Fatima Wang
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Personal profile

Research interests

Sustainability and engagement; service marketing; international marketing; culture; cross-border knowledge management.

Biographical details

Fatima Wang's key research interests relate to sustainability and ethics, marketing strategy, frontline service personnel, retailing, and international business strategy. She teaches in these areas on the MSc in International Marketing and MSc in Digital Marketing programmes. Her work has appeared in the Journal of the Academy of Marketing Sciences (ABS 4*), Journal of Service Research (ABS 4*), Annals of Tourism Research (ABS 4*), Journal of Business Ethics (ABS 3*), International Business Review (ABS 3*), and Journal of Business Research (ABS 3*).

She worked on a number of grants including a EU Horizons FP7 grant of £229,574 on MNE's impact on poverty reduction in emerging markets and an ESRC grant of £357,151.61 for research on finding the key factors for international market driving processes.

Fatima has been the School's Sustainability Champion since 2019 and led efforts to obtain the NUS Bronze Award for Green Impact in 2020 and the NUS Silver Award for Green Impact in 2021 for King's Business School. She is also a member of the Climate Action Network. She was Chair of the exam board for the MSc in International Marketing and the MSc in Digital Marketing. She was also a co-chair of the staff training taskforce inside the Digital Education Steering Group of King's Business School.

Fatima Wang obtained her PhD in Marketing and Strategy at Judge Business School, University of Cambridge in 2005. Her PhD looked at managerial dilemmas in headquarter-subsidiary relationships and knowledge sharing within international franchising. She carried out an ESRC Postdoctoral Fellowship following her PhD and taught for one year at the University of Monaco. 

Prior to becoming an academic, Fatima Wang worked a number of years in industry. She was responsible for new business development and international liaison for President Enterprises Corp. and President Chain Stores Corp. (food and retail companies). This role involved contract negotiations and knowledge transfer coordination for joint ventures and strategic alliances. Dr. Wang also worked in the Taiwan Institute of Economic Research on APEC and PECC committees.

Expertise related to UN Sustainable Development Goals

In 2015, UN member states agreed to 17 global Sustainable Development Goals (SDGs) to end poverty, protect the planet and ensure prosperity for all. This person’s work contributes towards the following SDG(s):

  • SDG 1 - No Poverty
  • SDG 2 - Zero Hunger
  • SDG 8 - Decent Work and Economic Growth
  • SDG 9 - Industry, Innovation, and Infrastructure
  • SDG 12 - Responsible Consumption and Production
  • SDG 13 - Climate Action

Education/Academic qualification

Doctor of Business Administration, University of Cambridge

Award Date: 1 Jan 2006


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