Huidi Lu

Huidi Lu serves as a Postdoctoral Research Fellow at Saïd Business School, University of Oxford. Previously, he was an Assistant Professor at NEOMA Business School (2022–2024). He holds a PhD in Marketing from Hong Kong University of Science and Technology and a BSc in Economics from Nanjing University (2016). His work is supported by the prestigious Hong Kong PhD Fellowship.

Education:

• PhD in Marketing, Hong Kong University of Science and Technology (2022)
• BSc in Economics, Nanjing University (2016)

Research Interests: Huidi's research critically examines marketing strategies in complex environments such as product-harm crises, geopolitical conflicts, and disruptive technologies. He focuses on how organizations can leverage these challenges to build competitive advantages while enhancing social welfare. Key themes include crisis management frameworks, behavioral decision-making under uncertainty, and the interplay between political dynamics and entrepreneurial strategy.

Advising & Collaborations: Currently collaborating with Associate Professor Felipe Thomaz on brand performance drivers using Kantar's BrandZ data. Previously taught courses including Market Intelligence and Data Science, Marketing Management, and International Marketing Strategy. No formal advisees listed.

Awards:

• Hong Kong PhD Fellowship

Labs & Teams: Part of the Oxford Future of Marketing Initiative, a multidisciplinary research group exploring modern marketing challenges.