KAIST Business School Journal 2010 Summer Vol.15
Cover Story \ creme de la creme, simple, passionate \ A4 \ \,, YJ \,, bayesian, \ analytic, idealistic, ambitious \ wanna be a writer
Contents : 4 5 6 Hot & New KAIST Issue 8 10 12 Insight Zone Market Trend Market Trend Business Issue 14 16 18 Global Zone Global Program Global Program International Certification 20 21 22 Power Zone Alumni Network Alumni Network Industry-Academic Program 24 28 30 31 32 Inside Zone Campus Life Guide Industry-Academic Art Exhibition Campus Event 33 Notice
World-Class Research and knowledge creation will never stop The economies of China and India growing at a rapid pace, competing with their massive resources of cheaper labor, OECD countries, like Korea, have to move on to develop their knowledge base and become more innovative in their products and services. A major force in this migration to a knowledge economy, for any country, is their universities of higher learning. Institutions like KAIST and KAIST Business School have to fully engage in knowledge creation by working on world-class research that can provide innovations in technology and management methods. In this issue of Frontier, we highlight some research on the human brain and its use in neuro-marketing and other applications. Our talented faculty members are carefully recruited for their 4 KAIST Business School outstanding teaching capabilities and also their innovative and creative research skills. But this is not enough. The faculty must also have ample time and resources to do their research and the funding to disseminate their research at major conferences and symposiums around the world. KAIST and KAIST Business School provides an outstanding environment for our faculty and PhD students to thrive and we proudly disseminate our research through Knowledge@KAIST in our website. Take Prof. Kwangwoo Park s research on bank consolidation across geographic boundaries, which is quite common in many countries with mutliple banking markets. Does this hurt or help small business and retail depositors in their search for banking services in local communities? His research, which was published in the prestigious journal, Review of Financial Studies (a Financial Times top 45 journal), indicates that while the retail loan markets become more competitive and offer small business better value, retail depositors do not get better interest rates (since the multi-market banks obtain their finances from wholesale banking rather than depositors). Also, there is the research published by Prof. Heeseok Lee in MISQ (another FT 45 journal), which analyzes data on how information technology investments affect team performance through knowledge sharing and knowledge application. Using data from more than 100 teams operating in Korea, their research concludes that investment in IT does benefit knowledge sharing and knowledge application. But when it comes to superior team performance, knowledge sharing is not sufficient; knowledge application is also necessary. And finally, Prof. Yeosun Yoon in her article published in Journal of Consumer Psychology (another FT 45 journal) examines consumer perceptions over buying decisions when consumption and payment occur over time. Her hypothesis is that consumers would prefer alignment between the benefit received and payment made in every time period. Designing experiments very cleverly, she shows support for her hypothesis and advise companies to design constant payment financing schemes for those products that have unchanging benefits over time but to design a pay-as-you go scheme for those products and services that vary in benefits over time, potentially with usage. At KAIST and KAIST Business School, our research and knowledge creation activities will never stop. Our faculty members are working hard to bring the latest knowledge to our students and alumni and keeping them competitive. Nagaja!
Frontier _ Summer 2010 5
Hot & New KAIST Issue 6 KAIST Business School
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Insight Zone Market Trend Neuromarketing 8 KAIST Business School
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Insight Zone Market Trend Savanna Principle 10 KAIST Business School
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Insight Zone Business Issue N E U R O M A R K E T I N G 12 KAIST Business School
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Global Zone Global Program 14 KAIST Business School
1 2 3 4 Frontier _ Summer 2010 15
Global Zone Global Program Korean Business and Culture 16 KAIST Business School
This trip was truly an eye-opener for me. I have never thought that I would have a chance to experience one of the most important historical points of the last divided nation. This trip sparked my interest about Korean history and cultures. I would like to explore more about the Korean War and how it led to such a long lasting conflict between two nations. In my point of view, reunification of these two nations is extremely difficult even though there are lots of attempts to establish peace between the two Korea. Nonetheless, I hope that one day the boundary lines are lifted and I can see a real united Korea. - Sasi Limchareon - Exchange student from Sasin in Thailand Frontier _ Summer 2010 17
Global Zone International Certification AACSB EQUIS GMAC 18 KAIST Business School
Power Zone Alumni Network 20 KAIST Business School
Power Zone Alumni Network Frontier _ Summer 2010 21
Power Zone Industry-Academic Program 22 KAIST Business School
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Inside Zone Campus Life Guide MBA life in KAIST campus Year 1 WINTER SPRING SUMMER FALL January March June September December 24 KAIST Business School
1 2 3 1 2 Frontier _ Summer 2010 25
Inside Zone Campus Life Guide 1 2 3 26 KAIST Business School
1 2 Year 2 WINTER SPRING SUMMER FALL January March June September December Epilogue Frontier _ Summer 2010 27
Inside Zone Industry-Academic CRM March 8, February, March 12, March 19, 28 KAIST Business School
April 13, April 17, April 24, May 5, May 6, May 17, May 25, Frontier _ Summer 2010 29
Inside Zone 30 KAIST Business School
Inside Zone Art Exhibition Technology, Management & Art Frontier _ Summer 2010 31
Inside Zone Campus Event 2010 Alumni Reunion Day 32 KAIST Business School
Notice Frontier _ Summer 2010 33
Notice Question 1 Question 2 Question 3 15.09% 5.66% 28.30% 7.55% 11.32% 13.21% 22.64% 28.30% 50.94% 58.49% 58.49% 34 KAIST Business School