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Sungkyun Moon

Image of Sungkyun Moon

Sungkyun Moon is Assistant Professor of Marketing at Bocconi University.

His research interests are mainly to study the issues related to marketing strategies of firms and link firms’ marketing decisions to firm performance. In particular, he is interested in examining the financial impact of marketing decisions, the implication of marketing information disclosed by a firm, and the role of marketing executives in a firm. He applies empirical econometric approaches such as panel data econometrics to address his research questions. In conducting research projects regarding marketing information disclosures, he relies on marketing information disclosed by firms and third parties (e.g., financial or product analysts) through multiple communication channels (e.g., a firm’s annual reports, social media, or news articles).