Academic Profile

Academic Profile

Assoc Prof Lim Kui Suen, Lewis

Associate Professor (Practice)

Division of Marketing and International Business
College of Business (Nanyang Business School)

Phone: (+65)6790 4095
Office: S3-B2C-95

  • PhD Indiana University 2007
  • MBus Indiana University 2004
  • BBA(Hons) National University of Singapore 1995
Dr. Lewis Lim is Associate Professor of Marketing Practice and Academic Director for the Nanyang Professional MBA Programme at Nanyang Business School (NBS). He received his doctoral education at the Kelley School of Business, Indiana University-Bloomington in USA. Prior to joining academia, he was a Product Manager and Steel Trader at BHP Steel Asia, looking after sales of raw steel materials to manufacturing industries in Southeast Asia. Earlier, he also worked in the Africa Sales Department of Sony International (Singapore) Limited, handling channel development activities in emerging West African markets.

At NBS, Lewis specializes in teaching Marketing Strategy courses at all levels. Trained in participant-centered learning pedagogy at Harvard Business School, he is an expert in simulation-based teaching and other experiential instruction methods. As an active promoter of education excellence, Lewis has co-led a major revamp of the NBS Marketing specialization curriculum to increase both the analytical rigor and the practical relevance of the school’s marketing training. As Deputy MBA Director from 2012 to 2013, he has also helped re-shape the Nanyang MBA curriculum to enhance its value to participants and its competitiveness in the business education market. For his dedication to student learning and pedagogical innovation, Lewis has received seven major education awards – the Nanyang Education Award (university level), the Nanyang Award for Excellence in Teaching (university level), the NBS Nanyang Fellows MBA Teacher of the Year award (school level) the NBS Undergraduate Teacher of the Year award (school level), and the Marketing Division Teaching Excellence Award (division level, three times) – between 2010 and 2018.

In his scholar role, Lewis conducts research on competitive marketing behavior, pricing management practices, international marketing strategy, and other marketing management topics. In 2005, he was named one of the winners of the Institute for the Study of Business Markets (ISBM) Doctoral Support Award for his work on technology- versus human-intensiveness in pricing. His other works have appeared in the Journal of International Business Studies, Journal of Business Research, Journal of Strategic Marketing, Journal of Revenue and Pricing Management, and Journal of International Consumer Marketing.

As a practice-oriented professor, Lewis is active in consulting, executive education, and pro bono advisory work for a number of profit and non-profit organizations in the region.
Research Interests
Competitive marketing behavior; pricing management capabilities; marketing innovations; marketing organization issues; international marketing strategy.
Current Projects
  • A Study of Pricing Managmenet Styles, Business Contextual Factors, and Performance Patterns
  • Enhancing Teaching Effectiveness
  • Judgmental Errors and Biases in Marketing Analysis and Planning
Selected Publications
  • Pathak, Abhishek and Lewis K.S. Lim. (2016). Marketing Decision Making Behavior under the Influence of Attractive Performance-linked Rewards. International Journal of Business Administration, 7(3), 81-90.
  • Lim, Lewis K.S. and Abhishek Pathak. (2013). Managers as Paranoid Strategist: A Study of the Nature, Causes, and Consequences of Competitive Paranoia. International Journal of Business and Management, 8(24), 84-94.
  • Lim, Lewis K.S. (2013). Mapping Competitive Prediction Capability: Construct Conceptualization and Performance Payoffs. Journal of Business Research, 66(9), 1576-1586.
  • Lim, Lewis K.S. and Sheryl E. Kimes. (2013). Technology- and Human-Intensiveness in Room Rate-Setting: A Study of Four Styles among Asia-Pacific Hotels. Journal of Revenue and Pricing Management, 12(2), 177-200.
  • Rusetski, Alexander and Lewis K.S. Lim. (2011). Not Complacent but Scared: Another Look at the Causes of Strategic Inertia among Successful Firms from a Regulatory Focus Perspective. Journal of Strategic Marketing, 19(6), 501-516.

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