Faculty Profile

MAH Suyun

Assistant Professor of Marketing;

LKCSB Full-time Faculty

Email
symah@smu.edu.sg

Curriculum Vitae (CV)

Research Areas

Lee Kong Chian School of Business
- Organisational Behaviour & Human Resources
- - Human Capital Strategy and Management
- Strategy and Entrepreneurship
- - Corporate Strategy
  - Sustainable and socially responsible strategy
  - Strategic Knowledge and Innovation Management
- Operations Management
- - Product, Process and Service Design and Improvement
- Marketing
- - Marketing Strategy
  - Brand Strategy
  - Retail Strategy, Operations and Technology
  - New Product Development
  - Consumer Behaviour
  - Financial Impact and Marketing
- Communication Management
- - Crisis Communication & Management
  - Corporate Communication
- Sustainable Business
- Digital Business
- Innovation and Entrepreneurship
- Corporate Social Responsibility

Strategic Priorities

Digital Transformation
Sustainable Living

Education

2021	Ph.D. in Marketing Kelley School of Business, Indiana University
2015	M.A. in Economics University of Pittsburgh
2014	B.A. in Applied Statistics, B.A. in Economics Yonsei University

Current Position(s) Held

2021- Now

Assistant Professor of Marketing

Lee Kong Chian School of Business, Singapore Management University

Research Interests

Marketing–Finance Interface

Initial Public Offering (IPO)

Corporate Social Irresponsibility (CSI)

Innovation

Selected Journal Articles (Refereed)

Mah, Suyun and Neil Morgan, “Rethinking Imitation in Marketing Strategy,” Forthcoming at Journal of Marketing.

Mah, Suyun, Rebecca J. Slotegraaf, and Girish Mallapragada (2026), “Temporal Patterns of New Product Introductions and IPO Value: The Importance of Recency, Dispersion, and Asymmetry,” Journal of Marketing, 90 (4), 145-64.

Zamudio, Cesar, Suyun Mah, and Vanitha Swaminathan (2026), “Old Signals, New Era: Reconsidering How Customer Satisfaction and Employee Satisfaction Impact Shareholder Wealth,” Journal of the Academy of Marketing Science, 54, 113-34.

Vanitha Swaminathan and Suyun Mah (2016), “What 100,000 Tweets About the Volkswagen Scandal Tell Us About Angry Customers,” Harvard Business Review, October, 2016.