Hosted by Yonsei School of Business School and the Korean Marketing Association, the first Asia-based Theory + Practice in Marketing (TPM) Conference was held at Yonsei School of Business in Seoul, Korea on June 24, 2016. The conference allowed people coming to Asia to adjacently attend Marketing Science at Fudan University in Shanghai (June 16-18) and/or the Luxury Symposium at Singapore Management University (June 20-21).

Confirmed Industry Keynote Speakers for this event included:

  • Kyung-soo Bae – Executive Producer, “The Descendants of the Sun” Megahit K-Drama
  • Sundar Raman – CEO SPORTS NIL, formerly COO of the IPL (Indian Premier League)
  • Vivek Nayer – CMO, Mahindra & Mahindra
  • Aaron Lau – President Cheil International
  • Hee Young Noh, CEO, YG Food


One particular focus of the TPM Asia conference (in the form of a couple of Special Sessions) was emerging trends in creative content industries and their impact on marketing strategy, consumer behavior and marketing modeling. South Korea ranked first as the “Most Innovative Country” in the 2016 Bloomberg Index of Innovativeness; its neighbors Japan and China came in fourth and 21st thereby indicating the overall innovativeness of the region.

In addition to being home to electronic giants like Samsung and LG – and, of course, Gangnam Style, South Korea is also a successful exporter of its cultural contents such as movies (K-drama), food, (K-food), cosmetics (K-beauty) and popular music (K-Pop).

The best papers from the conference were selected for submission to a special section TPM in Asia in the Journal of Marketing Research, also “Foundations and Trends in Marketing,” and the Asian Marketing Journal.

Consistent with the mission of TPM, in addition to being a forum for practice-oriented academic research, the conference offered talks by Chief Marketing Officers and Chief Technology Officers, for example, from top entertainment and content companies from Asian countries. The aim is to foster not only exchange of views on marketing strategy and changes taking place in consumer behavior, but also provide linkages for corporate and academic collaboration that can lead to field-relevant research.

Toward that end, the conference included an extra day of field trips to various best practices sites and “cultural activities” on June 23rd, 2016.

Supported By

We are delighted to announce that the Journal of Marketing Research (JMR) collaborated with TPM in Asia on a special section based on the accepted submissions to the conference.

Conference Co-Chairs

Dae Ryun Chang, Yonsei School of Business
Bernd Schmitt, Columbia Business School
Sanjay Sood, Anderson School, UCLA
Jin K. Han, Singapore Management University