Yikuan Lee, Ph.D.

Yikuan Lee, Ph.D.

Professor
Phone: (415) 338-1806
Email: leeyik@sfsu.edu
Role
Faculty
Department
International Business

 

Office Hours:

Office hours are held online, by appointment only.

 

Biography:

Dr. Yikuan Lee is a Professor of Marketing, specializing in high-tech markets, at the Lam Family College of Business, San Francisco State University. She previously served on the faculty of the Eli Broad College of Business at Michigan State University. She teaches Global Business Environment Analysis, International Marketing, and Creativity & Entrepreneurship. In 2024, she received the Teaching Award from the Center for Equity and Excellence in Teaching and Learning at SFSU. Dr. Lee has also been invited to lead entrepreneurship training workshops for managers and graduate students at National Tsing Hua University, Taipei University, and Chang Jung University in Taiwan.

Her primary research interests focus on the diffusion of innovation, specifically from the consumer perspective - examining how consumer perceptions influence innovation adoption. Her work also explores product design and consumer behavior, with recent research focusing on mindfulness and subconscious influences on consumer perception and innovation adoption. She has published in Journal of Product Innovation Management, Journal of the Academy of Marketing Science, Marketing Theory, Journal of Business Research, and Journal of Consumer Marketing. Her research has been widely recognized, earning her several grants and awards, including the best paper award from Journal of Product Innovation Management, the best paper award from Global Conference on Business and Economy, and the Research Competition Award from Product Development and Management Association, and the SF State Research, Scholarship and Creative Activities Fund.

Education: 

  • M.B.A., National Central University, Taiwan
  • Ph.D. in High-Tech Management, Rensselaer Polytechnic Institute

Research Interests: 

  • New Product Innovation
  • Innovation adoption
  • High-tech marketing
  • Decision making
  • Psychology and behavioral economics

Main Theoretical Focus:

  • Diffusion of innovation
  • Network effects
  • Cognitive Neuroscience

Area Specialty:

  • North America
  • Emerging markets

Honors and Awards: 

  • Best Paper Award at the 2003 Global Conference on Business and Economy (July 2003)
  • Edl and Edith Darger Doctoral Dissertation Award, Rensselaer Polytechn (May 2000)
  • Best Doctoral Dissertation Award, Product Development and Management A (October 1999)
  • Best Paper Award, Product Development and Management Association Inter (October 1999)
  • California State University 2002-2003 Affirmative Action Faculty Devel (December 2002)
  • California State University 2002-2003 Affirmative Action Faculty Devel (December 2003)
  • Best Paper Award - Journal of Product Innovation and Management (2004)
  • Research Competition Award - Product Developm and Management Associati (March 2005)