Huidi Lu

I am a Postdoctoral Research Fellow at Saïd Business School and an Associate Member of St Antony’s College, University of Oxford. I received my PhD in Marketing from the Hong Kong University of Science and Technology. My research focuses on marketing mix effectiveness, crisis management, and digital marketing. My work has been published in the International Journal of Research in Marketing. I am a recipient of the 2025–26 British Academy/Leverhulme Small Research Grant and an awardee of the Hong Kong PhD Fellowship Scheme.

Selected Publications

Working papers

Marketing Mix Effectiveness during a Product-Harm Crisis

with Ralf van der Lans and Kristiaan Helsen

Global Evidence on the Drivers of Brand Share

with Felipe Thomaz

Corporate Responses to Activist Pressure in Times of Geopolitical Conflict

with Kaixian Mao

Cryptocurrency Exposure Alters General Risk Preference

with Suhas Vijayakumar and Yuna Yang

Media mentions: Irish Independent, BusinessPlus