Skip to main content
KBS_Icon_questionmark link-ico
Dr Fatima Wang
Fatima Wang is a Senior Lecturer in Marketing at King's Business School.

Dr Fatima Wang

  • Academics
  • Supervisors

Senior Lecturer in Marketing

King's Business School Sustainability Champion.

Research subject areas

  • Marketing

Contact details


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
  • sustainability
  • 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.

Are you accepting PhD students?