Yonsei School of Business Professor Mooweon Rhee of Management and Professor Jae Young Lee of Marketing, have had articles published in top-ranked journals —Organization Science and Market Science— in their respective fields. Organization Science is a globally renowned business administration journal that publishes innovative research about such organizational topics as procedure, structure, technology, identity, competence, form, and execution. Marketing Science is a globally renowned business administration journal that publishes research in fields related to mathematical modeling and operations research for the purpose of marketing analysis.
» Professor Mooweon Rhee
Professor Rhee’s newly published paper is titled “Great Vessels Take a Long Time to Mature: Early Success Traps and Competences in Exploitation and Exploration.” Taking as inspiration the Chinese four-character idiom with the meaning that patience leads to success, he shed light on the “early success trap”’ mechanism. Using a simulation, he demonstrated the possibility that success at the beginning of the life cycle of an individual or a group may compromise its potential for long-term success, especially in terms of competencies needed for new strategies and technologies. To evade such traps, the paper advocated a method called “slow learning.” This paper may serve as a warning to many Korean companies that fixate on speed in business.
Professor Rhee is currently pursuing three streams of research. The first focuses on errors from decisions or indecision that can arise in organizations through accidents or prejudice. A second interest lies in researching the mechanisms through which organizational assets that brought initial success may ultimately become liabilities. Finally, he is working toward an organizational theory based on Eastern philosophy. One paper he has under way discusses Western organizational learning theories whilst linking the Chu-tzu doctrines and the inventive processes of Sejong the Great.
» Professor Jae Young Lee
Professor Lee’s paper, “Social Contagion in New Product Trials and Repeat,” noted the phenomenon called Social Contagion, which is how the behavior of a consumer affects other consumers. Until now, the research on Social Contagion has been limited to showing the effects of the first purchase (trial) on new products. Professor Lee, however, expanded the scope of the existing research and shed light on the effects of continuous purchases (repeat). His research results showed that the mechanism of Social Contagion differed with the “‘first purchase”’ and “continuous purchase.” His research was of theoretical significance in its deepening understanding of roles and mechanisms associated with the topic.
Professor Lee said of his future research direction: “Even though there’s been a recent rise in the interest in social network marketing, in reality, there isn’t much information known due to the difficulty in analyzing. Through understanding, with a quantitative approach, Social Contagion’s mechanism and driver by means of various context and perspective, I want to do research that would give specific answers to what kind of content to produce and who to target when marketing professionals implement social network marketing.”