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LU Huidi

Ph.D. in Marketing

Huidi Lu is an Assistant Professor of Marketing at NEOMA Business School. He received his PhD in Marketing from the Hong Kong University of Science and Technology. His primary research interest is quantitative marketing. His current research looks at the impact of a product-harm crisis on brand marketing mix effectiveness in China. He is also interested in adopting new machine learning methods to uncover business insights. His research has been presented at the Marketing Science Conference and the Academy of Management Annual Meeting. He teaches Marketing Management and International Marketing Strategy.

Areas of research

  • Marketing mix effectiveness
  • Product-harm crisis
  • Bayesian estimation
  • Machine learning applications

Recent academic contributions

  • LU, H., Y. YUNA, S. VIJAYAKUMAR, "The Salience of Cryptocurrency and Its Implications on Consumer Decision Making" in EMAC Annual Conference, 2024
  • MAO, K., H. LU, B. N. SULLIVAN, "The paradox of political legitimacy: the political inclusion and entrepreneurs’ firm strategies", Asian Business & Management, September 2023, vol. 22, pp. 1712–1742
    DOI : 10.1057/s41291-023-00220-x
  • LU, H., R. VAN DER LANS, K. HELSEN, D. K. GAURI, "DEPART: Decomposing Prices Using Atheoretical Regression Trees", International Journal of Research in Marketing, December 2023, vol. 40, no. 4, pp. 781-800
    DOI : 10.1016/j.ijresmar.2023.08.009

Article

  • MAO, K., H. LU, B. N. SULLIVAN, "The paradox of political legitimacy: the political inclusion and entrepreneurs’ firm strategies", Asian Business & Management, September 2023, vol. 22, pp. 1712–1742
    DOI : 10.1057/s41291-023-00220-x
  • LU, H., R. VAN DER LANS, K. HELSEN, D. K. GAURI, "DEPART: Decomposing Prices Using Atheoretical Regression Trees", International Journal of Research in Marketing, December 2023, vol. 40, no. 4, pp. 781-800
    DOI : 10.1016/j.ijresmar.2023.08.009

Academic conferences

  • LU, H., Y. YUNA, S. VIJAYAKUMAR, "The Salience of Cryptocurrency and Its Implications on Consumer Decision Making" in EMAC Annual Conference, 2024
  • LU, H., R. VAN DER LANS, K. HELSEN, "Marketing Mix Effectiveness during a Product-Harm Crisis: The Role of Retailers" in Marketing Analytics Symposium – Sydney (MASS), 2022, Sydney, Australia
  • LU, H., R. VAN DER LANS, K. HELSEN, "Marketing Mix Effectiveness During a Product-Harm Crisis: The Role of Retailers" in Marketing Dynamics Conference, 2022
  • LU, H., K. MAO, L. Q. YUE, "One China: When Do Multinational Corporations Concede to Nationalistic Activism" in Academy of Management Proceedings, vol. 2021, no. 1, pp. 14306, 2021
    DOI : 10.5465/AMBPP.2021.14306abstract
  • LU, H., R. VAN DER LANS, K. HELSEN, "Country of Origin and Marketing Mix Strategies in a Product-harm Crisis: Evidence From the 2008 Infant Milk Scandal in China" in Marketing Science Conference, Rochester University, 2021, Online