Academic Profile : Faculty

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Assoc Prof Lewis Lim
Associate Professor (Practice), College of Business (Nanyang Business School) - Division of Marketing
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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. His teaching approach typically involves immersing participants in challenging, competitive decision scenarios that call for astute executive judgment and strategic planning, and subsequently drawing useful management lessons from the decision outcomes. For his dedication to student learning and pedagogical innovation, Lewis has received 11 teaching awards between 2010 and 2023 – the Nanyang Education Award (university level), the Nanyang Award for Excellence in Teaching (university level), the Nanyang Professional MBA Teacher of the Year award (school level), the Nanyang Fellows MBA Teacher of the Year award (school level), the MSc in Marketing Science Teacher of the Year award (school level), the Undergraduate Business Teacher of the Year award (school level, twice), and the Marketing Division Teaching Excellence Award (division level, four times).

As an active promoter of education excellence serving on several curriculum committees, Lewis has been part of a number of curriculum development projects. In particular, from 2010 to 2012, he co-led a major revamp of the NBS Marketing specialization curriculum as part of the university’s Blue Ribbon Commission project 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 also helped re-shape the Nanyang MBA curriculum to enhance its value to participants and its competitiveness in the graduate 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. In 2020, he serves on the NBS Education 5.0 committee that is tasked to re-define the values and character of our business education system. Currently, he chairs the Marketing Curriculum Advisory Committee.

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, Psychology and Marketing, 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.
Luxury Marketing and Brand Leadership
Competitive Market Behavior and Firm Strategy
Marketing Strategy in the Age of Disruption and Turbulence
  • Consumers’ Risk Perceptions, Rational, and Implicit Considerations in Alternative Protein Acceptance Behaviours
  • Singapore Food Demand Survey