Yong-Bum is an Assistant Professor of Marketing at NEOMA Business School in France. He received his Ph.D. degree from the Whitman School of Management at Syracuse University. The primary objective of his research is to understand the underlying forces driving retailers’ strategic decisions and consumers’ shopping behavior in a multi-channel retailing environment. Within this research domain, he studies the strategic interaction between retailers and manufacturers, price and assortment optimization, and store brand strategies.  Yong-Bum is a coordinator of Retail Strategy and Search Engine Marketing, as well as Digital Marketing Specialization both at the undergraduate and graduate level.