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Linda Lee

Linda Lee

Senior Lecturer

Nottingham Business School

Staff Group(s)
Department of Marketing


Dr. Linda Lee is Senior Lecturer in Marketing and Co-Course Leader for the Online MBA. She leads the masters and online MBA modules in marketing, customer engagement, and supervises PhD students.

She has published journal articles on customer-customer interaction, artificial intelligence, and services marketing. Recent research includes an examination of tourist-tourist rapport in groups, how artificial intelligence can be used for content analysis in marketing research, and deepfakes. Her research has been published by top-ranked journals such as Tourism ManagementEuropean Journal of Marketing and Business Horizons.

After completing an MBA at Schulich School of Business at York University in Canada, Linda worked largely in Canada in brand management for multinational consumer packaged goods corporations, in senior management for a destination marketing organisation, and in management consulting as managing partner. She has worked with brands and organisations such as the Olympic Games, Molson Coors, and Scott Paper. She has held board positions, including Vice-Chair on the Board of Governors of a college. She served in multiple leadership positions with the American Marketing Association, including President of the British Columbia Chapter (Canada), President of the Professional Chapters Council (United States), and Member of the international Board of Directors (United States).

She embarked on an academic career after more than 20 years in business, obtaining a PhD from KTH Royal Institute of Technology in Sweden in 2016. She taught at Simon Fraser University in Canada for over four years before joining Nottingham Trent University in 2017.

Career overview

Dr. Lee has over 20 years of marketing leadership and management consulting experience and brings an industry perspective to her teaching. She has led marketing teams in fast moving consumer goods, not-for-profit, advertising, and tourism, including leading tourism planning for the 2010 Olympic Winter Games. She has developed over 200 strategic marketing plans and led marketing campaigns in Canada and the United States. She has held numerous leadership positions with the American Marketing Association, including at the international board level.

Prior to joining Nottingham Business School in 2017, Dr. Lee taught marketing and entrepreneurship subjects at the Beedie School of Business, Simon Fraser University (Vancouver).

Research areas

Dr. Lee’s research interests are in customer-customer interaction, artificial intelligence, and services marketing. She earned her PhD in 2016 from KTH Royal Institute of Technology (Stockholm).

Her research has been supported by the Academy of Marketing Science, the Beedie School of Business and the CPA Innovation Centre at Simon Fraser University.

She is interested in supervising doctoral students in the areas of: service contexts including tourism and human-artificial intelligence relationships.


Lee, L.W., Boon, E., and McCarthy, I.P. (2021). Does getting along matter? Tourist-tourist rapport in guided group activities. Tourism Management.

Lee, L.W., Dabirian, A., McCarthy, I.P., Kietzmann, J. (2020). Making sense of text: artificial intelligence-enabled content analysis. European Journal of Marketing, Vol. 54, No. 3, pp. 615-644.

Kietzmann, J., Lee, L.W., McCarthy, I.P., Kietzmann, T.C, (2020). Deepfakes: trick or treat? Business Horizons, Vol. 63, No. 2, pp. 135-146.

Lee, L.W., Hannah, D., McCarthy, I.P. (2019). Do your employees think your slogan is “fake news?” A framework for understanding the impact of fake company slogans on employees. Journal of Product and Brand Management, Vol. 29, No. 2, pp. 199-208.

See all of Linda Lee's publications...