معرفی
Lim Yee Wen is a Lecturer at the School of Business, Monash University, Malaysia. She is actively engaged in research related to marketing in emerging markets, with a focus on cultural dynamics, branding, and consumer behavior. Her recent publications appear in reputable outlets such as the Journal of Macromarketing and the Springer Business Cases series.
Research Interests: Dr. Lim's research centers on marketing strategy in multicultural environments, particularly in Southeast Asia. She explores how brands navigate cultural sensitivities, manage controversies, and engage youth through digital and collaborative campaigns. Her work bridges theoretical macromarketing concepts with practical case studies in emerging economies.
Her recent publications highlight trends in cross-cultural branding, consumer identity, and ethical marketing, particularly in the context of global brand-local culture interactions. The integration of pop culture (e.g., BLACKPINK) with traditional brand identities is a recurring theme.
Scientific Engagement:
- Published 3 research outputs in 2024
- Contributions include peer-reviewed journal articles and book chapters
- Research covered by 3 news outlets and cited in academic networks
Advising and Grants: Information on student supervision, grants, or funded projects is not available in the current text. However, her active publication record suggests ongoing research engagement and potential mentorship of students in marketing and business disciplines.
Research Teams and Labs: No specific research labs or teams are mentioned. However, her collaborative work with scholars like French, J. A. and Anis, S. indicates participation in academic research networks focused on emerging market marketing.
