Staff profile

Xinming He is a full Professor on international strategy, and Director of the Global Studies Group (GSG) 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.

He is an active researcher in international marketing and international 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 is an external examiner of programmes of Cambridge, St. Andrews, Brunel. 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 how organizations develop international strategies such as digitalisation, international market selection, export channel selection, pricing, innovation, and overseas acquisition to achieve superior performance. 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 Group (GSG) 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: External Examiner for PhD thesis, University of Barcelona, Spain:
• 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 of PhD thesis, University of Limerick, Ireland:
• 2023: External Examiner for PhD thesis, Warwick University:
• 2023: External Examiner for PhD thesis, Nottingham University:
• 2023: External Examiner for PhD thesis, Massey University, New Zealand:
• 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:
• 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:
• 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:
• 2021: External Examiner, MPhil in Management, the University of Cambridge Judge Business School (10/2021:
• 2021: External Examiner, MSc Corporate Brand Management, Brunel University:
• 2021: External Examiner for PhD thesis: Warwick University:
• 2021: External Examiner for PhD thesis: Brunel University:
• 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: 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):
• 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: Examiner for PhD thesis: Durham University:
• 2019: External Examiner for PhD thesis: Birkbeck, University of London:
• 2019: External Examiner for PhD thesis: Brunel University:
• 2018: Visiting Professor, Xiamen University of Technology:
• 2018: External Examiner for PhD thesis: Brunel 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:
• 2017: External Examiner, MSc International Business Management, Coventry University:
• 2017: Examiner for PhD thesis: Durham University:
• 2016: Examiner for PhD thesis: Durham University:
• 2015: External Examiner, Marketing, Strategy and International Business (MSIB) modules/programmes, Bradford University:
• 2015: External Examiner, MSc programme(s), University of Nottingham:
• 2015: External Examiner for PhD thesis: Northumbria 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:
• 2014: Examiner for PhD thesis: Durham University:
• 2014: External Examiner for PhD thesis: Brunel University:
• 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:
• 2013: Examiner for PhD thesis: Durham University:
• 2012: Best Paper Award, International Marketing Track, Academy of Marketing 2012 Conference, Southampton University, Jul 2012:
• 2012: External Examiner for PhD thesis: Indian Institute of Technology, Kharagpur:
• 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

• 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

• Gong, C., He, X., & Lengler, J. (2024). Internationalisation through digital platforms: a systematic review and future research agenda. International Marketing Review, https://doi.org/10.1108/IMR-08-2023-0213
• Su, T., Lee, Z. W. Z., He, X., & Chan, T. (2024). Service quality in cloud gaming: instrument development and validation. Internet Research, https://doi.org/10.1108/INTR-12-2022-0954
• 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
• 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
• 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, 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

Presentation

• Vu, K.-C., He, X., & Lengler, J. 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
• Li, Y., Sousa, C., & He, X. (2017, December). Pulling Through Innovation Failure: The Role of Appropriability Regimes. Paper presented at Exploring the Interfaces of Open Innovation Research & Practice Workshop, Durham University
• He, X., Lin, Z., & Wei, Y. (2015, December). Export Market Selection and Export Performance. Paper presented at China Marketing International Conference 2015, City University of Hong Kong and Xi’an Jiaotong University
• He, X., Zhang, J., & Wang, J. (2014, December). Market Seeking Orientation and Performance in China. Paper presented at Academy of Marketing 2014 Conference, Bournemouth
• He, X., & Zhang, J. (2015, December). Foreign Acquisition Success: Country-of-Origin Effect. Paper presented at International Footprint and Destination Selection, Academy of International Business (UK & Ireland Chapter) 2015 Conference, Manchester
• He, X., Shahwan, R., & Bahemia, H. (2017, December). Novel Business Models, Innovation Management. Paper presented at Entrepreneurship and Sustainability Conference, University of Economics Prague
• Daoud, I., He, X., Sousa, C., & Yan, K. (2017, December). Innovation and export performance. Paper presented at Exploring the Interfaces of Open Innovation Research & Practice Workshop, Durham University
• Kang, Y., & He, X. (2014, December). Institutional Forces and Adoption of Environmental Management Strategy: Moderating Effects of Complementary Assets and Environmental Orientation. Paper presented at Australia and New Zealand International Business Association 2014 Conference, The University of Auckland
• Chen, J., Sousa, C., & He, X. (2016, December). Pricing Strategy and Exporting Performance. Paper presented at European of Marketing Academy 2016 conference, BI Norwegian Business School
• He, X., Lin, Z., & Wei, Y. (2014, December). International Market Selection and Export Performance. Paper presented at Academy of International Business UK & Ireland Chapter 2014 Conference, University of York
• Li, M., He, X., & Sousa, C. (2017, December). Product Development Capabilities, Export Channel Selection and Performance. Paper presented at EIBA, Millan
• He, X., & Zhang, J. (2016, December). International Acquisition Completion: Emerging Market Firms Experience. Paper presented at European International Business Academy 2016 Conference, Vienna University of Economics and Business
• Li, M., He, X., & Sousa, C. (2016, December). The Role of Firms’ Capabilities and Institutional Distances in Export Channel Selection and Export Performance. Paper presented at Academy of International Business UK & Ireland Chapter 2016 Conference, Birkbeck College, University of London
• Li, M., He, X., & Sousa, C. (2017, December). A product development resource-based view of export channel selection and export performance. Paper presented at Exploring the Interfaces of Open Innovation Research & Practice Workshop, Durham University
• He, X., Shahwan, R., & Bahemia, H. (2017, December). Novel Business Models: Antecedents and Consequences. Paper presented at Exploring the Interfaces of Open Innovation Research & Practice Workshop, Durham University
• Yan, H., & He, X. (2014, December). Market Orientation, Networks and Export Performance. Paper presented at Network Governance and Business Model Innovation Conference, Tianjing
• He, X., Zhang, J., & Wang, J. (2013, December). Market seeking strategy and performance in China: the impact of institutional environment, wholly owned structure and firm experience. Paper presented at Strategic Management Society Special Conference in China 2013, Sun Yat-Sen University, China
• Zhang, J., & He, X. (2012, December). How Does Economic Nationalism Influence Cross-border Acquisition in China?. Paper presented at Academy of International Business (UK & Ireland Chapter) 2012 Conference, Liverpool University
• He, X., Brouthers, K., & Filatotchev, I. (2012, December). Market Orientation and Export Performance. Paper presented at Academy of International Business 2012 Conference, Washington DC
• Kang, Y., & He, X. (2012, December). Impact of Institutional Forces on Adoption of Environmental Management Strategy for Manufacturing Firms in China: Moderating Effects of Complementary Assets and Environmental Orientation. Paper presented at Academy of International Business 2012 Conference, Washington DC
• He, X., Brouthers, K., & Filatotchev, I. (2012, December). Market Orientation and Export Performance. Paper presented at 2012 Academy of Management Annual Meeting, Boston, Massachusetts
• He, X., Brouthers, K., & Filatotchev, I. (2010, December). Networks, Export Channel Selection, and Performance: Evidence from an Emerging Market. Paper presented at Academy of Marketing 2010 Conference, Coventry University
• He, X., Brouthers, K., & Filatotchev, I. (2010, December). The Effects of Market Orientation and Export Channel Selection on Export Performance. Paper presented at 2010 Academy of Management Annual Meeting, Montréal Canada
• He, X., Brouthers, K., & Filatotchev, I. (2009, December). Market Orientation, Export Channel Selection, and Performance: Evidence from China. Paper presented at China Goes Global 2009 Conference, Harvard University

Report

• He, X. IFD0006 - Inward Foreign Direct Investment: The Evidence to the Parliament Select Committee on International Trade. [No known commissioning body]