Tongil (T.I.) Kim

  • Assistant Professor of Marketing
  • Phone: 404-727-2646

Mailing Address:

1300 Clifton Road
Atlanta, GA 30322


Tongil "TI" Kim joined the Goizueta Business School faculty in 2013. He holds a PhD in Business from Haas School of Business, University of California - Berkeley, a MS in Management Science from Stanford University, and a BAsc in engineering from Simon Fraser University. His research focuses on the development and application of structural models to understand market demand and supply, particularly in the context of franchising and public policy. His current research explores ways to quantify firm's unobservable service effort to consumers in vertical channels.

Working Papers

  • "When Franchisee's Service Affects Demand: An Application to the Car Radiator Market" (Preparing for Submission)
  • "The Case for Franchise Encroachment" with Sandy Jap (Submitted)
  • "Diversity and Market Competition" with Teck-Hua Ho and Ganesh Iyer (Work in progress)
  • "Franchisees’ Market Expansion Effort in B2B Settings" (Work in Progress)

Areas of Specialization

  • Empirical industrial organization
  • Marketing strategy
  • Marketing and public policy
  • Behavioral economics

Achievements and Honors

  • 2012 Outstanding Graduate Student Instructor Award, UC Berkeley
  • 2012 ISMS Doctoral Consortium Fellow, Boston University
  • 2011-2013 Dean's Dissertation Fellowship, UC Berkeley
  • 2010 AMA-Sheth Doctoral Consortium Fellow, Texas Christian University
  • 2010 Institute for Business Innovation Fellowship, UC Berkeley
  • 2008-2012 Lam Research Fellowship, UC Berkeley
  • 2008-2012 Graduate Fellowship, UC Berkeley

Memberships and Activities

  • American Marketing Association


  • Ph.D. Marketing, University of California - Berkeley, Berkeley, CA 2013
  • Master's Management Science and Engineering, Operations Management, Stanford University, Stanford, CA 2008
  • B.A.Sc Electronics Engineering, Simon Fraser University, Burnaby, BC, Canada 2004