Dr Yang-im Lee

Dr Yang-im Lee

Dr Lee has lived and worked in South Korea, Japan and the United Kingdom, and is a strategic marketing specialist with knowledge of how a national cultural value system transforms organizational culture. Dr Lee has worked at Brunel University; Royal Holloway, University of London; and has been associated with research projects at Birkbeck, University of London. Dr Lee has published widely and has participated in a number of workshops involving the private sector and the public sector.

 Dr. Lee has focused her research effort in the area of Strategic Marketing Management, and has published widely in this area. She has linked aspects of general management with management policy and practice, and added to the strategic marketing body of knowledge by incorporating the concepts of organizational learning and organizational resilience. 


Her research interests are focused on strategic partnership vis-à-vis marketing intelligence and its utilization from different cultural perspectives and how strategic partnership arrangements are developed. She has focused her research in the area of general management and strategy, and undertaken cyber security management research. Issues in cyber space are gaining more attention and areas of current interest is online marketing involving artificial intelligence have received attention. She  has undertaken research relating to an emerging market and has knowledge of academia, industry and government research projects having worked on TSB funded projects, one of which involved  7 partner organizations (3 HEs,  3 SMES and 1 MNC company).


Areas of past and current research include marketing strategy from a cultural perspective including the use of communications technology (technology utilization). In addition, research involving the development of knowledge and learning has been linked  with value-co-creation in a B2B context and a B2C context. The sub-themes of research  are:

B2B themes:

-       Learning and value co-creation

-       Networking

-       Technology utilization

-       Cyber security management

B2C themes:

-       Learning and value seeking (emotional and psychological aspects)

-       Attitudinal change

-       Communications technology (e.g. artificial intelligence/virtual influencers) and online interaction

-       Consumer well-being


Dr. Lee has published widely in international and national academic journals. The range of topics covered include marketing and strategy. Papers have been published in various academic journals including the European Journal of Marketing; Gaming & Simulation: An International Journal of Theory, Practice and Research; European Business Review; Industrial Marketing Management; Journal of Business and Industrial Marketing; Journal of Brand Management; and Sécurité & Stratégie.

  • IDEaS
  • Centre for Digital Business Research