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SUNGTAK HONG

SUNGTAK HONG
Assistant Professor
Department of Marketing

Courses a.y. 2017/2018

20428 PRICING MANAGEMENT
30228 MARKETING RESEARCH
40176 MARKETING MODELLING

Courses previous a.y.


Biographical note

 

Sungtak Hong joined Bocconi University in 2016 and his research focuses on the inter-related decisions made by manufacturers, retailers and consumers with respect to product variety in competitive markets. Methodologically he applies microeconometric models and Bayesian inferences to various market data. His work has been published in the Journal of Marketing.  

Sungtak earned a Ph.D. in marketing from London Business School, an MSc in economics from the London School of Economics, and a BA in economics from Sogang University. Prior to his doctoral studies, he gained industry experience in the marketing field at Unilever and Nielsen (KR) and worked as a research fellow at International Growth Centre (UK).

As a pastime he practices guitar and Italian, and enjoys travelling.

 


Academic CV

2016 - Present    Assistant Professor of Marketing, Bocconi University

2016                     Ph.D. Marketing, London Business School

2009                     MSc. Economics, London School of Economics and Political Science

2003                     B.A. Economics, Sogang University


Research areas

Topics: Product assortment, product (service) bundling, multi-category consumer choices, empirical industrial organization, public policy

Methodology: Bayesian statistical methods, microeconometrics, eye-tracking


Selected publications

Hong, S., K. Misra and N. J. Vilcassim (2016), "The Perils of Category Management: The Effect of Product Assortment on Multicategory Purchase Incidence,” Journal of Marketing, 80 (5), 34-52.