JeeWon (Brianna) Choi is an assistant professor in the Muma College of Business’s Marketing Department. Prior to joining USF, she received her bachelor’s degree from the University of Pennsylvania’s Wharton School and graduated with a PhD in marketing from the Georgia State University’s Robinson College of Business.

The focus of her research has been in the area of marketing strategy and she is interested in using empirical methods to solve marketing problems and eventually provide actionable guidance to managers. Her substantive research interests lie in the areas of new product development, managing customer experience to facilitate customer engagement and understanding marketing effectiveness.

Her research has appeared in the Journal of Marketing Research, the Journal of Academy of Marketing Science, and Marketing Science Institute Working Paper Series. She also has a considerable amount of teaching experience, including undergraduate and masters level courses