Myung-Soo Lee - Zicklin School of Business

About

Myung-Soo Lee is Professor of Marketing and International Business at Baruch College. Professor Lee received his BBA from Chung-Ang University in Seoul, Korea; his MBA degree from SUNY at Albany; and his PhD degree from SUNY at Buffalo. Since Professor Lee joined Baruch College in 1990, he served as Chair of Baruch College’s Allen G. Aaronson Department of Marketing and International Business, as Associate Dean for Academic Affairs, and as Interim Dean of the Zicklin School of Business. His research interests are in the field of consumer information search, consumers’ attitude toward advertising, and the interface between marketing and entrepreneurship. His work has been published in numerous scholarly journals including the Journal of Consumer Research and the Journal of Marketing Research. Professor Lee has delivered marketing seminars to such corporations as KPMG and Northwestern Mutual Insurance Company, as well as to the Midtown Manhattan Small Business Development Center at Baruch College.

Vice Provost Lee oversees the college’s internationalization efforts on campus, focusing on improving students’ global competencies and strategic engagement with global partners.

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.

Awards