Dr Lien Le Monkhouse

PhD

Management School

Lecturer in Marketing

Programme Director MSc International Marketing and Management

L.L.Monkhouse@sheffield.ac.uk
+44 114 222 3357

Full contact details

Dr Lien Le Monkhouse
Management School
Room E018
Sheffield University Management School
Conduit Road
Sheffield
S10 1FL
Profile

Dr. Lien Le Monkhouse joined the Management School in 2011. Prior to this, she worked as a Senior Lecturer in Marketing at Sheffield Hallam University.

Lien gained her PhD from the University of Leeds in the area of consumer research in East Asian context.

Before becoming an academic, Lien had spent three successful years as the PR and Marketing Manager for Clinique Vietnam, Estee Lauder Companies.

Research interests

Following the achievement of an MBA degree (with Distinction) from the University of Leeds, Lien carried out her PhD research in consumer behaviour of East Asian luxury goods market.

She has conducted peer review for a few marketing journals and conferences (for e.g. Journal of International Marketing, International Marketing Review, Journal of Business Research, Marketing Intelligence and Planning, AIB South East Asia conference, Academy of Marketing conference).

Lien has a few papers in 3* journals and has presented at different international conferences in her research area.

Publications

Journal articles

Chapters

Conference proceedings papers

  • Monkhouse L & Birkin F (2019) Traditional cultures for multiple values and enhanced sustainability: a case study of Vietnam. The 25th International Sustainable Development Research Conference, Nanjing, China, June 2019 View this article in WRRO RIS download Bibtex download
  • Shah Z, Monkhouse LL & Kociatkiewicz J (2018) Measuring the Impact of Pakistani Culture and Religion on Consumer Perception of Celebrity Endorsement: a Comparative Study. Academy of marketing conference 2018 proceedings RIS download Bibtex download
  • Monkhouse LL (2017) Impact of Traditional Culture on Sustainable Consumption: A Multi-Country Study. The Circular Economy: Transitioning to Sustainability? Coventry 2018 proceedings RIS download Bibtex download
  • Monkhouse LL & Brie C (2017) Impact of Materialism on Sustainable Consumption and Pro-CSR Behaviour. Academy of Marketing Conference 2017 Proceedings RIS download Bibtex download
  • Pham TSH, Monkhouse LL & Barnes BR (2012) Marketing Capability, Export Performance and the Moderating Role of Relational Capability. Academy of Marketing Conference. Southampton, UK RIS download Bibtex download
  • Monkhouse LL, Barnes BR & Zhou L (2012) Exploring Confucian Values among East Asian Consumers: A Four Country Study. International Conference on Globalization and Marketing Strategy. Antai College of Economics & Management Shanghai Jiao Tong University, and Journal of Business Resea RIS download Bibtex download
  • Monkhouse LL & Barnes BR (2011) Linking Perception of Luxury Goods to Attitudes and Purchase Intention: The Moderating Impact of Confucian Dynamics and Income. AIB South East Asia Chapter. Economic and Political Transformation: Implications and Impacts on Glob. Taipei, Taiwan RIS download Bibtex download
  • Monkhouse LL, Barnes BR & Lock A (2010) The Influence of Confucian Cultural Values on the Perception of Luxury Goods. AIB South East Asia Chapter. Trends in International Business: Change and Competition Issues. Hochiminh City, Vietnam RIS download Bibtex download
  • Monkhouse LL, Lock A & Chapman M (2009) Conceptualising the Luxury Construct in the East Asian Context. Academy of Marketing Conference. Putting Marketing in its Place. Leeds, UK RIS download Bibtex download
  • Monkhouse LL, Lock A & Chapman M (2008) Conceptualising the Luxury Construct in the East Asian Context. Conceptualising the Luxury Construct in the East Asian Context RIS download Bibtex download
  • Monkhouse LL, Lock A & Chapman M (2008) The Internet's Role in the Emerging East Asian Market for Western Luxury Goods - Implication for Luxury Brand Management. The Internet's Role in the Emerging East Asian Market for Western Luxury Goods - Implication for Luxury Brand Management RIS download Bibtex download
Research group

Lien is currently supervising three PhD students at the Management school.

When she has spare capacity again, she will welcome students who would like to research:

  • quantitative methods
  • luxury goods buyer behaviour
  • East Asian culture
  • acculturation
  • consumer research in general
Teaching interests

Having received her pedagogical training from the Foreign Trade University in Vietnam and later from the University of Leeds, throughout her teaching career Lien has adopted an innovative approach in providing students with blended learning experience.

Her teaching is informed by both her academic research and work experience in dynamic international business environment. She strives to engage students’ enthusiasm in learning with her passion of the subject and commitment to teaching.

Having achieved numerous scholarships and academic honours as a student in the past, for example the Chartered Institute of Marketing Prize for Best MBA (Marketing) Student 2003/2004 and the prestigious F.C.O. Chevening scholarship for her MBA, Lien has tried to use her own experience to teach students not only the subject but also the approach to learning and other soft skills to advance themselves.

Teaching activities

Lien is currently the module leader for two MSc modules:

  • (MGT6182 International Consumer Behaviour, MGT6250 Marketing Research)
  • final year UG module (MGT382 International Marketing)