Staff Profile

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Dr Rodney Lim Thiam Hock

Digital Learning Technologist, Senior Lecturer in Marketing and E-Commerce
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
Email: rlim@swinburne.edu.my
Google Scholar     Scopus     ORCID


Dr Rodney Lim is presently lecturing business units at the School of Business, Faculty of Business, Design, and Arts, Swinburne University of Technology, Sarawak Campus, Malaysia. He is currently coordinating BUS30024 Advanced Innovative 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 Bachelors 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

Serious leisure
Informal businesses
Social media and e-commerce
Grounded Theory Methodology

Teaching Areas

Dr Rodney Lim is currently teaching the Advanced Integrative Business Practice unit, which is a final year capstone unit for all business students in the undergraduate degree program, He has taught extensively at the higher education level since 1993. 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 eCommerce, eBusiness, Introduction to 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).

Training & Consultancy

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

Newspaper article: Lim R., (2019, September 19). Preparing for global competitiveness: Building a global mindset. The Borneo Post. Retrieved from: https://www.theborneopost.com/2019/09/18/preparing-for-global-competitiveness-building-a-global-mindset/

Newspaper article: Lim R., (2019, May 8). Building a team mindset. The Borneo Post. Retrieved from: https://www.swinburne.edu.my/campus-beyond/building-team-mindset.php

Newspaper article: Lim R., & Mandrinos, S. (2020, January 8). Students’ Career Readiness and Employability. The Borneo Post. Retrieved from: https://www.pressreader.com/malaysia/the-borneo-post/20200108/281835760632787

  • Research Outputs

Research Outputs

  • Journal article: Uzir, M. U. H., Al Halbusi, H., Thurasamy, R., Lim, R.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).
  • Journal article: 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)
  • Journal article: 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)
  • Journal article: 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. Digitalization and Business Empowerment, 31-37.
  • Case study: 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.
  • Journal article: 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).
  • Journal article: 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: 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.
  • Book chapter: 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.
  • Book chapter: 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.
  • Conference Proceedings: 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.
  • Conference Proceedings: 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.