Xini Hu

Dr. Xini Hu is a Senior Lecturer in Marketing at the University of Hertfordshire Business School, focusing on teaching and research since 2017. She holds a Ph.D. in Business and Management from the University of Hertfordshire, with her doctoral thesis examining 'Extended Internal Market Orientation and its Effect on Employees Behaviour: Migrant Workers in Chinese Manufacturing Industry.'

Her research interests span Internal Marketing, Consumer Behaviour, Sharing Economy, Information Systems, and Organizational Psychology. She has contributed to conferences and publications on topics including employee engagement, dynamic capabilities, and organizational competitiveness. Prior roles include Sessional Lecturer at Canterbury Christ Church University (2017–2020) and involvement in the Faculty Ethics Panel.

Teaching specialisms include Principles of Marketing, Strategic Customer Management, and Global Luxury Branding. She supervises undergraduate and postgraduate dissertations, emphasizing industry collaboration and professional development.

Her research fingerprint highlights Employee Engagement (100%), Internal Market Orientation (75%), and contributions to Sustainability and Organizational Competitiveness. Collaborations include the Business and Digital Research Group and Sustainability Research Group.