Bernard Lee, DPhil (Oxon), PhD, DBA, is an Associate Professor at Saint Francis University, with an esteemed position of Honorary Assistant Professor at The University of Hong Kong. Prior to his current roles, he was a Visiting Scholar at The University of Oxford. His academic journey has been marked by significant achievements, as he holds a DPhil in Education from the University of Oxford, a Ph.D. in Marketing, a Doctor of Business Administration, a Master of Business Administration from the University of Edinburgh, and a Master of Science from the University of Hong Kong. With over a decade of experience in the field of Marketing, Dr. Lee has established himself as a Chartered Marketer and is a proud member of esteemed professional bodies such as Life Member of the Oxford Union and the Internet and Professional Association (iProA). Driven by a passion for research and scholarly pursuits, Dr. Lee's interests encompass various areas within the domain of Marketing. His research focuses on topics such as Chinese Values, Services Marketing, Consumer Behavior, Marketing Strategy, and Leadership.