معرفی
Dr. Lixun Su serves as an Assistant Professor at Eastern Kentucky University, specializing in marketing research with international and cross-cultural dimensions. His academic foundation includes a Ph.D. from West Virginia University, an M.S. from Arizona State University, and a B.S. from Jilin University, reflecting a strong trajectory in business scholarship.
His research portfolio centers on four interconnected domains:
- International marketing strategy development and implementation
- Cross-cultural consumer behavior analysis
- Services marketing in digital environments
- Strategic marketing capability assessment
Dr. Su's scholarly contributions reveal consistent engagement with pressing global business challenges. His publication pattern demonstrates rigorous investigation of how cultural factors influence financial decision-making among vulnerable consumers, the strategic value of marketing capabilities in merger contexts, and optimal service recovery tactics for online platforms. This work bridges academic theory with practical marketing applications across diverse international settings.
His research output shows accelerating momentum with multiple 2024 publications in premier journals including the Journal of Business Research and Journal of Service Theory and Practice. These contributions establish Dr. Su as an emerging scholar addressing critical gaps in international marketing literature through methodologically sophisticated and contextually relevant studies.
As an active faculty member, Dr. Su maintains research collaborations across institutional and national boundaries, providing students with exposure to global marketing research practices. His office in the Business & Technology Center serves as the operational hub for his scholarly activities and student mentorship.
