Dr Huda Khan
Dr Huda Khan

Dr Huda Khan

PhD, Marketing

Senior Lecturer

Accepting PhDs


Office: 719 (7th floor) MacRobert Building

Business School, University of Aberdeen

United Kingdom


Huda Khan is Senior Lecturer in Marketing (on teaching & research position) and Director of MSC Marketing Management Program at the University of Aberdeen (top 25 universities in the U.K, top 3 in Scotland, 158 in world’s ranking, and one of the ancient universities with 525 years of history). She is also Associate Director of Africa-Asia centre for sustainability research.

Prior to joining University of Aberdeen, Huda has worked as a Lecturer with University of South Australia (UniSA). With UniSA, she was highly involved in the development of undergraduate Marketing program. She has also worked on a wide range of industry-led projects with Ehrenberg-Bass Institute of Marketing Science in Australia; a world class research centre. As a Marketing Scientist, she has worked on projects involving well-known international brands such as Unilever and SC Johnsons. These projects (worth > $100,000) involved research in a number of markets across the United Kingdom, the United States, Norway, Argentina, Brazil, China, Germany and 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 market research and consultancy.

Huda's work has appeared in high-quality academic research outlets, such as European Journal of Marketing (3*), British Journal of Management (4), Journal of Business Research (3*), International Business Review (3*), International Marketing Review (3*) and Annals of Tourism Research (4), among others. 

In the United Kingdom, Huda serves as an Affiliate Professional of the Chartered Institute of Marketing, a largest professional accreditation body of Marketing programs. In Australia, Huda has served as an active Advisory Member of the Australian Marketing Institute; largest professional body of Marketing Managers in Australia and professional accreditation body for Marketing programs. She is a recognised Certified Practising Marketer by AMI in Australia.


  • 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 external examiner for Kent University for the undergraduate Marketing, Management and International Business programs.


Latest Publications

View My Publications


Research Overview

Huda's current research interest falls in the area of understanding rivarly between emerging and advanced economies' brands when they enter into each others' market. Huda's past research focuses on strategic marketing capabilities of emerging markets businesses exporting to advanced markets. 

Huda actively serves as a reviewer for leading journals including Management International Review, Journal of Business Research, European Marketing Journal, International Business Review, Journal of International Management and British Journal of Management.

Huda is Editorial Review Board of Journal of Knowledge Management, Journal of Asia Business Studies and Review of International Business & Strategy.

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 International Studies of Management and Organization (ISMO, ABS 2/ABDC B): The Role of Meta-organizations in Environmental Sustainability in Emerging Markets. 

Managing Guest Editor for Special Issue in European Management Journal (EMJ, 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 (IMM, ABS 3*/ABDC A*): Business Failures in Industrial B2B networks in a post pandemic era. 

Call for a fully-funded PhD Studentship:

Together with Prof. Zaheer Khan, Huda is 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)

As a lead applicant, together with Prof. Zaheer Khan (University of Aberdeen) and Nadia Zahoor (Strathclyde University), Huda has obtained funding to organise networking event for early career researchers on supply-chain resilience.

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

Dr. Huda Khan & Prof. Zaheer Khan have successfully won a research grant in collaboration with Dr. Nadia Zahoor (Strathclyde University) to conduct research on the ‘Role of Business Incubators and Accelerators in Scaling Up of Women Start-Ups: The Case Study of Pakistan’.




Page 2 of 3 Results 11 to 20 of 25

  • Regional Expansion of Emerging Market SMEs: The Roles of Domestic Market Environmental Uncertainty and International Alliance Partner Diversity

    Zahoor, N., Donbesuur, F., Nwoba, A., Khan, H.
    Asia Pacific Journal of Management
    Contributions to Journals: Articles
  • Entrepreneurs learning from business failures: an emerging market perspective

    Amankwah-Amoah, J., Khan, Z., Ifere, S. E., Nyuur, R. B., Khan, H.
    British Journal of Management
    Contributions to Journals: Articles
  • Narrowing the Feedback Gap: Examining Student Engagement with Personalized and Actionable Feedback Messages

    Iraj, H., Fudge, A., Khan, H., Faulkner, M., Pardo, A., Kovanović, V.
    Journal of Learning Analytics, pp. 1-16
    Contributions to Journals: Articles
  • Mere association of product image and travel destination

    Lee, R., Khan, H., Bellman, S.
    Annals of Tourism Research, vol. 86, 103062
    Contributions to Journals: Articles
  • Is marketing agility important for emerging market firms in advanced markets?

    Khan, H.
    International Business Review, vol. 29, no. 5, 101733
    Contributions to Journals: Articles
  • New product performance implications of ambidexterity in strategic marketing foci: a case of emerging market firms

    Khan, H., Freeman, S., Lee, R.
    Journal of Business and Industrial Marketing, vol. 35, no. 3, pp. 390-399
    Contributions to Journals: Articles
  • Does packaging influence taste and quality perceptions across varying consumer demographics?

    Khan, H., Lee, R.
    Food Quality and Preference, vol. 84, 103932
    Contributions to Journals: Articles
  • Purchasing behaviour of ethnicities: Are they different?

    Trinh, G., Khan, H., Lockshin, L.
    International Business Review, vol. 29, no. 4, 101519
    Contributions to Journals: Articles
  • A sociolinguistic perspective of the effects of packaging in bilingual markets

    Khan, H., Lee, R.
    Journal of Brand Management, vol. 27, pp. 130-142
    Contributions to Journals: Articles
  • Effects of personal dispositions, familiarity and consumption situation on Western brands’ packaging

    Khan, H.
    Journal of Consumer Marketing, vol. 36, no. 6, pp. 715-727
    Contributions to Journals: Articles
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