Ivy Profile

Bio

Ju-Yeon Lee is the John and Connie Stafford Professor in Business and Professor of Marketing at Iowa State University. Her research focuses on customer-centric organizational design, business-to-government (B2G) relationships, and online platforms. Her research has appeared in premier journals, including the Harvard Business Review, Marketing Science, Journal of Marketing, Journal of Marketing Research, Journal of International Business Studies, and Journal of the Academy of Marketing Science. Her research was recognized with the Financial Times (FT) Responsible Business Education Award, the Louis W. Stern Award, and the Davidson Award. Her work was also selected as a finalist for the AMA/MSI/H. Paul Root Award, the AMA-Responsible Research in Business and Management (RRBM)-EBSCO Award, and JAMS Sheth Foundation Best Paper Award. Grants from the Marketing Science Institute have supported her research. She serves as an Area Editor at the Journal of the Academy of Marketing Science and is on the Editorial Review Board for the Journal of Marketing, Journal of International Business Studies, and Journal of Public Policy & Marketing. She has received Outstanding Reviewer Awards from both the Journal of Marketing and the Journal of the Academy of Marketing Science. Currently, she serves as Vice Chair of AMA’s Tech SIG. Dr. Lee has taught marketing analytics and marketing strategy courses to undergraduate, MBA, and PhD students.

Academic History

• Ph.D., Marketing, University of Washington, 2013

• M.S., Business Administration, University of Washington, 2011

• B.B.A., and B.A., Business Administration, Applied Statistics, Yonsei University, 2008

• Exchange Student, University of Washington, 2007

Academic Work Experience

Expertise

• Customer Centricity

• Business-to-Government Relationships

• Digital/Online Channels

• Marketing Strategy

• Business-to-Business Relationships

Awards

Selected Publications

• Lee, JY., Sridhar, S., Bosukonda, & N. Yan, S. (forthcoming) "Platform Customer Misconduct: A Conceptual Framework for Research and Practice", Journal of the Academy of Marketing Science, Link to Paper

• Lee, D., Lee, J. Y., & Josephson, B. W. (2024) "Effects of bid protests against government agencies on firm performance: Role of interorganisational relationship", Economic Analysis and Policy, 81:520-540. Link to Paper

• Yan, S., Lee, J. Y., & Josephson, B. W. (2024) "The effect of customer asset strategies on acquisition performance in business-to-government markets", Journal of the Academy of Marketing Science, 52:789-814. Link to Paper

• Mittal, V., Han, K., Lee, J. Y., & Sridhar, S. (2021) "Improving Business-to-Business Customer Satisfaction Programs: Assessment of Asymmetry, Heterogeneity, and Financial Impact", Journal of Marketing Research, 58 (4):615-643. Link to Paper

• Kozlenkova, I. V., Lee, J. Y., Xiang, D., & Palmatier, R. W. (2021) "Sharing Economy: International Marketing Strategies", Journal of International Business Studies, 52 (8):1445-1473. Link to Paper

• Chen, Y., Lee, J. Y., Sridhar, S., Mittal, V., McCallister, K., & Singal, A. G. (2020) "Improving Cancer Outreach Effectiveness through Targeting and Economic Assessments: Insights from a Randomized Field Experiment", Journal of Marketing, 84 (3):1-27. Link to Paper , Iowa State University News Release

• Quach, S., Thaichon, P., Lee, J. Y., Weaven, S., & Palmatier, R. W. (2020) "Toward a Theory of Outside-In Marketing: Past, Present, and Future", Industrial Marketing Management, 89 (107-28)Link to Paper

• Josephson, B. W., Lee, J. Y., Mariadoss, B. J., & Johnson, J. L. (2019) "Uncle Sam Rising: Performance Implications of Business-to-Government Relationships", Journal of Marketing, 83 (1):51-72. Link to Paper

• Lee, J. Y., Fang, E., Kim, J. J., Li, X., & Palmatier, R. W. (2018) "The Effect of Online Shopping Platform Strategies on Search, Display, and Membership Revenues", Journal of Retailing, 94 (3):247-64. Link to Paper , Iowa State University News Release

• Crecelius, A. T., Lawrence, J. M., Lee, J. Y., Lam, S. K., & Scheer, L. K. (2019) "Effects of Channel Members' Customer-Centric Structures on Supplier Performance", Journal of the Academy of Marketing Science, 47 (1):56-75. Link to Paper

• Lee, J. Y., Sridhar, S., & Palmatier, R. W. (2017) "The Effect of Firms' Structural Designs on Advertising and Personal Selling Returns", International Journal of Research in Marketing, 34 (1):173-193. Link to Paper

• Ye, J., Dong, B., & Lee, J. Y. (2017) "The Long-Term Impact of Service Empathy and Responsiveness on Customer Satisfaction and Profitability: A Longitudinal Investigation in a Health Care Context", Marketing Letters, 28 (4):551-64. Link to Paper

• Lee, J. Y., Kozlenkova, I. V., & Palmatier, R. W. (2015) "Structural Marketing: Using Organizational Structure to Achieve Marketing Objectives", Journal of the Academy of Marketing Science, 43 (1):73-99. Link to Paper

• Lee, J. Y., Sridhar, S., Henderson, C. M., & Palmatier, R. W. (2015) "Effect of Customer-Centric Structure on Long-Term Financial Performance", Marketing Science, 34 (2):250-268. Link to Paper

• Lee, J. Y., Sridhar, S., & Palmatier, R. W. (2015) "Customer-Centric Org Charts Aren't Right for Every Company", Harvard Business Review, (July-August):22. Link to Paper