Dr Richard Lee is Associate Professor of Marketing and Research Associate at the Ehrenberg Bass Institute. He is also Associate Director of the Australian Centre for Asian Business at the University of South Australia and a management committee member of the China Business Network SA (CBNSA).
Richard holds a BSc and a MBus from Royal Melbourne Institute of Technology, and a PhD from University of Western Australia. Prior to academia, Richard spent 15 years managing sales and marketing functions with Asian multinational IT companies. With extensive regional exposure, Richard has worked in China for three years where he headed a Beijing-based foreign-Sino joint venture company.
His research interests are in ethnic marketing and... Read more
About me
Dr Richard Lee is Associate Professor of Marketing and Research Associate at the Ehrenberg Bass Institute. He is also Associate Director of the Australian Centre for Asian Business at the University of South Australia and a management committee member of the China Business Network SA (CBNSA).
Richard holds a BSc and a MBus from Royal Melbourne Institute of Technology, and a PhD from University of Western Australia. Prior to academia, Richard spent 15 years managing sales and marketing functions with Asian multinational IT companies. With extensive regional exposure, Richard has worked in China for three years where he headed a Beijing-based foreign-Sino joint venture company.
His research interests are in ethnic marketing and international marketing, particularly within the Asia Pacific region. His publications include European Journal of Marketing, International Marketing Review, Journal of Travel Research, and Journal of International Marketing. Richard has won several grants to investigate how Australian food and wine companies can promote their products to inbound tourists. A particular interest is tourists from China, a key export market. Targeting these largely middle-class consumers while they are in Australia may make them effective word-of-mouth advocates and long term Australian product consumers upon returning to their home cities.
About me
Member, Australia and New Zealand Marketing Academy (ANZMAC)
Member, Australian Marketing Institute (AMI)
Management committee, China Business Network South Australia (CBNSA)
About me
Doctor of Philosophy University of Western Australia
Master of Business (Information Technology) RMIT University
Graduate Certificate in Education (University Teaching) University of South Australia
Bachelor of Science RMIT University
International marketing with strong emphasis on Asian markets; Ethnic marketing and ethnic consumer behaviour; Country-of-origin effects
Research
Excludes commercial-in-confidence projects.
Creating opportunity for Australian 'fine' wine in China, Australian Grape and Wine Authority - R&D Call, 26/09/2016 - 31/03/2019
Australia and South Korea free trade agreement: Understanding and opportunities in the South Korean wine market, GWRDC - Research and Development Call for Applications, 05/06/2014 - 30/06/2016
They came, they liked, and they buy when they go home: Harnessing inbound tourists for wine export, GWRDC - Research and Development Call for Applications, 02/01/2013 - 31/03/2015
Grants
2019 Increasing food intake of aged-care home residents through extrinsic cues (UniSA)
2016 Creating opportunity for Australian ‘fine’ wine in China (Wine Australia)
2016 Capitalising on the China-Australia free-trade agreement - An SME training series (Austrade)
2014 Australia and South Korea free trade agreement: Understanding and opportunities in the South Korean wine market (Wine Australia)
2013 Visitation to the Sydney fish market: Understanding opportunities and leveraging value (Seafood CRC)
2013 They came, they liked, and they buy when they go home: Harnessing inbound tourists for wine export (Wine Australia)
2011 The role of inbound Chinese tourists in promoting Australian seafood products in China (Seafood CRC)
Research
Research since 2008 is shown below. To see earlier years visit ORCID, ResearcherID or Scopus
Open access indicates that an output is open access.
| Year | Output |
|---|---|
| 2019 |
Lee, Y-i & Lee, R 2019, The Korean economy: from growth to maturity, Routledge, UK.
2
|
| 2017 |
15
13
|
| 2016 |
42
39
|
| 2012 |
66
62
1
|
| 2010 |
Open access
20
14
|
| Year | Output |
|---|---|
| 2019 |
Lee, Y-i & Lee, R 2019, The Korean economy: from growth to maturity, Routledge, UK.
2
|
| Year | Output |
|---|---|
| 2019 |
Open access
|
| Year | Output |
|---|---|
| 2021 |
1
|
| 2020 |
|
| 2020 |
|
| 2020 |
|
| 2020 |
54
|
| 2020 |
Open access
5
5
|
| 2020 |
1
2
|
| 2020 |
5
3
|
| 2019 |
|
| 2019 |
5
5
3
|
| 2019 |
Open access
4
2
|
| 2019 |
9
9
1
|
| 2019 |
Open access
|
| 2019 |
Open access
17
17
|
| 2018 |
7
6
|
| 2017 |
|
| 2017 |
|
| 2017 |
Open access
9
10
|
| 2017 |
Open access
8
8
|
| 2017 |
15
13
|
| 2017 |
Open access
31
26
|
| 2016 |
Open access
17
1
1
|
| 2016 |
42
39
|
| 2016 |
Open access
6
6
|
| 2015 |
11
11
|
| 2015 |
14
14
|
| 2015 |
Open access
27
22
2
|
| 2015 |
Open access
8
6
|
| 2015 |
|
| 2014 |
21
15
|
| 2013 |
26
|
| 2013 |
39
1
|
| 2013 |
13
12
1
|
| 2013 |
14
|
| 2012 |
66
62
1
|
| 2012 |
41
36
1
|
| 2012 |
5
4
|
| 2012 |
Open access
2
2
|
| 2011 |
Open access
3
|
| 2011 |
14
|
| 2011 |
47
|
| 2011 |
Open access
4
1
|
| 2010 |
Open access
20
14
|
| 2009 |
Open access
|
| 2009 |
36
|
| 2009 |
Open access
24
23
|
| 2008 |
Open access
18
|
| Year | Output |
|---|---|
| 2019 |
|
| 2016 |
Open access
|
| 2011 |
Open access
|
| 2011 |
Open access
|
| 2009 |
Open access
|
| 2009 |
Open access
|
| 2008 |
|
| 2008 |
|
| Year | Output |
|---|---|
| 2020 |
|
| 2020 |
|
| 2020 |
|
| 2020 |
|
| 2020 |
|
| 2020 |
|
| 2015 |
Open access
|
| 2014 |
|
Research
International marketing with strong emphasis on Asian markets; Ethnic marketing and ethnic consumer behaviour; Country-of-origin effects
Member, Australia and New Zealand Marketing Academy (ANZMAC)
Member, Australian Marketing Institute (AMI)
Management committee, China Business Network South Australia (CBNSA)
External engagement & recognition
| Organisation | Country |
|---|---|
| Berjaya University College of Hospitality | MALAYSIA |
| Kansas State University | UNITED STATES |
| Queensland University of Technology | AUSTRALIA |
| Taylor's University | MALAYSIA |
| Toyo University | JAPAN |
| University of South Australia | AUSTRALIA |
| University of Technology Malaysia | MALAYSIA |
| University of Western Australia | AUSTRALIA |
| Xiamen University | CHINA |
External engagement & recognition
| Engagement/recognition | Year |
|---|---|
Committee MemberChina Business Network South Australia (CBNSA) |
2018 |
Editorial Board MemberJournal of Global Scholars of Marketing Science |
2018 |
Editorial Board MemberJurnal Teknologi Social Science (Sains Humanika) |
2018 |
MemberAustralia and New Zealand Marketing Educators Association |
2018 |
MemberAustralia and New Zealand Marketing Academy (ANZMAC) |
2018 |
MemberAustralian Marketing Institute (AMI) |
2018 |
Committee MemberChina Business Network South Australia (CBNSA) |
2017 |
Editorial Board MemberJournal of Global Scholars of Marketing Science |
2017 |
Editorial Board MemberJurnal Teknologi Social Science (Sains Humanika) |
2017 |
MemberAustralia and New Zealand Marketing Educators Association |
2017 |
MemberAustralia and New Zealand Marketing Academy (ANZMAC) |
2017 |
MemberAustralian Marketing Institute (AMI) |
2017 |
Committee MemberChina Business Network South Australia (CBNSA) |
2016 |
Editorial Board MemberJurnal Teknologi Social Science (Sains Humanika) |
2016 |
MemberAustralia and New Zealand Marketing Educators Association |
2016 |
Editorial Board MemberJurnal Teknologi Social Science (Sains Humanika) |
2015 |
MemberAustralia and New Zealand Marketing Educators Association |
2015 |
MemberAustralia and New Zealand Marketing Educators Association |
2014 |
MemberAustralia and New Zealand Marketing Educators Association |
2013 |
MemberAustralia and New Zealand Marketing Educators Association |
2012 |
MemberAustralia and New Zealand Marketing Educators Association |
2011 |
MemberAustralia and New Zealand Marketing Educators Association |
2010 |
MemberAustralia and New Zealand Marketing Educators Association |
2009 |
MemberAustralia and New Zealand Marketing Educators Association |
2008 |
Teaching & student supervision
Teaching & student supervision
Supervisions from 2010 shown
| Thesis title | Student status |
|---|---|
| Give me wine and innovative ideas, and I will develop a region | Current |
| How do visual and verbal advertising formats work? A dual-processing perspective | Current |
| A symbolic interactionist approach to consumer behaviour | Completed |
| A two-dimensional typology of packaging elements to explore the packaging localisation of western brands in non-western markets | Completed |
| Did you get the message? Exploring the effects of advertising brand perceptions on mental availability | Completed |
| How destination image and country visitation affects consumer perceptions and preference for a country's products | Completed |
| Increasing food intake of the elderly with extrinsic food-cues | Completed |
| Management of retail channel partners by FMCG manufacturers | Completed |
| Reconceptualisation of tourism destination image in an astronomical tourism context | Completed |
| The development and validation of an agency theory scale for customer loyalty towards financial salespersons | Completed |
| When is it necessary to localise the packaging of foreign brands in Non-Western markets? | Completed |
