![Dr Huda Khan Dr Huda Khan](/img/200x200/staffpages/uploads/s01hk0/avatar/6xWsbHr9gWmZd3QZBCnHrVxg7jg4evzXSfXJWyqi.jpeg)
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 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
Review Board:
- Journal of Business Research (3)
- International Marketing Review (3)
- Multinational Business Review (2)
- Journal of Knowledge Management (2)
- Critical Perspectives on International Business (2)
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
Construal level theory in advertising research: A systematic review and directions for future research
Journal of Business ResearchContributions to Journals: ArticlesA 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: Articles- [ONLINE] DOI: https://doi.org/10.1007/s11575-024-00538-4
- [ONLINE] Correction to: Breaking Barriers: How Do the Marketing Capabilities of Emerging-Market Micro-Multinationals Drive Social Innovation? (Management International Review, (2024), 10.1007/s11575-024-00538-4)
- [ONLINE] View publication in Scopus
Grand 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
- Research
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Research Overview
Forthcoming:
Industrial Marketing Management - topic to be shared upon live.
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.
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.
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
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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
- Publications
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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: ArticlesEntrepreneurial Alertness and Business Model Innovation in Dynamic Markets: International Performance Implications for SMEs
R&D Management, vol. 53, no. 2, pp. 224-243Contributions to Journals: ArticlesDigital Transformation of SMEs: The Role of Entrepreneurial Persistence and Market Sensing Dynamic Capability
IEEE Transactions on Engineering ManagementContributions to Journals: Articles- [ONLINE] DOI: https://doi.org/10.1109/TEM.2022.3230248
De‑globalization, International Trade Protectionism, and the Reconfigurations of Global Value Chains
Management International Review, vol. 63, pp. 823–859Contributions to Journals: ArticlesTackling Obesity in Aged-Care Homes: The Effects of Environmental Cues
European Journal of Marketing, vol. 56, no. 11, pp. 3054-3077Contributions to Journals: ArticlesThe Interaction of Social Influence and Message Framing on Children’s Food Choice
European Journal of Marketing, vol. 56, no. 11, pp. 2959-2977Contributions to Journals: ArticlesIntegration of outside-in and inside-out entrepreneurial marketing capabilities, marketing agility, and resources for entrepreneurial firms performance
International Journal of Entrepreneurial Behavior & ResearchContributions to Journals: ArticlesRace for market share gains: how emerging market and advanced economy MNEs perform in each other’s turf
Journal of Business Research, vol. 150, pp. 208-222Contributions to Journals: Articles- [ONLINE] DOI: https://doi.org/10.1016/j.jbusres.2022.04.040
- [OPEN ACCESS] http://aura.abdn.ac.uk/bitstream/2164/20499/1/Ozkan_etal_JBR_Race_For_Market_AAM.pdf
- [ONLINE] View publication in Scopus
- [ONLINE] View publication in Mendeley
Entrepreneurs learning from business failures: an emerging market perspective
British Journal of Management, vol. 33, no. 4, pp. 1735-1756Contributions to Journals: ArticlesResponsible Innovation in Emerging Markets’ SMEs: The Role of Alliance Learning and Absorptive Capacity
Asia Pacific Journal of ManagementContributions to Journals: Articles