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1. Name Pil Hwa Yoo Title Associate Dean for External and Operations and Professor of Marketing at SKK Graduate School of Business, Sungkyunkwan University Phone 82-2-740-1521/1502 E-mail (Link) phyoo362@hitel.net/phyoo362@skku.edu Homepage (Link) Photo Curricula Vitae (Link) • AREAS OF INTEREST • Pricing, Marketing Strategy, Marketing Management, Global Marketing • EDUCATION • DBA. Harvard University, USA September, 1986 • * Doctoral Dissertation, “ Dynamic Pricing Strategy for New Consumer Durables” • MBA (with Honour). Northwestern University, USA September, 1981 • BBA. Seoul National University, Seoul, Korea February, 1979 • ACADEMIC AND PROFESSIONAL EXPERIENCE • <Academic> • Sungkyunkwan University, Associate Dean, SKK Graduate School of Business Jan. 2004- • Sungkyunkwan University, Professor April 1997- • Sungkyunkwan Univerisity, Associate Professor April 1992- Mar. 1997 • Sungkyunkwan University, Assistant Professor Sep. 1987- Mar. 1992 • Seoul National University, Visiting Professor Sep. 2001- Aug. 2002 • Keio University (in Japan), Visiting Associate Professor Mar. 1994- Feb. 1995 • German Management Institute (in Germany), Visiting Researcher Jan. 1987– July 1987 • University of Bielefeld (in Germany), Visiting Assistant Professor Oct. 1986- Dec. 1986 • <Business> • Korea Development Finance Corporation, Business Consultant Nov. 1978- July 1979 • Republic of Korea Army, Squad Leader Sep. 1974- May 1977

2. PUBLICATIONSBooks <Foreign>1. Pil Hwa Yoo, Sang Hyun Lee (2004), The Charter of Management, Taiyuan: Beiyue Art and Culture Press (China) 2. Pil Hwa Yoo (2004), Buddah’s Wisdom of Management, Beijing: Democracy and Construction Press (China). 3. Pil Hwa Yoo (2000), Die Weisheit der Unternehmensführung-Von Buddha lernen, Bergisch Gladbach: E. Ferger Verlag (Germany). 4. Hermann Simon and Pil Hwa Yoo (1995). Thinking Management, Companies with Visions, Tokyo: Toyo Keizai Shinbun (Japan). <Korean>1. Pil Hwa Yoo, Yong Joon Kim, Sangman Han (2005), Modern Marketing, 6th ed., Seoul: Pakyoungsa. 2. Pil Hwa Yoo (2002), Corporate Culture Makes Difference, Seoul: Haneon. 3. Pil Hwa Yoo et al. (2002), A History of Management in Korea, Seoul: Pakyoungsa. 4. Pil Hwa Yoo et al. (2001), Management in the Digital Age, Seoul: Pakyoungsa. 5. Pil Hwa Yoo and Sang Hyun Lee (2000), Diffenciated Companies Make the World Different, Seoul: Haneon. 6. Pil Hwa Yoo (1999), Managerial Wisdom Based on Case Studies, Seoul: Haneon. 7. Pil Hwa Yoo, Robert Dolan, Hermann Simon (1998), Competitive Pricing Strategy, Seoul: Haneon. 8. Pil Hwa Yoo (1997), Buddhism and Management, Seoul: Haneon. 9. Pil Hwa Yoo, Hong Seok Kim (1996), Strategy that Drives Your Competition Crazy, Seoul: Haneon. 10. Pil Hwa Yoo and Hermann Simon (1995), Thinking Management, Companies with Visions, Seoul: Maeil Economic Daily. 11. Pil Hwa Yoo, ed. (1994), Modern Marketing Science, Seoul: Bobmunsa. 12. Pil Hwa Yoo and Seong Young Kim (1994), International Marketing, Seoul: Korea National Open University. 13. Pil Hwa Yoo (1993), Market Strategy and Competitive Advantage, Seoul: Pakyoungsa. 14. Pil Hwa Yoo (1991), Pricing Policy, Seoul: Pakyoungsa.

3. ARTICLES <Foreign> 1. Pil Hwa Yoo (2003), “Die Automobilindudstrie in Japan and Korea- gestern, heute und morgen,” in Automotive Management by Bernhard Ebel, Markus Hofer, Jumana Al-Sibai (eds.), Berlin: Spinger- Verlag (Germany). 2. Minhi Hahn, Pil Hwa Yoo, Sung-ah Ahn (2001), “Going-rate pricing and the leader’s reactive policy in a duopoly market,”Asia Pacific Management Review, Vol. 6, No. 1 (March). 3. Pil Hwa Yoo (2001), “Fluid Thinking,” in Unternehmenskultur und Strategie by Herman Simon (ed.), Frankfrut: Frankfurter Allgemeine Buch (Germany). 4. Pil Hwa Yoo (2001), “Desire for Order in Unternehmenskultur und Strategie by Herman Simon (ed.), Frankfrut: Frankfurter Allgemeine Zeitung (Germany). 5. Pil Hwa Yoo, Friedhelm Pälike (1993), “Koreanischer Markteintritt in Europa,”Absatzwirtschaft (May). (Germany) 6. Hermann Simon, Pil Hwa Yoo (1991), “Die Pharma-Industrie in Korea,”Pharmazeutische Industrie, Vol. 53, No. 3 (March). (Germany) 7. Pil Hwa Yoo, Robert Dolan, K. Rangan (1987), “Dynamic Pricing Strategy for New Consumer Durables,”Zeitschrift für Betriebswitschaft, Vol. 57, No. 10 (Germany). <Korean> 1. Pil Hwa Yoo (2005), “The Interpretation of Buddhistic Doctrines from the Perspective of Management,” in Organization Management of Korean Companies by In Duck Suh (ed.), Seoul: Pakyoungsa. 2. Gangseog Ryu, Pil Hwa Yoo, Hak Sik Lee (2004), “Pigeon: The Success Story of Challenge, Principle, and Focus,”Korean Journal of Marketing, Vol. 6, No. 3 (October). 3. J.K. Kim, S. I. Chai, Pil Hwa Yoo (2003), “Market Development via Market Structure Destruction from Consumer’s Point of View,”Korean Journal of Marketing, Vol. 5, No. 4 (December). 4. Sookyung Paik, Pil Hwa Yoo (2002), “The Asymmetric Impact of Negative and Positive Levels of the Attributes on Marketing Performance as Service Contingency: Cases of Medical Services,”Journal of Consumer Studies, Vol. 13, No. 3 (September). 5. Pil Hwa Yoo, Yoo-sik Park (2002), “Price Discrimination Strategy: Profit and Price Elasticity under Different Segmentation Rules,”Korean Marketing Review, Vol. 17, No. 2 (June). 6. Pil Hwa Yoo, Eun Jung Kim (2002), “An Experimental Study of Advertising Effects: Based on Signal Detection Theory,”The Korean Journal of Advertising, Vol. 13, No.1 (Spring). 7. Pil Hwa Yoo, Jungim Won (2001), “A Case-based Descriptive Study on Price Bundling in the Korean Market,”Journal of Consumer Studies, Vol. 12, No. 1 (March). 8. Pil Hwa Yoo, Young Sik Kwak (2001), “The Determinants of Profit depending upon Forms of Price Bundling,”Korean Management Review, Vol. 30, No. 1 (February). 9. Pil Hwa Yoo, Yongsik Nam (2000), “The Effect of Delegating Pricing Authority to the Sales Force and its Managerial Implication,”Korean Management Review, Vol. 29, No. 4 (November). 10. Pil Hwa Yoo (1999), “Buddhist Doctrine and Business Administration in Modern Society,”Journal of Maha Bodhi Thought, Vol. 2 (November).

4. 11. Pil Hwa Yoo (1999), “Streitschlichtung nach Wônhyo- Schlüssel zur Beilegung der Arbeitskonflikte in Korea,” (in German language), Journal of Labor Relations Studies, Vol. 10 (November). 12. Pil Hwa Yoo, Yoo Sik Park, Youngsik Kwak (1999), “A Study on the Determinants of Optimal Price Bundling Strategy,”Journal of the Sungkok Academic & Cultural Foundation, Vol. 30, No. 2 (August). 13. Pil Hwa Yoo, Yoon Jung Nam (1999), “A Study on the Competitive Response Pattern in the Banking Industry of Korea,” in Practical Marketing Issues by Jong Sup Shim (ed.), Chuncheon: Gangwon Publisher. 14. Pil Hwa Yoo, Hee Jae Hwang (1999), “An Experimental Study on the Effects of Price Promotion,” The Korean Journal of Advertising, Vol.10, No.1 (Spring). 15. DeRong Lyi, Pil Hwa Yoo, Sang Man Han (1998), “The Role of Advertising and Marketing Communications in Premarketing,”The Korean Journal of Advertising, Vol.9, No.4 (December). 16. Pil Hwa Yoo, Yoo Sik Park (1997), “A Heuristic Optimal Non-linear Pricing Model for the Profit- Maximization in Service Sector- Model and Application,”Korean Management Review, Vol. 26, No. 4 (November). 17. Hong-Seop Kim, Pil Hwa Yoo (1997), “A Study on the Endogenous Determinants and Increasing Schemes of Competitive Power of International Transportation Service Company,”International Business Journal, Vol. 8 (August). 18. Pil Hwa Yoo, Young Sik Kwak (1996), “A Descriptive Study on the Pricing Process of New Products,” Korean Marketing Review, Vol. 11, No. 2 (December). 19. Pil Hwa Yoo, Dae Hyun Park, Young Sik Kwak (1996), “The Development of Customer Orientation Index of Salesperson (COIS) and Its Relationship with Salesperson Performance,”Journal of Consumer Studies Vol. 7, No. 2 (November). 20. Pil Hwa Yoo, Hyeokjong Kwon (1996), “A Study on the Employee Segmentation and the Product Policy for the Internal Customers,”Korean Management Review, Vol. 25, No. 2 (May). 21. Pil Hwa Yoo, Hong Seop Kim (1995), “A Study on the Determinants of Competitive Power of Oceangoing Liner Shipping Service,”The Journal of Korean Association of Shipping Studies, Vol. 21. 22. Pil Hwa Yoo, Seung Hee Lee (1994), “A Study on the Innovative Resistance of Consumers in Adoption Process of New Product,”Korean Management Review, Vol. 23, No. 3 (May). 23. Pil Hwa Yoo, Kee An Park (1993), “Die Bedeutung des vereinten EG-marktes für koreanische Unternehmen und ihre Eintrittsstrategien darin,” (in German language) International Business Journal, Vol. 4 (August). 24. Pil Hwa Yoo (1992), “A Conceptual Framework for the Analysis of a Firm’s Competitive Strength,” (in English) Korean Marketing Review, Vol. 7, No. 1 (March). 25. Pil Hwa Yoo (1991), “The Development Process of Marketing Science in Germany,”Korean Marketing Review, Vol. 6, No. 1 (March). 26. Pil Hwa Yoo (1989), “Pricing Research in Marketing: The Integration of European and American Literature,” (in English) Korean Marketing Review, Vol. 4, No. 1 (February).

5. PROFESSIONAL ACTIVITIES • Have been on the editorial board of International Journal of Research in Marketing, Korean Management Review, Korean Marketing Review • Executive Director, Vice President (three times) of Korean Marketing Association • Editor-in-chief of the Korean Management Review (1998-2000) • President of Korean Marketing Association (March 2005- ) • Currently an International Abstracts Area Editor of International Journal of Research in Marketing AWARDS & SCHOLARSHIPS • Received Korean Government Scholarship (1979-1985) • Received Hankyung Marketing Award for the Contribution to Marketing Profession in July 2003 (awarded by the Korean Economic Daily) COURSES • Marketing Management • Marketing Strategy • Pricing Policy • Global Marketing • Consumer Behavior • Product Management INDUSTRY/CONSULTING ACTIVITIES • Board Member of Cheil Communications (1998- ) • Board Member of Kyobo Life Insurance (2000- ) • Have conducted over 30 consulting projects