Dr Min Li

Lecturer in Marketing

Researcher profile

Phone

+44 (0)1334 46 1964

Email

ml266@st-andrews.ac.uk

 

Biography

Dr Min Li joined the University of St Andrews in November 2018 as a Lecturer in Marketing following the completion of his PhD in Marketing from Durham University. He earned a BA in International Economics and Business from Xiamen University, China and a MSc in Marketing from the University of Edinburgh.

Teaching

• MN2001 Management and Society
• MN4211 International Marketing
• MN5401 International Marketing

Research areas

Dr Min Li's research primarily focuses on international marketing strategy, especially export marketing strategies such as export channel selection, organisational capabilities development, and institutional issues in export marketing strategy. Min received S Tamer Cavusgil Best Paper Award at CIMaR Annual Conference in 2022. He is also interested in green marketing strategy, the interaction between international marketing strategy and corporate social responsibility. 

Dr Li welcomes enquiries from potential research students in the following topic areas:

• green marketing strategy and capabilities
• international strategy and capability development for service companies
• export marketing strategy and capability development for SMEs

PhD supervision

• Yinxiao Lu

Selected publications

• Product development capabilities-based export channel selection and export performance

  Li, M., He, X. & Sousa, C. M. P., 11 Apr 2023, In: International Marketing Review. 40, 2, p. 385-411 27 p.

  Research output: Contribution to journal › Article › peer-review

• The effect of exploratory trademark strategy on corporate cash holdings

  Zhou, Y., Li, J., Lai, S. & Li, M., 2025, In: International Review of Financial Analysis.

  Research output: Contribution to journal › Article › peer-review

• Identify the links that underlie between customer relationship capabilities and export performance

  Li, M., He, X. & Sousa, C. M. P., 2022.

  Research output: Contribution to conference › Paper › peer-review

• The Role of Product Development Capabilities in Export Channel Selection and Export Performance

  Li, M., He, X. & Sousa, C. M. P., 2022.

  Research output: Contribution to conference › Paper › peer-review

• Capabilities and export channels linking customer relationship capabilities and export performance

  Li, M., He, X. & Sousa, C. M. P., 2021.

  Research output: Contribution to conference › Paper › peer-review

• Dynamic capabilities portfolio, export channel selection and export performance

  Li, M., He, X. & Sousa, C. M. P., 2019.

  Research output: Contribution to conference › Paper › peer-review

• How Does Entrepreneurial Orientation Matter in Exporting? The Mediating Role of Product Development Capabilities in the Linkage Between Entrepreneurial Orientation and Export Performance

  Li, M., He, X. & Sousa, C. M. P., 2019.

  Research output: Contribution to conference › Paper › peer-review

• Open access

  A review of the empirical research on export channel selection between 1979 and 2015

  Li, M., He, X. & Sousa, C. M. P., Apr 2017, In: International Business Review. 26, 2, p. 303-323

  Research output: Contribution to journal › Review article › peer-review

• Product development capabilities, export channel selection, and export performance

  Li, M., He, X. & Sousa, C. M. P., 2017.

  Research output: Contribution to conference › Paper › peer-review

• The role of firms’ capabilities and institutional distances in export channel selection and export performance

  Li, M., He, X. & Sousa, C. M. P., 2016.

  Research output: Contribution to conference › Paper › peer-review

 

See more publications