
PhD, Marketing
Senior Lecturer
- About
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- 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
Between rock and a hard place:: The impact of home country demand on exclusive international strategic alliances forged by new technology ventures
Journal of International ManagementContributions 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 systematic review of applications, manipulations and manipulation checks of construal level theory in advertising
Communication TheoryContributions to Journals: ArticlesManaging the VUCA Environment: The Dynamic Role of Organizational Learning and Strategic Agility in B2B versus B2C Firms
Industrial Marketing Management, vol. 125, pp. 12-28Contributions to Journals: ArticlesA typology of born global firms’ attributes and future directions
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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Composite 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: Articles