Dr Yanghong Hu

Biography

Dr Yanghong (Alice) Hu who was born in China is working as the Interim Head of Group for the Strategy, Marketing, and Entrepreneurship Group and as a lecturer at the Department of Management Studies, University of Aberdeen Business School. She received her Ph.D. degree in Management from Hong Kong Baptist University located in Hong Kong, China.

Her research has a dual focus on business strategy and consumer behavior. She explores topics in business strategy like digital platform management, firm innovation, knowledge sharing, corporate diversification, institutional theory, and various resource-based theories.

She also explores topics in consumer behavior like customer role stress and service relationship in service co-production, round time, mobile app engagement, branding, etc.

Internal Memberships

Interim Head of Group for the Strategy, Marketing, and Entrepreneurship Group from October 2022

Funding and Grants

Funded Projects

Research on Meaning, Structure, and Multi-level Mechanisms of Algorithm Power. Funded by National Natural Science Foundation of China, 2023-2026. (Co-investigator, Funding Amount: 450,000RMB/56,000GBP)

Exploring Professional Service Heterogeneity and Unbalance in the Digital Medical Service and Its Service Performance. Funded by National Natural Science Foundation of China, 2022-2025. (Co-investigator, Funding Amount: 480,000 RMB/60,000 GBP)

Mechanisms and Governance Strategies for System Mutual Trust of Platform Firms: A Perspective of Multi-Parties. Funded by National Social Science Foundation of China, 2020-2025. (Co-investigator, Funding Amount: 200,000 RMB/25,000 GBP)

Teaching Responsibilities

Teaching Recognition

Dr. Yanghong Hu is a Fellow of the Higher Education Academy (FHEA) in the UK.

Postgraduate Courses

BU5048 Business Strategy 

BU5579 Internationalisation (Course Coordinator 2019/20, 2020/21, 2021/22, 2022/23)

Undergraduate Courses

IN1501 International Context for Business 2 (Course Coordinator 2019/20, 2020/21, 2021/22, 2022/23)

MS4540 Business Management Dissertation (Course Coordinator 2019/20)

MS4536 Business Strategy

QB4505 Business Strategy (Qatar Campus)

QB2506 Introduction to International Business (Qatar Campus)

QB2505 Operations Management (Qatar Campus)

Non-course Teaching Responsibilities

Teaching Funding

In 2023, Dr. Yanghong Hu was awarded the Erasmus Staff Mobility funding with an amount of € 5,315 EUR under project 2020-1-UK01-KA103-078723.