The School of Business Innovation is designed to foster the competencies of global leaders by completing major foundation courses (4 subjects), major requisite courses (3 subjects), and other subjects that are the basis of business administration.
This major has three tracks, which focus on K-Venture Entrepreneurship, Asia Financial Platform, and Global Innovation, which are the specific and specialized fields that address market demand. Each track is in demand and is a specialized career path that can not only enhance the competitiveness of the student’s country, but also boldly prepare students for changes in the global market.
In order to develop agility and adaptability to the business world, students must acquire new skills and knowledge. We teach not only the basic and practical principles of the market and economy, but also help students to refine and generalize the skills and knowledge they have already acquired.
The contents of the curriculum are organized to be global according to university competencies, but to develop practical, critical, and creative convergent thinking competencies. It consists of breaking the framework of existing case studies, which mainly looked at success cases, and giving various perspectives in terms of failure-oriented cases or crisis management.
Curriculum consists of subjects selected by fields with high market value, necessary in society, and high individual needs. It also includes newly developed educational contents by domestic and foreign universities according to their major field.
Students can take the lead in checking the promotion process of each subject based on their goals. It structurally includes sessions to establish and share goals throughout the semester, sessions to check and modify goals, sessions to check the degree of progress against goals, and sessions to finally evaluate performance against goals on their own.
The contents of the curriculum are organized to address the TAEJAE competencies in a global context, and in so doing to develop practical, critical, and creative thinking. One major method of active learning is close analysis of existing case studies, which have previously focused on success cases; in contrast, we not only consider the value of analyzing success, but also the value of analyzing failure. We provide various perspectives that arise from failure-oriented cases and crisis management.
The curriculum consists of subjects selected from fields that have high market value, are necessary for society, and address individual needs. It also includes newly developed educational contents from both domestic and foreign universities.
Students can take the lead by evaluating each subject based on their personal goals; the courses include sessions to establish and share goals throughout the semester, sessions to check and modify goals, sessions to check the degree of progress toward achieving goals, and sessions to evaluate performance against goals.
Each course results in clear work products, such as a business plan to receive venture investment, a checklist for organizational innovation, a commercialization action plan, or a business innovation manual.
Professors are not the only ones in charge of education at the School of Business Innovation at TAEJAE University. In the seminar sessions that are linked to lecture sessions, the key ideas and arguments presented in each lecture are debated and evaluated from other points of view with new materials.
The School of Business Innovation has three major tracks: K-Venture Entrepreneurship (VE), Asia Financial Platform (FP), and Global Innovation (GI).
Young Won has a master’s and Ph.D. in marketing from the University of Chicago (Booth School of Business). He served as a professor at Sogang University for more than 30 years and is currently an honorary professor at Sogang University and a chair professor at SUNY Korea.
His main research field is “human intuitive judgment and application to decision making and marketing,” and he has published many papers both in Korean and international academic journals. Of particular note are his papers on “Confirmation, Disconfirmation, and Information in Hypothesis Testing” published in the Psychological Review with Professor Joshua Klayman and “Ambiguity, Processing Strategy and Advertising-Evidence Interactions” published in Journal of Consumer Research with Professor Stephan J. Hoch, which are recognized as classics in the field, with more than 2,900 citations and 1,400 references as of November 2022.
College of Law, Seoul National University (Bachelor of Laws, LL.B.), 1979
The University of Chicago, Graduate School of Business (Currently, Booth School of Business)
MBA (Major: Marketing), 1984
Ph.D. (Major: Marketing), 1987
Assistant Professor of Marketing at the Graduate School of Management, Rutgers University,
NJ, USA (1986~1988)
Assistant Professor of Marketing at the College of Business Administration, Sogang University,
Seoul, Korea (1989~1993)
Associate Professor of Marketing at the College of Business Administration, Sogang University,
Seoul, Korea (1994~1998)
Professor of Marketing at the College of Business Administration, Sogang University,
Seoul, Korea (1998~2020)
Professor Emeritus of Marketing at the College of Business Administration, Sogang University,
Seoul, Korea (2020~)
Dean, Graduate School of Business Administration at Sogang University (2005-2007)
President, Korean Marketing Association (한국마케팅학회 회장, 2007~2008)
President, Korean Society of Consumer Studies (한국소비자학회 회장 2002~2004)
Chairman of the Board of Directors at SK Networks (SK네트웍스 이사회 의장, 2020~현재)
Outside Director, LX Hausys (LX하우시스 사외이사, 2021~현재)
Chairman of the Board of Directors at Samsung Card, Inc. (삼성카드 이사회 의장, 2014~2017)
Outside Director, Hyosung, Inc. (주식회사 효성 사외이사, 2009~2015)
결정하는 뇌, 21세기북스 경기도 파주, 2023. 1. (The Psychology of Marketing, 2nd ed., 2023).
Consumer Decision Making: A Cross-Cultural Perspective, The1000 Years’ Treasures by AAB, 2021.
(1986), “Consumer Learning: Advertising and the Ambiguity of Product Experience,” Journal of Consumer Research, 11 (2), 221-33. With S. J. Hoch (Google Scholar Citations: 1,469).
(1987), “Confirmation, Disconfirmation, and Information, in Hypothesis-Testing,” Psychological Review, 94 (2), 211-28. With J. Klayman (Google Scholar Citations: 2,970).
(1989), “Hypothesis-Testing in Rule Discovery: Strategy, Structure, and Content,” Journal of Experimental Psychology: Learning, Memory, & Cognition, 15, 596-604. With J. Klayman (Google Scholar Citations: 399).
(1989), “Ambiguity, Processing Strategy, and Advertising-Evidence Interactions,” Journal of Consumer Research, 16 (3), 354-60. With S. J. Hoch (Google Scholar Citations: 262).
(2009), “The Influence of Categorical Attributes on Choice Context Effects,” Journal of Consumer Research, 36 (3), 463-77. With S. Park, and H.-K. Ahn (Google Scholar Citations: 65).
(2015), “The Psychology of Asian Consumers: What We Know and What We Don’t,” Academy of Asian Business Review, 1 (1), 1-16.
(2015), “Feedback Weakens the Attraction Effect in Repeated Choices,” Marketing Letters, 26, 449-59. With S. Ahn & J. Kim.
(2016), “Who Is Afraid of Disposition of Financial Assets? The Moderating Role of Regulatory Focus in the Disposition Effect,” Marketing Letters, 27, 159-69. With Y. Kim.
(2020), “The Past, Present, and Future of Consumer Decision Making Research: Focusing on the Behavioral Decision Theoretic Approach,” Journal of Consumer Studies, 123-143. http://dx.doi.org/10.35736/JCS.31.5.5
(2021), “A Cross-Cultural Study on Envy Premium: The Role of Mixed Emotions of Benign and Malicious Envies,” Current Psychology, https://doi.org/10.1007/s12144-021-01679-7 With S. Ahn, M. S. Jo, J. Kim, & E. Sarigollu.
• The Best Management Scholar Award 2014 (Donga Daily Newspaper)
• Grant for Distinguished Social Scientists 2014~2019 (National Research Foundation of Korea)
• Jung Jin Gi Press Culture Award 2014 (Jung Jin Gi Press Culture Foundation)
• Best Article in the Journal of Consumer Studies (2002, 2011)
• Best Article in the Korean Marketing Review (1995, 2003)
• Best Article in the Korean Management Review (1994, 2019)
• Best Teaching Award (2006, 2009, 2013), College of Business Administration, Sogang University
• Google Scholar Citations as of March 12, 2023