Staff profile

Xinming He is a full Professor of Marketing, and Director of the Global Studies Centre (GSC) at Durham University Business School. He received a BA, an MA and a PhD at Xiamen University, and a PhD from King’s College London. He is an Advisor to Study UK HEI, British Council, and a Member of the Univeristy's Ethics Committee.

He is an active researcher in international marketing and strategy, with publication in leading international scholarly journals, e.g. Journal of Management, Journal of World Business, Journal of Product Innovation Management, Journal of International Marketing, Journal of International Management, Journal of Business Research, Management International Review, International Marketing Review, and International Business Review. His work has received strong recognition in the form of Best Paper Awards, and research grants (e.g. AHRC, Charles Wilson ‘Smart & Scale Up’ Grant, NNSF, CSC). For instance, he received S Tamer Cavusgil Best Paper Award at CIMaR Annual Conference in 2022, the Highly Commended Paper Awards - the 2019 Emerald Literati Awards for Excellence, the 2017 Emerald Literati Network Awards for Excellence, the European Journal of Marketing Award for Research in Marketing (2013). 

He is an Associate Editor for the Journal of Business Research (Elsevier) and the journal of Asian Business & Management (Palgrave) and sits on the Editorial Board of the Asia Pacific Journal of Management (Springer) and the International Journal of Emerging Markets (Emerald). He is a member of the UKRI Future Leaders Fellowships (FLF) Programme Peer Review College and an assessor for ESRC.

He has talked at different institutions worldwide, e.g. Universitat de Barcelona and Public University of Navarre (Spain), Gdańsk University of Technology (Poland), Lithuania Business University of Applied Sciences (Lithuania), Universidad del Bío Bío (Chile), Universidad de Lima (Peru), Loughborough University, Lancaster University, the University of York, Newcastle University, Brunel University, Birkbeck College, University of London, Northeast England Chamber of Commerce, China University of Geosciences, Wuhan University and Xiamen University (China). He has examined PhD students at Massey University (New Zealand), University of Limerick (Ireland), Warwick University, University of London (SOAS, Birkbeck), Brunel University, Durham University, Northumbria University and Indian Institute of Technology, Kharagpur.

Before joining Durham University, he researched and lectured at King's College London, Newcastle University, Northumbria University, and Xiamen University. He has been an external examiner for various institutions including Cambridge, St. Andrews, Nottingham, Surrey, and Bradford. He is a visiting Professor of Xiamen University, a Chinese 211 and 985 institution. He also has years’ experience in business management as Export Manager of China Xinxing Group Xiamen Branch, Information Specialist of Underwater World (New Zealand), and Kodak (China) Co. 

Xinming’s current research aims to examine firm international strategies (e.g. international market selection, entry modes, channel selection, pricing, overseas acquisition), the influence of AI technologies and digitalisation (e.g. Big Data Analytics, digital capabilties and orientation), innovation, and emerging markets. He uses resource-based theory, institutional theory, and transaction cost analysis, among others.

Xinming is very happy to cooperate with researchers in similar areas, and to discuss research proposals with prospective PhD students. Please feel free to contact.

Honours and Awards

• S Tamer Cavusgil Best Paper Award, CIMaR (Consortium for International Marketing Research) 29^th Annual Conference, Bodø, Jun 2022
• Highly Commended Paper Award, the 2019 Emerald Literati Awards for Excellence
• Best Paper Award, 2017 SYSBS International Symposium on Frontier Management Research (convened by Yadong Luo & Oded Shenkar), Dec 2017.
• Highly Commended Paper Award, 2017 Emerald Literati Network Awards for Excellence.
• Best Paper Award, Australia and New Zealand International Business Association Conference 2014, The University of Auckland Business School, April 2014.
• International Marketing Review, Top 10 Reviewer of 2011-2013
• European Journal of Marketing Award for Research in Marketing, Academy of Marketing, July 2013.
• Academy of Marketing Research Initiative Funding, July 2013.
• Best Paper Award, China Marketing International Conference 2013, City University of Hong Kong and China University of Mining and Technology, July 2013.
• Best Paper Award, International Marketing Track, Academy of Marketing 2012 Conference, Southampton University, Jul 2012.
• Best Paper Award, International Marketing Track, Academy of Marketing 2011 Conference, Liverpool University, Jul 2011.
• Best Paper Award, Harvard University China Goes Global Annual Conference 2009, Oct 2009.
• Winner of Small Bursary, School of Social Science and Public Policy, King’s College London, 2008.
• KC Wong Scholarship (£33,000), KC Wong Education Fund (Hong Kong), 2006–2008.
• Best Paper Award, Journal of Marketing Science China 2004 Conference, Tsinghua University, Nov 2004.

 

Mini Biography

Xinming He is a full Professor on international strategy, and Director of the Global Studies Centre (GSC) at Durham University Business School. He is an Advisor to Study UK HEI, British Council.

He is an active researcher in international marketing and international business strategy. His work has received strong recognition in the form of Best Paper Awards, funding from government organizations, education and research foundations, and publications in leading international journals.

• Digitalisation and firm internationalisation
• Export channel selection
• Export performance
• Foreign direct investment
• Innovation and performance
• International market selection
• Market exit and re-entry
• Foreign entry mode

• 2024: Track Chair: International Marketing, Academy of International Business MENA 2024 Conference, University of Birmingham Dubai:
• 2023: Track Chair: International Marketing, Academy of International Business UKI 2024 Conference, Aston University, Apr 2024:
• 2023: Advisor, Study UK Higher Education Institutions, British Council, UK:
• 2023: External Examiner for PhD thesis, Massey University, New Zealand:
• 2023: External examiner of PhD thesis, University of Limerick, Ireland:
• 2023: External Examiner for PhD thesis, Warwick University:
• 2023: External Examiner for PhD thesis, Nottingham University:
• 2022: Speaker, the Social Science Council and the seminar series, Gdansk University of Technology Faculty of Management and Economics, Poland:
• 2022: Examiner for PhD thesis: Durham University:
• 2022: External Examiner for PhD thesis: Birkbeck, University of London:
• 2022: External Examiner for PhD thesis: Brunel University:
• 2022: External Examiner for PhD thesis: SOAS, University of London:
• 2022: Invited speaker, Workshop series “Building Resilience and Getting Published in Top Journals: A Hands-on Workshop for Early Career Researchers” funded by the Academy of Marketing, Greenwich University:
• 2022: S Tamer Cavusgil Best Paper Award (with Li, Min, Sousa, Carlos M. P.), CIMaR (Consortium for International Marketing Research) 29th Annual Conference, Bodø, Jun 2022:
• 2021: External Examiner, MPhil in Management, the University of Cambridge Judge Business School (10/2021:
• 2021: External Examiner for PhD thesis: Warwick University:
• 2021: External Examiner for PhD thesis: Brunel University:
• 2021: Member, the UKRI (UK Research and Innovation) Talent Peer Review College (including the Future Leaders Fellowships (FLF), Innovation Scholars and future collective talent initiatives): 5/2021:
• 2021: Assessor, the Outstanding Young Scientist Fund, the National Natural Science Foundation of China:
• 2021: Speaker, Northeast England Chamber of Commerce meeting:
• 2020: Associate Editor, Journal of Business Research (Elsevier): 6/2020:
• 2020: Guest Editor, SI of “Emerging Marketing Trends in Asia” for 2020 ICAMA (International Conference of Asian Marketing Associations), Asian Business & Management:
• 2020: External Examiner, the School of Management, the University of St Andrews (10/2020:
• 2020: External Reviewer, MA AI Strategy, Brunel University (9/2020):
• 2019: Associate Editor, Asian Business & Management (Palgrave): 1/2019 -:
• 2019: Editorial Review Board, Asia Pacific Journal of Management (Springer): 11/2019:
• 2019: Complaint Commission, Molde University College, Norway:
• 2019: Programme Lead external examiner, MSc Digital Marketing and Distribution Channels, Surrey University:
• 2019: External Examiner for PhD thesis: Birkbeck, University of London:
• 2019: External Examiner for PhD thesis: Brunel University:
• 2019: Organising Chair: The International Corporate Identity Group (ICIG) Symposium 2019:
• 2019: Highly Commended Paper Award, the 2019 Emerald Literati Awards for Excellence (https://www.emeraldgrouppublishing.com/authors/literati/awards.htm?year=2019&journal=imr):
• 2018: External Examiner for PhD thesis: Brunel University:
• 2018: Visiting Professor, Xiamen University of Technology:
• 2017: External Examiner, MSc International Business Management, Coventry University:
• 2017: Assessor, ESRC (Economic and Social Research Council), the UK:
• 2017: Best Paper Award (with Li, Yu, Sousa, Carlos M. P.), 2017 SYSBS International Symposium on Frontier Management Research (formerly SMS special conference), Guangzhou, Dec 2017:
• 2017: Highly Commended Paper Award, the 2017 Emerald Literati Network Awards for Excellence:
• 2015: External Examiner, Marketing, Strategy and International Business (MSIB) modules/programmes, Bradford University:
• 2015: External Examiner, MSc programme(s), University of Nottingham:
• 2014: External Examiner for PhD thesis: Brunel University:
• 2014: The Palgrave MacMillan & ANZIBA Best Paper Award (with Yuanfei Kang), Australia and New Zealand International Business Academy Conference 2014, The University of Auckland Business School, Apr 2014:
• 2013: Best Paper Award, China Marketing International Conference 2013, City University of Hong Kong and China University of Mining and Technology, Jul 2013.:
• 2013: European Journal of Marketing Award for Research in Marketing, Academy of Marketing, Jul 2013:
• 2012: External Examiner for PhD thesis: Indian Institute of Technology, Kharagpur:
• 2012: Best Paper Award, International Marketing Track, Academy of Marketing 2012 Conference, Southampton University, Jul 2012:
• 2011: Best Paper Award (with Yingqi Wei), International Marketing Track, Academy of Marketing 2011 Conference, Liverpool University, Jul 2011:
• 2011: Top 10 Reviewer of 2011-2013, International Marketing Review: http://www.emeraldinsight.com/doi/full/10.1108/IMR-02-2014-001
• 2009: Best Paper Award (with Keith Brouthers, and Igor Filatotchev), China Goes Global Annual Conference, Harvard University, Oct 2009:

Chapter in book

• Vu, K.-C., He, X., & Lengler, J. (in press). Exploring how big data analytics influences the degree of internationalization: The role of performance feedback, technological discontinuity, and organizational legitimacy. In V. Jafari (Ed.), Navigating Disruptions and Transformations in International Business. Palgrave Macmillan
• Sousa, C., Li, Y., & He, X. (2017). Antecedents, marketing capabilities contingencies and performance consequences of innovative imitation orientation: a resource orchestration perspective. In L. Leonidou, C. Katsikeas, S. Samiee, & B. Aykol (Eds.), Advances in global marketing : a research anthology (169-186). Springer Verlag. https://doi.org/10.1007/978-3-319-61385-7_8

Journal Article

• Zhong, X., He, X., & Zhang, W. (2025). Your potential knows no bounds: do local CEOs influence firms’ overseas R&D activities?. Journal of Business Research, 192, Article 115287. https://doi.org/10.1016/j.jbusres.2025.115287
• Su, W. T., Lee, Z. W. Y., He, X., & Chan, T. K. H. (2025). Switching to Cloud Gaming: A Push-Pull-Mooring Perspective. Journal of Business Research, 189, Article 115126. https://doi.org/10.1016/j.jbusres.2024.115126
• Zhao, S., He, X., Ma, B., & Zuo, W. (2025). Customer Concentration, Firm R&D Investment and Moderation Effects. Journal of Business Research, 186, Article 115009. https://doi.org/10.1016/j.jbusres.2024.115009
• Dong, Y., He, X., & Blut, M. (2024). How and when does digitalization influence export performance? A meta-analysis of its consequences and contingencies. International Marketing Review, 41(6), 1388-1413. https://doi.org/10.1108/IMR-02-2024-0044
• Su, T., Lee, Z. W. Z., He, X., & Chan, T. (2024). Service quality in cloud gaming: instrument development and validation. Internet Research, 34(6), 2202-2231. https://doi.org/10.1108/INTR-12-2022-0954
• Gong, C., He, X., & Lengler, J. (2024). Internationalisation through digital platforms: a systematic review and future research agenda. International Marketing Review, 41(5), 938-980. https://doi.org/10.1108/IMR-08-2023-0213
• Liu, F., He, X., & Wang, T. (2023). In the Name of the Family: The Effect of CEO Clan Culture Background on Firm Internationalization. Journal of Business Research, 161, Article 113837. https://doi.org/10.1016/j.jbusres.2023.113837
• Hu, Q., Hughes, P., Hughes, M., Chapman, G., & He, X. (2023). When is R&D Beneficial for Family Firms? The Concurrent Roles of CSR and Economic Conditions. R&D Management, 53(3), 524-542. https://doi.org/10.1111/radm.12580
• Li, M., He, X., & Sousa, C. (2023). Product development capabilities-based export channel selection and export performance. International Marketing Review, 40(2), 385-411. https://doi.org/10.1108/imr-12-2022-0268
• Zhang, W., He, X., Wang, T., & Wang, K. (2023). Institutional Distance and the International Market Entry Mode: A Meta-analysis. Journal of International Management, 29(1), Article 100990. https://doi.org/10.1016/j.intman.2022.100990
• Zuo, W., Qiu, X., Li, S., & He, X. (2023). Online ride-hailing regulation: a simulation study based on evolutionary game theory. Transportation Planning and Technology, 46(4), 437-461. https://doi.org/10.1080/03081060.2023.2205399
• Zuo, W., Bai, W., Zhu, W., He, X., & Qiu, X. (2022). Changes in Service Quality of Sharing Accommodation: Evidence from Airbnb. Technology in Society, 71, Article 102092. https://doi.org/10.1016/j.techsoc.2022.102092
• Li, R. Y., Sousa, C. M., He, X., & Hu, Y. (2022). Spinning Straw into Gold: Innovation Recycling, Innovation Sourcing Modes, and Innovation Ability in Sub-Saharan Africa. Journal of Product Innovation Management, 39(5), 583-603. https://doi.org/10.1111/jpim.12643
• He, X., Rizov, M., & Zhang, X. (2022). Workforce size adjustments as a strategic response to exchange rate shocks: A strategy-tripod application to Chinese firms. Journal of Business Research, 138, 203-213. https://doi.org/10.1016/j.jbusres.2021.09.013
• Sousa, C., He, X., Lengler, J., & Tang, L. (2021). Foreign Market Re-entry: A Review and Future Research Directions. Journal of International Management, 27(2), Article 100848. https://doi.org/10.1016/j.intman.2021.100848
• Sousa, C. M., Li, R. Y., & He, X. (2020). The Impact of Exploitation and Exploration on Export Sales Growth: The Moderating Role of Domestic and International Collaborations. Journal of International Marketing, 28(4), 1-20. https://doi.org/10.1177/1069031x20963617
• Balmer, J., Lin, Z., Chen, W., & He, X. (2020). The role of corporate brand image for B2B relationships of logistics service providers in China. Journal of Business Research, 117, 850-861. https://doi.org/10.1016/j.jbusres.2020.03.043
• Zuo, W., Zhu, W., Chen, S., & He, X. (2020). A 2020 perspective on “Service quality management of online car-hailing based on PCN in the sharing economy". Electronic Commerce Research and Applications, 40, Article 100941. https://doi.org/10.1016/j.elerap.2020.100941
• Chen, J., Sousa, C., & He, X. (2019). Nonlinear Effects of Dynamic Export Pricing on Export Sales: A Longitudinal Investigation. Journal of International Marketing, 27(3), 60-78. https://doi.org/10.1177/1069031x19845853
• Zuo, W., Zhu, W., Chen, S., & He, X. (2019). Service quality management of online car-hailing based on PCN in the sharing economy. Electronic Commerce Research and Applications, 34, Article 100827. https://doi.org/10.1016/j.elerap.2019.100827
• Chen, J., Sousa, C., & He, X. (2019). Export Market Re-entry: Time-out Period and Price/Quality Dynamisms. Journal of World Business, 54(2), 154-168. https://doi.org/10.1016/j.jwb.2019.01.001
• Zhang, J., He, X., Zhou, C., & Gorp, D. (2019). Antecedents of corporate image: The case of Chinese multinational enterprises in the Netherlands. Journal of Business Research, 101, 389-401. https://doi.org/10.1016/j.jbusres.2019.04.041
• He, X., & Zhang, J. (2018). Emerging Market MNCs' Cross-Border Acquisition Completion: Institutional Image and Strategies. Journal of Business Research, 93, 139-150. https://doi.org/10.1016/j.jbusres.2018.04.014
• Kang, Y., & He, X. (2018). Institutional Forces and Environment Management Strategy: Moderating Effects of Environmental Orientation and Innovation Capability. Management and Organization Review, 14(3), 577-605. https://doi.org/10.1017/mor.2017.56
• He, X., Brouthers, K., & Filatotchev, I. (2018). Market Orientation and Export Performance: The Moderation of Channel and Institutional Distance. International Marketing Review, 35(2), 258-279. https://doi.org/10.1108/imr-09-2015-0194
• Yan, H., He, X., & Cheng, B. (2017). Managerial Ties, Market Orientation, and Export Performance: Chinese Firms Experience. Management and Organization Review, 13(3), 611-638. https://doi.org/10.1017/mor.2016.39
• Zhang, J., He, X., & van Gorp, D. (2017). Economic freedom and cross-border acquisitions from emerging markets into developed economies. Thunderbird International Business Review, 59(3), 313-331. https://doi.org/10.1002/tie.21872
• Li, M., He, X., & Sousa, C. (2016). A Review of the Empirical Research on Export Channel Selection between 1979 and 2015. International Business Review, 26(2), 303-323. https://doi.org/10.1016/j.ibusrev.2016.09.001
• Chen, J., Sousa, C., & He, X. (2016). The Determinants of Export Performance: A Review of the Literature 2006-2014. International Marketing Review, 33(5), 626-670. https://doi.org/10.1108/imr-10-2015-0212
• He, X., Lin, Z., & Wei, Y. (2016). International market selection and export performance: A transaction cost analysis. European Journal of Marketing, 50(5/6), 916-941. https://doi.org/10.1108/ejm-02-2013-0083
• Quan, R., He, X., & Sloan, D. (2016). Examining Chinese Postgraduate Students’ Academic Adjustment in the UK Higher Education Sector: a Process-Based Stage Model. Teaching in Higher Education, 21(3), 326-343. https://doi.org/10.1080/13562517.2016.1144585
• Yuan, X., Shin, S., He, X., & Kim, S. (2016). Innovation Capability, Marketing Capability, and Firm Performance: A Two-Nation Study of China and Korea. Asian Business and Management, 15(1), 32-56. https://doi.org/10.1057/abm.2015.17
• Lin, Z., & He, X. (2015). The images of foreign versus domestic retailer brands in China: A model of corporate brand image and store image. Journal of Brand Management, 22(3), 211-228. https://doi.org/10.1057/bm.2014.26
• Zhang, J., & He, X. (2014). Economic nationalism and foreign acquisition completion: the case of China. International Business Review, 23(1), 212-227. https://doi.org/10.1016/j.ibusrev.2013.04.002
• He, X., & Wei, Y. (2013). Export Market Location Decision and Performance: The Role of External Networks and Absorptive Capacity. International Marketing Review, 30(6), 559-590. https://doi.org/10.1108/imr-09-2011-0232
• He, X., Brouthers, K., & Filatotchev, I. (2013). Resource-Based and Institutional Perspectives on Export Channel Selection and Export Performance. Journal of Management, 39(1), 27-47. https://doi.org/10.1177/0149206312445926
• He, X., & Wei, Y. (2011). Linking Market Orientation to International Market Selection and International Performance. International Business Review, 20(5), 535-546. https://doi.org/10.1016/j.ibusrev.2010.10.003
• He, X., Zhang, X., Li, X., & Piesse, J. (2011). Stakeholder Orientation and Organizational Performance in an Emerging Market. Journal of General Management, 36(3), 67-91