Graduate School of Business


  • Im, Su Bin
  • Division   Marketing
    Ph.D. University of North Carolina
  • Lab   Business Hall #522
  • Contact   02-2123-6566
  • Email
  • Homepage   Professor Subin Im, Ph.D.


1999 Ph.D. in Marketing Kenan-Flagler Business School, University of North Carolina
Major Field: Marketing Strategy, Minor Field: Research Methodology.
1990 MBA in Management Science Graduate School of Business, State University of New York, Buffalo, NY.
1988 B.S. in Architecture Engineering, Yonsei University, Seoul, S. Korea.
1987 Exchange Student, University of Nebraska, Lincoln, NE.


Fall 2015-Current         Professor of Marketing, Yonsei University,
March 2015-Feb 2017   Associate Dean of MBA Programs, Yonsei University,
Fall 2012-Spring 2015   Associate Professor, Yonsei University, Seoul. S. Korea.
Fall 2010-Spring 2010 Fulbright Visiting Professor, Sogang University, Seoul, Korea. Fall 2003 Assistant Professor, San Francisco State University, CA.
Fall 2007- Spring 2012 Associate Professor (tenured), San Francisco State University, CA.
Fall 2003-Spring 2007 Assistant Professor, San Francisco State University, CA.
Spring 2003 Adjunct Professor, San Francisco State University, CA.
1999-2002 Assistant Professor, University of Washington, Tacoma, WA.
1998-1999 Lecturer, University of North Carolina, Chapel Hill, NC.
1994-1999 Research & Teaching Assistant, University of North Carolina, Chapel Hill, NC.


New Product and Innovation Management
Creativity/ Case Study  
Entrepreneurship / Entrepreneurial Marketing
Marketing Strategy / Marketing Management
International (Multi-cultural)
Marketing High-Tech Marketing
Marketing Research / Research Methodology
Consumer Behavior


- Primary interests:
New product and innovation strategy in high technology, global, and multi-cultural environments
New product development and management in high-technology environments
Innovation strategy in global, multi-cultural markets
Organizational aspects of innovation
Knowledge Management and Organizational learning
Cross-functional teams consisted of marketing, channel and design partners, and engineers
Design marketing and integration between design and marketing

- Secondary interests:
Entrepreneurship and Adoption of Innovation Ventures and entrepreneurship in high- technology environments Consumer side of the innovation adoption process and consumer innovativeness

- Supporting research area:
Research methodology using multivariate statistical techniques
Research methodology using structural equation modeling
Scale development and validation



IM, Subin, Steven Kim, & Edward Bonds , ” The Effect of Channel Innovation Knowledge Management on Competitive Advantage: A Dual-path Model,” (Published online, 2/20)  Journal of Marketing Theory and Practice.

Cheryl Nakata*, Gaia Rubera*, IM, Subin*, Jae Pae, Hyunjung Lee, and Naoto Onzo, “New Product Creativity Antecedents and Consequences: Evidence from South Korea, Japan, and China,” Journal of Product Innovation Management, Accepted for pulibcation in October 2017.   (*Primary authors, equal contribution)

Richard J. Arend , Y. Lisa Zhao, Song, Michael, and Subin IM (2017),“Strategic Planning as a Complex and Enabling Managerial Tool,” Strategic Management Journal. 38(8) 1741-1752  (DOI: 10.1002/smj.2420). **(equal contribution)  

Zacharias, Nicolas A., Ruth Maria Stock, Subin IM (2017, January), “Strategic Givens in New Product Development: Understanding Curvilinear Effects on New Product Performance,” International Journal of Innovation Management, 21( 1), 1750010.1-31(DOI: 10.1142/S1363919617500104, Print ISSN: 1363-9196 Online ISSN: 1757-5877)

IM, Subin, Doug Vorheis, Namwoon Kim, and Bruce Heiman (2016), “How Knowledge Management Capabilities Help Leverage Knowledge Resources and Strategic Orientation for New Product Advantages in B2B High-Technology Firms,”  Journal of Business to Business Marketing, 23( 2), 87-110 **(equal contribution) Winner of the JMMB Best Paper Award

IM, Subin, Subodh Bhat, and Yikuan Lee (2015), “Consumer perceptions of product creativity, coolness, value and attitude. Journal of Business Research , 68, 166-172.  (DOI: 10.1016/j.jbusres.2014.03.014)

IM, Subin and Soonhong Min (2013), “Exploration of the factor structure of the Kirton Adaption-Innovation Inventory using bootstrapping estimation,”Psychological Reports, 112(2), 437-444.

Namwoon Kim, IM, Subin, and Stanley F. Slater (2013), “Impact of Knowledge Type and Strategic Orientation on New Product Creativity and Advantage in High-Technology Firms,” Journal of Product Innovation Management , 30 (1); 136-153.

IM, Subin, Mitzi Montoya-Weiss, and John Workman (2013), “Antecedents and Consequences of Creativity in Product Innovation Teams ” Journal of Product Innovation Management, 30 (1); 170-185.

Song, Michael, Subin IM, Hans van der Bij, Lisa Song (2011), “Does Strategic Planning Enhance or Impede Innovation and Firm Performance” Journal of Product Innovation Management, 28 (4), 503-520.

Nakata, Cheryl and Subin IM (2010), “Spurring Cross-Functional Integration for Higher New Product Performance: A Group Effectiveness Perspective,” Journal of Product Innovation Management,27 (4), 554-571.

Hyojoung Kim, Doyoung Kim, Subin IM, and James Hardin (2009), “Evidence of Asymmetric Information in the Automobile Insurance Market: Dichotomous versus Multinomial Measurement of Insurance Coverage,” Journal of Risk and Insurance, 76 (2), 343-366. 

IM, Subin and Cheryl Nakata (2008), “Crafting an Environment to Foster Integration in New Product Teams,” International Journal of Research in Marketing, 25 (3), 164-172.  

IM, Subin, Mahmood Hussain, and Sanjit Sengupta (2008), “Testing Interaction Effects of the Dimensions of Market Orientation on Marketing Program Creativity,” Journal of Business Research, 61 (8), 859-867.

IM, Subin, Charlotte H. Mason, and Mark B. Houston (2007), “Does innate consumer innovativeness relate to new product/service adoption behavior? The intervening role of social learning via vicarious innovativeness,” Journal of the Academy of Marketing Science, 35 (1), 63-75.  

Cheryl Nakata, Subin IM, Heung-soo Park and Yongwon Ha (2006), “Antecedents and Consequence of Korean and Japanese New Product Advantage,” Journal of Business Research, 59 (1), 28-36.

IM, Subin and Michael Hu (2005), “Revisiting the Factor Structure of the Kirton Adaption-Innovation Inventory,” Psychological Reports, 96(2), 408-410.

IM, Subin and John Workman (2004), “Market Orientation, Creativity, and New Product Performance in High-Technology Firms,” Journal of Marketing, 68 (2), 114-132,. (*Finalist for the Best Paper Award in the AMA’s Technology Special Interest Group).  

IM, Subin, Michael Hu and Rex Toh (2003), “Exploring the Dimensionality of the Originality Sub-Scale of the Kirton Adaption-Innovation Inventory,” Psychological Reports, 93 (3), 883-894.

IM, Subin, Cheryl Nakata, Heung-soo Park and Yongwon Ha (2003), “Determinants of Korean and Japanese New Product Performance: An Inter-Relational and Process View,” Journal of International Marketing, 11 (4), 81-112.

Kim, Chulmin, Sounghie Kim, Subin IM, Changhoon Shin (2003), “The Effect of Attitude and Perception on Consumer Complaint Intentions,” Journal of Consumer Marketing, 20 (4), 352-371.

IM, Subin, Barry L. Bayus, and Charlotte Mason (2003), “An Empirical Study of Innate Consumer Innovativeness, Personal Characteristics, and New-Product adoption Behavior” Journal of the Academy of Marketing Science, 31 (1), 61-73. (Finalist, the 2003 JAMS Best Paper Award)).


[학진등재] 정윤영, Subin IM*, 윤나라, A. Rindfleisch, 유관수. (2017)., 크라우드소싱 플랫폼의 디자인이 웹사이트 지각요소를 통해 소비자의 창의성에 미치는 영향 (The Influence of Crowdsourcing Platform's Design on Consumer Creativity Through Perceptions form the Website),유통연구, 22 (4), 47- 77. (*Corresponding author)

 [학진등재] 이유경, 박민정, Subin IM* (2017),  Distinguishing Online Opinion Leaders: The Mediating Effect of Consumer Innovativeness and Online Opinion Leadership for Values and New Product Adoption Behavior, Asia Marketing Journal  19(2), 1-24 (*Corresponding author)

 [학진등재] 유관수,Subin IM*  (2017),, 지식 형태와 채널 관계 특성이 신제품 개발과 채널 관리에 미치는영향: 한국의 하이테크 B2B 기업을 중심으로 (The Effect of Knowledge Type and Channel Relationship Characteristics on New Product Development and Channel Management: High-Tech B2B Industry in Korea),  마케팅연구 32(2), 1-26 (*Corresponding author)

 [학진등재] 우에다 케이코,유관수,Subin IM(2017), 지식 형태와 채널 관계가 신제품 창의성과 시장 선도성에 미치는 영향: 일본 하이테크 B2B기업을 중심으로 (The Effect of Knowledge Type and Channel Relationship on New Product Creativity: High-Tech B2B Industry in Japan),유통연구, 22 (2), 17-41. (*Corresponding author)

 [학진등재]Subin IM, 안희경, 하영원 (2016) , How the Metaphors of Thermal Concepts Influence Consumer Purchase Behavior: Focusing on Hot and Cool ,  유통연구, 21(2), 117-124

 [학진등재] IM, Subin, Jaewoo Joo, Martin Linder,  Kiyoung Nam (2015), “Bridging the Chasm between Design and Marketing: Problems and Solutions in the Integration Between Design and Marketing,  Journal of the Korea Academia-Industrial Cooperation Society (디자인과 마케팅 협업의 틈새관리: 디자인과 마케팅의 협업시 통합의 문제와 해결방안), 16( 2), 1026-1032.

 [학진등재] Lee , Hyun Jung,  Jae H. Pae, Subin IM (2015), “ The Impact of the Proficiency of Knowledge on Value Creation Capabilities for B2B Firms: The Moderating Role of Market Sensing Competency, Journal of Marketing Management Research, 20 (1), 133-168.

 [학진등재] Joo, Jaewoo, Subin IM, You-Jeung Nicole Kim (2014), “The New Product Development and Innovation Management Research in Marketing from 2000 to 2014: Review and Future Research Direction,” Journal of Korean Marketing Association, 29 (December), 1-22. 

[학진등재] Min, Soonhong , Subin IM, Tatiana Kogan (2014), “ Mediating Effects of Green Purchasing Capability on the Organizational Characteristics-Firm Performance Relationship,” Asia Marketing Journal, 16(1), 13-20.

 [학진등재] Min, Soonhong , Hyunjeong Nam, Subin IM (2013, September), The Effects of Informal and Formal Relational Governance Mechanisms on Supply Chain Partnership: Testing Mediation Effect of Formal Relational Governance Mechanism,” Journal of the Korean Production And Operations Management Society(한국생산관리학회지), 24 (3),307-338.*

*Hyunwoo-Kwak Sooil Award (Best paper award) by Journal of the Korean Production And Operations Management Society,,

[학진등재]  Cho, Yeon-jin, IM, Subin, and Kyungdo Park (2012), “The Effect of Knowledge Types in New Product Development Project on New Product Quality in High-Tech Firms,” Journal of Korean Marketing Association, 27 (December), 123-144. 


Nakata, Cheryl and IM, Subin (2006), “Japanese New Product Advantage: A Comparative Examination,” in Management of Technology and Innovation in Japan, Cornelius Herstatt and Christoph Stockstrom (Eds.), Springer Publisher. (*The Japanese version of this book was also published in summer, 2007).



2019        Chohun Research Award, The most  prestigious research award at Yonsei School of Business (YSB)
2017        Research Professor Award for Top Journal Publication-Yonsei School of Business (YSB)
2017        Research Professor Award for the Most Citations for the Last 5 Years-YSB
2014  Hyunwoo-Kwak Sooil Award (Best paper award) by Journal of the Korean Production And Operations Management Society
2013 The Best Track Paper Award in Technology and Innovation Track, American Marketing Association Summer Educators’ Conference
2010 Fulbright Research/Lecturing Award in Korea for 2010/2011 2007 Affirmative Action Award (Research Award for Minority Faculty), San Francisco State University.
2006 Recipient of OSPLD (Office of Student Programs & Leadership Development) Best Advisor Award for Services at Marketing Association, SFSU.
2006-current Listed in Marquis Who’s Who in America.
2005 Finalist for the Best Paper Award, Technology Special Interest Group, American Marketing Association.
2005 Presidential Award for Probationary Faculty with a Research Leave San Francisco State University.
2004 Finalist for the Dissertation Award, Technology Special Interest Group American Marketing Association.
2004 Research Professor of the Year Award, College of Business Administration, San Francisco State University.
2004 Vice President Assigned Time Award, San Francisco State University, CA.
2002 Nominated for a Distinguished Teaching Award, University of Washington-Tacoma.
1998 Doctoral Consortium Fellow for Society for Marketing Advances.
1984-1988 Full Academic Scholarship at Yonsei University, S. Korea.
1987 & 1988 Chancellor’s Awards for Academic Excellence at Yonsei University, S. Korea.


2015  Brain Korea + Award: 5-year Joint Team Award for “Fostering Startup Professionals Based on Creativity, Entrepreneurship, and Sustainability”
2015  Korea Research Foundation Grant (~$20,000),NEH Grant for the Joint Research Project, “The Impact of Firm Creativity on Competitive Advantage and Financial Performance,” with US Scholars (Aric Rindfleisch at Univ. of Illinois).
2014  Korea Research Foundation Grant (~$40,000) For New Faculty for the Project, “The Effect of Channel Partner Knowledge Management on New Product Performance: Cross-Cultural Study in U.S., Korea, and Japan”
2014  Two Research/Consulting Grants  ($22,000)   Samsung Electro-Mechanics. Inc.
2003 Research Grant, Academy of Consumer Financial Services at Waseda University, Tokyo, Japan: $26,000.
2003 Research Grant, Simjae Foundation of Culture, Seoul, Korea: $10,000.
2002 Nominee for Herbert Jones Foundation Fund, Program of Entrepreneurship and Innovation, University of Washington, Seattle, WA: $7,000.
2000 Grantee for Herbert B. Jones Foundation Fund, Program of Entrepreneurship and Innovation, University of Washington, Seattle, WA: $5,100.
2000 Founders’ Endowment Fund, University of Washington, Tacoma, WA: $4,934.
2000 Undergraduate Research Assistant Grant, University of Washington, Seattle, WA: $1,000.
1998 Cato Scholarship for Research Excellence, Cato Center for Applied Business Research at University of North Carolina, Chapel Hill, NC: $2,000.


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