Author
Dr. LEE Khai Sheang
Dr. LEE Khai Sheang is an Associate Professor (Department of Marketing) at the NUS Business School. Prof. Lee has held positions as the Vice Dean (Graduate Studies), Vice Dean (Undergraduate Studies), Assistant Dean (Research), and Director (Office of Executive Education) in NUS Business School.
Prior to joining academia, Prof Lee had held positions as Parts and Service Manager, Sales Manager, and Marketing Manager with UMW Bhd (Malaysia), and as Divisional Manager (Industrial Products Trading) Pilecon Engineering (Malaysia).
Prof Lee's specialization is in Sun Tzu Art of War and Competitive Strategy, and his research interest is in the area of Game Theory and Business/Marketing Strategy. The latter includes the application of Game Theory to Marketing Mix (4Ps) Strategies, Industrial Marketing Strategies, Competitive Strategies, Marketing of Credence Products, Entrepreneurship and Small Business Strategies, and Channel Management Strategies. He is the main author of the book, "Competing for Markets: Growth Strategies for SMEs" (2002). Prof. Lee is also a pioneer on the application of Sun Tzu's Art of War to business, and has co-authored the book: "Sun Tzu: War and Management" (1991) - a first in the area. Prof. Lee's papers has been published and/or presented extensively in reputable international refereed journals. These include the Academy of Management Review, Small Business Economics, Journal of Global Marketing, Journal of Strategic Marketing, International Journal of Service Industry Management, Journal of Business Venturing, Journal of Business Research, Journal of Small Business Strategy, Journal of Small Business and Enterprise Development, European Journal of Marketing, Journal of Services Marketing, and Journal of Small Business Management. These are in addition to approximately 100 publications in Regional Journals, International conferences, and published reports.
Prof. Lee lectures on Game Theory, Competitive Strategy, SME Strategy, Industrial Marketing Strategy, and Sun Tzu: Business Warfare, at the undergraduate, MBA, M.Sc., and PhD levels and for Executive Development Programs. Prof. Lee's industry consulting experience includes conducting industry studies for major private institutions, providing business strategy advice for SMEs and Start-Ups, and conducting training programs for major corporations. He has done work for,
- Multinational Corporations: e.g., Dow Chemical, Hewlett Packard, Korean Chemical Company, Caterpillar, Novotel, Asahi Glass, British American Tobacco, Loreal, Norgren, etc.
- Major Asian Corporations: e.g., Singapore Technologies, Tube Industries of India, TVS India, DSM China, KUB-AKAL (Malaysia), Tenaga Malaysia, Malaysian Biotechnology Corporation, etc.
- SMEs and Start-ups: e.g., Allercare (Singapore), Dynastiq.Com (Singapore), Global Best Practices (Philippines), Frontier Management (Malaysia), Jelita (Malaysia), etc.
Author's Contact
Lee Khai Sheang
Department of Marketing, NUS Business School
BIZ 1 Building, #03-13
1 Business Link, Singapore 117 592
Tel: (65) 6516 3163
email: bizleeks@nus.edu.sg