Ivy Profile

Bio

Ju-Yeon Lee is an Associate Professor of Marketing and John and Deborah Ganoe Faculty Fellow at Iowa State University. Her research focuses on customer centricity, business-to-government (B2G) and business-to-business (B2B) relationships, and digital/online channels. Specifically, she investigates how a firm’s realignment of organizational design elements (e.g., structure, leadership, culture, systems, metrics) toward customers can create value for both customers and the firm. Her research offers insights into how federal contractors or industrial buyers should manage their strategies to serve their customers. She also studies how sharing economy and online platform firms can deepen their understanding of customers.

Dr. Lee’s research has appeared in premier journals, including the Harvard Business Review, Marketing Science, Journal of Marketing, Journal of Marketing Research, Journal of International Business Studies, and Journal of the Academy of Marketing Science. Her research was recognized with the Financial Times (FT) Responsible Business Education Award, and the Davidson Award. Her work was selected as a finalist for the AMA/MSI/H. Paul Root Award and the AMA-Responsible Research in Business and Management (RRBM)-EBSCO Award. Grants from the Marketing Science Institute have supported her research. She serves as an area editor at the Journal of the Academy of Marketing Science, where she was also honored with the Best Reviewer Award. She currently serves on the Editorial Review Board of the Journal of Marketing, the Journal of International Business Studies, and the Journal of Public Policy & Marketing.  

Dr. Lee has taught various marketing analytics and marketing strategy courses to undergraduate, MBA, and doctoral students.

Academic Work Experience

Expertise

• Marketing Strategy

• Customer Centricity

• Business-to-Business Relationships

• Business-to-Government Relationships

• Digital/Online Channels

Awards

Selected Publications

• Lee, D., Lee, J. Y., & Josephson, B. W. (2024) "Effects of bid protests against government agencies on firm performance: Role of interorganisational relationship", Economic Analysis and Policy, 81:520-540. Link to Paper

• Yan, S., Lee, J. Y., & Josephson, B. W. (forthcoming) "The effect of customer asset strategies on acquisition performance in business-to-government markets", Journal of the Academy of Marketing Science, Link to Paper

• Mittal, V., Han, K., Lee, J. Y., & Sridhar, S. (2021) "Improving Business-to-Business Customer Satisfaction Programs: Assessment of Asymmetry, Heterogeneity, and Financial Impact", Journal of Marketing Research, 58 (4):615-643. Link to Paper

• Chen, Y., Lee, J. Y., Sridhar, S., Mittal, V., McCallister, K., & Singal, A. G. (2020) "Improving Cancer Outreach Effectiveness through Targeting and Economic Assessments: Insights from a Randomized Field Experiment", Journal of Marketing, 84 (3):1-27. Link to Paper , Iowa State University News Release

• Kozlenkova, I. V., Lee, J. Y., Xiang, D., & Palmatier, R. W. (2021) "Sharing Economy: International Marketing Strategies", Journal of International Business Studies, 52 (8):1445-73. Link to Paper

• Quach, S., Thaichon, P., Lee, J. Y., Weaven, S., & Palmatier, R. W. (2020) "Toward a Theory of Outside-In Marketing: Past, Present, and Future", Industrial Marketing Management, 89 (107-28)Link to Paper

• Josephson, B. W., Lee, J. Y., Mariadoss, B. J., & Johnson, J. L. (2019) "Uncle Sam Rising: Performance Implications of Business-to-Government Relationships", Journal of Marketing, 83 (1):51-72. Link to Paper

• Lee, J. Y., Fang, E., Kim, J. J., Li, X., & Palmatier, R. W. (2018) "The Effect of Online Shopping Platform Strategies on Search, Display, and Membership Revenues", Journal of Retailing, 94 (3):247-64. Link to Paper , Iowa State University News Release

• Crecelius, A. T., Lawrence, J. M., Lee, J. Y., Lam, S. K., & Scheer, L. K. (2019) "Effects of Channel Members' Customer-Centric Structures on Supplier Performance", Journal of the Academy of Marketing Science, 47 (1):56-75. Link to Paper

• Lee, J. Y., Sridhar, S., & Palmatier, R. W. (2017) "The Effect of Firms' Structural Designs on Advertising and Personal Selling Returns", International Journal of Research in Marketing, 34 (1):173-193. Link to Paper

• Ye, J., Dong, B., & Lee, J. Y. (2017) "The Long-Term Impact of Service Empathy and Responsiveness on Customer Satisfaction and Profitability: A Longitudinal Investigation in a Health Care Context", Marketing Letters, 28 (4):551-64. Link to Paper

• Lee, J. Y., Kozlenkova, I. V., & Palmatier, R. W. (2015) "Structural Marketing: Using Organizational Structure to Achieve Marketing Objectives", Journal of the Academy of Marketing Science, 43 (1):73-99. Link to Paper

• Lee, J. Y., Sridhar, S., Henderson, C. M., & Palmatier, R. W. (2015) "Effect of Customer-Centric Structure on Long-Term Financial Performance", Marketing Science, 34 (2):250-268. Link to Paper

• Lee, J. Y., Sridhar, S., & Palmatier, R. W. (2015) "Customer-Centric Org Charts Aren't Right for Every Company", Harvard Business Review, (July-August):22. Link to Paper