Dr Yang-Im Lee is a Lecturer in Marketing at Royal Holloway, University of London. She undertook her first degree in Japan and then attended a programme of study at the School of Oriental and African Studies, University of London. Dr Lee is fluent in English, Korean and Japanese and has both studied and worked in South Korea, Japan and the UK.Dr Peter Trim is a Senior Lecturer in Management and Director of the Centre for Advanced Management and Interdisciplinary Studies at Birkbeck College, University of London. Dr Peter R.J. Trim has worked in a number of industries, been employed by a number of universities both in the UK and abroad, and has published widely. He teaches various undergraduate and postgraduate marketing courses and is undertaking research into various aspects of corporate intelligence, strategic marketing and national security.