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 CABS 4 articles have appeared in the Annals of Tourism Research, Journal of Product innovation & Management, and British Journal of Management.
Associate Editor: Rutgers Business Review
Review Board:
- Journal of Business Research (3)
- International Marketing Review (3)
- Multinational Business Review (2)
- Journal of Knowledge Management (2)
- Critical Perspectives on International Business (2)
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
Winners 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: ArticlesExploring Periphery–Core dynamics in international management: A review, characterizations, and future research agenda
European Management JournalContributions to Journals: ArticlesThe Effects and Mechanism of Discounting Unit Price
European Journal of MarketingContributions to Journals: ArticlesConstrual level theory in advertising research: A systematic review and directions for future research
Journal of Business Research, vol. 183, 114870Contributions to Journals: Articles- [ONLINE] DOI: https://doi.org/10.1016/j.jbusres.2024.114870
A look into the future – The impact of Metaverse on traditional theories and thinking in international business
Management International ReviewContributions to Journals: Articles- [ONLINE] DOI: https://doi.org/10.1007/s11575-024-00550-8
- Research
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Research Overview
Forthcoming:
Industrial Marketing Management - topic to be shared upon live.
Guest Editing 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.
Leading Guest Editor for Special issue in Long Range Planning (ABS 3/ABDC A): Global decarbonisation of sunset industries.
Guest Editor for Special issue in European Journal of Marketing (ABS 3/ABDC A*): Reinventing marketing in a disruptive economy.
Guest Editor for Special issue in Management International Review (ABS 3/ABDC A): Multinational enterprises and their role in mitigating climate change: comparative perspective
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
- Publications
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Winners 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: ArticlesExploring Periphery–Core dynamics in international management: A review, characterizations, and future research agenda
European Management JournalContributions to Journals: ArticlesThe Effects and Mechanism of Discounting Unit Price
European Journal of MarketingContributions to Journals: ArticlesConstrual level theory in advertising research: A systematic review and directions for future research
Journal of Business Research, vol. 183, 114870Contributions to Journals: Articles- [ONLINE] DOI: https://doi.org/10.1016/j.jbusres.2024.114870
A look into the future – The impact of Metaverse on traditional theories and thinking in international business
Management International ReviewContributions to Journals: Articles- [ONLINE] DOI: https://doi.org/10.1007/s11575-024-00550-8
Breaking Barriers: How Do the Marketing Capabilities of Emerging-Market Micro-Multinationals Drive Social Innovation?
Management International ReviewContributions to Journals: Articles- [ONLINE] DOI: https://doi.org/10.1007/s11575-024-00538-4
- [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: 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: Articles- [ONLINE] DOI: https://doi.org/10.1016/j.jretconser.2023.103388
Confrontation-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 Microfoundations for Digital Business Model Innovation of Developing Markets International New Ventures (2023)
IEEE Transactions on Engineering ManagementContributions 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: Articles- [ONLINE] DOI: https://doi.org/10.1080/02642069.2023.2191953
- [ONLINE] View publication in Scopus
Hybrid 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: Articles
