Courses a.y. 2021/2022
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.
2020 - 2021 Visiting Assistant Professor of Marketing, Yonsei University (Korea)
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
Topics: Product assortment, multi-category consumer choices, empirical industrial organization, public policy
Methodology: Bayesian statistical methods, microeconometrics, eye-tracking
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.