College of Business Professor Leads Research on Asymmetric Impact of Decision Making in Marketing

Assistant Professor Ji Mi Park, Ph.D., has recently published two articles in leading marketing journals, Journal of Business Research (2019) and Journal of Global Marketing (2018), on exploring the impact of  strategic emphasis on advertising versus R&D during stock market downturns and upturns. Through research focused on data analysis as well as the latest science around consumer behavior and decision making, she keeps pace with the accelerated evolution of the marketing profession. She attempts to understand, explain and predict the effectiveness of various marketing strategies and to develop theoretical frameworks around consumer decision making with which more efficient and effective strategies can be designed.

The Journal of Business Research article is posted here, and Park’s HPU faculty bio is posted here.