Bringing Ideas to Market: A Product Innovation Fireside Chat with Yale Marketing Faculty
About the class
The product journey describes the consumers view of the product world and their interaction with a countless number of elements informing their decision-making process.
Watch this webinar as Yale School of Management Professors of Marketing, Jiwoong Shin and Gal Zauberman discussed the path to leading product development using a consumer-oriented approach. Drawing from their research in marketing and consumer behavior, they will trace the journey of new product entrepreneurship to showcase how immensely gratifying - and deeply challenging - it is to create a product that people love, a brand that people trust, and a business model that can stand the test of time.
About the Presenter
Jiwoong Shin, Professor of Marketing
Professor Shin’s research focuses on quantitative marketing, marketing strategy, and applied economic theory. His several award-winning pieces of research advance our understanding of firms’ strategic actions in the context of social interactions and digital marketing; in particular, consumer journey in the digital sphere, word of mouth, advertising, pricing strategies, and CRM. Also, Professor Shin’s research is published in all of the premier academic marketing and economics journals: Journal of Marketing Research, Management Science, Marketing Science, RAND Journal of Economics, and Quantitative Marketing and Economics. For two years in a row (2010, 2011), Shin has been the recipient of the John D. C. Little Best Paper Award, awarded for the best marketing paper published in Marketing Science and Management Science. In 2011, he was also named a Marketing Science Institute Young Scholar, a title awarded to “potential leaders of the next generation of marketing academics.” In 2018, he was once again recognized for his influence in the field by being nominated as a Marketing Science Institute inaugural MIS Scholar, a title awarded to “top scholars recognizing individuals’ excellence in scholarship who have already helped to set the research agenda for the field.” Professor Shin was appointed Vice President of the INFORMS Marketing Science Society in 2021.
Gal Zauberman, Joseph F. Cullman 3rd Professor of Marketing
Professor Gal Zauberman studies consumer judgment and decision making, time in decisions, financial decision making, and memory for emotions and choice. In his research, He has published articles in leading marketing and psychology journals on topics that include: factors that affect individuals' evaluations, preferences, and choice, with specific interest in the role of time in decisions and experiences. He recently started investigating the role of photography in experiences. He won numerous awards, including the William O’Dell and the Paul Green best paper awards, and the 2007 Early Career Award for Distinguished Contributions to Consumer Psychology. His research received international media coverage, including the New York Times, Scientific American, and others.