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Jihwan Moon is a Senior Lecturer at the Business School, specializing in Marketing at the University of New South Wales (UNSW). His research focuses on how firms effectively communicate with consumers and how consumers make decisions in uncertain environments. Jihwan's research interests encompass pricing, signaling, healthcare, and sustainability. His main goal is to understand the underlying mechanisms of firms’ competitive strategies, develop analytical models, and establish theories that can be empirically tested. Before joining UNSW, he earned his Ph.D. in Marketing from the University of Florida. Jihwan's scholarly work has been published in renowned journals such as Marketing Science, the Journal of Marketing Research, and the Journal of Business & Economic Statistics.
Includes Business Intelligence, Enterprise Systems, and Cybersecurity Management streams.