2026 Best 40-Under-40 Business Professors: Yoonseock (Yoon) Son, Mendoza College of Business, University of Notre Dame

Yoonseock (Yoon) Son
Mendoza College of Business
University of Notre Dame

“Professor Yoon Son is one of the most most impactful professors I have had the privilege to have taken class with. During my MBA, I took his Data Management with SQL course, which went well beyond teaching the fundamentals of SQL. Through the class, I learned how the structure and organization of data systems directly influence the quality and efficiency of data analysis. His approach highlighted how strong data foundations can empower better insights and lead to meaningful impact within organizations and across industries.

“As a business school professor with a deep understanding of the growing role artificial intelligence plays in modern organizations, he occupies an important position at the intersection of technology, business strategy, and ethical leadership. Through his research, teaching, and engagement with industry leaders, he helps shape how current and future executives think about the responsible adoption of AI. By educating students on both the opportunities and risks associated with AI-driven decision making, he prepares business leaders to implement these technologies in ways that promote innovation while maintaining accountability and ethical standards.” – Saad Kamil

Yoonseock (Yoon) Son, 35, is an Assistant Professor of IT, Analytics, and Operations at the Mendoza College of Business, University of Notre Dame.  

His research explores how digital platforms, AI, and data-driven technologies reshape consumer behavior, firm strategy, and organizational governance. His work has been published in premier journals including Information Systems Research, MIS Quarterly, Journal of Management Information Systems, Production and Operations Management, and Journal of Operations Management.  

He is a recipient of the INFORMS Information Systems Society Gordon B. Davis Young Scholar Award and the INFORMS Information Systems Society Nunamaker-Chen Dissertation Award (runner-up), two of the most prestigious early-career recognitions in the information systems field. His research has been recognized with numerous awards, including the Responsible Research in Management Award, sponsored by the Academy of Management Fellows Group and the Community for Responsible Research in Business and Management; the Health IT and Analytics in Action Award from the Conference on Health IT and Analytics; the Best Published Paper Award in the Communication, Digital Technology, and Organization division at the Academy of Management; the Mendoza Mission Research Award and the ITAO Outstanding Research Award from the University of Notre Dame. He is also a recipient of the Joe and Gina Prochaska Family Outstanding Teaching Award from the University of Notre Dame.  

He serves on the Editorial Review Board of Information Systems Research and as an Associate Editor in Decision Science Journals. He also writes a monthly column for The Asian Business Daily in South Korea, where he discusses international issues at the intersection of information technology and business. 

BACKGROUND 

At current institution since what year? 2020 

Education: Ph.D. in IT Management, College of Business, Korea Advanced Institute of Science and Technology (KAIST) 

List of MBA/graduate business courses you currently teach: Data Management 

TELL US ABOUT LIFE AS A BUSINESS SCHOOL PROFESSOR 

I knew I wanted to be a business school professor when …  I was seven years old when my parents brought me to a large auditorium where a professor was teaching (I think he was one of our relatives). I had no idea what the professor was talking about, but somewhere in the back of my mind, a vague but persistent feeling took hold that I wanted to do that someday. That dream only grew stronger when it became painfully obvious that I was a much better student than I was an athlete. It became a certainty when I met my PhD advisor, whose passion for research and genuine care for his students showed me exactly what kind of professor I wanted to be. 

What are you currently researching and what is the most significant discovery you’ve made from it?  My research starts with a simple question: when digital technologies are expected to make everything better, faster, and more connected, do they actually deliver? More often than not, the answer is “it depends,” and I find that space endlessly fascinating. Whether it’s AI usage, or digital platform design, a theme that keeps emerging in my work is that more isn’t always better. More engagement, investment and usage don’t always produce the expected outcomes. Figuring out why, and what to do about it, is what drives me. My goal is to generate insights that help managers make smarter decisions about digital investments and platform strategy, and help individuals navigate a world increasingly shaped by algorithms and AI. As AI continues to reshape industries and institutions in ways we’re only beginning to understand, I think the most important questions are still ahead of us.  

If I weren’t a business school professor…  Working in sports would be interesting; maybe as a data analyst?  

What do you think makes you stand out as a professor? I try to always be available, whether that’s before class, after class, or over email at odd hours. I also put a lot of effort into tailoring the learning experience as much as possible. Each student comes in with a different background, a different learning curve, and a different way of understanding things, and I see it as my responsibility to meet them where they are rather than expect them to adjust to me. I’m also intentional about how I explain concepts, focusing on making ideas clear and approachable. What I find most rewarding is seeing that moment when a student truly understands something that didn’t make sense before. 

Here’s what I wish someone would’ve told me about being a business school professor:  It’s a marathon, not a sprint. Just keep going.  

Professor I most admire and why:  I have to say Dr. Wonseok Oh, my Ph.D. advisor, though calling him just an “advisor” feels like an understatement. He is my role model in every aspect and shaped who I am, not just as a researcher, but as a person. He is one of the most prolific scholars I know, yet somehow also one of the most humble and generous people I have ever met. From him I learned what it means to be passionate about research, but more importantly, what it means to lead with kindness and integrity. He is a big reason why I became a professor, and an even bigger reason for how I try to be one. I would not be where I am today without his guidance, and I carry his example with me every day. When I hit a wall, I ask myself what he would do. That question has never steered me wrong, and I suspect it never will. I also have to mention my colleagues and mentors at Notre Dame, my coauthors and my academic brothers and sisters. I am truly fortunate to be surrounded by such a wonderful group of people who are brilliant and genuinely invested in each other’s success. I learn something from all of them, all the time. 

What do you enjoy most about teaching business students? The students themselves. They come in with remarkably diverse professional and personal backgrounds, and that richness makes every classroom discussion unpredictable in the best way. Mendoza students here are bright, curious, and they demand relevance. They always want to know not just what, but why, and where they’re actually going to use this. That kind of passion for learning and application pushes me to be a better teacher. They’re not afraid to take a discussion in directions I hadn’t anticipated, sometimes forcing me to rethink my own assumptions. I love getting to know them as individuals, hearing about where they’ve been and what they hope to build, and watching how that ambition connects to the material over the course of a semester. That energy, inside and outside the classroom, is genuinely one of the best parts of this job. 

What is most challenging? Keeping up with the pace of change. The landscape is shifting so fast with AI that what was cutting-edge last semester can feel outdated today. AI is fundamentally changing how people write code and how firms operate. That creates a real challenge in the classroom, because students are looking to me not just for foundational knowledge, but for guidance on what all of this means for their careers and industries. In some ways, navigating that uncertainty together is one of the most valuable things we can do in the classroom. 

When it comes to grading, I think students would describe me as…  (hopefully) fair. 

LIFE OUTSIDE OF THE CLASSROOM 

What are your hobbies? Gym, CrossFit, running, and watching Notre Dame football. 

How will you spend your summer? Spend time with my daughter and show her the world. Her (current) favorite person is my wife so I will give my best to take that place.  

Favorite place(s) to vacation: Anywhere that has ocean, good food, gym and my favorite people. 

Favorite book(s): Freakonomics. It was an eye-opening experience. 

What is currently your favorite movie and/or show and what is it about the film or program that you enjoy so much?  My Mister, When Life Gives You Tangerines, The Truman Show – makes me think deeply about what life is about. And The Godfather.  

What is your favorite type of music or artist(s) and why? I listen to everything. Depends on what I’m doing. The latest one on my playlist is Baby Shark.  

THOUGHTS AND REFLECTIONS 

If I had my way, the business school of the future would have much more of this…  More collaboration across disciplines, and more emphasis on the human skills that make that collaboration meaningful. As AI takes over more of the analytical and technical work, what will truly differentiate future leaders is their ability to ask the right questions, make values-driven decisions, and inspire people.  

In my opinion, companies and organizations today need to do a better job at…  Taking responsibility for the broader impact of their decisions. In a world shaped by algorithms, data, and AI, the consequences of business decisions ripple further and faster than ever before. Companies need to think beyond the bottom line and ask harder questions about who benefits, who gets left behind, and what kind of future they’re helping to build. 

I’m grateful for…  My students and colleagues who nominated me. My family who makes me a better person every day. I am truly blessed.  

DON’T MISS: THE ENTIRE 2026 ROSTER OF THE WORLD’S BEST 40-UNDER-40 GRADUATE BUSINESS PROFESSORS 

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