معرفی
Dr Fenfang Lin serves as a Lecturer in Marketing at the Southampton Business School, University of Southampton, holding a PhD in Marketing from the University of Edinburgh. A Fellow of the Higher Education Academy (HEA), she previously led the MSc Digital Marketing program (2018-2022) and maintains active roles in research leadership and curriculum development.
Her educational qualifications include:
- PhD in Marketing, University of Edinburgh
Lin's research centers on strategic marketing with emphasis on B2B contexts, particularly SME branding in emerging markets. She investigates how marketing capabilities, technological competencies, and resource allocation drive innovation and performance under uncertainty. Her methodological approach integrates survey questionnaires, interviews, netnography, and mixed-methods analysis, focusing on practical applications for resource-constrained organizations. Current projects examine marketing analytics implementation, IT competency impacts, and sustainable capability development.
Analysis of her publication record reveals consistent focus on SME branding challenges, product innovation mechanisms, and risk management in volatile markets. Her work demonstrates strong regional expertise in Chinese manufacturing and emerging economies, with growing attention to digital transformation impacts on traditional business models. The interdisciplinary nature of her research bridges marketing theory, strategic management, and organizational behavior.
Professional recognition includes:
- Fellow of the Higher Education Academy (HEA)
Lin actively supervises PhD candidates Sara Narimanfar and Zhilin Cai in Business Studies & Management, welcoming new students in SME strategy, B2B branding, nation branding, and sustainable marketing. Her teaching portfolio includes module coordination for Strategic Brand Management (MANG6334), Strategic Marketing Decision (MANG6131), and Digital Marketing Strategy (MANG6560) across undergraduate and postgraduate programs. Prior to Southampton, she taught at Edinburgh Business School and gained industry experience in life insurance, retail, HR consultancy, and export entrepreneurship.
She contributes to the Centre for Marketing Research and Centre for Behavioural Experimental Action and Research (C-BEAR), fostering collaborative work on experimental approaches to marketing challenges.
