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Ju-Yeon Lee

Title: Associate Professor
Department: Marketing

Office: 3216 Gerdin Business Building
Phone number: (515) 294-5402

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

Assistant Professor
Lehigh University
2013 - 2017


  • Marketing Strategy
  • Customer Centricity
  • Digital/Online Channels
  • Business-to-Government Relationships
  • Business-to-Business Relationships


Faculty Early Achievement in Research Award, Ivy College of Business, Iowa State University 2020
Davidson Award (best paper published in Journal of Retailing in 2018) 2019
Best Reviewer Award, Journal of the Academy of Marketing Science 2017

Selected Publications

  • Mittal, Vikas, Kyuhong Han, Ju-Yeon Lee, and Shrihari Sridhar (2021) "Improving Business-to-Business Customer Satisfaction Programs: Assessment of Asymmetry, Heterogeneity, and Financial Impact", Journal of Marketing Research, Link to Paper
  • Kozlenkova, Irina V., Ju-Yeon Lee, Diandian Xiang, and Robert W. Palmatier (2021) "Sharing Economy: International Marketing Strategies", Journal of International Business Studies, Link to Paper
  • Chen, Yixing, Ju-Yeon Lee, Shrihari Sridhar, Vikas Mittal, Katharine McCallister, and Amit Singal (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, Sara, Park Thaichon, Ju-Yeon Lee, Scott Weaven, and Robert W. Palmatier (2020) "Toward a Theory of Outside-In Marketing: Past, Present, and Future", Industrial Marketing Management, 89 (107-28)Link to Paper
  • Crecelius, Andrew T., Justin M. Lawrence, Ju-Yeon Lee, Son K. Lam, and Lisa K. Scheer (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
  • Josephson, Brett W., Ju-Yeon Lee, Babu John Mariadoss, and Jean L. Johnson (2019) "Uncle Sam Rising: Performance Implications of Business-to-Government Relationships", Journal of Marketing, 83 (1):51-72. Link to Paper
  • Lee, Ju-Yeon, Eric Fang, Jisu J. Kim, Xiaoling Li, and Robert W. Palmatier (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
  • Lee, Ju-Yeon, Shrihari Sridhar, and Robert W. Palmatier (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, Jun, Beibei Dong, and Ju-Yeon Lee (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, Ju-Yeon, Shrihari Sridhar, and Robert W. Palmatier (2015) "Customer-Centric Org Charts Aren't Right for Every Company", Harvard Business Review, (July-August):22. Link to Paper
  • Lee, Ju-Yeon, Shrihari Sridhar, Conor M. Henderson, and Robert W. Palmatier (2015) "Effect of Customer-Centric Structure on Long-Term Financial Performance", Marketing Science, 34 (2):250-268. Link to Paper
  • Lee, Ju-Yeon, Irina V. Kozlenkova, and Robert W. Palmatier (2015) "Structural Marketing: Using Organizational Structure to Achieve Marketing Objectives", Journal of the Academy of Marketing Science, 43 (1):73-99. Link to Paper