Huda Khan

Huda Khan is a Senior Lecturer in Marketing at the Business School of the University of Aberdeen, where she also serves as Director of the MSc Marketing Management Program and Associate Director of the Africa-Asia Centre for Sustainability Research. She holds a PhD in Marketing from the University of South Australia and has previously worked as a marketing academic there, engaging in high-value research projects with global brands through the Ehrenberg-Bass Institute.

• University: University of Aberdeen
• School: Business School
• Academic Rank: Senior Lecturer
• Email: huda.khan@abdn.ac.uk
• Office: 719, MacRobert Building, UK

Education:

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

Huda Khan’s research centers on international marketing, sustainability, digital transformation, and SME internationalization. Her work explores strategic agility, responsible innovation, and the impact of digitalization on business models and consumer behavior. She is particularly interested in emerging markets and the challenges faced by firms in volatile environments.

Her recent publications (2023–2025) span top journals such as Journal of Business Research, Industrial Marketing Management, International Business Review, and European Journal of Marketing. The articles reflect a strong interdisciplinary focus on sustainability, digitalization, and international business, with recurring themes of strategic agility, value co-creation, and responsible innovation. She has also contributed to book chapters and edited special issues on sustainability and marketing disruption.

Scientific Awards and Recognitions:

• Fellow of the Royal Society of Arts
• Endorser of Responsible Research in Business & Management (RRBM)
• Certified Practising Marketer (CPM), Australian Marketing Institute
• Affiliate Professional, Chartered Institute of Marketing (CIM)
• Member, BAM Peer Review College (2023–2026)

Huda Khan has secured research funding from the Society for Advancement of Management Studies and the Royal Society of Edinburgh for projects on supply-chain resilience and women-led startups in Pakistan. She is actively supervising PhD students in Business Management, with a focus on international marketing, digital marketing, and sustainability. She serves on the editorial boards of several journals, including Industrial Marketing Management and Journal of Business Research, and is an Associate Editor for Rutgers Business Review. She is also an External Examiner at the University of Sussex and the University of Kent.

Huda is actively involved in research centers and networks, particularly the Africa-Asia Centre for Sustainability Research, where she contributes to cross-regional sustainability initiatives. She has also led special issues on climate change, de-globalization, and sustainable partnerships, reflecting her leadership in shaping scholarly discourse on global business challenges.