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(023) 8059 1947

Dr Fenfang Lin MBA, PhD, FHEA

Lecturer in Marketing

Dr Fenfang Lin's photo

Dr Fenfang Lin is a Lecturer in Marketing within the Southampton Business School at the University of Southampton. She holds a PhD in Marketing from the University of Edinburgh. She is a Fellow of the Higher Education Academy (HEA).

Prior to joining Southampton 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.

Her 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. She has also contributed to a few chapters to books in emerging markets and entrepreneurial innovation related topics.

PhD supervision:

Fenfang open to PhD applications, and welcomes PhD enquiries in areas of SMEs strategy, B2B SMEs branding and marketing, nation branding and country of origin marketing, marketing capabilities development, sustainable marketing etc.



Research interests

  • B2B SMEs branding and marketing strategies
  • Firm’s level capabilities development: absorptive capacity, marketing capability, technology adoption/capability, marketing analytics capability, and to name a few
  • Nation branding and/or country of origin marketing, such as ‘Made in’ effect
  • Sustainable marketing: how to balance firm’s growth and environmental/ social impact
  • Product innovation and new product development

Research methods application:

I have experience in applying a number of research methods, including: survey questionnaires; interview; netnogrpahy; and mixed methods which I have applied for my PhD thesis. I am skillful at analysing both qualitative and quantitative data.

Ongoing projects:

I am currently working on projects in marketing analytics skills application, technological capability and IT competency impacts on business performance, and marketing capability and resource application.

If you are interested in above-mentioned topics, and you are considering undertaking PhD education at Southampton University, please feel free to reach out to me.

Research group

Marketing Research Group

Programme leader for MSc Digital Marketing

Module Co-ordinator




Dr Fenfang Lin
Southampton Business School, University of Southampton, Highfield, Southampton SO17 1BJ, UK

Tel: (023) 8059 1947

Room Number : 175/4001

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