Lim Leon Gim is an Assistant Professor in Marketing at Tilburg University. She received both her Ph.D. in Business (Marketing) and her B.Sc. in Economics from Singapore Management University.

Dr. Lim’s research interests lie primarily in the examination of the outcomes of marketing actions from the perspectives of different stakeholders. Specifically, she is particularly interested in investigating the accountability and/or financial impact of marketing actions such as pricing, customer satisfaction, mergers and acquisitions, and vertical integration. Her other research interests include marketing information disclosure and retail bankruptcies. The papers that she has worked on have been presented at various international conferences, such as the ISMS Marketing Science Conference, as well as the EMAC Annual Conference, and published in leading marketing journals, including the Journal of Marketing and the International Journal of Research in Marketing.


Dr. Lim is also an ad-hoc reviewer for various international conferences such as the AMA Global SIG, the EMAC Annual and Regional Conferences, the Summer AMA, and for leading marketing journals such as the International Journal of Research in Marketing.

For more information, please click here for a copy of her CV.


Dr. Lim’s teaching experiences include general marketing courses such as marketing research, and marketing electives such as services marketing and digital marketing. She is also currently supervising thesis projects of students from the Master in Marketing Management and the Master in Marketing Analytics programs at Tilburg University.


Recent publications

  1. Customer satisfaction and its impact on the future costs of selling

    Lim, L. G., Tuli, K. R., & Grewal, R. (2020). Customer satisfaction and its impact on the future costs of selling. Journal of Marketing, 84(4), 23-44.
  2. Investors' evaluations of price-increase preannouncements

    Lim, L. G., Tuli, K. R., & Dekimpe, M. (2018). Investors' evaluations of price-increase preannouncements. International Journal of Research in Marketing, 35(3), 359-377.

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