MYUNG-SOO LEE

CURRICULUM VITAE
MYUNG-SOO LEE
Associate Dean for Academic Affairs
Professor of Marketing
Zicklin School of Business
Baruch College of The City University of New York
Office:
Residence:
Office of the Dean
44 Higgins Place
Zicklin School of Business Harrington Park, NJ 07640
Baruch College of The City University of New York (201) 784-7491
One Bernard Baruch Way
Box B13-260 CP: 646-552-6892
New York, NY 10010
(646) 312-3048 Fax: (646) 312-3031
E-mail: myung-soo_lee@baruch.cuny.edu
EDUCATIONAL BACKGROUND
Degree University Date
Ph.D. State University of New York at Buffalo 1992
Major: Marketing
Minor: Statistics and Evaluation
MBA State University of New York at Albany 1985
Major: Marketing
BBA Chung-Ang University, Seoul, Korea 1983
Major: Business Administration
EMPLOYMENT RECORD
Rank/Title Institution Date
Associate Dean for Academic Affairs Baruch College 2007 – Present
Chair, Department of Marketing and
International Business Baruch College 2006 – 2007
Field Mentor, Lawrence N. Field
Center for Entrepreneurship Baruch College 1997 – 2006
Faculty Mentor, Small Business Lab Baruch College 1993 – 1994
Professor of Marketing Baruch College 2004 – Present
Associate Professor of Marketing Baruch College 1998 - 2004
Assistant Professor of Marketing Baruch College 1992 – 1998
Instructor of Marketing Baruch College 1990 – 1992
Instructor of Marketing Buffalo State College 1987 - 1989

ADMINISTRATIVE HIGHLIGHTS
• Associate Dean for Academic Affairs: I am heavily involved in faculty recruiting and
development, AACSB accreditation process, and all aspects of graduate programs. I also deal
with domestic and international executive programs.
• Chair of the Department of Marketing and International Business: In my tenure as chair of the
department from during the academic year of 2006-2007, I worked hard to establish a strategic
direction toward fostering faculty research productivity while serving our undergraduate and
graduate student body at the highest possible instructional quality level. In so doing, I consulted
broadly with our faculty members and students in terms of their assessment of where we were and
where we should be in the context of Baruch College and Zicklin School Strategic Plans. As a
first step toward streamlining departmental operations, I initiated amending bylaws to establish a
Curriculum Committee at the department level. I elevated research expectation from all faculty
members, particularly from junior faculty for their tenure and promotion decisions.
• Program Coordinator of International Programs: I have coordinated the Executive Master of
Science in Marketing (EMSM) International Programs since 2002. As part of our executive MS
programs at Baruch, we have offered executive MS programs in Hong Kong, Singapore, Taiwan,
and Israel. I have coordinated the scheduling of programs and have taught classes for the program.
• Field Mentor of the Lawrence N. Field Center for Entrepreneurship: From its establishment in
1993, I had worked at the entrepreneurship center as a Field faculty mentor. I have worked a
number of research projects with other Field mentors at the entrepreneurship center.
• Active Involvement in Honors Programs at Undergraduate and Graduate Levels: I developed a
number of honors courses at both undergraduate and graduate levels. When the City University of
New York established its Honors College, I was involved in the program development. I was also
a member of Honors MBA faculty when the Zicklin School started its full-time Honors MBA
program.
TEACHING
Course Level Institution
Marketing Strategy Executive MBA Baruch College
Marketing Research Executive MS Baruch College
Marketing Management MBA / Executive MBA Baruch College
Marketing Channels MBA Baruch College
Current Topics in Marketing Executive MS Baruch College
Introduction to Business Undergraduate Baruch College
Marketing Principles Undergraduate Baruch College
Consumer Behavior Undergraduate Baruch College
Advertising and Marketing Communications Undergraduate Baruch College
Advertising Concepts and Practices Undergraduate Buffalo State College
Sales Methods and Selling Techniques Undergraduate Buffalo State College
Seminars and Workshops
• E-Commerce and E-Business Models for Small Business Owners: The Lawrence N. Field Center
for Entrepreneurship at Baruch College
• Low or No Cost Advertising: The Lawrence N. Field Center for Entrepreneurship at Baruch
College
• Low Cost Marketing Research for Small Business Owners: The Lawrence N. Field Center for
Entrepreneurship at Baruch College

ACADEMIC HONORS AND AWARDS
• 6th Annual Faculty Scholarship and Creative Award, Baruch College, 2008
• 4th Annual Faculty Scholarship and Creative Award, Baruch College, 2006
• Employee Service Award: 15 Years of Service, Baruch College, 2005
• 3 rd Annual Faculty Scholarship and Creative Award, Baruch College, 2005
• 2 nd Annual Faculty Scholarship and Creative Award, Baruch College, 2004
• 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, The Distinguished Teaching Award, Baruch College, 1994
• Award for Continued Teaching Excellence, School of Business, Baruch College, 1993
• Nomination, The Distinguished Teaching Award, Baruch College, 1993
• Nomination, The Doctoral Student Achievement Award, SUNY Buffalo, 1993
• Honorable Mention, Excellence in Teaching Award, SUNY Buffalo, 1990
• Fellow, American Marketing Association Doctoral Consortium, 1989
ACADEMIC GRANTS
• PSC-CUNY Research Award Program Grant (PSC-CUNY-37) for 2006-2007
• The Marion Ewing Kauffman Foundation Research Grant ($150,000) for 2003-2005
• Summer Research Grant, Zicklin School of Business, Baruch College, 2004, 2005, 2006
• Zicklin Fellow, Zicklin School of Business, Baruch College, 2000
• PSC-CUNY Research Award Program Grant (PSC-CUNY-24) for 1993-1995
REFEREED JOURNAL PUBLICATIONS
Puryear, Alvin N., Eward 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.
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.
Ratchford, Brian T., Debabrata Talukdar, and Myung-Soo Lee (2001), "A Model of Consumer
Choice of the Internet as an Information Source," International Journal of Electronic Commerce,
Vol. 5, No. 3 (Spring), pp. 7-21.

REFEREED JOURNAL PUBLICATIONS (continued)
Rogoff, Edward G., Myung-Soo Lee, and Alvin N. Puryear (1999), "Combining the Resources of
Government, Academic, and Financial Institutions: A Model of Entrepreneurship Development,"
Global Focus, Vol. 11, No. 3, pp.105-118.
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, pp. 159-169.
Lee, Myung-Soo and Edward G. Rogoff (1997), "A Dual Path Model of Education Effects on
Entrepreneurship: An Empirical Analysis," Journal of Business and Entrepreneurship, Vol. 9, No.
1 (March), pp. 99-115.
Lee, Myung-Soo and Edward G. Rogoff (1996), "Do Women Entrepreneurs Require Special
Training? An Empirical Comparison of Men and Women Entrepreneurs in the United States,"
Journal of Small Business and Entrepreneurship, Vol. 14, No. 1 (September), pp. 4-30.
Lee, Myung-Soo and Edward G. Rogoff (1996), "Comparison of Family Owned and Non-Family
Owned Businesses: An Investigation of Differences in Goals, Attitudes, and Family/Business
Conflict," Family Business Review, Vol. 9, No. 4 (Winter), 423-437.
Lee, Myung-Soo, Edward G. Rogoff, and Alvin N. Puryear (1996), "Black Entrepreneurship: It
Has a Past and It Can Have a Future," Entrepreneurial Executive, Vol. 1, No. 2 (Fall), pp. 1-9.
Rogoff, Edward G. and Myung-Soo Lee (1996), "Does Firm Origin Matter? An Empirical
Examination of Types of Small Business Owners and Entrepreneurs," Academy of
Entrepreneurship Journal, Vol. 1, No. 2 (Fall), pp. 1-17.
Rogoff, Edward G. and Myung-Soo Lee (1996), "Putting Government’s Role in Perspective: The
Impact of Government Programs on Entrepreneurs and Small Business Owners," Journal of
Developmental Entrepreneurship, Vol. 1, No. 1 (Spring), pp. 57-73.
Lord, Kenneth R., Myung-Soo Lee, and Paul L. Sauer (1995), "The Combined Influence
Hypothesis: Central and Peripheral Antecedents of Attitude Toward the Ad," Journal of
Advertising, Vol. 24, No. 1 (Spring), pp. 73-85.
Lord, Kenneth R., Myung-Soo Lee, and Paul L. Sauer (1994), "Program Context Antecedents of
Attitude Toward Radio Commercials," Journal of the Academy of Marketing Science, Vol. 22,
No. 1 (Winter), pp. 3-15.
Mittal, Banwari and Myung-Soo Lee (1989), "A Causal Model of Consumer Involvement,"
Journal of Economic Psychology, Vol. 10, No. 3 (November), pp. 363-389.

OTHER JOURNAL PUBLICATION
Rogoff, Edward G., Hany S. Guirguis, Richard A. Lipton, Donna M. DiMichele, Stephanie V.
Seremetis, George M. Agnew, Margaret Karpatkin, Robert J. Barish, Robert L. Jones, Celso
Bianco, Barbara D. Knothe, and Myung-Soo Lee (2003), “The Upward Spiral Drug Costs: A
Longitudinal Study of Drugs Used in the Treatment of Hemophilia,” Thrombosis and
Haemostasis, Vol. 88, pp. 545-553.
ON-LINE JOURNAL PUBLICATION
Ratchford, Brian T., Myung-Soo Lee, and Debabrata Talukdar (2001), "The Impact of the
Internet on Information Search for Automobiles," Research of Marketing Science (ROM), Vol. 2,
(URL: http://roms.utdallas.edu).
REFEREED CONFERENCE PROCEEDINGS
Lee, Myung-Soo, Alvin N. Puryear, Edward G. Rogoff, Joseph I. Onochie, and George W.
Haynes (2006), “Gender Differences in Family Business Management: An Empirical
Investigation of Mexican-American and Korean-American Businesses in the United States,”
Proceedings of 51 st International Council for Small Business Conference, Melbourne, Australia.
Edward G. Rogoff, Myung-Soo Lee, and Dong-Churl Suh (2002), “Who Done It? Attributions
by Entrepreneurs and Experts of the Causes of Small Business Success and Impeding Factors,”
Proceedings of the United States Association for Small Business and Entrepreneurship
(USASBE) Annual National Conference, Reno, Nevada. (CD-ROM format)
Kenneth R. Lord, Myung-Soo Lee, and Peggy Choong (2001), “Differences in Normative and
Informational Social Influence,” in Mary C. Gilly and Joan Meyers-Levy (eds.), Advances in
Consumer Research, Vol. XXVIII. pp. 280-285.
Rogoff, Edward G., Myung-Soo Lee, and Ramona K.Z. Heck (2001), "The Effect of Education
Within The Family Business Context," Proceedings of the Second United States Association for
Small Business and Entrepreneurship (USASBE) / Small Business Institute Director's
Association (SBIDA) Joint National Conference, Orlando, Florida. (CD-ROM format)
Rogoff, Edward G., Myung-Soo Lee, and Cheryl Fenton (1998), "An Analysis of Services
Offered to SBDC Clients: Implications for Process Management," 1998 National Small Business
Development Center (SBDC) Conference Proceedings, Savannah, Georgia, pp.218-222.
Lee, Myung-Soo, Edward G. Rogoff, and Alvin N. Puryear (1998), “Differences between
Aspiring Minority and Established, Non-Minority Business Owners: Is There a Goal Gap?”
Proceedings of the United States Association for Small Business and Entrepreneurship
(USASBE) 12th Annual Conference, Lynn Neeley (Ed.), pp. 1-11.
SandIer, Dennis, David Shani, and Myung-Soo Lee (1996),"Special Event Sponsorship:
Developing a Structural Equation Model," Northeast Decision Science Institute 1996 Conference
Proceeding, pp.354-355.

REFEREED CONFERENCE PROCEEDINGS (continued)
Lee, Myung-Soo, Edward G. Rogoff, and Alvin N. Puryear (1995), "Entrepreneurship Education
for Minorities through a Small Business Lab," The Art & Science of Entrepreneurship Education,
Vol.3, pp.101-110.
Mittal, Banwari and Myung-Soo Lee (1991), "Extended Consumer Involvement Profiles: The
Concept and its Illustration," Developments in Marketing Science, 1991 Academy of Marketing
Science Proceedings, Vol. XIV, pp.46-SO.
Lee, Myung-Soo (1988), "Two-part Pricing in a Competitive Market; An Empirical Investigation
of the Video Movie Rental Case," Proceedings of the 1988 Summer AMA Educators'
Conference, pp.195-199.
Mittal, Banwari and Myung-Soo Lee (1988), "Separating Brand-Choice Involvement from
Product Involvement Via Consumer Involvement Profiles," in Michael J. Houston (ed.),
Advances in Consumer Research, Provo, UT: Association for Consumer Research, XV, pp.43-49.
CHAPTERS IN BOOKS
Ratchford, Brian T., Myung-Soo Lee, and Debabrata Talukdar (2005), “Consumer Use of the
Internet in Search for Automobiles: Literature Review, a Conceptual Framework, and an
Empirical Investigation,” Review of Marketing Research, Vol. 2, ed. Naresh K. Malhotra, pp. 81-
107. New York: M.E. Sharpe.
Lee, Myung-Soo (2002), “Global Marketing,” Principles of Marketing, Dong-Sung Kwak (ed.),
Dong-Sung Publishing House, Seoul, Korea (written in Korean), pp. 483-513.
BOOK REVIEWS
Review of Marketing and Entrepreneurship: Research Ideas and Opportunities by Gerald E.
Hills, Journal of Business-to-Business Marketing, Vol. 3, No. 3, 1996, pp.85-87.
Review of Customer Centered Selling: Eight Steps to Success from the World’s Best Sales Force
by Robert L. Jolles, Global Focus, Vol. 11, No. 4, 1999, pp. 179-180.
PRESENTED PAPERS AND LECTURES
Lee, Myung-Soo, Alvin N. Puryear, Edward G. Rogoff, Joseph Onochie, and George Haynes
(2007), “Gender Differences in Family Business Management: An Empirical Investigation of
Mexican-American and Korean-American Businesses in the United States,” United States
Association of Small Business and Entrepreneurship (USASBE) Annual National Conference,
Minority and Women Workshop Session, Orlando, Florida
Lee, Myung-Soo (2005), “The Impact of the Internet on Product Information Search: A
Synthesis of a Research Project,” School of Management Seminar Series, SUNY at Buffalo,
Buffalo, New York

PRESENTED PAPERS AND LECTURES (continued)
Talukdar, Debabrata, Lee, Myung-Soo and Brian T. Ratchford (2003), “The Impact of the
Internet on Consumers’ Product Information Search Behavior,” School of Management Seminar
Series, SUNY at Buffalo, Buffalo, New York
Myung-Soo Lee, Brian T. Ratchford, and Debabrata Talukdar (2003), “Evolving Role of the
Internet on Consumers’ Product Information Search: Insights from the Automobile Market,”
INFORMS Marketing Science Conference, University of Maryland, College Park, Maryland
Ratchford, Brian T., Myung-Soo Lee, Debabrata Talukdar (2003), "Consumer Use of the Internet
in Search for Automobiles,” Association for Consumer Research Annual Conference, Toronto,
Canada
Heck, Ramona K.Z., Edward G. Rogoff, Myung-Soo Lee, and Kathryn Stafford (2002), “The
Economic Contributions of Family Business and Their Effects on Communities,” United States
Association of Small Business and Entrepreneurship (USASBE) Annual National Conference,
Family Business Invited Session, Reno, Nevada
Liu, Ben, Myung-Soo Lee, and Brian T. Ratchford (2001), "The Role of Royalty and Satisfaction
in a Channel Relationship: An Empirical Investigation in Auto Dealership," INFORMS
Marketing Science Conference, Wiesbaden, Germany.
Ratchford, Brian T., Myung-Soo Lee, Debabrata Talukdar (2000), "The Impact of the Internet on
the Search for Automobiles," INFORMS Annual Conference, San Antonio, TX.
Sandler, Dennis, David Shani, Myung-Soo Lee (1997), "How Consumers Learn about Sponsors:
The Impact of Information Sources on Sponsorship," Presented at the Three American Marketing
Association Special Conferences, Dublin, Ireland.
Shani, David, Myung-Soo Lee, Dennis Sandler (1996), "Sports Marketing: Problems and
Opportunities of Product Endorsement by Sport Celebrities," Presented at the Academy of
Business Administration Conference, Acapulco, Mexico.
Lee, Myung-Soo and Peter Popkowski-Leszczyc (1994), "The Dealer's Role in New Automobile
Purchases," Presented at the Recent Advances in Retailing and Services Science Conference,
Lake Louise, Alberta, Canada
Ratchford, Brian T., Myung-Soo Lee, and Rajan Sambandam (1993), "Satisfaction, Preference,
Search and Choice," Presented at the Marketing Science Conference at the Washington
University in St. Louis, Missouri.
Kalita, Jukti and Myung-Soo Lee (1992), "An Industry Equilibrium Analysis of Downstream
Vertical Integration with Demand Uncertainty," Presented at the Joint National Meeting of
TIMSIORSA Conference in Orlando, FL.
Sauer, Paul, Myung-Soo Lee, and Murray Young (1990), "A Model of the Impact of Electronic
Catalog Shopping," Presented at the Marketing Science Conference at the University of Illinois.
Sauer, Paul, Paul Prabhaker, and Myung-Soo Lee (1987) "Hierarchical Quality Structure
Inferences from Brand Attribute Cues," Presented at the Annual ORSAITIMS Conference in St.
Louis, Ml.

WORK IN PROGRESS
Papers Submitted to Journals for Consideration:
Haynes, George W., Joseph I. Onochie, Myung-Soo Lee, Alvin N. Puryear, Edward G. Rogoff,
and Ramona K.Z. Heck, “Financial Intermingling in Korean-American and Mexican-American
Small Businesses,” Under review in Journal of Developmental Entrepreneurship.
Completed Papers for Journal Submission:
Lee, Myung-Soo, Alvin N. Puryear, Edward G. Rogoff, Joseph Onochie, and George Haynes,
“Gender Differences in Family Business Management: An Empirical Investigation of Mexican-
American and Korean-American Businesses in the United States,” To be submitted to Small
Business Economics Journal.
Ratchford, Brian T., Myung-Soo Lee, and Rajan Sambandam, "Satisfaction, Preference, Search
and Choice," Working Paper, Under revision process for a resubmission to Journal of Marketing
Research.
Gould, Stephen J., Myung-Soo Lee, and Jose Casal, "Consumers' Car Careers: A
Phenomenological Study of Their Lifetime Experiences with Automobiles," Under revision
process for resubmission to Journal of Consumer Research.
Lord, Kenneth R., Myung-Soo Lee, and Peggy Choong, "Normative and Informational Social
Influence Decision and Relationship Characteristics," Under revision for Journal of Academy of
Marketing Science.
Research in Progress:
Lee, Myung-Soo, "Information Source Utilization and Choice Patterns: In the Case of
Automobile Purchase," Analysis completed.
Ratchford, Brian T. and Debabrata Talukdar, Myung-Soo Lee, “Return to Internet Search: A
Longitudinal Analysis of New Automobile Purchases,” Data collected and being analyzed.
Talukdar, Debabrata, Myung-Soo Lee, and Brian T. Ratchford, “Evolving Role of the Internet on
Consumers’ Product Information Search: Insights from the Automobile Market,” Data collected
and being analyzed.
Lord, Kenneth R. and Myung-Soo Lee, "A Central/Peripheral Perspective on Repetition," Draft
completed and being revised.
Heck, Ramona K.Z., Kathryn Stafford, Edward G. Rogoff, and Myung-Soo Lee, “The Economic
Impact and Contribution of Family Businesses,” Data analyses completed and manuscript now
being drafted.
Rogoff, Edward G., Myung-Soo Lee, and Alvin N. Puryear, “Determinants of Success in Start-
Up Business Counseling, “ Concept paper completed. Data collected and now being analyzed.

ACADEMIC EXPERIENCE
Teaching
2004 -Present Professor of Marketing
Baruch College of The City University of New York
Zicklin School of Business, Department of Marketing and International Business
Teaching Marketing Foundations, Marketing Management and Channel
Management, Marketing Research, Promotional Strategy, Introduction to Business at the
undergraduate, graduate, and executive MBA and MS level.
1997-2006 Lawrence N. Field Mentor
The Lawrence N. Field Center for Entrepreneurship and Small Business,
Zicklin School of Business, Baruch College of The City University of New York
Helping entrepreneurs establish and manage their small businesses in the New York
Metropolitan area. Offering Marketing, Promotion, and Internet Marketing Seminars for
small business owners.
1998 -2003 Associate Professor of Marketing
Baruch College of The City University of New York
Zicklin School of Business, Department of Marketing
Teaching Marketing Foundations, Marketing Management and Channel
Management, Consumer Behavior, Promotional Strategy, Introduction to Business at the
undergraduate and graduate level.
1992 - 1997 Assistant Professor of Marketing
Baruch College of The City University of New York
Zicklin School of Business, Department of Marketing
Taught Marketing Foundations, Marketing Management and Channel
Management, Introduction to Business at the undergraduate and graduate level.
1993-1994 Faculty Coordinator
Small Business Lab
School of Business and Public Administration, Baruch College
Helping entrepreneurs establish and manage their small businesses in the New York
Metropolitan target area. Offering Marketing Research and Promotion Seminars for small
business owners.
1990 - 1992 Instructor of Marketing
Baruch College of The City University of New York
School of Business and Public Administration, Department of Marketing
Taught Marketing Foundations and Channel Management at the undergraduate and
graduate level.
1986 - 1990 Instructor of Marketing
University at Buffalo - State University of New York
School of Management, Marketing Department
Taught Principles of Marketing and Buyer Behavior at the undergraduate level.

ACADEMIC EXPERIENCE
Teaching (continued)
1987 - 1989 Instructor of Marketing
State University College at Buffalo:
Business Department
Taught Principles of Marketing, Advertising Concepts and Practices, and
Sales Methods and Techniques at the undergraduate level.
Research
1986 - 1987 University at Buffalo - State University of New York, School of Management
Graduate/Research Assistant, Worked as a computer consultant for the faculty and
students.
1984 - 1985 University at Albany - State University of New York, School of Business
Graduate Assistant, Worked for Dr. W. Christian Buss.
Applied Marketing Research Projects
Spring 2002
Spring 1998
Spring 1997
Fall 1986
Spring 1985
Fall 1984
CAS-USA Corporation, Inc.
Rutherford, New Jersey
Conducted marketing research for commercial and industrial scale products and wrote a
strategic marketing plan for company management.
Bergen County, Division of Cultural and Historic Affairs
Hackensack, New Jersey
Conducted a cultural needs survey of Korean-American residents in the county.
Bergen County, Division of Cultural and Historic Affairs
Hackensack, New Jersey
Conducted a cultural needs survey of Bergen County residents.
Millard Fillmore College, Buffalo, New York
Designed an Advertising Campaign for expanding school enrollment among
non-traditional student populations and developed a positioning strategy.
Veterans Administration Medical Center, Albany, New York
Conducted a health care consumption survey and set up a model for demand
forecasting.
Stuyvesant Shopping Center, Albany, New York:
Conducted a survey and developed an advertising campaign.
NON-ACADEMIC EXPERIENCE
2005 – 2006 Outside Board Member, CAS Corporation, Seoul, Korea
1998 – 2005 Board Member, The Korean School of New Jersey, Teaneck, New Jersey

NON-ACADEMIC EXPERIENCE (continued)
1999 - 2002 Advisory Board Member, Occupational Educational Commission,
New York City Board of Education
1997 - 2002 Advisory Board Member, Virtual Enterprise International, Inc.
New York City Board of Education
1990-1994 Board Member, Brooklyn Local Development Corporation
Brooklyn, New York
1979 - 1981 Army Sergeant, Military Logistics Specialist and Military Accountant
Korean Army, 33 Division, Seoul, Korea
PROFESSIONAL SERVICE
Service to Department of Marketing and International Business, Baruch College
Department Chair, 2006 - 2007
Member, Faculty Compensation Review Committee, 2003 – 2007
Coordinator, Executive Master of Science International Programs, 2003 - Present
Chair, External Review Committee for Tenure and Promotion Cases, 1998 – 2006
Member, Executive Committee, 2000 - 2006
Chair, Recruiting Committee, 1998-1999
Member, Position Paper Committee for Swee Chia, Sungmin Ryu
Member, Doctoral Dissertation Committee for Swee Chia
Coordinator, Computer Resources Lab, 1990-1993
Service to Zicklin School of Business, Baruch College
Member, School Personnel and Budget Committee, 2006 - 2007
Faculty, Executive MBA Program, 1995 – 2006
Speaker, Banking Bazaar, Field Center, Baruch College, 2005
Presenter, Zicklin School of Business Major Day, 2004
Special Session Moderator, 2000 Entrepreneurship Summit, 2000
Organizing Committee, Family Business Conference, 1999

Service to Baruch College
Member, International Programs Associate Director Search Committee, 2006
Mentor, Baruch College Entrepreneurship Competition, 2003 - 2006
Member, Baruch Faculty Senate Committee on Academic Freedom and Responsibility,
2004 – Present
Board Member, Bernard M. Baruch College Association, Inc., 2001- 2006
Mentor, Baruch College and Merrill Lynch IPO Challenge, 2005
Presenter, College For a Day, Baruch College, 2003
Member, Freshmen Text Selection Committee, 2002
Member, Middle State Accreditation Committee, 1999 - 2000
Member, Freshman Year Initiative Committee, 1997
Member, Financial Aid Committee, 1995-1996
Member, Faculty-Student Disciplinary Committee, 1992
Member, Ceremonial Occasions Committee, 1993-1994
Member, Social Activities Committee, 1993-1994
Faculty Participant, Multicultural Workshop, 1993
Faculty Participant, Workshop on Writing and the ESL Sequence, 1993
Service to the Graduate Center
Presenter, Doctoral Proseminar, 2004, 2005, 2006, 2007
Member, Position Paper Committee for Swee Chia, Sungmin Ryu
Member, Doctoral Dissertation Committee for Swee Chia
Service to The City University of New York (CUNY)
Coordinator, PSC-CUNY Research Grant Evaluation, CUNY, 2002
Reviewer, PSC-CUNY Research Grant Evaluation, CUNY, 2000
Organizing Committee, Asian-American Higher Education Council Conference, 1995
Panel Member and Reviewer, PSC-CUNY Research Grant Evaluation, CUNY, 1994

Service to the Field
Reviewer, Academy of Marketing Science Annual Conference, 2007
External Reviewer, Mary Long, Ph.D., Pace University for her promotion to full, 2006
External Reviewer, Pola Gupta, Ph.D., Wright State University for promotion to full, 2006
Outside Reviewer, Department of Marketing, Kean University, 2006
Reviewer, Journal of Marketing, 2006
External Reviewer, Dawn Lerman, Ph.D., Fordham University for her tenure, 2005
Reviewer, Journal of Small Business Management, 2005, 2006, 2007
Reviewer, Valerie Vaccaro, Ph.D., SUNY at Old Westbury for her reappoint evaluation, 2005
Reviewer, Electronic Markets, 2004, 2005
Reviewer, Marketing Science, 2003
External Reviewer, Peggy Choong, Ph.D., Niagara University for her tenure, 2003
External Reviewer, Pola Gupta, Ph.D., Wright State University for his tenure, 2003
Outside Reader, Yooncheong Cho’s Ph.D. Dissertation, Rutgers University, 2002
Ad Hoc Reviewer, International Journal of Electronic Commerce, 2002, 2003
Ad Hoc Reviewer, Journal of Business Venturing, 2002
Reviewer, Research Grant Program Evaluation, Social Sciences and Humanities
Research Council of Canada, 1994,1995,1996
Outside Reviewer, Uday Kumar's Ph.D. Dissertation, SUNY Buffalo, 1994
Reviewer, Academy of Marketing Science QOL Conference, 1992
Reviewer, AMA Summer Educators' Conference, 1992
Ad Hoc Reviewer, International Journal of Forecasting, 1990-91
Service to the Community
Guest Speaker, y-KAN (Korean American Network), 1999
Speaker, Korean Geographical Seminar, Naval Reserve Comuskorea Det 102, 1992

PROFESSIONAL AFFILIATIONS
PERSONAL
American Marketing Association (AMA)
Association for Consumer Research (ACR)
The Institute for Operation Research and the Management Sciences (INFORMS)
International Council for Small Business/United States Association for Small Business and
Entrepreneurship (USASBE)
Citizen of the United States of America
Married, Two Children
REFERENCES
John A. Elliott, Ph.D.
Vice President and Dean
Zicklin School of Business
Baruch College of The City University of New York
One Bernard Baruch Way
New York, NY 10010
(646) 312-3034
John_Elliott@baruch.cuny.edu
Brian T. Ratchford, Ph.D.
Professor of Marketing
The University of Texas at Dallas
SOM Building, Office 3.707
P.O. Box 830688, SM32
Richardson, TX 75083-0688
(972) 883-5975
Brian.Ratchford@utdallas.edu
Debabrata (Debu) Talukdar, Ph.D.
215E, Jacobs Management Center
School of Management
State University of New York at Buffalo
Buffalo, New York 14260
(716) 645-3243
dtalukda@buffalo.edu