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Soon Yu

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Soon Yu
OccupationAuthor, public speaker, consultant
Alma materStanford University
GenreBranding, marketing, business

Soon Yu (born August 5, 1965) is a Taiwanese-American speaker, author and former adjunct professor at The New School's Parsons School of Design.[1] Yu is the founder of Gazoontite[2][3][4] and the author of the book, 'Iconic Advantage' (February 6, 2018, distributed by Simon & Schuster).[5][6]

Early life

Yu was born in Taiwan and moved to Davis, California, at age 3, where his father was an agricultural geneticist.[7] Soon received his BS in Electrical Engineering from the University of California, Davis in 1988[8] and his MBA from Stanford University in 1993.[9]

Career

Soon served as the global VP of innovation and as a corporate officer for VF Corporation from 2010 to 2016.[10][11][12] Prior to working at VF Corporation, he has also worked at The Clorox Company[13] He left his management position at Clorox to pursue a sales associate position at Crate & Barrel, taking an 85% pay cut and earning $5/hour to gain retail experience.[14] He has also held positions as an engineer with Advanced Micro Devices and an associate consultant with Bain & Company.[15]

Other positions held were general manager at Chiquita Brands International,[16] and chief marketing officer at SafeWeb.[3]

In 1998, Yu founded Gazoontite, a multi-channel e-tailer offering products, services, and information to “help people breathe happier and healthier”.[17] The launch included a comprehensive e-commerce site, a mail-order catalog, and several retail stores.[18][19][20] The now forgotten retail establishment[21] was one of the first retail/eCommerce companies to promote and build an entire model around the multi-channel shopping environment.[19] Two years after its launch, The Wall Street Journal identified Gazoontite as the “poster child of Web-era excess and stupidity”, however, in the process Yu set the tone for what is now referred to as omni-channel retailing.[3]

His book, Iconic Advantage, won the 2019 Axiom Business Book Award in Advertising / Marketing / PR / Event Planning.[22]

Writings

Books

  • Soon Yu, Dave Birss (February 6, 2018). Iconic Advantage: Don't chase the new, innovate the old. Savio Republic. ISBN 978-1682615409

References

  1. ^ "Iconic Brands in the Age of Anarchy with Soon Yu". MS Strategic Design & Management. 2018-04-24. Retrieved 2021-03-26.
  2. ^ Rubin, James Peter (2000-06-12). "Business Acceleration". Wall Street Journal. ISSN 0099-9660. Retrieved 2021-03-23.{{cite news}}: CS1 maint: url-status (link)
  3. ^ a b c Rubin, James Peter (May 14, 2001). "No Surrender". The Wall Street Journal.
  4. ^ Alter, Heather (2000-04-01). "Bay Of Gigs". Entrepreneur. Retrieved 2017-04-14.
  5. ^ "Rave Reviews: Soon Yu's best-selling book "Iconic Advantage"". outspoken. Retrieved 2018-11-28.
  6. ^ Yu, Soon (2018-02-06). Iconic Advantage®. ISBN 9781682615409.
  7. ^ "A Nose for Business / Entrepreneur molds his startup dreams into allergy-products specialty store". SFGate. 1999-03-31. Retrieved 2018-11-28.
  8. ^ "UC Davis Magazine on Twitter". Twitter. Retrieved 2018-11-28.
  9. ^ "The Secrets of Staying Power". Stanford Graduate School of Business. Retrieved 2018-11-28.
  10. ^ Nishi, Dennis (2014-12-07). "How to Break Your Bad Work Habits". Wall Street Journal. ISSN 0099-9660. Retrieved 2017-04-14.
  11. ^ "How removing fear can be your innovation trump card". Washington Post. Retrieved 2017-04-14.
  12. ^ "Art and Science Leads to Iconic Products". www.vfc.com. Retrieved 2018-12-27.
  13. ^ Eu, Geoffrey (2017-08-12). "Soon Yu". The Business Times. Retrieved 2018-12-29.
  14. ^ Sinton, Peter (March 31, 1999). "A Nose for Business / Entrepreneur molds his startup dreams into allergy-products specialty store". SFGate.
  15. ^ Sinton, Peter (1999-03-31). "A Nose for Business / Entrepreneur molds his startup dreams into allergy-products specialty store". SFGate. Retrieved 2018-12-29.
  16. ^ "Chiquita Brands International, Inc in Franklin Park, IL 60131 - ChamberofCommerce.com". www.chamberofcommerce.com. Retrieved 2018-12-29.
  17. ^ "New Page 1". www.1stventure.com. Retrieved 2019-02-19.
  18. ^ Donovan, Aaron (2000-04-02). "IN BRIEF; Can blessyou.com Be Far Behind?". The New York Times. ISSN 0362-4331. Retrieved 2017-04-14.
  19. ^ a b "The Hybrid Company: Reach All Your Customers Through Multi-Channels Anytime, Anywhere - PDF Free Download". epdf.tips. Retrieved 2019-02-19.
  20. ^ "Gazoontite Seeks Brand Awareness Offline". Los Angeles Times. 1999-11-08. Retrieved 2021-06-18.
  21. ^ "Gazoontite: Going, Going, Gone". Wired. ISSN 1059-1028. Retrieved 2021-06-18.
  22. ^ "AXIOM BUSINESS BOOK AWARDS 2019 RESULTS".
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