Fatima Wang is a Senior Lecturer in Marketing at King's Business School. Fatima’s research interests include international business strategy, services, and sustainability. Her collaborative work on MNE's impact on reducing poverty in Brazil, Ghana, and India was reported to the EU Commission's Directorate General for International Cooperation and Development (DG DEVCO) and United Nations Industrial Development Organization (UNIDO) for policy-making purposes. Fatima is a Fellow of the Higher Education Academy. She teaches 'International Marketing' and 'Sustainability and Ethics' on the International Marketing MSc, Digital Marketing MSc, and International Management MSc courses. Previously, she taught Omnichannel Retailing and Principles of Marketing.
Areas of expertise:
- frontline personnel/retail
- cross-cultural knowledge transfer
- market-driving strategy
- transparency and safety
Fatima's work has appeared in the Journal of the Academy of Marketing Sciences, Journal of Service Research, Annals of Tourism Research, Journal of Business Ethics, International Business Review, and Journal of Business Research.
She worked on a number of grants including an ESRC FP7 grant of £357,151.61 for research on ‘Key Factors in International Market Driving Process: The Role of Internal Competencies and External Networks’ and a British Academy/Leverhulme Trust grant of £10,000 for 'Market driving strategy implementation: internal capabilities and performance'.
Fatima has been the School's Sustainability Champion since 2019 and led efforts to obtain the NUS Bronze Award for Green Impact in 2020 and the NUS Silver Award for Green Impact in 2021 for King's Business School. She is also a member of the Climate Action Network. She was Chair of the exam board for the MSc in International Marketing and the MSc in Digital Marketing. She was also a co-chair of the staff training taskforce inside the Digital Education Steering Group of King's Business School.
Prior to joining King’s College London, Fatima lectured at the University of Monaco. She obtained her PhD in Marketing and Strategy at Judge Business School, University of Cambridge. Her PhD looked at managerial dilemmas in headquarter-subsidiary relationships and knowledge sharing within international franchising. She carried out an ESRC Postdoctoral Fellowship following her PhD.
Fatima worked for five years in industry prior to her PhD. She was responsible for new business development and international liaison for President Enterprises Corp. and President Chain Stores Corp. (food and retail). This role involved contract negotiations and knowledge transfer coordination for joint ventures and strategic alliances. She also worked for the Taiwan Institute of Economic Research and attended APEC and PECC committees.
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Wang, F., 19 Jul 2022, Handbook of Research on Customer Loyalty: Research Handbooks in Business and Management series. Keeling, D. I., de Ruyter, K. & Cox, D. (eds.). Edward Elgar, p. 258-273 16 p. Research output: Chapter in Book/Report/Conference proceeding › Chapter › peer-review. DOIs: https://doi.org/10.4337/9781800371637.00028
Wang, F. & Bredican, J., Jul 2021, (Accepted/In press) AMS World Marketing Congress, Brisbane. Research output: Chapter in Book/Report/Conference proceeding › Conference paper › peer-review
Shiue, W., Tuncdogan, A., Wang, F. & Bredican, J., Jan 2021, In: INDUSTRIAL MARKETING MANAGEMENT. 92, p. 78 86 p. Research output: Contribution to journal › Article › peer-review. DOIs: https://doi.org/10.1016/j.indmarman.2020.11.001
Wang, F. & Ghauri, P., 15 Sep 2020, Handbook on Cross-Cultural Marketing. Brodowsky, G. H. & Schuster, C. P. (eds.). Edward Elgar, p. 133 19 p. (Research Handbooks in Business and Management). Research output: Chapter in Book/Report/Conference proceeding › Chapter › peer-review. DOIs: https://doi.org/10.4337/9781788978545.00018
Menguc, B., Auh, S. & Wang, F., 1 Aug 2020, In: Journal of Service Research. 23, 3, p. 299-320 22 p. Research output: Contribution to journal › Article › peer-review. DOIs: https://doi.org/10.1177/1094670519899161
Wang, F., 3 Jul 2020, In: INTERNATIONAL MARKETING REVIEW. 37, 3, p. 559-577 19 p. Research output: Contribution to journal › Article › peer-review. DOIs: https://doi.org/10.1108/IMR-04-2018-0128
Wang, F. & Lopez, C., Jan 2020, In: ANNALS OF TOURISM RESEARCH. 80, 0, 23 p., 102805. Research output: Contribution to journal › Article › peer-review. DOIs: https://doi.org/10.1016/j.annals.2019.102805
Wang, F., Lopez, C. & Harwood, S., Apr 2019, Finding New Ways to Engage and Satisfy Global Customers. AMSWMC 2018: Developments in Marketing Science: Proceedings of the Academy of Marketing Science. Rossi, P. & Krey, N. (eds.). Springer, p. 707-708 Research output: Chapter in Book/Report/Conference proceeding › Conference paper › peer-review. DOIs: https://doi.org/10.1007/978-3-030-02568-7_191
Wang, F., Ghauri, P. & Elg, U., 13 Dec 2018, Proceedings of the 44th Annual Conference of European International Business Academy. Jankowska, B., Matysek-Jedrych, A. & Mroczek-Dabrowska, K. (eds.). p. 114-115 Research output: Chapter in Book/Report/Conference proceeding › Conference paper › peer-review
Ghauri, P. N. & Wang, F., 25 Sep 2017, International Business and Management. Emerald Group Publishing Ltd., Vol. 33. p. 13-39 27 p. (International Business and Management; vol. 33). Research output: Chapter in Book/Report/Conference proceeding › Chapter › peer-review. DOIs: https://doi.org/10.1108/S1876-066X20170000033002