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, 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 (FRSA). Huda is an endorser of Responsible Research in Business & Management (RRBM).
Prior to joining Aberdeen, Huda worked with the University of South Australia. She also worked on a range of industry-led projects with Ehrenberg-Bass Institute of Marketing Science in Australia. The projects involved international brands such as Unilever and SC Johnsons. These projects (worth > $100,000) involved 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 with an equally wide range of clients, countries, and research techniques has enabled her to have a rich background in consultancy.
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 (ABDC B)
Review Board:
- Journal of Business Research (3, ABDC A)
- International Marketing Review (3, ABDC A)
- Multinational Business Review (2, ABDC B)
- Journal of Knowledge Management (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
-
Huda is Associate Director for Africa-Asia Centre for Sustainability Research at the University of Aberdeen.
- External Memberships
-
Huda is Visiting Researcher at the InnoLab, University of Vaasa in Finland.
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
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: ArticlesGrand 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: Articles
- Research
-
Research Overview
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.
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.
Huda would be interested in supervising potential PhD students in the following areas:
- Managing competition between local and foreign brands in advanced and emerging markets.
- Marketing capabilities of emerging market internationalising firms.
- Consumers' decision-making for the disruptive technologies.
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
-
Programmes
- Postgraduate, 3 stage, September start
- Postgraduate, 3 stage, January start
Teaching Responsibilities
Program Director, MSC Marketing Management
Teaching: Marketing Management, Consumer Behaviour
- Publications
-
Page 2 of 5 Results 11 to 20 of 48
Post-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: Articles