Dr. LEE Bernard

Associate Professor
Caritas Bianchi College of Careers
Key Research Areas
  • AI, and Social Ethics
  • Chinese values
  • Services Marketing
  • Consumer Behavior
  • Marketing Strategy
  • HE Leadership

 

 

 

 
Core Areas of Expertise
Dr. Bernard Lee has obtained a PhD (DPhil) in Education at the prestigious University of Oxford. Significant achievements have marked his academic journey, as he also holds a PhD in Marketing from the University of Nottingham, a DBA from the University of Newcastle, 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 is a proud life member of esteemed professional bodies such as the Internet Professional Association (IProA) and the Oxford Union. 

Driven by a passion for research and scholarly pursuits, Dr. Lee's interests encompass various areas within the domain of Marketing, AI, and Social Ethics. His research focuses on AI, and Social Ethics, Chinese values, Services Marketing, Consumer Behavior, Marketing Strategy, and HE Leadership. Through his academic endeavors, Dr. Lee aims to contribute valuable insights and advance knowledge in these crucial areas of study.

 

 Recent Publications
2026
  • Lee, B., Cho, N., Yau, O. H., & Yu, G. (2026). Interaction of spirituality with entrepreneurial attitudes and intentions in South Korea: extending the theory of planned behavior. Frontiers in Psychology, 17, 1756793. (SSCI, Q1) 
  • Lee, B. (2026). Customer Ren Orientation. Singapore: Springer Nature. (Peer-reviewed Academic Book; Springer Nature has been ranked the top publishing company in the world since 2022). 
  • *Lee, B., Phillips, O. J. L., Rothlin, S. & McCann, D. (2026). Responsible Entrepreneurship in Action. Singapore: Springer Nature. (Peer-reviewed Academic Book; Springer Nature has been ranked the top publishing company in the world since 2022) (Accepted and forthcoming).  *Corresponding author

2024
  • Lee, B. (2024). Jesuit Higher Educational Leadership: A Case Study of Universities in Asia. Singapore: Springer Nature. (Peer-reviewed Academic Book; Springer Nature has been ranked the top publishing company in the world since 2022) 
  • Yau, O.H.M. & *Lee, B., (2024). Chinese Marketing and Management Scales. Singapore: Springer Nature. (Peer-reviewed Academic Book; Springer Nature has been ranked the top publishing company in the world since 2022)  *Corresponding author

 

 Awards & Patents
Best Research Paper Award

Lee, B. & Yau, O.H.M. (2018). Forbearance in the Chinese Business Setting, Proceedings of 27th World Business Congress, co-organized by International Management Development Association (IMDA) and Hang Seng Management College (HSMC), Hong Kong, 10 - 14 June, 135 – 144. (Article in Refereed conference proceedings) (Best Paper Award)



Conference Presentation
2026
  • Lee, B. (2026). AI and the Aquaculture Revolution. Humanistic AI and the Common Good Economy Seminar, organized by WEIB-AIAE, Peking University, 20 March 2026. (Panel: Members include Prof. Jeffery Sachs, Prof Stephan Rothlin, Prof. Veronika Saraswati, and Prof. Bernard Lee, Morning Session).
  • Lee, B. (2026). Reinventing Business Ethics. Humanistic AI and the Common Good Economy Seminar, organized by WEIB-AIAE, Peking University, 20 March 2026. (Speaker, Afternoon Session).
  • *Lee, B. & Rothlin, S. (2026). The Triple-Bottom-Line Aquaculture Revolution: Integrating Technological Innovation, Ethical Architecture, and Digital Ecosystem Transformation. International Conference on Business Ethics in Asia, organized by the University of Notre Dame and Ateneo de Manila University, 8 – 10 March 2026. (Platform Presentation). *Corresponding author
  • *Lee, B. & McCann, D. (2026). Reinventing Business Ethics: What the Deignan Award Winners May Teach Us. International Conference on Business Ethics in Asia, organized by the University of Notre Dame and Ateneo de Manila University, 8 – 10 March 2026. (Platform Presentation). *Corresponding author
2025
  • * Lee, B. & Rothlin, S. (2025). Filial Piety as the Ethical Bedrock of a Company. Value Education Symposium, organized by the Hong Kong Shue Yan University on 20 December 2025. (Platform Presentation and Refereed Conference Proceedings). *Corresponding author

Grant
Principal Investigator, Research and Knowledge Enhancement on Responsible Leadership and Food Security. Hong Kong Rothlin International Management Consulting Limited, funded at US$50,000 (HK$389,000). (November 2025 - October 2026). Successfully secured the Hong Kong SAR Government's Matching Fund at HK$294,500. Total Fund obtained: HK$683,500.