[Interview] Professor Baek Jung Kim Wins the SK Research Award     In 2025, Professor Baek Jung Kim of Korea University Business School received the prestigious SK Research Award for his co-authored paper, “The Closing-the-Gap Effect: Joint Evaluation Leads Donors to Help Charities Farther from Their Goal” (co-authors: Rishad Habib, David J. Hardisty, Katherine White), published in the Journal of Marketing Research.  This study empirically demonstrated that when donors evaluate multiple charities together, they perceive relative need more clearly based on how close each organization is to its fundraising goal. As a result, donors tend to give more to charities that are farther from reaching their target. However, when organizations are evaluated individually, this effect diminishes or even reverses. The pattern also holds when the differences between organizations are small or when for-profit entities are included. Using 13 experiments and over 10,000 real crowdfunding records, the research provides practical insights for donation strategies and fundraising platform design.    Q1. First of all, congratulations on winning the SK Award! How do you feel about receiving this honor?  A1. I am honored to receive the SK Award. It’s particularly meaningful to be recognized for a collaborative project with such outstanding behavioral researchers. This award also serves as a reminder of my responsibility to continue pursuing impactful research in the future.    Q2. Could you briefly introduce your award-winning research?  A2. This paper demonstrates that when donors evaluate multiple charities or nonprofit organizations in a joint context, the relative level of need—measured by how close each organization is to reaching its fundraising goal—becomes more salient. In such comparative contexts, donors tend to donate more to organizations that are further from meeting their goal.  Interestingly, however, when organizations are evaluated separately, this perceived relative need is less salient , and the effect becomes insignificant. These findings offer insights into how charitable giving is shaped by the context in which donors assess organizations.    Q3. What led you to pursue this line of research?  A3. This project was especially meaningful to me because it was a collaborative study conducted with fellow professors in the field of consumer behavior. By combining experimental methods with real-world donation data, we had a valuable opportunity to gain a deeper understanding of charitable giving to nonprofit organizations. I was particularly happy by how this approach allowed us to draw causal insights into donation behavior.    Q4. What kind of social or industry impact do you think your research could have?  A4. As mentioned earlier, I believe this study is particularly meaningful in that it offers new insights into charitable giving—insights that have not been sufficiently addressed in previous research—by employing a combination of diverse research methodologies. These findings have the potential to make practical contributions in real-world contexts, such as informing donation strategies or guiding the design of crowdfunding platforms and other tools used by nonprofit organizations and social enterprises.    Q5. Could you share your future research interests or upcoming plans?  A5. I have maintained a strong interest in the diverse behavioral patterns that emerge when consumers adopt and continue to use online platforms. Building on this line of inquiry, I intend to conduct research that quantitatively analyzes consumer behavior—particularly by employing a variety of methodological approaches—to better understand how these behaviors evolve over time.    Q6. Do you have a message for junior researchers or students?  A6. I believe it is essential to cultivate the ability to think deeply and independently about any topic. Whether you’re reading a news article, a book, or an academic paper, I encourage you to keep engaging with topics that spark your curiosity and to reflect on them with persistence. This kind of sustained intellectual effort can serve as the starting point for meaningful research and ultimately help you form your own unique perspective.    Below is a summary of Professor Baekjung Kim’s paper “The Closing-the-Gap Effect: Joint Evaluation Leads Donors to Help Charities Farther from Their Goal”  This research investigates how donors make charitable decisions, particularly when they evaluate charities or nonprofit organizations in a joint context. The findings suggest that in such joint evaluations, the relative difference in how close each charity is to reaching its fundraising goal becomes more salient. As a result, donors tend to contribute more to charities that are farther from their fundraising goal, as they appear to be in greater need.  In contrast, when charities are evaluated individually, where donors assess one charity at a time, this comparative context is absent, and the effect either disappears or reverses. The same holds true when differences in fundraising progress are minimal or when for-profit organizations are included—both cases where relative need becomes less salient, leading to different giving patterns.  The study is supported by six pre-registered experiments, seven follow-up studies, and an analysis of over 10,000 real-world crowdfunding donation records, providing robust empirical support. These insights offer practical implications for developing more effective fundraising strategies and designing donation platforms that can better encourage charitable giving. 

[Interview] “Finding Answers in Students’ Eyes” – Professor Viacheslav Savitskiy’s Communication-Centered Teaching Method      Professor Viacheslav Savitskiy, winner of the 2024 second semester Seoktop Teaching Award, is a faculty member in the Global Business program at Korea University Business School. He teaches the English-taught course “Economics of Enterprise,” leading a communication-centered class with students. Appointed as a new faculty member in September 2024, he is a researcher who has conducted international comparative studies based on cultural economics. He received this prestigious award for his excellent teaching in his very first official course as a professor. KUBS Journal sat down with Professor Savitskiy to hear more about his teaching philosophy and future plans.    Q1. Could you briefly introduce yourself?  Hello, I’m Viacheslav Savitskiy. I’m currently teaching in the Global Business program at Korea University Business School, and this is my second semester as a professor. My original field of study is economics, and now I’m conducting research on the interaction between culture and the economy. This is often called cultural economics, or more broadly, international comparative research that analyzes how different cultural characteristics influence economic outcomes. This research background naturally led me to the field of global business.    Q2. How did you feel about receiving the Seoktop Teaching Award?  Since this was my first official course as a professor, I was truly surprised. During my doctoral program, I participated in classes as a teaching assistant, but this was the first time I was solely responsible for teaching a course. So when I heard about the award, I was both astonished and deeply honored. This award means even more to me because it represents recognition of my efforts by both the students and the university at this excellent academic institution, Korea University. I was especially happy that students gave such positive feedback about my class, and it will remain a very memorable and meaningful experience for me.    Q3. What is the most important value you hold when teaching? Do you have a personal educational philosophy or principle?  My teaching philosophy centers on actively engaging students in the learning process. On one hand, I think it’s essential to build a solid theoretical foundation, and on the other, it’s just as important to connect theory with real-world situations through practical examples and case studies. I try to avoid focusing solely on theory and instead make an effort to present material in a relevant and realistic context. I also work to create an atmosphere where students feel comfortable asking questions. Maintaining an open attitude so that students feel free to approach and talk to me is something I consider very important.    Q4. Is there anything you pay special attention to when communicating with students?  I always try to observe whether students are truly understanding during lectures. I assess whether they are following along well by looking at their eyes and facial expressions and adjust my teaching style accordingly. The moment I see in a student’s eyes that they’ve understood — that’s the most rewarding moment as a professor, and I take it as a sign that I’m going in the right direction.    Q5. Is there a particular class or student that stands out in your memory?  Rather than pointing out a specific student, I’ve been deeply impressed by Korea University students overall — their dedication to assignments, their approach to problem-solving, and their level of understanding in class are all very high. One memorable episode was the final exam last semester. Since the exam was around Christmas time, I wanted to reduce students’ stress even a little, so I brought donuts and coffee to the classroom. The students appreciated the small but warm gesture, and it remains a very pleasant memory for me.    Q6. Do you have any special know-how when it comes to preparing or conducting your classes?  Since I haven’t been teaching for very long, I’m still learning myself. But if I had to name one principle, I’d say I prepare about 95% of the class in advance and leave the remaining 5% flexible to adjust based on the flow of the day or students’ reactions. Sometimes, discussing a spontaneously emerging topic can spark students’ interest more effectively and help make the class feel more dynamic and engaging.    Q7. Do you have any advice for students beyond the classroom?  Personally, I’ve always chosen my path based on what truly excites me. When deciding on a company or a job, I believe it’s more important to consider whether the work brings you joy rather than focusing solely on prestige or salary. When your work aligns with your passions, it often feels more like a hobby, which in turn leads to better performance. This approach has always worked well for me, and I encourage  students to shape their path in life using similar values.    Q8. What are your plans or goals for the future?  One of my primary goals as a professor is to develop a new course that reflects my research interests. I’m currently planning a class that explores the intersection of culture and the economy, which I believe will offer valuable insights for students in the Global Business program. As a researcher, I’m involved in several projects and intent to continue exploring engaging and meaningful topics. As an educator, I hope to design original courses and foster rich academic exchanges with my students.    Q9. Lastly, is there anything you’d like to say to the readers of KUBS Journal and members of the Business School?  Above all, I’d like to take this opportunity to sincerely thank all the members of the Business School who have so warmly welcomed me over the past two semesters. I’m truly grateful to the professors, staff, and students who made me feel at home. Thanks to their kindness and support, I’ve had the pleasure of enjoying a wonderful start to my first teaching position in Korea. I’m proud to be part of this community and look forward to continuing to grow and contribute together in the future. 

SK Award-Winning Scholar Interview – Professor Minjae Koo   In 2025, Professor Minjae Koo of Korea University Business School received the SK·IBRE Award for his co-authored paper, “Riding Attention Spikes: How Analysts Respond to Advertising” (co-authors: Annika Wang, Yin Wang, and Liandong Zhang), which has been accepted for publication in Contemporary Accounting Research. This study investigates how sell-side analysts strategically respond to spikes in investor attention caused by corporate advertising. The paper has been highly regarded in academia for demonstrating how the interplay between advertising and optimistic analyst forecasts significantly increases retail investor trading activity.   Q1. First of all, congratulations on winning the SK Award. Could you share your thoughts on receiving this honor? A1. Thank you very much. I am deeply honored to receive the SK·IBRE Award. This recognition is both humbling and encouraging. I view it as a meaningful milestone in my academic journey and a strong motivation to further explore topics related to market inefficiencies. I will continue striving to broaden the scope of accounting research and contribute to the field in meaningful ways.   Q2. Could you briefly introduce the research (paper/finding) that earned you this award? A2. Certainly. This paper examines how sell-side financial analysts respond to spikes in investor attention induced by product advertising. Our findings suggest that analysts issue more optimistic earnings forecasts following weeks with intensified advertising activity. This tendency is especially pronounced when analysts are affiliated with brokerages that benefit from increased trading commissions. These strategic forecast revisions amplify the trading activity of retail investors, highlighting how non-informational events such as advertising can shape capital market outcomes.   Q3. Could you share what motivated you to start this research or the background behind it? A3. The idea originated from emerging evidence that, although advertising provides limited fundamental information, it draws substantial investor attention and increases retail trading volume. We became interested in whether financial analysts—who serve as key information intermediaries in capital markets—might actively leverage these attention spikes. Given their economic incentives to stimulate trading, we hypothesized that analysts would strategically issue more optimistic forecasts when investor attention is elevated.   Q4. How do you think your research outcomes could impact society or the industry? A4. This study underscores a previously underexplored dimension of market inefficiency: the strategic behavior of financial analysts in response to non-informational stimuli like advertising. These findings carry important implications for investor protection and market transparency. They also offer insights for policymakers and regulators aiming to understand how advertising may influence financial decision-making and the dynamics of investor behavior in capital markets.   Q5. Could you share your future research plans or specific topics of interest? A5. I’m currently interested in the growing role of non-traditional information intermediaries—such as social media influencers—in shaping investor sentiment and firm valuation. The rise of digital platforms like mobile trading apps and social networks has fundamentally changed the way market participants access and interact with financial information. I hope to explore how these new communication channels affect corporate behavior, investor perception, and overall market efficiency.   Q6. If there’s a message you’d like to share with students, please feel free to do so. A6. Stay curious and never shy away from challenging conventional wisdom. Cultivate a mindset that remains open to diverse sources of information—whether from YouTube, books, news, or magazines. Some of the most profound insights often emerge from bridging ideas across seemingly unrelated fields. Keep thinking critically, remain open-minded, and persevere in your intellectual pursuits.   Summary of Professor Minjae Koo’s Paper 「Riding Attention Spikes: How Analysts Respond to Advertising」 This study investigates how sell-side analysts strategically respond to increases in investor attention caused by product advertising. Using weekly advertising data, we find that analysts tend to issue more optimistic earnings forecasts in the weeks following heightened advertising activity, particularly when they are affiliated with brokerages that derive significant revenue from trading commissions. This behavior is more prominent among experienced analysts and those serving a retail investor clientele, suggesting a strategic—rather than cognitive—bias. The combination of advertising-induced attention and optimistic analyst forecasts significantly boosts retail trading volume, illustrating how non-informational stimuli can interact with market intermediaries to amplify financial market reactions. The findings highlight analysts' potential role in distorting information flow and underscore important considerations for market efficiency and investor protection.  

“All Aboard, CHOO CHOO!”… 19th Cohort Startups Embark on Their Entrepreneurial Journey in Earnest  The orientation for the 19th cohort of CHOO CHOO's newly admitted resident startups was held on Tuesday, July 1, at Room 201 “The Stage” in the KUBS Main Building. Nine startup teams attended the session to introduce themselves and receive guidance on life at the Startup Station.  The newly admitted teams include △Mindful Labs, an AI-powered service addressing mental health issues △Tart, a data-driven AI all-in-one fractional investment platform △Thermit, an AI-based promotional page creation service △Eduforce, an AI platform for personalized lecture content and automated class delivery △Socially, a local community-based platform for social engagement △Franchat, an anonymous random chat service for connecting with acquaintances △During, a premium self-care brand targeting menopausal women △GAON, a platform for MRV (Monitoring, Reporting, Verification) of greenhouse gas reduction activities. These startups span a broad spectrum of industries, from technology to lifestyle.  The event began with a welcome address by Joon Ho Hwang, Director of the Startup Institute. Director Hwang offered words of encouragement, saying, “You must have gone through many challenges and hardships to get to this point, and I commend you for making it through.” He continued, “Since taking office as Director in March, it’s especially meaningful for me to meet our resident teams in person for the first time.” He then introduced key programs operated by the Startup Institute, including Entrepreneurship Academy, featuring lectures from CEOs and experts, Startup Express, a program that selects excellent startups and provides residency opportunities, Startup Essentials, practical entrepreneurship education for resident startups, and CHOO CHOO Day, a pitch program designed to help teams attract follow-up investment. During the summer break, the resident teams will take part in the Startup Essentials program.  Next, Young Kyung Kim, Head of the Iljin Startup Support Center, explained the purpose and structure of the mentoring program for resident teams. Using semiconductor circuits as an analogy, he emphasized, “Just as a slight deviation in current flow can cause a system-wide failure, various elements in business—such as identifying target customers and attracting investors—must function in an organically connected way.” He continued, “While I may not be an expert in every field, mentoring is fundamentally about identifying the networks you need and helping you make those connections.” Kim noted that mentoring at Startup Station is not merely feedback-oriented, but rather focused on building relationships. The program consists of bimonthly ‘Station Meetings’ and flexible one-on-one ‘On-Demand Mentoring’ sessions. He encouraged students, saying, “Feel free to stop by even if you don’t have a specific agenda,” and highlighted the importance of communication by adding, “Being a good listener is key to enabling meaningful dialogue and discussion.”  Following this, representatives from the resident startups took turns introducing their teams and sharing their thoughts on joining the program. Each expressed a strong commitment to making the most of their time during the residency and voiced a shared desire to collaborate and grow together.  After the introductions, staff member Chae Rin Kim provided a detailed overview of office space usage, including procedures for issuing access cards, reserving meeting rooms, and general workspace guidelines. She also explained the registration process for the monthly anonymous peer evaluation system and outlined the terms of residency. The standard residency period is six months, with the possibility of extension to up to one year following a performance-based review. The highest-performing team may remain for up to 18 months, while underperforming teams may be asked to vacate the space after just three months.  The final part of the orientation was the allocation of team workspaces. Five teams that received awards at the 2025 Summer Startup Competition were given priority in selecting their seats, while the remaining teams were assigned seats through a random draw. Team members reviewed the seating chart and selected their spaces before leaving the orientation venue for a casual lunch meeting. Following the meal, onboarding interviews for each team were held in a pre-scheduled order, marking the conclusion of the orientation program.  Through this orientation, the 19th cohort of CHOO CHOO resident startups has officially embarked on its entrepreneurial journey. With upcoming educational programs, mentoring sessions, and diverse networking opportunities, each team is now well-positioned to build a strong foundation for future growth. 

Celebrating a Semester of Hard Work – Korea MBA End-of-Semester Gathering Filled with Laughter  Korea University Business School’s Korea MBA program held its end-of-semester gathering and celebratory dinner for the first semester of the 2025 academic year on Friday, June 20, at Ahn Young-Il Hall in the LG-POSCO  Hall.  The event was organized to celebrate the end of the semester, strengthen the sense of community among current students, and provide an opportunity for new students to share their thoughts and challenges from their first months in the program. Approximately 120 Korea MBA students attended the event, exchanging stories and reflections in a warm and memorable atmosphere.  A special highlight of the evening was the wine provided with the support and encouragement of the Dean, which contributed to the warm and festive atmosphere of the event. Students exchanged words of appreciation and support for one another’s efforts throughout the semester, reaffirming their motivation and commitment to their future studies and activities.  The 107th Korea MBA Student Council, which organized the event, stated,  “We hope this gathering served as a meaningful opportunity for communication and connection among classmates. Moving forward, we will continue to offer a variety of programs that support the growth and collaboration of all members of the MBA community.”  Korea University Business School will continue to promote a student-centered approach by fostering a sustainable networking culture and providing an inclusive environment where students from diverse backgrounds can grow and thrive together.   

Bridging Academia and Industry: 2025 Capstone Seminar Held at KUBS  On Friday, July 4, Korea University Business School held the 2025 Capstone Project Topic Seminar at Sudang CLC Lab 2 (Room 328C), LG-POSCO Hall. Hosted by the Center for Digital Transformation & Business (CDTB), the seminar featured the participation of Hyundai Motor Securities, which proposed project topics based on real-world data and collaborated with students to refine and develop the ideas.  Hyundai Motor Securities proposed a project that enables students to apply their analytical and strategic planning skills using qualitative data—such as individual behavioral traits—highly valued in the finance and investment sectors. The students will continue to develop the project in teams through ongoing collaboration with the company.  Earlier in June, a series of topic seminars were held in collaboration with leading companies from a range of industries, including LG Household & Health Care, PwC, LG CNS, Hyundai Department Store, Hyundai Home Shopping, and Hyundai Motor Company. Each session featured in-depth Q&A discussions on the background of the projects, approaches to data utilization, and analytical frameworks, helping students gain a deeper understanding.  Through its Capstone Project program, Korea University Business School aims to cultivate practice-oriented talent by providing hands-on learning experiences that address real-world industry challenges through data-driven analysis and solutions.