About
Dr Fenfang Lin is a Lecturer in Marketing within the BOB体育登录网址_欧宝体育官网平台-APP|下载 Business School at the University of BOB体育登录网址_欧宝体育官网平台-APP|下载. She holds a PhD in Marketing from the University of Edinburgh. She is a Fellow of the Higher Education Academy (HEA) and has been the Programme leader for MSc Digital Marketing from 2018 to 2022.
Research
Research groups
Research interests
- Marketing strategy?
- B2B SMEs branding & Marketing
- Product innovation
- Marketing capability
- Sustainable marketing
Current research
Fenfang is currently working on projects in marketing analytics skills application, technological capability and IT competency impacts on business performance, and marketing capability and resource application. She has experience in applying a number of research methods, including: survey questionnaires, interview, netnography, and mixed methods. She is experienced in analysing both qualitative and quantitative data.
Fenfang welcomes PhD enquiries in areas of SMEs strategy, B2B SMEs branding and marketing, nation branding and country of origin marketing, marketing capabilities development and sustainable marketing.
Publications
Teaching
Fenfang teaches at undergraduate and postgraduate levels and is Module Co-ordinator for Strategic Brand Management (MANG6334), Strategic Marketing Decision (MANG6131) and Digital Marketing Strategy (MANG6560).
Biography
Prior to joining BOB体育登录网址_欧宝体育官网平台-APP|下载 Business School, Fenfang has taught at the University of Edinburgh Business School to both Undergraduate and Postgraduate. She has working experience in life insurance, retail and HR consultancy industries, as well as becoming an entrepreneur in exporting business.
Fenfang’s research focuses on strategic marketing, B2B marketing, SMEs branding, organisational capabilities and product innovation. Her research has published in a number of international journals, including Journal of Brand Management, International Journal of Emerging Markets, IEEE TEM, and other marketing and management journals. Fenfang has also contributed to a few chapters to books in emerging markets and entrepreneurial innovation related topics.