Dr Richard Lee is 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. Externally, Richard sits on the management committee the China Business Network SA (CBNSA), and on the Youth Committe of the Chinese Chamber of Commerce SA.
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 multinational IT companies in Asia. With extensive regional exposure, Richard worked in China for three years, where he headed a Beijing-based foreign-Sino joint venture... Read more
About me
Dr Richard Lee is 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. Externally, Richard sits on the management committee the China Business Network SA (CBNSA), and on the Youth Committe of the Chinese Chamber of Commerce SA.
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 multinational IT companies in Asia. With extensive regional exposure, Richard 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 Annals of Tourism Research, European Journal of Marketing, International Marketing Review, Journal of Travel Research, Journal of International Marketing, etc. Richard has won several grants to investigate how Australian firms can harness free trade agreements and how to boost export competitiveness.
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
Grants
2021 - A joint Australia-Japan symposium on cybersecurity expertise and practices (Dept of Foreign Affairs and Trade)
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 outputs for the last seven years are shown below. Some long-standing staff members may have older outputs included. To see earlier years visit ORCID, ResearcherID or Scopus
Open access indicates that an output is open access.
| Year | Output |
|---|---|
| 2024 |
Open access
1
|
| 2023 |
Open access
22
18
1
|
| 2022 |
Open access
6
4
1
|
| 2021 |
Open access
23
19
|
| 2019 |
25
23
1
|
| Year | Output |
|---|---|
| 2025 |
|
| 2022 |
2
|
| 2019 |
Lee, Y-i & Lee, R 2019, The Korean economy: from growth to maturity, Routledge, UK.
4
|
| Year | Output |
|---|---|
| 2022 |
Open access
|
| 2019 |
Open access
|
| Year | Output |
|---|---|
| 2025 |
|
| 2024 |
Open access
7
8
1
|
| 2024 |
Open access
1
1
|
| 2024 |
Open access
1
|
| 2024 |
Open access
1
|
| 2024 |
Open access
|
| 2024 |
Open access
6
5
|
| 2024 |
Open access
4
4
|
| 2023 |
Open access
22
18
1
|
| 2023 |
Open access
5
5
|
| 2022 |
Open access
2
2
|
| 2022 |
Open access
6
4
1
|
| 2022 |
Open access
4
3
|
| 2021 |
17
20
|
| 2021 |
Open access
21
13
|
| 2021 |
Open access
28
22
|
| 2021 |
Open access
23
19
|
| 2020 |
|
| 2020 |
|
| 2020 |
|
| 2020 |
Open access
2
2
52
|
| 2020 |
19
15
3
|
| 2020 |
Open access
18
15
|
| 2019 |
|
| 2019 |
25
23
1
|
| 2019 |
Open access
|
| 2019 |
Open access
58
41
|
| 2018 |
14
8
|
| 2017 |
|
| 2017 |
|
| 2017 |
Open access
16
16
|
| 2017 |
Open access
15
8
|
| 2017 |
46
38
|
| 2017 |
Open access
54
39
|
| 2016 |
Open access
37
1
1
|
| 2016 |
70
65
|
| 2016 |
Open access
9
7
|
| 2015 |
23
11
|
| 2015 |
20
17
|
| 2015 |
44
37
2
|
| 2015 |
Open access
11
9
|
| 2015 |
|
| 2014 |
24
18
|
| 2013 |
37
28
|
| 2013 |
59
40
|
| 2013 |
18
14
|
| 2013 |
23
|
| 2012 |
91
84
|
| 2012 |
59
52
|
| 2012 |
5
4
|
| 2012 |
Open access
2
2
|
| 2011 |
Open access
4
|
| 2011 |
15
13
|
| 2011 |
61
50
|
| 2011 |
Open access
6
|
| 2010 |
Open access
26
20
|
| 2009 |
Open access
|
| 2009 |
Open access
36
31
|
| 2009 |
43
|
| 2008 |
Open access
23
|
| 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
Editorial board member, Journal of International Marketing
Editorial board member, Journal of Business Research
Editorial board member, International Business Review
Associate Editor, Rutgers Business Review
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 |
|---|---|
| Aarhus University | DENMARK |
| Berjaya University College of Hospitality | MALAYSIA |
| Birmingham City University | UNITED KINGDOM |
| Bond University | AUSTRALIA |
| Calvary Retirement Communities | AUSTRALIA |
| Durham University | UNITED KINGDOM |
| Hankuk University of Foreign Studies | KOREA, REPUBLIC OF (SOUTH) |
| Islamia University of Bahawalpur | PAKISTAN |
| Kansas State University | UNITED STATES |
| Korea Development Institute | KOREA, REPUBLIC OF (SOUTH) |
| Management Development Institute Gurgaon | INDIA |
| Queensland University of Technology | AUSTRALIA |
| RMIT University | AUSTRALIA |
| Taylor's University | MALAYSIA |
| Toyo University | JAPAN |
| University of Aberdeen | UNITED KINGDOM |
| University of Adelaide | AUSTRALIA |
| University of Groningen | NETHERLANDS |
| University of Queensland | AUSTRALIA |
| University of South Australia | AUSTRALIA |
| University of Technology Malaysia | MALAYSIA |
| University of Vaasa | FINLAND |
| University of Western Australia | AUSTRALIA |
| Willamette University | UNITED STATES |
| 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 Academy (ANZMAC) |
2018 |
MemberAustralian Marketing Institute (AMI) |
2018 |
MemberAustralia and New Zealand Marketing Educators Association |
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 |
MemberAustralian Marketing Institute (AMI) |
2017 |
MemberAustralia and New Zealand Marketing Academy (ANZMAC) |
2017 |
MemberAustralia and New Zealand Marketing Educators Association |
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 |
|---|---|
| 110288 - Enhancing the marketing agility of local SMEs during crisis | Current |
| 110288 - Enhancing the marketing agility of local SMEs during crisis | Current |
| Enhancing elderly residents¿ well-being through co-creation in aged care settings | Current |
| How SMEs can harness AI for competitiveness: The barriers, challenges and benefits | Current |
| The cultivation of high-quality AI talents in Chinese universities | 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 |
| Documenting patterns in advertising post-testing measurement | 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 |
| Role of advertising in brand extension evaluations: a construal level perspective | 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 |
