|Academic Profile |
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Assoc Prof Lim Kui Suen, Lewis
Associate Professor (Practice), College of Business (Nanyang Business School) - Division of Marketing
|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 Ph.D. and Master of Business from Indiana University-Bloomington in USA in 2007 and 2004 respectively, and his Bachelor of Business Administration (First Class Honours) from the National University of Singapore in 1995. 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 co-led a major revamp of the NBS Marketing specialization curriculum in 2010 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. From 2016 to 2017, he served on the NBS Future of Business Education Committee, which examined new directions and imperatives for business school education in light of disruptive technological developments. Currently, he serves as chair of the NBS Marketing Specialization Curriculum Advisory committee. 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 strategy, marketing organizational issues, 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.
|Competitive marketing strategy and firm behavior|
Marketing organizational issues and managerial behavior
Marketing in the age of industry disruption
- A Study of Pricing Managmenet Styles, Business Contextual Factors, and Performance Patterns
- Enhancing Teaching Effectiveness
- Judgmental Errors and Biases in Marketing Analysis and Planning
- Lwin, May O., Chitra Panchapakesan, Anita Sheldenkar, Gemma A. Calvert, Lewis K.S. Lim, and Jiahui Lu. (2020). Determinants of eHealth Literacy among Adults in China. Journal of Health Communication, forthcoming.
- Pathak, Abhishek, Gemma A. Calvert, and Lewis K.S. Lim. (2020). Harsh Voices, Sound Branding: How Voiced Consonants in a Brand's Name can Alter its Perceived Attributes. Psychology & Marketing, 37(6), 837-847.
- Lim, Lewis K.S. and Charlene Y. Chen. (2020). Reframing Lifestyle Marketing for Three Post-Pandemic ‘New Normal’ Scenarios. WARC, Covid-19 Series(May 2020).
- 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.