Jihwan Moon

Senior Lecturer

School of Marketing - PhD, Marketing, University of Florida | M.S. Management Science, Korea Advanced Institute of Science and Technology | B.S. Mathematics, Korea Advanced Institute of Science and Technology

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Jihwan Moon’s research focuses on how firms effectively communicate with consumers and how firms and consumers make decisions in uncertain environments. His research interests are in the areas of pricing, signaling, healthcare, sustainability, etc. His research goal is to understand the underlying mechanism of firms’ competitive strategies, develop analytical models to establish theories, and empirically test these theories. 

Prior to joining UNSW, Jihwan obtained his Ph.D. in Marketing at the University of Florida. Jihwan’s work has appeared in Marketing Science, the Journal of Marketing Research, and the Journal of Business & Economic Statistics.

From This Author

How to manage supply shortages in the face of unexpected events

Companies that face supply chain disruptions can use a sliding scale purchase limit model to adjust prices while ensuring adequate supply during shortages

And would you like a hot breakfast as well as a limousine to the airport?

Bundling popular extras on to core products is about more than just convenience

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