dr. Leon Gim Lim

dr. Leon Gim Lim


TiSEM: Tilburg School of Economics and Management
TiSEM: Department Marketing


Lim Leon Gim is a Visiting Research Fellow at the Department of Marketing at Tilburg University and an Adjunct Faculty at the Department of Marketing at 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, retail bankruptcies, controversial and digital marketing. The papers that she 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 Journal of Marketing Research, the International Journal of Research in Marketing, and the Journal of Business Research.

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


Dr. Lim's teaching experiences include general marketing courses such as introductory marketing, marketing research, and marketing electives such as consumer analytics, digital marketing, and services marketing. She also supervised thesis projects of students from the Master in Marketing Management and the Master in Marketing Analytics programs at Tilburg University. She is currently teaching in the Bachelor of Business Management, the Master of Science in Management, as well as the Master of Business Administration programme at Singapore Management 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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