I am a Ph.D. Candidate in Management and Organization (Area: Strategy and Entrepreneurship) at the University of Southern California, Marshall School of Business. My research aims to understand how managing external perceptions can be a competitive advantage for firms that actually leads to value creation. Specifically, I examine how firms can strategically manage external perceptions regarding their actions ("what we do") and identity ("who we are") to influence audience's interpretation and create value.
In my dissertation, I study how entrepreneurial firms manage their identity by strategically positioning themselves within an industry using category labels. Specifically, I examine how a change in categorization strategy to attract key stakeholders at the initial public offering (IPO) influences performance. My dissertation has been awarded the Strategy Research Foundation (SRF) Dissertation Grant and the NASDAQ Ph.D. Dissertation Fellowship.
Prior to my academic career, I worked at a management consulting firm and an advertising agency. I obtained my Bachelor's degree in Business Administration (BBA) from Yonsei University and MBA from Seoul National University, South Korea. I also spent two semesters at the University of Illinois at Urbana-Champaign on a study abroad program.