51cg

Business School

Dr Huda Khan

In this section
Dr Huda Khan
Dr Huda Khan
Dr Huda Khan

PhD, Marketing

Senior Lecturer

Accepting PhDs

51cg
Email Address
huda.khan@abdn.ac.uk
Office Address

Office: 719 (7th floor) MacRobert Building

Business School, 51cg

United Kingdom

School/Department
Business School



Biography

Huda Khan is Senior Lecturer in Marketing (on a teaching and research position), Director of Research Excellence Framework (REF), and Associate Director of Africa-Asia Centre for Sustainability. She has served as a Program Director for MSC Marketing at the Business School from January 2021 till December 2025, at the 51cg. She led the design and development of Online MSc Marketing program at the 51cg that has been effectively launched. She is a Fellow of Royal Society of Arts. She is an endorser of Responsible Research in Business & Management ().

Prior to joining Aberdeen, She worked as a Marketing academic with the University of South Australia in Australia. She 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 has appeared in Industrial Marketing Management, European Journal of Marketing, Psychology and Marketing, Journal of World Business, Long Range Planning, Academy of Management Perspectives, Journal of Product Innovation & Management, British Journal of Management, Annals of Tourism Research, International Business Review, Journal of Business Research, among others.

Associate Editor: Rutgers Business Review 

Review Board:

  • Industrial Marketing Management 
  • Journal of Business Research 
  • International Marketing Review 
  • Management International Review 
  • Multinational Business Review 

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

Qualifications

  • Graduate Certificate Digital Learning 
    2020 - University of South Australia 
  • PhD Marketing 
    2016 - University of South Australia 

Memberships and Affiliations

Internal Memberships

Huda is Associate Director for Africa-Asia Centre for Sustainability Research at the 51cg.

External Memberships

In United Kingdom, Huda is an Affiliate Professional at the . Huda was recognised as a Certified Practising Marketer (CPM) by 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 British Academy of Management (BAM) Peer Review College (March 2024-March 2027)

 

 

Latest Publications

  • How Non-Market Collaboration Shapes Stakeholders’ Wellbeing through Climate-risk management Strategies in Emerging Market B2B Firms?

    Khan, H., Mouzas, S., Khan, Z., Lee, R.
    Industrial Marketing Management, vol. 138, pp. 1-14
    Contributions to Journals: Articles
    • [ONLINE] DOI:
    • [OPEN ACCESS]

  • Multinational Enterprises and their Role in Mitigating Climate Change: Comparative Perspectives

    Khan, Z., Wood, G., Khan, H., Al-Tabbaa, O., Puthusserry, P., Wu, J.
    Management International Review
    Contributions to Journals: Articles
    • [ONLINE] DOI:

  • Network Competence for the Bottom of Pyramid Markets: Evidence from Cross-border Networking between Exporters and Intermediaries

    Khan, H., Lee, R., Khan, Z., Mouzas, S.
    International Business Review, vol. 35, no. 4, 102591
    Contributions to Journals: Articles
    • [ONLINE] DOI:
    • [OPEN ACCESS]

  • Consumer Cultural Renaissance: Conceptualisation, Scale Development, and Validation

    Lee, R., Khan, H., Li, J., Saeed, M. R.
    Psychology & Marketing
    Contributions to Journals: Articles
    • [ONLINE] DOI:

  • Understanding Disruption Through the Marketing Lens: Foundations, Frameworks, and Future Directions

    Shaphali, G., Khan, H., Kumar, V., Spyropoulou, S.
    European Journal of Marketing
    Contributions to Journals: Editorials

View My Publications

Research

Research Overview

Guest Editing Special Issues:

Leading Guest Editor for Special issue in : Global decarbonisation of sunset industries.

Guest Editor for Special issue in : Reinventing marketing in a disruptive economy.

Guest Editor for Special issue in : Multinational enterprises and their role in mitigating climate change: comparative perspective

Guest Editor for Special issue in : 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 Business Management.

Please get in touch if you would like to discuss your research ideas further.

Business Management

  • Supervising
  • Accepting PhDs
View Research Area

Research Specialisms

  • Marketing
  • International Marketing
  • International Business

Our research specialisms are based on the Higher Education Classification of Subjects (HECoS) which is , published under the 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: Business 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

Programmes

Courses

Teaching Responsibilities

Program Director, MSC Marketing Management

Teaching: Marketing Management, Consumer Behaviour, International Marketing

Publications

Page 1 of 2 Results 1 to 50 of 82

  • How Non-Market Collaboration Shapes Stakeholders’ Wellbeing through Climate-risk management Strategies in Emerging Market B2B Firms?

    Khan, H., Mouzas, S., Khan, Z., Lee, R.
    Industrial Marketing Management, vol. 138, pp. 1-14
    Contributions to Journals: Articles
    • [ONLINE] DOI:
    • [OPEN ACCESS]

  • Multinational Enterprises and their Role in Mitigating Climate Change: Comparative Perspectives

    Khan, Z., Wood, G., Khan, H., Al-Tabbaa, O., Puthusserry, P., Wu, J.
    Management International Review
    Contributions to Journals: Articles
    • [ONLINE] DOI:

  • Network Competence for the Bottom of Pyramid Markets: Evidence from Cross-border Networking between Exporters and Intermediaries

    Khan, H., Lee, R., Khan, Z., Mouzas, S.
    International Business Review, vol. 35, no. 4, 102591
    Contributions to Journals: Articles
    • [ONLINE] DOI:
    • [OPEN ACCESS]

  • Consumer Cultural Renaissance: Conceptualisation, Scale Development, and Validation

    Lee, R., Khan, H., Li, J., Saeed, M. R.
    Psychology & Marketing
    Contributions to Journals: Articles
    • [ONLINE] DOI:

  • Understanding Disruption Through the Marketing Lens: Foundations, Frameworks, and Future Directions

    Shaphali, G., Khan, H., Kumar, V., Spyropoulou, S.
    European Journal of Marketing
    Contributions to Journals: Editorials

  • Foundations of Business Transformation during VUCA Times: The Role of Organizational Learning

    Atanassova, I., Bednar, P., Khan, H., Khan, Z., Laker, B., Khalid, A.
    Journal of Business Research, vol. 215, 116343
    Contributions to Journals: Articles
    • [ONLINE] DOI:
    • [OPEN ACCESS]

  • When Should Your Team Override AI?: A Trust Calibration Routine

    Atanassova, I., Khan, H., Khan, Z.
    Academy of Management Perspectives
    Contributions to Journals: Articles
    • [ONLINE] DOI:
    • [OPEN ACCESS]

  • Strategic Responses of Platform Multinational Enterprises: Rethinking Competition Policy through a Comparative Institutional Perspective

    Khan, H., Stylianou, K., Khan, Z., Wood, G.
    Long Range Planning, vol. 59, no. 3, 102636
    Contributions to Journals: Articles
    • [ONLINE] DOI:
    • [OPEN ACCESS]

  • Building social legitimacy through NGOs partnerships: Evidence from Micro-multinationals

    Khan, H., Khan, Z., van Tulder, R., Meyer, M., Cavusgil, T.
    Journal of Business Research, vol. 209, 116097
    Contributions to Journals: Articles
    • [ONLINE] DOI:
    • [OPEN ACCESS]

  • Risk, Generative AI, Disinformation Control, Global Supply Chains, and Social Impacts

    Akhtar, P., Papadopoulos, T., Khan, H., Ghouri, A. M., Shamim, S., Ashraf, A.
    Technological Forecasting and Social Change, vol. 226, 124609
    Contributions to Journals: Articles
    • [ONLINE] DOI:
    • [OPEN ACCESS]

  • Twenty-Five Years of Corporate Political Activity Research in Asia: A Literature Review and Research Agenda

    Tripathy, A., Mahapatra, D., Khan, H., Khan, Z.
    Asia Pacific Journal of Management
    Contributions to Journals: Articles
    • [ONLINE] DOI:

  • Impact of AI Strategies on Climate-Change Performance: Responsible AI and Crisis Management Perspectives

    Nadeem, W., Ashraf, A. R., Khan, H., Kumar, V.
    Technovation, vol. 150, 103390
    Contributions to Journals: Articles
    • [ONLINE] DOI:
    • [OPEN ACCESS]

  • Opening the black box: how managers’ political ideologies drive CSR decision-making through information processing

    Farman, N., Freeman, S., Khan, A. W., Cavusgil, S. T., Khan, H., Ghauri, P.
    Journal of Business Research, vol. 205, 115900
    Contributions to Journals: Articles
    • [ONLINE] DOI:
    • [OPEN ACCESS]

  • The Influence of Western Consumerism on Eastern Culture: A Consumer Behaviour Perspective

    Lee, R., Anh Duong, Q., Khan, H., Saeed, M. R., Xu, Z.
    Routledge, Abingdon, England. 130 pages
    Books and Reports: Books
    • [ONLINE] DOI:
    • [ONLINE]

  • Do social engagement and transnational boards matter in home market environmental engagement and internationalization of BRICS MNEs to the advanced market economies?

    Baloch, M. S., Khan, H., Ettalibi, N., Khan, Z.
    British Journal of Management, vol. 37, no. 1, e70033
    Contributions to Journals: Articles
    • [ONLINE] DOI:
    • [OPEN ACCESS]
    • [ONLINE]

  • Socio-Political Legitimacy: An Integrative and Interdisciplinary Review and Agenda for Theory Development in Unit and Programmatic Approaches

    Khan, H., Khan, Z., Wood, G., Shenkar, O.
    Journal of World Business, vol. 61, no. 1, 101691
    Contributions to Journals: Articles
    • [ONLINE] DOI:
    • [OPEN ACCESS]

  • The impact of host and home country democratization on multinational enterprises' performance

    Ozkan, K., Khan, H., Khan, Z., Shenkar, O.
    Journal of Business Research, vol. 201, 115730
    Contributions to Journals: Articles
    • [ONLINE] DOI:
    • [OPEN ACCESS]

  • Nature: The Silent Architect of Firm Performance Through Biodiversity Management Strategies

    Singh, N., Sim, D., Khan, H., Khan, Z., Ascencio, C.
    Business Strategy and the Environment, vol. 34, no. 7, pp. 8742-8758
    Contributions to Journals: Articles
    • [ONLINE] DOI:
    • [OPEN ACCESS]

  • Value Creating Corporate Social Responsibility Strategies of Family and Non-Family Firms: An Interventionist Perspective

    García Sánchez, I. M., Rodríguez-Ariza, L., Aibar-Guzmán, C., Khan, H., Zahoor, N., Tarbac, S. Y.
    Journal of Business Ethics, vol. 202, no. 1, pp. 161-201
    Contributions to Journals: Articles
    • [ONLINE] DOI:
    • [OPEN ACCESS]

  • B2B Digital platform capabilities and sustainable positioning: do knowledge depth, knowledge breadth and agility matter?

    Khalid, A., Usman, M., Khan, H., Akhtar, M. W.
    Industrial Marketing Management, vol. 130, pp. 46-59
    Contributions to Journals: Articles
    • [ONLINE] DOI:
    • [OPEN ACCESS]

  • Do Environmental Laws Matter for Corporate Ethics and Green Process Innovation in Environment Performance? The Moderating Role of Institutional Support

    Khan, H., Amankwah, J., Laker, B., Lee, R., Sardana, D.
    IEEE Transactions on Engineering Management, vol. 72, pp. 3678-3687
    Contributions to Journals: Articles
    • [ONLINE] DOI:
    • [OPEN ACCESS]

  • How Can Value-Added Intermediary Service Providers and Exporting Firms Co-Create Value in Bottom of the Pyramid Markets?

    Khan, H., Zahoor, N., Tarba, S. Y., Atanassova, I.
    Management International Review, vol. 65, no. 3, pp. 513–537
    Contributions to Journals: Articles
    • [ONLINE] DOI:
    • [OPEN ACCESS]

  • Dark and bright repercussions of COVID-19 pandemic on International Business: A systematic literature review and future research agenda

    Khan, H., Khan, Z., Wood, G.
    Multinational Business Review, vol. 33, no. 2, pp. 341-365
    Contributions to Journals: Articles
    • [ONLINE] DOI:
    • [OPEN ACCESS]

  • A systematic review of applications, manipulations and manipulation checks of construal level theory in advertising

    Saeed, M. R., Khan, H., Khan, H., Lee, R.
    Communication Theory, vol. 35, no. 2, pp. 63-95
    Contributions to Journals: Articles
    • [ONLINE] DOI:
    • [OPEN ACCESS]

  • International Marketing Agility and Cost Leadership Strategies of Frontier Emerging Market Exporters in Advanced Economy Markets

    Khan, H., Khan, Z., Knight, G.
    International Business Review, vol. 34, no. 3, 102422
    Contributions to Journals: Articles
    • [ONLINE] DOI:
    • [OPEN ACCESS]
    • [ONLINE]

  • The impact of digitalization and virtualization on technology transfer in strategic collaborative partnerships

    Sarala, R., Tarbac, S. Y., Zahoor, N., Khan, H., Cooper, S. C. L., Arslan, A.
    Journal of Technology Transfer, vol. 50, pp. 399-416
    Contributions to Journals: Editorials
    • [ONLINE] DOI:
    • [OPEN ACCESS]

  • Between rock and a hard place: The impact of home country demand on exclusive international strategic alliances forged by new technology ventures

    Sardana, D., Gupta, N., Khan, H.
    Journal of International Management, vol. 31, no. 2, 101233
    Contributions to Journals: Articles
    • [ONLINE] DOI:
    • [OPEN ACCESS]

  • Integration of outside-in and inside-out entrepreneurial marketing capabilities, marketing agility, and resources for entrepreneurial firms performance

    Khan, H., Mavondo, F., Zahoor, N.
    International Journal of Entrepreneurial Behavior & Research, vol. 31, no. 2/3, pp. 609-630
    Contributions to Journals: Articles
    • [ONLINE] DOI:
    • [OPEN ACCESS]

  • A typology of born global firms’ attributes and future directions

    Khan, H., Cavusgil, S. T.
    Multinational Business Review, vol. 33, no. 1, pp. 1-18
    Contributions to Journals: Articles
    • [ONLINE] DOI:
    • [OPEN ACCESS]

  • Managing the VUCA Environment: The Dynamic Role of Organizational Learning and Strategic Agility in B2B versus B2C Firms

    Atanassova, I., Bednar, P., Khan, H., Khan, Z.
    Industrial Marketing Management, vol. 125, pp. 12-28
    Contributions to Journals: Articles
    • [ONLINE] DOI:
    • [OPEN ACCESS]

  • Winners and Losers in Africa: A Longitudinal Examination of Market-Share Gains by Advanced and Emerging Market Multinationals vs. Local Firms

    Khan, H., Ozkan, K., Cavusgil, E.
    Critical Perspectives on International Business, vol. 21, no. 2, pp. 173-195
    Contributions to Journals: Articles
    • [ONLINE] DOI:
    • [OPEN ACCESS]

  • Eliciting consumer engagement, experience, and value co-creation to foster consumer based-brand-equity in service context: Moderation of perceived-health-beliefs

    Satar, M. S., Rather, R. A., Parrey, S. H., Khan, H., Rasul, T.
    Service Industries Journal, vol. 45, no. 2, pp. 277-302
    Contributions to Journals: Articles
    • [ONLINE] DOI:
    • [OPEN ACCESS]
    • [ONLINE]

  • The Effects and Mechanism of Discounting Unit Price

    Khan, H., Saeed, M. R., Bellman, S., Lee, R.
    European Journal of Marketing, vol. 58, no. 8, pp. 1941-1967
    Contributions to Journals: Articles
    • [ONLINE] DOI:
    • [OPEN ACCESS]

  • A Longitudinal Perspective of the Determinants of B2B Service Firms’ Internationalisation Performance

    Khan, H., Sardana, D., Gupta, N., Lee, R., Zhu, Y., Jain, A.
    Industrial Marketing Management, vol. 123, pp. 173-187
    Contributions to Journals: Articles
    • [ONLINE] DOI:
    • [OPEN ACCESS]
    • [ONLINE]

  • Exploring Periphery–Core dynamics in international management: A review, characterizations, and future research agenda

    Khan, Z., Wu, J., Khan, H., Amankwah-Amoah, J., Czinkota, M., Zahoor, N.
    European Management Journal, vol. 42, no. 5, pp. 653-657
    Contributions to Journals: Editorials
    • [ONLINE] DOI:
    • [OPEN ACCESS]

  • Construal level theory in advertising research: A systematic review and directions for future research

    Saeed, M. R., Khan, H., Lee, R., Lockshin, L., Bellman, S., Cohen, J., Yang, S.
    Journal of Business Research, vol. 183, 114870
    Contributions to Journals: Articles
    • [ONLINE] DOI:
    • [OPEN ACCESS]

  • Responsible Innovation in Asia: A systematic review and an agenda for future research

    Christofi, M., Khan, H., Laia, L.
    Asia Pacific Journal of Management, vol. 41, no. 3, pp. 1085–1127
    Contributions to Journals: Articles
    • [ONLINE]
    • [ONLINE] DOI:
    • [OPEN ACCESS]

  • Responsible Innovation in Emerging Markets’ SMEs: The Role of Alliance Learning and Absorptive Capacity

    Zahoor, N., Khan, H., Khan, Z., Akhtar, P.
    Asia Pacific Journal of Management, vol. 41, no. 3, pp. 1175–1209
    Contributions to Journals: Articles
    • [ONLINE] DOI:
    • [OPEN ACCESS]

  • A look into the future – The impact of Metaverse on traditional theories and thinking in international business

    Saridakis, G., Khan, Z., Knight, G., Idris, B., Mitra, J., Khan, H.
    Management International Review, vol. 64, pp. 597–632
    Contributions to Journals: Articles
    • [ONLINE] DOI:
    • [OPEN ACCESS]

  • Breaking Barriers: How Do the Marketing Capabilities of Emerging-Market Micro-Multinationals Drive Social Innovation?

    Khan, H., Amankwah-Amoah, J., Lee, R. W. J., Knight, G., Hussain, N.
    Management International Review, vol. 64, no. 4, pp. 701–726
    Contributions to Journals: Articles
    • [ONLINE] DOI:
    • [OPEN ACCESS]
    • [ONLINE]
    • [ONLINE]

  • Grand Challenges and Emerging Market SMEs: The Role of Strategic Agility and Gender Diversity

    Zahoor, N., Khan, H., Donbesuur, F., Khan, Z., Rajwani, T.
    Journal of Product Innovation Management, vol. 41, no. 2, pp. 473-500
    Contributions to Journals: Articles
    • [ONLINE] DOI:
    • [OPEN ACCESS]

  • Born global firms

    Knight, G., Khan, H.
    Encyclopedia of International Strategic Management. Edward Elgar Publishing Ltd., pp. 14-17, 4 pages
    Chapters in Books, Reports and Conference Proceedings: Chapters
    • [ONLINE] DOI:
    • [ONLINE]

  • Critical perspective on consumer animosity amid Russia-Ukraine war

    Akhtar, N., Khan, H., Siddiqi, U., Islam, T., Atanassova, I.
    Critical Perspectives on International Business, vol. 20, no. 1, pp. 49-70
    Contributions to Journals: Articles
    • [ONLINE] DOI:
    • [OPEN ACCESS]
    • [ONLINE]

  • Business failure in post-pandemic era: New challenges for industrial networks, emerging insights and market opportunities

    Amankwah-Amoah, J., Khan, Z., Adomako, S., Khan, H.
    Industrial Marketing Management, vol. 117, pp. A3-A9
    Contributions to Journals: Editorials
    • [ONLINE]
    • [ONLINE] DOI:
    • [OPEN ACCESS]

  • Redefining the Organizational Resilience Construct using a Frame Based Methodology: A New Perspective from the Ecology Based Approach

    Khan, H., Ozkan, K., Deligonul, S., Cavusgil,, E.
    Journal of Business Research, vol. 172, 114397
    Contributions to Journals: Articles
    • [ONLINE] DOI:
    • [OPEN ACCESS]
    • [OPEN ACCESS]

  • Unveiling the dynamics between consumer brand engagement, experience, and relationship quality towards luxury hotel brands: Moderating investigation of brand reputation

    Rather, R. A., Rasul, T., Khan, H., Khan, I.
    International Journal of Hospitality Management, vol. 116, 103572
    Contributions to Journals: Articles
    • [ONLINE] DOI:
    • [OPEN ACCESS]

  • Examining the Microfoundations for Digital Business Model Innovation of Developing Markets International New Ventures (2023)

    Zahoor, N., Khan, H., Shamim, S., Puthusserry, P.
    IEEE Transactions on Engineering Management, vol. 71, pp. 12854 - 12867
    Contributions to Journals: Articles
    • [ONLINE] DOI:
    • [OPEN ACCESS]
    • [ONLINE]

  • Composite collaboration and the differentiation strategies adopted by emerging market firms in advanced markets during the COVID-19 pandemic

    Khan, H.
    International Marketing Review, vol. 40, no. 5, pp. 1035-1053
    Contributions to Journals: Articles
    • [ONLINE] DOI:
    • [OPEN ACCESS]
    • [ONLINE]

  • Managing Climate Change Risks and Creating Stakeholders’ Value via Sustainability-Focused B2B Brand Strategies

    Khan, H., Shaphali, G., Kumar, V., Kumar, B.
    Industrial Marketing Management, vol. 115, pp. 198-213
    Contributions to Journals: Articles
    • [ONLINE] DOI:
    • [OPEN ACCESS]

  • Post-COVID-19-based customer engagement creation and contributions in tourism and hospitality social media: An integrative framework and future research directions

    Rather, R. A., Mehmood, K., Rasul, T., Cain, L., Khan, H.
    Handbook of Customer Engagement in Tourism Marketing. Edward Elgar Publishing Ltd., pp. 312-329, 18 pages
    Chapters in Books, Reports and Conference Proceedings: Chapters
    • [ONLINE] DOI:
    • [ONLINE]
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