Rate My Professor Ruby Lee

Dr. Ruby P. Lee is the Bob Sasser Professor of Marketing and Director of the Dr. Persis E. Rockwood School of Marketing in the Herbert Wertheim College of Business at Florida State University. She also serves as Director of Global Initiatives, managing global student exchanges, faculty-led study abroad programs, and international non-degree seeking student programs. Previously, she directed the Master of Science in Marketing Program from 2013 to 2017. Lee earned her Ph.D. in Marketing from Washington State University, MPhil in Marketing from The Chinese University of Hong Kong, and B.S.W. (Honors) in Social Work from The University of Hong Kong. Her academic career at Florida State University began in 2006 as Assistant Professor of Marketing, with promotions to Associate Professor in 2010 and Professor in 2016. Prior to FSU, she served as Assistant Professor of Marketing at the University of Nevada, Las Vegas from 2003 to 2006.

Lee's research specializations include marketing strategy, product innovation management, and multinational business operations. She has published in premier outlets such as Journal of Marketing, Journal of the Academy of Marketing Science, Journal of Product Innovation Management, Decision Sciences, Journal of International Marketing, and International Journal of Research in Marketing. Key publications encompass 'Strategic Responses to New Technologies and Their Impact on Firm Performance' (Journal of Marketing, 2004), 'Knowledge Transfer between Multinational Corporations’ Headquarters and Their Subsidiaries: Influences on and Implications for New Product Outcomes' (Journal of International Marketing, 2008), 'Is Product Imitation Good for Firm Performance? An Examination of Product Imitation Types and Contingency Factors' (Journal of International Marketing, 2012), 'The Influence of Organic Organizational Culture, Market Responsiveness, and Product Strategy on Firm Performance in an Emerging Market' (Journal of the Academy of Marketing Science, 2014), and 'Consumers’ Role Performance and Brand Identification: Evidence from a Survey and a Longitudinal Field Experiment' (Journal of Interactive Marketing, 2017). Her contributions have garnered awards including the 2016-2017 Fulbright-Hanken Distinguished Chair in Business and Economics, 2023-2024 Fulbright Scholar to the University of Prishtina in Kosovo, 2008 Tamer S. Cavusgil Award from the American Marketing Association Foundation, Best Paper Awards at AMA conferences, and multiple College of Business Summer Research Awards. Lee serves on editorial boards for Journal of Product Innovation Management, Journal of World Business, Journal of International Marketing, and Industrial Marketing Management. She has held visiting appointments at institutions including Hanken School of Economics, City University of Hong Kong, University of International Business and Economics, and University of Hawaii.