TONGIL “TI” KIM
Haas School of Business Phone: 1-650-521-2251 University of California - Berkeley Email: [email protected] Berkeley, CA 94720-1900 Website: http://faculty.haas.berkeley.edu/ti_kim
EDUCATION 2013 Ph.D. Candidate in Business Administration, Marketing (expected) University of California - Berkeley, CA
2008 M.S. in Management Science and Engineering, Operations Management Stanford University, CA
2004 B.A.Sc in Electronics Engineering Simon Fraser University, Canada
RESEARCH INTERESTS Empirical Industrial Organization Marketing Strategy Marketing and Public Policy Behavioral Economics
DISSERTATION When Franchisee Effort Affects Demand: An Application to the Car Radiator Market (Job Market Paper) http://faculty.haas.berkeley.edu/ti_kim/FranchiseeEffort.pdf
Consumers respond not only to the price and the product attributes, but also to the service effort provided by the seller. Empirically quantifying or measuring the service effort is difficult because it is often unobservable. This paper proposes an empirical framework of the role of service effort in demand, along with other traditional marketing mix instruments. The model allows us to measure the unobserved effort level without data on effort, which is hardly available in most empirical settings. The paper also presents an application to a unique data set obtained from a franchise in the car radiator market. This framework can be useful in examining various aspects of service-intensive industries. In particular, this study investigates a much-debated public policy question regarding resale price ceiling in franchising. A policy evaluation shows that resale price ceiling lowers franchisees' profit and weakens their incentive to exert effort, which reduces consumer welfare. However, I find that, overall, resale price ceiling is consumer welfare enhancing in the car radiator market due to the lower price generated by the price ceiling.
Diversity and Market Competition with Teck H. Ho and Ganesh Iyer
Literature in business, psychology, and sociology shows that there is a trade-off in hiring diverse workforce: diversity brings creative ideas that help solving problems, but it also creates friction among members. Under competition, the decision on the level of diversity of workforce is an important strategic decision that gives competitive edge to firms. We build a theoretical model with symmetric firms and find that firms hire more diverse workforce when they can deal with diverse workforce more easily or when the market is more competitive. We also find that firm's profit decreases in the intensity of market competition as expected, but increases in the firms' inability to deal with diverse workforce as the inability deters competition between firms. Lastly, we extend the model to firms with asymmetric private marginal costs and empirically validate the positive relationship between the diversity of workforce and the intensity of competition (industry concentration ratio, in particular) using two data sets from 1997: National Organizations Survey and Economics Census.
Franchisor’s Growth Strategy: Evidence from the Car Radiator Market (Work in Progress)
The franchisor makes strategic decisions in various aspects of business as the franchise expands and grows: whether to enter a market or not, whether to franchise or not, what contract (e.g., royalty rate) to offer to new franchisees, and how much effort to exert in improving the brand name through product quality control, advertising, etc. This study aims to provide insight into how a franchisor makes these decisions at a given state of growth using merger-and-acquisition history, vertical arrangement, and observed market characteristics of a franchise network in the car radiator market.
WHITE PAPER Driving Business Value Through B2B Outsourcing with Barchi Gillai Stanford Global Supply Chain Management Forum, 2007
HONORS & FELLOWSHIPS 2012 Outstanding Graduate Student Instructor Award – UC Berkeley
2012 ISMS Doctoral Consortium Fellow – Boston University
2012 - 2013 Dean’s Dissertation Fellowship – UC Berkeley
2011 - 2012 Dean’s Research Fellowship – UC Berkeley
2010 AMA-Sheth Doctoral Consortium Fellow – Texas Christian University
2010 Institute for Business Innovation Fellowship – UC Berkeley
2008 - 2012 Lam Research Fellowship – UC Berkeley
2008 - 2012 Graduate Fellowship – UC Berkeley
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TEACHING INTERESTS Marketing Strategy Data and Decisions Channel Management Pricing Strategy and Analysis
TEACHING EXPERIENCE Haas School of Business, UC Berkeley
Fall 2011 Data and Decisions (MBA Core), Graduate Student Instructor - Overall Effectiveness Rating: Mean 6.85 / 7.00
Fall 2010 Data and Decisions (MBA Core), Graduate Student Instructor - Overall Effectiveness Rating: Mean 5.87 / 7.00
Fall 2009 Marketing (Undergraduate Core), Graduate Student Instructor
Stanford University
Spring 2007 Demand and Supply Analytics (Graduate Course), Course Assistant
Fall 2007 Production and Operating Systems (Graduate Course), Teaching Assistant
PRESENTATION Optimal Price and Effort in Franchising University of California – Berkeley, 2012
CONFERENCES & WORKSHOPS 2012 INFORMS Marketing Science Conference – Boston University
2011 Asia Summer Institute in Behavioral Economics – National Univ. of Singapore
2010 Workshop on Quant. Marketing and Structural Econometrics – Duke Univ.
2010 INFORMS Marketing Science Conference – University of Cologne
2010 Berkeley Behavioral Camp – UC Berkeley
2009-2012 Summer Institute in Competitive Strategy (SICS) – UC Berkeley
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EMPLOYMENT
2011 Graduate Student Researcher for Haas Alumni Association, UC Berkeley
2010 Graduate Student Researcher for Prof. Miguel Villa-Boas, UC Berkeley
2007 Research Assistant, Stanford Global Supply Chain Management Forum
2004 – 2005 Engineer, Applied Materials, Korea Regional Account
2002 IT Staff / Interpreter, 2002 FIFA World Cup
2001 Engineer, Nuvation Labs, San Jose, CA
SELECTED GRADUATE COURSEWORK Marketing:
Topics in Consumer Behavior Eduardo Andrade Marketing Strategy Miguel Villas-Boas Choice Models Kenneth Train Topics in Industrial Organization Minjung Park
Econometrics:
Econometrics I Michael Jansson / Bryan Graham Econometrics II James Powell / Denis Nekipelov Advanced Econometrics Michael Jansson Applied Econometrics Patrick Kline Computational and Econometric Methods in IO Denis Nekipelov
Economics:
Microeconomics I Chris Shannon / Matthew Rabin Microeconomics II Benjamin Hermalin / Robert Anderson Industrial Organization Benjamin Hermalin / Joseph Farrell Non-Cooperative Games Shachar Kariv Psychology and Economics I Matthew Rabin / Stefano DellaVigna Psychology and Economics II Matthew Rabin / Stefano DellaVigna
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REFERENCES J. Miguel Villas-Boas Lucas Davis J. Gary Shansby Professor of Marketing Associate Professor of Economic Analysis Strategy and Policy Haas School of Business Haas School of Business University of California, Berkeley University of California, Berkeley Berkeley, CA 94720-1900 Berkeley, CA 94720-1900 Phone: (510) 642-1250 Phone: (510) 642-1651 Email: [email protected] Email: [email protected]
Teck H. Ho Denis Nekipelov J. William Halfold Jr. Family Professor of Assistant Professor of Economics Marketing Department of Economics Haas School of Business University of California, Berkeley 677 Evans University of California, Berkeley Hall #3880 Berkeley, CA 94720-1900 Berkeley CA 94720-3880 Phone: (510) 643-4272 Phone: (510) 642-4820 Email: [email protected] Email: [email protected]
Minjung Park Assistant Professor of Marketing Haas School of Business University of California, Berkeley Berkeley, CA 94720-1900 Phone: (510) 506-6780 Email: [email protected]
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