Prof. Bernard Lee obtained his Doctor of Philosophy (PhD) in Marketing from The University of Nottingham, Doctor of Business Administration (DBA) from The University of Newcastle, Master of Business Administration (MBA) from The University of Edinburgh and Master of Science (MSc) from The University of Hong Kong.   Dr. Lee is a Chartered Marketer and is also a member of The Chartered Institute of Marketing (MCIM). Also, he has over twenty years of business and teaching experience for undergraduate and postgraduate courses for universities in the UK, Australia, and Hong Kong. His research interests include Chinese Values, Services Marketing, Consumer Behavior, Marketing Strategy, and Leadership.