Julie Lee

Julie Lee is a Winthrop Professor in the Marketing discipline at the UWA Business School and Founding Director of the Centre for Human and Cultural Values. She holds a PhD in Business Administration from the University of Illinois at Urbana-Champaign (1996). Her research focuses on values theory, cross-cultural consumer behavior, and their applications in tourism, marketing, and education. She has held academic roles at the University of Hawaii, University of Miami, and served as Director of Research and Research Training at UWA (2021-2023).

Her work spans over 110 publications and includes books like *Marketing Across Cultures* (6th Ed). Julie has secured significant research funding, including ARC grants totaling A$1.4M+ for projects on values and consumer behavior, conservation learning, and cross-cultural tourism. She collaborates internationally with institutions such as Royal Holloway University of London and the Hebrew University of Jerusalem.

• Grants:
  • ARC LP150100434 (2015-2018): Dynamic relations between values and consumer behavior
  • ARC LP150100266 (2015-2017): Improving zoo/aquarium conservation learning
  • UWA Research Development Awards (2011-2017): Ecotourism studies and values projects
• Awards:
  • Best X-Culture Educator (2020-2025)
  • Charles R. Goeldner Article of Excellence Award (2021)

Her teaching spans undergraduate to PhD levels, covering marketing strategy, cross-cultural research, and consumer behavior. She actively advises on policy and legal matters, leveraging expertise in cross-cultural marketing research.

Lab/Teams: Leads the Centre for Human and Cultural Values, fostering research on values in education, tourism, and consumer contexts.