Huidi Lu

His research focuses on the effectiveness of marketing strategies, crisis management and behavioural decision-making.

Huidi's work critically examines marketing approaches in complex and dynamic environments, such as product-harm scandals, geopolitical conflicts, and the emergence of disruptive technologies. His research provides valuable insights into how organisations can navigate these challenges and transform them into competitive advantages, ultimately enhancing both organisational performance and social welfare.

Huidi’s research has been published in leading academic journals, including the International Journal of Research in Marketing. He works closely with Felipe Thomaz, Associate Professor of Marketing at Saïd Business School, on a project aimed at developing a modern empirical framework for identifying the key drivers of brand performance. Utilising a decade of global consumer-based brand valuation data from Kantar’s BrandZ unit, made available through the Oxford Future of Marketing Initiative partnership, their research uncovers innovative strategies for building and sustaining strong brands.

Prior to his appointment at Oxford, Huidi served as an Assistant Professor at NEOMA Business School. He holds a PhD in Marketing from the Hong Kong University of Science and Technology and a BSc in Economics from Nanjing University. Huidi is also a recipient of the prestigious Hong Kong PhD Fellowship.

To learn more about Huidi’s work, visit his personal website.