Staff Profile

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Dr Rodney Lim Thiam Hock

Senior Lecturer and Digital Learning Technologist
PhD in Business (Swinburne), Masters of eBusiness and Communications (Swinburne University Lilydale, Australia)

Faculty of Business, Design and Arts

Office No:+60 82 260 726
Fax No:+60 82 260 815
Room No: B332

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Dr Rodney Lim is presently a Senior Lecturer at the School of Business, Faculty of Business, Design, and Arts, Swinburne University of Technology, Sarawak Campus, Malaysia. He is currently coordinating BUS30031 Sustainable Business Practice unit, which is a capstone unit in the Business undergraduate degree program. He holds a Ph.D. in Business from Swinburne University of Technology, a Masters of eBusiness and Communications from Swinburne University Lilydale, Australia, and a Bachelor of Science in Business Administration, majoring in International Business and Marketing from Minnesota State University, Minnesota, USA.

His PhD research focused on conceptualizing a form of micro-entrepreneurship based on serious leisure, social media, and informal business. Using Classic Grounded Theory Methodology, he developed a substantive theory to explain the patterns of behavior that underlie this mode of business venture creation. He is presently supervising postgraduate students at the Masters and PhD levels.

Research Interests

Dr Rodney Lim’s research interests lie in behavioural studies in a range of marketing, consumption, organizational and management contexts, including areas such as sustainability, digital commerce, digital media, tourism, leisure, informal businesses, micro-enterprises, and entrepreneurship. He has published articles, book chapters, and conference proceedings in leading scholarly journals in the field indexed by SCOPUS, ABDC, ERA and MyCite. He specializes in Grounded Theory Methodology, but has worked with qualitative, quantitative and mixed-methods research projects. His passion for research and scholarship can be seen in his active involvement in supervising post-graduate students the university’s Higher Degrees Research program. He is constantly seeking opportunities to work with doctoral students, both in the Masters by Research and PhD programs.

Summary of research interests: behavioural studies, marketing, consumption, sustainability, digital commerce, digital media, tourism, leisure, informal businesses and entrepreneurship

Teaching Areas

Dr Rodney Lim has taught extensively at the higher education level since 1993. He is currently teaching the Sustainable Business Practice unit, a final year capstone unit for all business students in the undergraduate degree program which helps students to prepare for entry into professional careers.

His teaching experience spans many areas of Marketing and Business, including International Marketing, Global Marketing, Fundamentals of Marketing, Marketing Management, Marketing Strategy, Consumer Behavior, Hospitality and Services Marketing, Advertising, and Digital Marketing. Other business subjects that he has taught include e-commerce, e-business, Management Principles, Hospitality Management and Training, and Human Resources Management.

Dr Rodney Lim has taught at different levels of higher education, including the Masters level, postgraduate diploma, diploma and pre-university (Foundation) levels. He has also previously taught professional business courses, including the Chartered Institute of Marketing (CIM, UK), the Association of Business Executives (ABE, UK) and the American Hotel and Motel Association (AHMA, USA).

Postgraduate Supervision

Dr Rodney Lim is an accredited Principle Supervisor for the Higher Degrees Research program. He welcomes enquiries from potential postgraduate students who seek assistance to develop a research study topic at the Masters or PhD level. Interested applicants are invited to contact him to share their ideas or to work out potential ideas with him.

He is interested to supervise research projects that focus on (but are not limited to) marketing, consumption, organizational and management contexts, including areas such as sustainability, digital commerce, digital media, tourism, leisure, informal businesses, microenterprises, and entrepreneurship. His postgraduate research supervision work currently includes the following:

  1. Kuek, M.S.W. Automotive Sector Industry and Consumer Preferences, Co-Supervisor, Master’s thesis (completed 2021).
  2. Tsen, D.S.C. Understanding the Relationship Between Corporate Brand Personality and Brand Equity: Insights from Employee and Customer Brand Equity, Co-Supervisor, PhD thesis (completed 2023).
  3. Chang, J.Q. Digital Inclusion among Elderly Consumers in Sarawak: Drivers and Barriers to Adoption of Wearable Health Technology. Co-Supervisor, PhD thesis (ongoing).
  4. Lu, L., Lived Experience of Women Entrepreneurs Amidst Adversity. Co-Supervisor, PhD thesis (ongoing).
  5. Tang, R.Z. Understanding the impact of inclusive organizational culture on employees’ job satisfaction for PWDs. Principal Supervisor, Master’s thesis (ongoing).
  6. Supahan, S. Developing an Integrated E-Wallet Continuance Model for Malaysian Digital Economy. Co-Supervisor, Master’s thesis (ongoing).
  7. Lai, G.Y.Y. The Effect of Microcelebrity’s Influence Through Instagram on Contemporary Culture’s Conceptualization of Body Image Standards. Principal Supervisor, Master’s thesis (ongoing).
  8. Liaw, S. The effect of Entrepreneurship Education (EE) and Family Environment (FE) towards Entrepreneurial Intention (EI): Entrepreneurial Self-Efficacy (ESE) as Mediator. Principal Supervisor, Master’s thesis (ongoing).

Research, Training & Consultancy Grants

Consultant. Project title: Sustainable Tourism Development: Community-Based Tourism Value-Added Programs as the Vehicle for Socio-Economic Enhancement 2023. Ministry of Tourism Culture Creative Industry and Performing Arts. Funding amount: RM100,000.

Co-researcher. Project title: Tracer Study of TVET Graduates 2022. Yayasan Sarawak. Funding amount: RM40,810.00

Lead Consultant. Project title: Local Community Awareness and Intention to Participate Responsible Tourism Initiatives in Sarawak 2022 – Sarawak Tourism Board. Funding amount: RM49,488.22.

Co-researcher. Project title: An evaluation of the impact of face-to-face and online Swinburne Sarawak Foundation studies course suite on the academic success of first year undergraduate students. Swinburne Sarawak Learning and Teaching Grant 2021. Funding amount: RM5000.00

Co-Lead Applicant. Project title: Digital inclusion among elderly consumers in Sarawak: Drivers and barriers to adoption of digital technology. School of Research- Researcher Fund for HDR Supervision 2020. Swinburne University of Technology Sarawak Campus. Funding amount: RM58,400.00

Project Lead Consultant. Tourism Satellite Account (TSA) – Outbound Tourism Survey 2018. Funding amount: RM197,097.00.

Project Deputy Lead Consultant. Tourism Satellite Account (TSA) – Sarawak Departing Visitors Survey 2018. Funding amount: RR193.829.

Project Consultant. Sarawak International Dragon Boat Regatta (SIDBR) and Sarawak Regatta (SR) Industry Player Survey 2017. Funding Amount: RM25,000.

Organizing Committee. Women Entrepreneurship Conference 2014. Collaboration with the Sarawak Dayak Graduates Association (SDGA)

Recent Media

Universities Can Lead Environmental, Social, and Governance (ESG) Action Forum, 10 May 2023.

Newspaper article: Lim R., & Mandrinos, S. (2020, January 8). Students’ Career Readiness and Employability. The Borneo Post. Retrieved from:

Newspaper article: Lim R., (2019, September 19). Preparing for global competitiveness: Building a global mindset. The Borneo Post. Retrieved from:

Research Outputs

Book chapter/Case study publications

  • Lim, W. M., Chin, M. W. C., Ee, Y. S., Giang, C. S., Heng, K. S., Kong, M. L., Lim, B. C. Y., Lim, R. T. H., Ling, C. C., Mandrinos, S., Ngui, L. H., Nwobodo, S., Sim, C. H., & Voong, E. A. L. (2023). Neuroscience and Consumer Financial Behavior. In Jing J. Xiao & Satish Kumar (ed.). A Research Agenda for Consumer Financial Behavior. Edward Elgar Publishing, pp. 225-242.
  • Loni, A.A., Weng, J.T., & Lim, R.T.H. (2022). E-learning Adoption among Sarawak Civil Service Workforce. In Case study: Building Leaders to Make a Difference in Your Society and State. Leadership Institute, 2, 9-16.
  • Kassim, F., Lim R. & Jee, J.T.W. (2022). Effects of Employees’ Soft Skills and Job Performance: The Case of the State Civil Service. In Case study: Building leaders to Make a Difference in Your Society and State. Leadership Institute, 75-81.
  • Majani, D. R., Lim, B., & Lim R. (2021). Attitudes toward E-training Adoption in Sarawak’s Civil Service. In Case study: Building public Sector Leaders of Excellence. Leadership Institute, Pp. 55-62.
  • Yu, P. K.-H.,Lim, R. & Mohammed, J. A. (2012). Shattering and Salvaging Grounded Theory: A One-dot Theory Conversion. In The Politics and Business Dimensions of Governance and Regimes- A One Dot Theory Interpretation. Heidelberg Press, pp. 65-78.
  • Yu, P. K.-H. & Lim, R.(2012). Classic and Non-Classic Grounded Theory: A One-Dot Theory Critique. In The Politics and Business Dimensions of Governance and Regimes- A One Dot Theory Interpretation. Heidelberg Press, pp. 47-64.

Journal Publications

  • Lim, T. Y., Leong, C. M., Lim, L. T. K., Lim, B. C. Y., Lim, R. T. H., & Heng, K. S. (2023). Young adult tourists’ intentions to visit rural community-based homestays. Young Consumers. (ABDC: B-ranked, Scopus Q1).
  • Lim, W. M., Chin, M.W. C., Ee, Y. S., Fung, C. Y., Giang, C. S., Heng, K. S., Kong, M. L. F., Lim, A. S. S., Lim, B. C. Y., Lim, R. T.H., Lim, T. Y., Ling, C. C., Mandrinos, S., Nwobodo, S., Phang, C. Su. C., She, L., Sim, C. H., Su, S. I., Wee, G.W. En., & Weissmann, M. A. (2022). What is at stake in a war? A prospective evaluation of the Ukraine and Russia conflict for business and society. Global Business and Organizational Excellence, 1–14. (Scopus Q3).
  • Uzir, M. U. H., Al Halbusi, H., Thurasamy, R., Lim,T.H, Aljaberi, M. A., Hasan, N., & Hamid, M. (2021). The effects of service quality, perceived value and trust in home delivery service personnel on customer satisfaction: Evidence from a developing country. Journal of Retailing and Consumer Services, 63, 102721. (ABDC: A-ranked, Scopus: Q1).
  • Weissmann, M. A., & Lim, R.T.H. (2021). Making Sustainable Consumption Decisions: The Effects of Product Availability on Product Purchase Intention. Journal of Global Marketing.(ABDC: B-ranked, Scopus: Q1)
  • Uzir, M. U. H., Al Halbusi, H., Lim, R., Jerin, I., Hamid, A. B. A., Ramayah, T., & Haque, A. (2021). Applied Artificial Intelligence and user satisfaction: Smartwatch usage for healthcare in Bangladesh during COVID-19. Technology in Society, 67, 101780. (ABDC: C-ranked, Scopus: Q1)
  • Rahman, M.S., Ara, M.A., Alim, M.A., Jee, T.W. and Lim, R.T.H. (2020). Consumers’ Actual Purchase Behaviour towards Green Products in Bangladesh. Malaysian Journal of Consumer and Family Econonomics, 25, pp.92-120. (Scopus: Q4).
  • Lim, R.(2020). Monetizing serious leisure: A grounded study of fashion blogshops. Journal of Leisure Research, 51(1), pp.88-106. (ABDC: A-ranked, Scopus: Q1)

Conference Proceedings and Conference Paper Publications

  • Lim, T.Y., Lim, B.C.Y., Lim, R.T.H., & Heng, K.S., (2022). Intention to visit publications community-based homestay among young adults in Malaysia. In Proceedings of the International Conference on Responsible Tourism and Hospitality (ICRTH) 2022, Kuching, Sarawak, 1-3 September 2022.
  • Tsen, D.S.C., Lim, W.M., Lim, R.T.H., & Tan, V.M. (2021). Employee personal branding and corporate brand equity: A critical review. In Proceedings of the 4th International Conference on Management and Entrepreneurship (i-CoME), Kuching, Sarawak, 22-24 July 2021.
  • Jee, T.W., Kuek, M.S.W., Lim, R.T.H. & Ekambaram, P. (2019). Purchase Behavior Towards Proton and Perodua Cars in Malaysia: A Preliminary Study of the What and Why. [Paper presentation]. The 3rd International Conference on Management and Entrepreneurship (i-CoME), Phuket, Thailand. 25-27 July 2019.
  • Lim, R., Diaz, J. A., & Dash, D. (2013). Making Shops from Blogs: An Emerging Online Retailing Phenomenon in Southeast Asia. In Proceedings of the Third Asia-Pacific Business Research Conference, Kuala Lumpur, Malaysia. Presented on 25 February, 2013.
  • Lim, R., & Ee, Y. S. (2010). Virtual Goods in Social Games: An Exploratory Study of Factors that Drive Purchase of In- Game Items. In Proceedings of the 9th International Conference on E- Business, Kasetsart University, Bangkok, Thailand.
  • Lim, R., Lee M. & Yin, C. (2009). Teacher Usage and Perceptions of Online Discussion Forums in Higher Education. In Proceedings of the 2nd International Conference of Teaching and Learning (ICTL 2009) INTI University College, Kuching, Malaysia.

PhD Thesis

  • Lim, R. (2016). Becoming Consumer Entrepreneurs: A Grounded Theory of Consumer Entrepreneurship.


Research Success Grant 2022, School of Research, Swinburne University of Technology, Sarawak Campus.

Learning and Teaching Recognition 2022, Acknowledgement of Outstanding SFT (score ≥ 9.0), Academic Practice Committee, Swinburne University of Technology, Sarawak Campus.

Research Success Award: Publication Award 2019, School of Research, Swinburne University of Technology, Sarawak Campus.