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.
Memberships and Affiliations
- Internal Memberships
Interim Head of Group for the Strategy, Marketing, and Entrepreneurship Group from October 2022
Exams Officer for Undergraduate Management Studies and International Business Programmes from May 2023
- External Memberships
Dr. Yanghong Hu is a Fellow of the Higher Education Academy (FHEA) in the UK.
Funding and Grants
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)
BU5048 Business Strategy
BU5579 Internationalisation (Course Coordinator 2019/20, 2020/21, 2021/22, 2022/23, 2023/24)
QB5548 Internationalisation (Qatar Campus) (Course Coordinator 2023/24)
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
In 2023, Dr. Yanghong Hu was awarded the Erasmus Staff Mobility funding with an amount of € 4,559 EUR under project 2020-1-UK01-KA103-078723.
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Understanding local consumers' reactions to perceived unfair product recalls of foreign brands: a relative deprivation perspectiveAsia Pacific Journal of Marketing and Logistics, vol. 35, no. 9, pp. 2216-2234Contributions to Journals: Articles
Uniqueness neglect on consumer resistance to AIMarketing Intelligence and Planning, vol. 41, no. 6, pp. 669-689Contributions to Journals: Articles
Motivation for users’ knowledge sharing behavior in virtual brand communities: A psychological ownership perspectiveAsia Pacific Journal of Marketing and Logistics, vol. 34, no. 10, pp. 2165-2183Contributions to Journals: Articles
How do servant leadership and self-esteem at work shape family performance in China?: A resource-gain-development perspectiveManagement Decision, vol. 60, no. 3, pp. 550-566Contributions to Journals: Articles
Exploring regulatory fit between service relationships and appeals in co-productionJournal of Services Marketing, vol. 35, no. 4, pp. 505-515Contributions to Journals: Articles
The effects of slack resource of R&D professionals on firm performance: evidence from traditional manufacturing firms in an emerging economyInternational Journal of Human Resource Management, vol. 31, no. 12, pp. 1594-1616Contributions to Journals: Articles
Impact of inclusive leadership on employee innovative behavior: Perceived organizational support as a mediatorPloS ONE, vol. 14, no. 2, 0212091Contributions to Journals: Articles
Developed market or developing market?: A perspective of institutional theory on multinational enterprises’ diversification and sustainable development with environmental protectionBusiness Strategy and the Environment, vol. 27, no. 7, pp. 858-871Contributions to Journals: Articles
Symbiosis-orientation and the survival of small–large strategic alliancesJournal of Entrepreneurship and Innovation in Emerging Economies, vol. 4, no. 2, pp. 121-136Contributions to Journals: Articles
Product diversification and firm performance in China: A perspective of sub-national institutionsAcademy of Management Proceedings, vol. 2018, no. 1Contributions to Journals: Abstracts