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.


  • PhD
    University of California - Berkeley
  • Master's
    Stanford University
  • Bachelor's BASc
    Simon Fraser University

In the News

  • August 20, 2019
    Should hospital advertising be banned? A few policymakers in Washington, D.C., have recently considered such an action based on a long-standing debate on whether it poses the spread of misinformation, and that it is not an effective or responsible use of an already limited healthcare budget. New research in the INFORMS journal Marketing Science studies the impact of a ban on hospital advertising, and whether those fears are justified. Study authors, Tongil “TI” Kim and Diwas KC both of Emory University believe the results can help guide discussions about legislation pertaining to hospital advertising in the changing landscape of healthcare delivery.
  • August 20, 2019
    Becker's Health IT and CEO Report
    "Our research found that banning hospital advertising can negatively affect population health outcomes by increasing hospital readmissions within 30 days. A blanket ban on hospital advertising can lead to an additional 1.2 hospital readmissions for every 100 hospital discharges," study author Tongil Kim, PhD, assistant professor of marketing at Atlanta-based Emory University, said in a statement.
  • June 23, 2014
    Emory News Center
    The sharing of materials has enhanced other technology-oriented courses at Goizueta, as well. Tongil "TI" Kim, assistant professor of marketing, teaches a course that was originally developed by one of his professors at UC Berkeley, now at Kellogg. "I subtracted and added material to it in order to specifically cater to Emory students, as we draw students of different backgrounds and experience," Kim says...