Inseong Song

Inseong Song received his PhD in Marketing at the University of Chicago Graduate School of Business in 2002 and is Assistant Professor in Marketing at Hong Kong University of Science and Technology. Song has a bachelor's degree in business from Seoul National University and a master's in Management Science from the Korean Advanced Institute of Science and Technology.

In his dissertation research, a model of an individual consumer's dynamic and forward-looking choice behavior for a new durable product is developed. The diffusion of a new durable product is obtained by aggregating individual choices across heterogeneous consumers. This research formally incorporates the idea that consumers may delay making a purchase when price reduction or quality improvement is expected in the near future. In addition, the mix of potential customers changes over time. Recognition of such changes in customer mix is important in updating the targeting strategy throughout the product life cycle.