Fatima Wang

Fatima Wang is a Senior Lecturer in Marketing at King's Business School, specializing in sustainability, international business strategy, and cross-cultural knowledge transfer. She holds a PhD in Marketing and Strategy from the University of Cambridge and has conducted postdoctoral research with the ESRC. As the School's Sustainability Champion since 2019, she led initiatives securing NUS Bronze and Silver Green Impact Awards. Her roles include chairing exam boards for MSc programs in International Marketing and Digital Marketing, and co-chairing the Digital Education Steering Group's staff training taskforce.

Her research focuses on sustainability engagement, service marketing, and market-driving strategies. Key projects include analyzing multinational enterprises' impact on poverty reduction in Brazil, Ghana, and India, supported by EU and UNIDO collaborations. She has secured grants totaling over £367,000, including ESRC and British Academy funding for studies on international market dynamics and strategic alliances.

Publications span journals like Journal of the Academy of Marketing Sciences, Journal of Service Research, and Annals of Tourism Research. Recent work explores AI transparency, green communication efficacy, and service-sales ambidexterity. She advises Refiniti Ltd., a chemical recycling firm, and provides climate leadership training using gamification.

Awards include the Higher Education Academy Fellowship and the 2022 Special Sustainability Award. Her interdisciplinary research bridges marketing strategy, sustainability, and organizational behavior, with a focus on emerging markets and cross-cultural partnerships.