Dr. Lee Jiwon

Professor Lee is the Head of Korean Student Mobility Programme and is the Program Leader of Ph.D (BME), Ph.D (ODL) and M.Phil. In addition, Professor Lee is also advisor for APEL.Q DBA learners.

She publishes in international referred journals. She is a cross-cultural researcher whose interest is in discovering general pattern about cultural traits by investigating consumers behaviour through online and offline interaction. Her research focuses on marketing applications in decision making, electronic commerce performance, and B2B commerce which provides her with a strong knowledge in strategic alliance, online consumer behaviour, and brand management. She has become interested in current social trends and phenomena.

Thus, she has published about 30 articles in journals such as Internationa Journal of Mobile Communications, Journal of Hospitality & Tourism Research, Service Business, Asia Pacific Business Review, European Journal of International Management, European Journal of Innovation Management, International Journal of Technology Management and Sustainability.