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Dr Min Li

Dr Min Li

BA, MSc, PhD

Lecturer in Marketing

Contact details

Tel: +44 (0)1334 46 1964

Teaching 2018-2019

  • MN4211 International Marketing
  • MN5001 Contemporary Global Issues in Management
  • MN5406 Consumer behaviour and Marketing research

Biography/ Research specialisms

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.

Dr Min Li's research primarily focuses on international marketing strategy, especially export marketing strategies such as export channel selection, organisational capabilities development, the institutional issues in export marketing strategy. He is also interested in digital marketing, the interaction between international marketing and corporate social responsibility.

Selected publications


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 journalReview article



Li, M., He, X. & Sousa, C.M.P. Product development capabilities, export channel selection, and export performance (Presentation), 43rd European International Business Academy Conference, Politecnico di Milano, Milan, 2017

Li, M., He, X. & Sousa, C.M.P. The role of firms' capabilities and institutional distances in export channel selection and export performance (Presentation), 43rd Academy of International Business (The UK and Ireland Chapter) Conference, Birkbeck, University of London, London, 2016

Li, M., He, X. & Sousa, C.M.P. A review of the determinants of export channel selection and export performance (Presentation), 2nd International Marketing Conference, University of Edinburgh, Edinburgh, 2014