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Myung-Soo Lee

Professor of Marketing & Vice Provost for Global Strategies

Myung-Soo LeeProfessor of Marketing & Vice Provost for Global Strategies



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:

Ha, Hong-Youl, Myung-Soo Lee, and Swinder Janda (2016), "Effects of Economic and Social Satisfaction on Partner Trust: An Investigation of Temporal Carryover Effects," European Journal of Marketing, Vol. 50, No. 1/2, pp. 100-123.

Lee, Yoon G., Margaret A. Fitzerald, Kenneth R. Barkus, and Myung-Soo Lee (2015), "Adjustment Strategies and Business Success in Minority-Owned Family Firms," New England Journal of Entrepreneurship, Vol. 18, No. 1, pp. 9-26.

Lee, Myung-Soo, Alvin N. Puryear, Edward G. Rogoff, Josesph I. Onochie, George W. Haynes, and Ramona K.Z. Heck (2010), "Exploring the Impact of Education on Korean-American Entrepreneurs," New England Journal of Entrepreneurship, Vol. 13, Nov. 1, pp. 47-60.

Puryear, Alvin N., Edward G. Rogoff, Myung-Soo Lee, Ramona K.Z. Heck, George W. Haynes, Joseph I. Onochie, and Elissa B. Grossman (2008), "Sampling Minority Business Owners and Their Families: The Understudied Entrepreneurial Experience," Journal of Small Business Management, Vol. 46, No. 3, pp. 422-455.

Ratchford, Brian T., Debabrata Talukdar, and Myung-Soo Lee (2007), "The Impact of the Internet on Consumers' Use of Information Sources for Automobiles: A Re-Inquiry," Journal of Consumer Research, Vol. 34, No. 1 (June), pp. 111-119.

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

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

Ratchford, Brian T., Debabrata Talukdar, and Myung-Soo Lee (2001), "A Model of Consumer Choice of the Internet as an Information Source," (with Brian T. Ratchford and Debabrata Talukdar) International Journal of Electronic Commerce, Vol. 5 No. 3 (Spring) pp. 7-21.

Lee, Myung-Soo, B. Elango, and Steven P. Schnaars (1997), "The Accuracy of the Conference Board's Buying Plans Index: A Comparison of Judgmental vs. Extrapolation Forecasting Methods," International Journal of Forecasting, Vol. 13, pp. 127-135.

Lee, Myung-Soo, Dennis M. Sandler, and David Shani (1997), "Attitudinal Constructs Towards Sponsorship: Scale Development Using Three Global Sporting Events," International Marketing Review, Vol. 14, No. 3 (March), pp. 159-69.

Academic Administrative Experience:

Vice Provost for Global Strategies, 2015-Present

Director of International Executive Programs, 2014-2015

Interim Dean, 2012-2014

Associate Dean, 2007-2010

Department Chair, 2006-2007

Field Faculty Mentor, Field Center for Entrepreneurship, 1997-2006

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