Dr Huda Khan

Dr Huda Khan
Dr Huda Khan
Dr Huda Khan

PhD, Marketing

Senior Lecturer

Accepting PhDs

Email Address
Office Address

Office: 719 (7th floor) MacRobert Building

Business School, University of Aberdeen

United Kingdom

Business School


Huda Khan is Senior Lecturer in MarketingDirector of MSC Marketing Management Program & an Associate Director of Africa-Asia Centre of Sustainability Research. Huda is also a Fellow of Royal Society of Arts (FRSA). Huda is an endorser of Responsible Research in Business & Management (RRBM).

Prior to joining Aberdeen, Huda worked with the University of South Australia. She also worked on a range of industry-led projects with Ehrenberg-Bass Institute of Marketing Science in Australia. The projects involved international brands such as Unilever and SC Johnsons. These projects (worth > $100,000) involved research in a number of markets including United Kingdom, the United States, Norway, Argentina, Brazil, China, Germany & France. Working on a wide range of projects with an equally wide range of clients, countries, and research techniques has enabled her to have a rich background in consultancy.

Huda's work has appeared in Annals of Tourism Research (4), Journal of Product innovation & Management (4), British Journal of Management (4), Journal of Business Research (3*), International Business Review (3*), International Marketing Review (3*), European Journal of Marketing (3*), Industrial Marketing Management (3*), among others.

In the UK, Huda serves as an Affiliate Professional of the Chartered Institute of Marketing (CIM). In Australia, Huda served as an Advisory Member of the Australian Marketing Institute (AMI); largest professional body of Marketing Managers and accreditation body for Marketing programs. Huda is recognised as a Certified Practising Marketer by AMI.

External Examiner: University of Sussex (MSC International Marketing) & University of Kent (BSC Marketing; International Business; Management)

Visiting Researcher: University of Vaasa, Finland.

Associate Editor: Rutgers Business Review (ABDC, B)

Review Board:

  • Journal of Business Research (3*)
  • International Marketing Review (3*)
  • Multinational Business Review (2*)
  • Journal of Knowledge Management (2*)


  • Graduate Certificate Digital Learning 
    2020 - University of South Australia 
  • PhD Marketing 
    2016 - University of South Australia 

Memberships and Affiliations

Internal Memberships

Huda is Associate Director for Africa-Asia Centre for Sustainability Research at the University of Aberdeen.

External Memberships

In United Kingdom, Huda is Affliate Professional at the Chartered Institute of Marketing (CIM).

Huda is recognised as a Certified Practising Marketer (CPM) by Australian Marketing Institute (AMI) in Australia. AMI is the largest professional body of Marketing Managers in Australia (with over 30,000 managers in its network).

Huda is an External Examiner for the University of Kent and University of Sussex.


Latest Publications

View My Publications


Research Overview

Huda's research focuses on strategic marketing capabilities of emerging markets businesses exporting to advanced markets. 

Top cited paper in International Business Review (2021-2023):

Khan, H., 2020. Is marketing agility important for emerging market firms in advanced markets?. International Business Review, 29(5), p.101733.

Special Issues:

Leading Guest Editor for Special Issue in Journal of International Marketing (ABS 3*/ABDC A). Transformative Marketing Approaches in an Era of Disruption

Managing Guest Editor for Special Issue in European Management Journal (ABS 2/ABDC B): Periphery–core relations and the knowledge domain of international management: New contingencies, characterizations and theories.

Guest Editor for Special Issue in Industrial Marketing Management (ABS 3*/ABDC A*): Business Failures in Industrial B2B networks in a post pandemic era. 

Guest Editor for Special Issue in Technology Transfer: The impact of digitalization and virtualization on technology transfer in strategic collaborative partnerships.

Guest Editor for Special issue in European Journal of Marketing: Reinventing marketing in a disruptive economy.

Guest Editor for Special issue in Management International Review: Multinational enterprises and their role in mitigating climate change: comparative perspective

Call for a fully-funded PhD Studentship:

Together with Prof. Zaheer Khan and Prof. Jie Wu, calling for a funded PhD studentship in International Business domain.



Research Areas

Accepting PhDs

I am currently accepting PhDs in Management.

Please get in touch if you would like to discuss your research ideas further.

Email Me


Accepting PhDs

Research Specialisms

  • Marketing
  • International Marketing

Our research specialisms are based on the Higher Education Classification of Subjects (HECoS) which is HESA open data, published under the Creative Commons Attribution 4.0 International licence.

Knowledge Exchange

Doctoral Colloquium Panelist at the 48th AIB UK&I chapter conference, University of Greenwich, 14th April 2021 (Conference 14th-16th April 2021). 


My current supervision areas are: Management.

Huda would be interested in supervising potential PhD students in the following areas:

  • Managing competition between local and foreign players (brands) in advanced and emerging markets.
  • Marketing capabilities of emerging market multinational firms.
  • Consumers' psychological decision-making towards digitalisation/disruptive technology.

Funding and Grants

Society for Advancement of Management Studies (SAMS) (£ 8150)

To organise networking event for early career researchers on supply-chain resilience.

Royal Society of Edinburgh (RSE), Research Awards 2021 (£4670)

To conduct research on the ‘Role of business incubators and accelerators in scaling up of women start-ups: the case study of Pakistan’.




Page 1 of 5 Results 1 to 10 of 43

Show 10 | 25 | 50 | 100 results per page


Books and Reports

Contributions to Journals