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Min Ha Hwang

Min Ha Hwang
Assistant Professor, Marketing
Degree(s): 

PhD, Management, Anderson School of Management, University of California, LA, USA
PhD, Materials Science & Engineering, Massachusetts Institute of Technology, USA
BSc, Metallurgical Engineering, Seoul National University, South Korea

Area(s): 
Marketing
Phone: 
+1 514 398 4057
Email Address: 
minha [dot] hwang [at] mcgill [dot] ca
Alternate Email Address: 
gina [dot] ceolin [at] mcgill [dot] ca
Address: 

Bronfman Building, [Map]
1001 rue Sherbrooke Ouest
Montreal, Quebec
Canada
H3A 1G5   

Office: 
558
Biography: 

Dr. Minha Hwang joined the Desautels Faculty of Management in 2010. His research focuses on three key marketing issues in retailing - marketing mix decisions, multi-channel management, and private labels. The first research stream focuses on point-of-sale marketing decisions such as assortment, pricing, display, and feature advertising. His research on assortment has appeared in Marketing Science. In addition, he is currently investigating the impact of point-of-sale marketing mix on national brand purchase shares (under 2 round review at Management Science.)

The second research stream focuses on the issue of multiple channel management. His research on the impact of Wal-Mart supercenter conversion on consumer shopping behavior is under 2nd round review at Management Science. His paper on the impact of mobile channel introduction on the existing online channel is forthcoming at Journal of Management Information Systems. 

The third research stream focuses on the important issue of private labels. He is investigating the profit impact of premium and value store brand introduction. In addition, he is studying the impact of brand architecture of multi-tiered private label portfolio on consumer choices. 

Finally, he investigates how machine learning and data mining applied to social media (e.g. Amazon consumer reviews, Google trends) can improve marketing decisions. 

He is teaching undergraduate-level courses on the subject of Marketing Research and Marketing Management II.

Prior to getting his second Ph.D., he worked for four years as a consultant at McKinsey and Company, conducting projects in the retailing, consumer packaged goods, information technology, consumer electronics, banking, insurance, chemical, ship-building, and heavy industries.

Courses: 

MRKT 354 Marketing Management 2 3 Credits
    Offered in the:
  • Fall
  • Winter
  • Summer

MRKT 451 Marketing Research 3 Credits
    Offered in the:
  • Fall
  • Winter
  • Summer

Areas of Expertise: 

Retailing, Consumer Packaged Goods, Financial Services, Telecommunication, Consumer Electronics, Information Technology

Marketing Research 

Marketing Strategy

Analytics; Big Data

Data Mining

Statistics

Machine Learning

Econometrics

Consumer Behaviors

Multi-channel Management

Private Labels

Marketing Mix Modeling

Management Consulting

Marketing Management

Business Strategy

Curriculum Vitae: 
Research Areas: 
Branding
Competitive Strategy
Consumer Behaviour
Retail Marketing
Graduate Supervision: 

Dissertation Defense Committee for a PhD Student, Hyelim Oh (Information Systems), McGill University, 2013 -

Phase I Committee for a PhD Student, Youngsok Bang (Information Systems), McGill University, 2013 -

Phase II Committee for a PhD Student, Hwayoung Lee (Marketing), McGill University, 2011 -

Oral Defense Committee for a PhD Student, Wenqing Zhang (Operation Research), McGill University, 2011

Task force, Marketing Area PhD Program Requirement Redesign, McGill University, 2011

Selected Publications : 

Papers in Peer-Reviewed Journals

Minha Hwang, Bart J. Bronnenberg, and Raphael Thomadsen (2010), “An Empirical Analysis of Assortment Similarities Across U.S. Supermarkets,” Marketing Science, Vol. 29, No. 5, pp. 858-879.
Youngsok Bang, Dong-Joo Lee, Kunsoo Han, Minha Hwang and Jae-Hyeon Ahn (2013), “Channel Capabilities, Product Characteristics, and Impacts of Mobile Channel Introduction,” Journal of Management Information Systems, Forthcoming
Minha Hwang and Raphael Thomadsen, “When Push Comes to Shelf: How Point-ofSale Marketing Mix Impacts National Brand Purchase Shares,” Revise & Resubmit: Under Revision for 2nd round submission to Management Science

Minha Hwang and Sungho Park, “The Impact of Wal-Mart Supercenter Conversion on Consumer Shopping Behaviors,” Revise & Resubmit: Under 2nd round review at Management Science

Books and Edited Volumes

Chapters in Books

Awards, Honours, and Fellowships: 

Awards

2008: 43rd AMA Sheth Foundation Doctoral Consortium Fellow, Columbus, MS

1997-2001: Sigma Xi, The Scientific Research Honor Society Member

1994: Cum Laude, Bachelor of Science, Seoul National University

Fellowships

2005-2009: UCLA Anderson Doctoral Fellowship

2007-2009: Graduate Students Summer Fellowship, Graduate Division, UCLA

1991-1994: Seoul National University Fellowship

Grants

2001: Principal Investigator, “The Impact of Wal-Mart expansion on local retail market structure,” McGill Internal Social Sciences and Humanities Development Grant, May 2011 – Apr 2012

Interviews: 
Conferences: 

“The Impact of Wal-Mart Supercenter Conversion on Consumer Shopping Behaviors”

- Big Data and Marketing Innovation Summit, Miami, November 2013 (Scheduled)

- University of Miami, November 2013 (Scheduled)

“Does the Mobile Channel Cannibalize the Online Channel?” - HICSS: 25th Anniversary Symposium for the Competitive Strategy, Economics, and Information Systems, January 2013 (Presented by a co-author)

“Push vs. Pull: The Case for 50-50” - Frank M. Bass UT Dallas FORMS Conference, February 2012 (Presented by a coauthor)

Minha Hwang and Raphael Thomadsen, “The Effect of Retailer Stocking Decisions on National Brand Performance Across U.S. Supermarkets,” INFORMS Marketing Science Conference, Rice University, Houston, Texas, June 9 -11, 2011

Minha Hwang and Raphael Thomadsen, “Push vs. Pull: The Case for 50-50,” INFORMS Marketing Science Conference, Boston University, Boston, Massachusetts, June 7-9, 2012

Minha Hwang and Sungho Park, “The Impact of Wal-Mart Supercenter Conversion on Consumer Behaviors,” INFORMS Marketing Science Conference, Boston University, Boston, Massachusetts, June 7-9, 2012

Current Research: 

1. The Drivers of M-Commerce Adoption

2. The Profit Impact of Premium and Economy Store Brand Introduction

3. Retail Branding of Multi-tiered Store Brands

4. Market Surveillance: Mining Customer Insights from Consumer Reviews

5. Recommendation System Based on Unstructured Data

6. Online Search and Offline Sales: Application of Google Trends

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