PhD, Marketing
Senior Lecturer
- About
-
- Email Address
- huda.khan@abdn.ac.uk
- Office Address
Office: 719 (7th floor) MacRobert Building
Business School, University of Aberdeen
United Kingdom
- School/Department
- Business School
Biography
Huda Khan is Senior Lecturer in Marketing (T&R), Director 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. Huda is an endorser of Responsible Research in Business & Management (RRBM).
Prior to joining Aberdeen, Huda worked as a Marketing academic with the University of South Australia in Australia. She also worked on a range of market research projects with Ehrenberg-Bass Institute of Marketing Science in Australia. The research projects involved international brands such as Unilever and SC Johnsons. These projects (worth > $100,000) involving 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 for a number of countries has enriched her background in marketing research.
Her work have appeared in these CABS 4 journals: Journal of Product innovation & Management, British Journal of Management, and Annals of Tourism Research.
Associate Editor: Rutgers Business Review
Review Board:
- Industrial Marketing Management (ABS 3, ABDC A*)
- Journal of Business Research (ABS 3, ABDC A)
- International Marketing Review (ABS 3, ABDC A)
- Multinational Business Review (ABS 3, ABDC A)
- Journal of Knowledge Management (ABS 2, ABDC B)
- Critical Perspectives on International Business (ABS 2, ABDC B)
Huda is External Examiner at the University of Sussex (for the MSC International Marketing) & University of Kent (for the BSC Marketing; International Business; and Management programs).
Media Commentary
Importance of transformative marketing approaches for international businesses in Forbes.
Qualifications
- Graduate Certificate Digital Learning2020 - University of South Australia
- PhD Marketing2016 - University of South Australia
Memberships and Affiliations
- Internal Memberships
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Huda is Associate Director for Africa-Asia Centre for Sustainability Research at the University of Aberdeen.
- External Memberships
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In United Kingdom, Huda is an Affiliate 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 Khan is a member of BAM Peer Review College (March 2023-March 2026)
Latest Publications
Managing the VUCA Environment: The Dynamic Role of Organizational Learning and Strategic Agility in B2B versus B2C Firms
Industrial Marketing ManagementContributions to Journals: ArticlesA typology of born global firms’ attributes and future directions
Multinational Business ReviewContributions to Journals: ArticlesThe impact of digitalization and virtualization on technology transfer in strategic collaborative partnerships
Journal of Technology TransferContributions to Journals: Editorials- [ONLINE] DOI: https://doi.org/10.1007/s10961-024-10158-7
The Effects and Mechanism of Discounting Unit Price
European Journal of Marketing, vol. 58, no. 8, pp. 1941-1967Contributions to Journals: ArticlesDark and bright repercussions of COVID-19 pandemic on International Business: A systematic literature review and future research agenda
Multinational Business ReviewContributions to Journals: Articles
- Research
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Research Overview
Guest Editing Special Issues:
Leading Guest Editor for Special issue in Long Range Planning : Global decarbonisation of sunset industries.
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
Guest Editor for Special issue in Industrial Marketing Management: Building cross-sector partnership for sustainable value
Past special issues:
Business Failures in Industrial B2B networks in a post pandemic era, Industrial Marketing Management
The impact of digitalization and virtualization on technology transfer in strategic collaborative partnerships, Technology Transfer
Periphery–core relations and the knowledge domain of international management: New contingencies, characterizations and theories, European Management Journal
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.
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.
Current Research
Export Marketing
Knowledge Exchange
Doctoral Colloquium Panelist at the 48th AIB UK&I chapter conference, University of Greenwich, 14th April 2021 (Conference 14th-16th April 2021).
Supervision
My current supervision areas are: Management.
Specifically, I am interested in supervising topics in the international marketing/international business fields, Digital marketing, and sustainability related proposals are also welcome.
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’.
- Teaching
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Programmes
- Postgraduate, 3 stage, September start
- Postgraduate, 3 stage, January start
Teaching Responsibilities
Program Director, MSC Marketing Management
Teaching: Marketing Management, Consumer Behaviour, International Marketing
- Publications
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Managing the VUCA Environment: The Dynamic Role of Organizational Learning and Strategic Agility in B2B versus B2C Firms
Industrial Marketing ManagementContributions to Journals: ArticlesA typology of born global firms’ attributes and future directions
Multinational Business ReviewContributions to Journals: ArticlesThe impact of digitalization and virtualization on technology transfer in strategic collaborative partnerships
Journal of Technology TransferContributions to Journals: Editorials- [ONLINE] DOI: https://doi.org/10.1007/s10961-024-10158-7
The Effects and Mechanism of Discounting Unit Price
European Journal of Marketing, vol. 58, no. 8, pp. 1941-1967Contributions to Journals: ArticlesDark and bright repercussions of COVID-19 pandemic on International Business: A systematic literature review and future research agenda
Multinational Business ReviewContributions to Journals: ArticlesA Longitudinal Perspective of the Determinants of B2B Service Firms’ Internationalisation Performance
Industrial Marketing Management, vol. 123, pp. 173-187Contributions to Journals: ArticlesExploring Periphery–Core dynamics in international management: A review, characterizations, and future research agenda
European Management Journal, vol. 42, no. 5, pp. 653-657Contributions to Journals: EditorialsConstrual level theory in advertising research: A systematic review and directions for future research
Journal of Business Research, vol. 183, 114870Contributions to Journals: ArticlesWinners and Losers in Africa: A Longitudinal Examination of Market-Share Gains by Advanced and Emerging Market Multinationals vs. Local Firms
Critical Perspectives on International BusinessContributions to Journals: ArticlesA look into the future – The impact of Metaverse on traditional theories and thinking in international business
Management International Review, vol. 64, pp. 597–632Contributions to Journals: ArticlesBreaking Barriers: How Do the Marketing Capabilities of Emerging-Market Micro-Multinationals Drive Social Innovation?
Management International Review, vol. 64, no. 4, pp. 701–726Contributions to Journals: Articles- [ONLINE] DOI: https://doi.org/10.1007/s11575-024-00538-4
- [OPEN ACCESS] http://aura.abdn.ac.uk/bitstream/2164/24492/1/Khan_etal_MIR_Breaking_Barriers_How_VOR.pdf
- [ONLINE] Correction to: Breaking Barriers: How Do the Marketing Capabilities of Emerging-Market Micro-Multinationals Drive Social Innovation? (Management International Review, (2024), 10.1007/s11575-024-00538-4)
- [ONLINE] View publication in Scopus
Grand Challenges and Emerging Market SMEs: The Role of Strategic Agility and Gender Diversity
Journal of Product Innovation Management, vol. 41, no. 2, pp. 473-500Contributions to Journals: ArticlesBorn global firms
Encyclopedia of International Strategic Management. Edward Elgar Publishing Ltd., pp. 14-17, 4 pagesChapters in Books, Reports and Conference Proceedings: Chapters- [ONLINE] DOI: https://doi.org/10.4337/9781800884045.ch06
- [ONLINE] View publication in Scopus
Critical perspective on consumer animosity amid Russia-Ukraine war
Critical Perspectives on International Business, vol. 20, no. 1, pp. 49-70Contributions to Journals: ArticlesBusiness failure in post-pandemic era: New challenges for industrial networks, emerging insights and market opportunities
Industrial Marketing Management, vol. 117, pp. A3-A9Contributions to Journals: EditorialsRedefining the Organizational Resilience Construct using a Frame Based Methodology: A New Perspective from the Ecology Based Approach
Journal of Business Research, vol. 172, 114397Contributions to Journals: ArticlesUnveiling the dynamics between consumer brand engagement, experience, and relationship quality towards luxury hotel brands: Moderating investigation of brand reputation
International Journal of Hospitality Management, vol. 116, 103572Contributions to Journals: ArticlesExamining the Microfoundations for Digital Business Model Innovation of Developing Markets International New Ventures (2023)
IEEE Transactions on Engineering Management, vol. 71, pp. 12854 - 12867Contributions to Journals: ArticlesComposite collaboration and the differentiation strategies adopted by emerging market firms in advanced markets during the COVID-19 pandemic
International Marketing Review, vol. 40, no. 5, pp. 1035-1053Contributions to Journals: ArticlesManaging Climate Change Risks and Creating Stakeholders’ Value via Sustainability-Focused B2B Brand Strategies
Industrial Marketing Management, vol. 115, pp. 198-213Contributions to Journals: ArticlesPost-COVID-19-based customer engagement creation and contributions in tourism and hospitality social media: An integrative framework and future research directions
Handbook of Customer Engagement in Tourism Marketing. Edward Elgar Publishing Ltd., pp. 312-329, 18 pagesChapters in Books, Reports and Conference Proceedings: Chapters- [ONLINE] DOI: https://doi.org/10.4337/9781802203943.00030
- [ONLINE] View publication in Scopus
A sustainable Retailer's journey to sustainable practices: Prioritizing the customer and the planet
Journal of Retailing and Consumer Services, vol. 74, 103388Contributions to Journals: ArticlesConfrontation-coping: A psychological approach to developing market exporting firms’ intentions to adopt emerging technologies
Technological Forecasting and Social Change, vol. 194, 122697Contributions to Journals: ArticlesMarket Exit and Re-Entry in a Volatile Emerging Economy: A Case Study of Yamaha Motorcycles in Pakistan
Multinational Business Review, vol. 31, no. 2, pp. 290-312Contributions to Journals: ArticlesRegional Expansion of Emerging Market SMEs: The Roles of Domestic Market Environmental Uncertainty and International Alliance Partner Diversity
Asia Pacific Journal of Management, vol. 40, pp. 613–643Contributions to Journals: ArticlesExamining the efficacy of non-market and market driving activities of B2B international firms
Industrial Marketing Management, vol. 111, pp. 97-108Contributions to Journals: ArticlesVertical Alliances and Innovation: A Systematic Review of the Literature and a Future Research Agenda
Technovation, vol. 122, 102588Contributions to Journals: ArticlesEliciting consumer engagement, experience, and value co-creation to foster consumer based-brand-equity in service context: Moderation of perceived-health-beliefs
Service Industries JournalContributions to Journals: ArticlesHybrid market offering in the medical technology sector and the role of network configuration: An exploratory assessment of dynamics in developed and emerging markets
International Marketing Review, vol. 56, no. 6, pp. 2169-2183Contributions to Journals: ArticlesEntrepreneurial Alertness and Business Model Innovation in Dynamic Markets: International Performance Implications for SMEs
R&D Management, vol. 53, no. 2, pp. 224-243Contributions to Journals: ArticlesDigital Transformation of SMEs: The Role of Entrepreneurial Persistence and Market Sensing Dynamic Capability
IEEE Transactions on Engineering Management, vol. 71, pp. 13598 - 13615Contributions to Journals: Articles- [ONLINE] DOI: https://doi.org/10.1109/TEM.2022.3230248
De‑globalization, International Trade Protectionism, and the Reconfigurations of Global Value Chains
Management International Review, vol. 63, pp. 823–859Contributions to Journals: ArticlesTackling Obesity in Aged-Care Homes: The Effects of Environmental Cues
European Journal of Marketing, vol. 56, no. 11, pp. 3054-3077Contributions to Journals: ArticlesThe Interaction of Social Influence and Message Framing on Children’s Food Choice
European Journal of Marketing, vol. 56, no. 11, pp. 2959-2977Contributions to Journals: ArticlesIntegration of outside-in and inside-out entrepreneurial marketing capabilities, marketing agility, and resources for entrepreneurial firms performance
International Journal of Entrepreneurial Behavior & ResearchContributions to Journals: ArticlesRace for market share gains: how emerging market and advanced economy MNEs perform in each other’s turf
Journal of Business Research, vol. 150, pp. 208-222Contributions to Journals: Articles- [ONLINE] DOI: https://doi.org/10.1016/j.jbusres.2022.04.040
- [OPEN ACCESS] http://aura.abdn.ac.uk/bitstream/2164/20499/1/Ozkan_etal_JBR_Race_For_Market_AAM.pdf
- [ONLINE] View publication in Scopus
- [ONLINE] View publication in Mendeley
Entrepreneurs learning from business failures: an emerging market perspective
British Journal of Management, vol. 33, no. 4, pp. 1735-1756Contributions to Journals: ArticlesResponsible Innovation in Emerging Markets’ SMEs: The Role of Alliance Learning and Absorptive Capacity
Asia Pacific Journal of Management, pp. 1-35Contributions to Journals: ArticlesConsumer Packaging Strategy: Localisation in Asian Markets
Taylor and Francis, Oxford. 164 pagesBooks and Reports: Books- [ONLINE] DOI: https://doi.org/10.4324/9781003000822
- [ONLINE] View publication in Scopus
Responsible Innovation in Asia: A systematic review and an agenda for future research
Asia Pacific Journal of ManagementContributions to Journals: ArticlesInternational open innovation and international market success: an empirical study of emerging market small and medium-sized enterprises
International Marketing Review, vol. 39, no. 3, pp. 755-782Contributions to Journals: ArticlesThe efficacy of market sensing and family-controlled board in the new product development performance of family firms in emerging market
Journal of Business Research, vol. 141, pp. 673-684Contributions to Journals: ArticlesSocial impact through family firms’ interorganizational relationships within a community and a cooperative: An embedded view of stewardship
Journal of Business Research, vol. 139, pp. 584-601Contributions to Journals: ArticlesThe efficacy of marketing skills and market responsiveness in marketing performance of emerging market exporting firms in advanced markets: The moderating role of competitive intensity
International Business Review, vol. 30, no. 6, 101860Contributions to Journals: ArticlesNarrowing the Feedback Gap: Examining Student Engagement with Personalized and Actionable Feedback Messages
Journal of Learning Analytics, vol. 8, no. 3, pp. 101-116Contributions to Journals: ArticlesMere association of product image and travel destination
Annals of Tourism Research, vol. 86, 103062Contributions to Journals: ArticlesIs marketing agility important for emerging market firms in advanced markets?
International Business Review, vol. 29, no. 5, 101733Contributions to Journals: Articles- [ONLINE] DOI: https://doi.org/10.1016/j.ibusrev.2020.101733
- [ONLINE] View publication in Scopus
New product performance implications of ambidexterity in strategic marketing foci: a case of emerging market firms
Journal of Business and Industrial Marketing, vol. 35, no. 3, pp. 390-399Contributions to Journals: Articles- [ONLINE] DOI: https://doi.org/10.1108/JBIM-01-2020-0003
- [ONLINE] View publication in Scopus
Does packaging influence taste and quality perceptions across varying consumer demographics?
Food Quality and Preference, vol. 84, 103932Contributions to Journals: Articles- [ONLINE] DOI: https://doi.org/10.1016/j.foodqual.2020.103932
- [ONLINE] View publication in Scopus
Purchasing behaviour of ethnicities: Are they different?
International Business Review, vol. 29, no. 4, 101519Contributions to Journals: Articles- [ONLINE] DOI: https://doi.org/10.1016/j.ibusrev.2018.06.002
- [ONLINE] View publication in Scopus
A sociolinguistic perspective of the effects of packaging in bilingual markets
Journal of Brand Management, vol. 27, pp. 130-142Contributions to Journals: Articles- [ONLINE] DOI: https://doi.org/10.1057/s41262-019-00176-4
- [ONLINE] View publication in Scopus
Effects of personal dispositions, familiarity and consumption situation on Western brands’ packaging
Journal of Consumer Marketing, vol. 36, no. 6, pp. 715-727Contributions to Journals: Articles- [ONLINE] DOI: https://doi.org/10.1108/JCM-07-2018-2778
- [ONLINE] View publication in Scopus
Measuring students’ justificatory reasoning approaches
Issues in Educational Research, vol. 29, no. 3, pp. 807-822Contributions to Journals: Articles- [ONLINE] http://www.iier.org.au/iier29/lee.pdf
- [ONLINE] View publication in Scopus
The effects of packaging localisation of Western brands in non-Western emerging markets
Journal of Product and Brand Management, vol. 26, no. 6, pp. 589-599Contributions to Journals: Articles- [ONLINE] DOI: https://doi.org/10.1108/JPBM-08-2016-1302
- [ONLINE] View publication in Scopus
When is it necessary to localise product packaging?
Journal of Consumer Marketing, vol. 34, no. 5, pp. 373-383Contributions to Journals: Articles- [ONLINE] DOI: https://doi.org/10.1108/JCM-06-2016-1846
- [ONLINE] View publication in Scopus
Do Ethnic Cues Improve Advertising Effectiveness for Ethnic Consumers?
Australasian Marketing Journal, vol. 23, no. 3, pp. 218-226Contributions to Journals: Articles- [ONLINE] DOI: https://doi.org/10.1016/j.ausmj.2015.07.001
- [ONLINE] View publication in Scopus
Localising the packaging of foreign food brands: A case of Muslim consumers in Pakistan
Journal of Product and Brand Management, vol. 24, no. 4, pp. 386-398Contributions to Journals: Articles- [ONLINE] DOI: https://doi.org/10.1108/JPBM-08-2014-0694
- [ONLINE] View publication in Scopus