BUSB 4109
Kiwoong Yoo is an Assistant Professor of Marketing at the University of Colorado Denver Business School. He received his Ph.D. in Marketing from the University of Tennessee, Knoxville, where he was recognized with the Haslam College of Business Outstanding Doctoral Student Researcher Award and the Yates Dissertation Fellowship. He holds a B.S. in Interdisciplinary Studies (Biological Sciences and Sociology) from Cornell University and a B.B.A. in Accounting from Hofstra University. He is a certified public accountant (CPA) in New York, where he worked as an auditor and consultant at Deloitte, advising clients across industries such as retailing, hospitality, and healthcare insurance.
Kiwoong’s research examines how firms use marketing strategies to navigate disruptions (e.g., natural disasters, trade wars, emerging technologies) and to be disruptors themselves. He employs applied econometrics and natural language processing to provide causal evidence for these phenomena. Through his work, he aims to equip firms with actionable insights to build resilience, strengthen their brands, and drive growth.
His research has been published in leading marketing journals, including the Journal of the Academy of Marketing Science and the Journal of Retailing. He has received the 2025 American Marketing Association (AMA) Retail and Pricing Special Interest Group (RAPSIG) Doctoral Student Award, and his research has been presented at major conferences, including the AMA Summer and Winter Conferences, the Marketing Strategy Consortium, the Marketing Dynamics Conference, and the Academy of International Business Conference.
Education
PhD, Marketing, University of Tennessee
BBA, Accounting, Hofstra University
BS, Interdisciplinary Studies, Cornell University
Areas of Expertise
Marketing strategy
Disruptions
International marketing
Publications
Hewett, Kelly and Kiwoong Yoo (2026), “A New Frontier of Understanding: Where Generative AI Adds Real Value in Consumer Research,” NIM Marketing Intelligence Review, 18 (1), 17–23.
Welden, Roman, Kelly Hewett, Kiwoong Yoo, Michael Haenlein, Keith Marion Smith, Koen Pauwels, P.K. Kannan, and John Hulland (2025), “Leveling Up Retail: How Retailers and Brands Thrive in the Video Game Ecosystem,” Journal of Retailing, 101 (4), 583–600. (equal contributions)
Yoo, Kiwoong, Michael Haenlein, and Kelly Hewett (2025), “A Whole New World, A New Fantastic Point of View: Charting Unexplored Territories in Consumer Research with Generative Artificial Intelligence,” Journal of the Academy of Marketing Science, 53 (3), 723–759.
Blyth, Paul Andrew, Christopher Kulis, A. Peter McGraw, Michael Haenlein, Kelly Hewett, Kiwoong Yoo, Stacy Wood, Vicki G. Morwitz, and Joel Huber (2025), “Comments on “AI and the Advent of the Cyborg Behavioral Scientist”,” Journal of Consumer Psychology, 35 (2), 316–328. (commentary article)
Yoo, Kiwoong, Roman Welden, Kelly Hewett, and Michael Haenlein (2023), “The Merchants of Meta: A Research Agenda to Understand the Future of Retailing in the Metaverse,” Journal of Retailing, 99 (2), 173–192.
Awards
Retail and Pricing Special Interest Group (RAPSIG) Doctoral Student Award, American Marketing Association (AMA), 2025
Outstanding Doctoral Student Researcher Award, Haslam College of Business, 2025
Yates Dissertation Fellowship, 2025-2026
