Insoo Baek studied management at Korea University and had his Master’s and Ph.D. degree in commerce at Waseda University in Japan. He played a pivotal role in strategic retail planning during his appointment as an Executive Management Director at Lotte Group and he is currently an Executive Management Director at SYS Retail. He is an expert in innovating ideas that enable Omni-channel crosstalk between the offline-online marketing. His recent translation of the book, “Selling Lifestyle” introduces Tsutaya business model from Japan. His current interest focuses on the potential influence of new technologies from the fourth industrialization in future retailing.