Fatima Wang

Fatima Wang joined King’s in 2008. She currently teaches Marketing and Sustainability on the MSc International Marketing and Principles of Marketing on the BSc Business Management and MSc International Management programmes. Previous courses taught include Services Marketing and Retailing, International Marketing, International Business and Trade, and Business Contracts.

Prior to joining King’s College London, she lectured at Chaoyang University in Taiwan and the University of Monaco. Fatima obtained her PhD in Marketing and Strategy at Judge Business School, University of Cambridge in 2005. 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’s research interest lies in studying marketing strategy from a corporate perspective. This includes topics related to international marketing, services and retailing. In 2011, Professor Pervez Ghauri and Fatima Wang were awarded an ESRC grant for £357,151.61. The three year project ‘Key Factors in International Market Driving Process: The Role of Internal Competencies and External Networks’ aimed to examine the concept and processes of firms' market-driving strategies in host countries. Since January 2014, Pervez and Fatima have also been working on a project funded under the FP7 framework of the European Commission called MNEmerge. This project looks at MNE's impact on global development challenges in emerging markets and is a collaboration between King’s College London, Lappeenranta University of Technology, Oxford University, University of Turku, UNU-Merit, along with partners in India, Ghana, and Brazil.

Fatima worked for five years in industry. She was responsible for new business development and international liaison for President Enterprises Corp. and President Chain Stores Corp. (food and retail companies). 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.

Publications

• Customer Participation Variation and Its Impact on Customer Service Performance: Underlying Process and Boundary Conditions 10 January 2020
• Does communicating safety matter? 01 January 2020
• The impact of multinational enterprises on sustainable development and poverty reduction: Research framework 25 September 2017
• Market driving strategies: Beyond localization 01 December 2016
• Competitor identification, perceived environmental uncertainty, and firm performance 03 March 2016
• Service employee burnout and engagement: the moderating role of power distance orientation 01 November 2016
• Unpacking knowledge transfer and learning paradoxes in international strategic alliances: Contextual differences matter 01 April 2015
• Domestic and foreign competitor identification and firm performance 01 January 2015
• Developing a marketdriving strategy for foreign markets: Internal capabilities and external activities 01 January 2011
• Defying Learning: Barriers to Organizational Learning and Human Capital Development 01 January 2004