Won-jun Lee received a Master degree(1996) and a Ph.D.in Marketing(2005) at the Seoul National University. He worked at Samsung Electronics and KT as a specialist in marketing strategy and new business analysis. He is currently an associate professor of Business department at Cheongju University in Korea. His main research areas are global and culture study, technology marketing, consumer behavior and e-WOM communication. Recently he has advised many government investment institutions and venture start-ups.