Electronic Commerce, 5 (3): 7-21, Spring 2001.

"Combining the Resources of Government, Academic, and Financial Institutions: A Model of Entrepreneurship Development" (with Edward G. Rogoff and Alvin N. Puryear). Global Outlook, 11 (3): 105-17, 1999.

"The Accuracy of the Conference Board's Buying Plans Index: A Comparison of Judgmental vs. Extrapolation Forecasting Methods" (with B. Elango and Steven P. Schnaars). International Journal of Forecasting, 13: 127-35, 1997.

"Attitudinal Constructs Towards Sponsorship: Scale Development Using Three Global Sporting Events" (with Dennis M. Sandler and David Shani). International Marketing Review, 14 (3): 159-69, 1997.

"A Dual Path Model of Education Effects on Entrepreneurship: An Empirical Analysis" (with Edward G. Rogoff). Journal of Business and Entrepreneurship, 9 (1): 99-115, March 1997.

Academic Activities:

Reviewer, Journal of Small Business Management, 2005

Reviewer, Electronic Markets, 2004, 2005

Reviewer, Marketing Science, 2003

Reviewer, Journal of Business Venturing, 2002.

Reviewer, International Journal of Electronic Commerce, 2002.

Panel Member and Reviewer, PSC-CUNY Research Grant Evaluation, 1994, 2002.

Committee Member, Middle State Accreditation Committee, 1999-2000.

Reviewer, Research Grant Program Evaluation, Social Sciences and Humanities Research Council of Canada, 1994-96.

Professional Activities:

Advisory Board Member, Board of Education, Virtual Enterprise International, 1997-present.

Board Member, Bernard M. Baruch College Association, Baruch College, 2000-present.

Board Secretary, Korean School of New Jersey, Tenafly, N.J., 2000-present.

Special Session Moderator, 2000 Entrepreneurship Summit, Baruch College, 2000.

Organizing Committee, Family Business Conference, Baruch College, 1999.

Awards, Honors, etc.:

Annual Faculty Scholarship and Creative Award, Baruch College, 2004, 2005

Certificate of Recognition, "Salute to Scholars," CUNY, 2003

Fellow, Coleman Foundation Scholarship, 1999, 2000, 2001.

Recognition Award, Board of Education of the City of New York, 1999.

Nomination, Distinguished Teaching Award, Baruch College, 1994.

Award for Continued Teaching Excellence, School of Business, Baruch College, 1993.

Honorable Mention, Excellence in Teaching Award, SUNY at Buffalo, 1990.

Baruch College/CUNY | Zicklin School Of Business | 646-312-1000 | Copyright © 2014
One Bernard Baruch Way, New York, NY 10010 ( 55 Lexington Avenue at East 24th Street, NYC )

FAQ | News | Events Listing | Administrators Login | About This Website | AACSB Accredited