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Seigyoung Auh
Seigyoung Auh
Associate Professor of Marketing

seigyoung.auh@thunderbird.edu

Areas of Expertise: Marketing Management, Marketing Strategy, Sales Management Strategy, Key Account Management, Marketing's Role, Influence, and Power in the Firm

Thunderbird Courses: Global Marketing, Global Marketing Management, Global Marketing Strategy

Seigyoung Auh is an associate professor of marketing at Thunderbird School of Global Management. His research interests focus on the influence, power, and role of marketing, sales force management strategy, the role of sales teams in customer value creation, the application of a resource-based view to product innovation strategy, services and relationship marketing.

Dr. Auh has extensive international teaching and research experience. He has taught at universities such as the University of Melbourne in Australia, Brock University in Canada, and Yonsei University in South Korea.

He has received numerous department and universitywide teaching awards at the MBA and undergraduate levels. He has also consulted with and taught value-based marketing, differentiation through services excellence, segmentation, targeting, and positioning strategies in the executive learning programs at leading global and Korean companies, including Hyundai Motors, Samsung Electronics, E-Mart, and Shinsegae.

Dr. Auh was also the co-director of the CEO Franchise Program at Sangnam Institute of Management at Yonsei University in South Korea. The executive program educates and develops entrepreneurs to successfully operate their franchise operations.

Dr. Auh also sits on the editorial boards of the several marketing journals such as Industrial Marketing Management, Journal of Business Research, and the Journal of the Global Academy of Marketing Science.

He has published over 25 academic articles in leading marketing journals such as Journal of the Academy of Marketing Science, International Journal of Research in Marketing, Journal of Retailing, Marketing Letters, Journal of Consumer Psychology, Industrial Marketing Management, Journal of Business Research, Journal of Personal Selling and Sales Management, Journal of Economic Psychology, among others.

Dr. Auh has a BA in Business Administration from Yonsei University in South Korea and a MBA and Ph.D. from the Ross School of Business at the University of Michigan.

 

> Dr. Auh's professional bio (PDF)