Photo of Dr Ming Lim

Dr Ming Lim BA, MA (National University of Singapore), A.M.(UPenn.) PGCert. (University of Leicester), MPhil (Oxford), PhD (Cambridge)

Reader (Associate Professor) in Marketing and Management Marketing (ULMS)


    Digital Histories: Augmented and Virtual Reality in Heritage

    Ming’s research interests are global branding and communications, international marketing, consumption and the management of digital culture and technology, particularly in the digital humanities and healthcare. She draws on her training in continental philosophy and literary theory to study emerging trends in corporate branding, technology and consumption, brand ethics, political marketing and the role of digital technology in sustaining and reproducing political identity, policies and power. She has over 45 publications in leading journals, book chapters and a forthcoming book commissioned by Routledge, 'Global Branding: Critical Perspectives' (due summer 2017).

    She has been the Principal Investigator on a £515,620.00 Arts and Humanities Research Council ‘Digital Transformations’ Large Grant called ‘Affective Digital Histories: Re-interpreting De-industrial Histories, 1970s to the Present’. In January 2015, Ming was co-awarded a Knowledge Transfer Partnership by Innovate UK (previously known as the Technology Strategy Board) of £60,000.00 to provide business development, brand and strategic advice on the design and installation of digital play equipment for a manufacturer in the East Midlands.

    She has also held grants from the UK's leading research grant agencies, including the AHRC/ESRC/MRC, Health Education England, Arts Council England and a number of EU Innovation Partnership Schemes. To date, Ming has been PI or co-I on over ten research grants, totalling over £750,000.00. Her industry grants include sponsorship by AstraZeneca, Congenica and Genzyme. Together with Dr. Julian Barwell, Honorary Professor of Cancer and Genetic Studies at the University of Leicester, she is convening and speaking at an international conference on 'Developing A Shared Vision for Genomic Medicine' conference' to be held on the 8th & 9th March 2017 at College Court, University of Leicester.

    She is also the founder and Director of the China Studies Research Alliance (ChiSRA), the University of Leicester's first research network of China scholars. The initiative currently has 60 academics and 45 PhD students on the membership list with an internationalisation strategy document in progress:

    Ming serves on the executive editorial board of the Journal of Product and Brand Marketing and Transnational Marketing Journal. She was the Chair of the Executive Committee of the Academy of Marketing’s Corporate Brand, Reputation and Corporate Identity SIG for four years, from 2010 to 2014. In that time, she led and organised the highly successful Global Brand, Reputation and Identity conference in Europe and the U.S.and maintains an active role on the Scientific Committee as Co-chair of the SIG.

    Ming’s current research activities focus on digital health markets, consumer research and technologies of health from the perspective of the social sciences and humanities. More broadly, she is interested in the complex, changing interrelationships between health, heritage and artificial intelligence and how these shape urban transformations in the UK and Asia. Her interest in global political economy is continuing to drive further research into the evolution of the Living Wage in Britain and Europe and consumer behaviour in the 'gig economy'.

    Research Group Membership
    Research Grants

    The Living Wage at Work: Strategies & Practices in SMEs


    March 2016 - January 2021