![Yue (tina) Xu](https://profiles-cardiff.imgix.net/attachments/10000?w=200&h=200&auto=format&crop=faces&fit=crop&q=90")
Dr Yue (tina) Xu
- Available for postgraduate supervision
Teams and roles for Yue (tina) Xu
Senior Lecturer in International Business and Management
Overview
I am a Senior Lecturer in International Business and Management.
My research explores how multinational enterprises (MNEs) internationalise, build legitimacy, and develop innovation capabilities across diverse institutional environments.
Drawing on perspectives from international business, innovation, and institutional theory, my work examines topics including global strategy, geopolitics and nationalism, knowledge networks, digital ecosystems, and emerging market institutions.
My studies span a range of organisational contexts, including state-owned enterprises, family businesses, and international organisations, as well as industry settings such as banking, media, telecommunications, traditional medicine, e-sports, and resource-dependent economies.
Through this research, I seek to generate insights that are relevant to scholars, managers, and policymakers addressing the challenges of globalization, technological change, and sustainable development.
Publication
2025
- Xu, Y. 2025. The role of structure and platform in digital leadership: the case of the Forum on China-Africa Cooperation. In: Munoz, J. M. ed. Digital Leadership. Edward Elgar Publishing. , pp.56-76. (10.4337/9781035321247.00010)
- Xu, Y. and Wang, Y. 2025. IP institutions and strategic implications for new ventures with a global orientation. In: Munoz, J. M. and Terzidis, O. eds. Technology Entrepreneurship in Theory and Practice: Perspectives in Science and Engineering. Abingdon: Routledge. , pp.33-45. (10.4324/9781003341284-6)
2023
- Zhang, A. , Xu, Y. and Robson, M. 2023. The legitimacy defeat of Huawei in the media: Cause, context, and process. International Business Review 32 (6) 102080. (10.1016/j.ibusrev.2022.102080)
- Xu, Y. and Wang, Y. 2023. IP protection of traditional knowledge: A dilemma faced by the Chinese traditional medicine in global competition. In: Prabu, S. L. and Umamaheswari, A. eds. Intellectual Property - Global Perspective Advances and Challenges. IntechOpen(10.5772/intechopen.1001820)
2022
- Zhang, Q. and Xu, Y. 2022. Opportunities in digital entrepreneurship. In: Munoz, J. M. ed. Digital Entrepreneurship and the Global Economy. Abingdon and New York: Routledge. , pp.21-35.
- Wu, X. et al., 2022. Unpacking the impact of OFDI speed and rhythm on innovation performance: Evidence from Chinese firms. Management and Organization Review 18 (5), pp.958-981. (10.1017/mor.2022.8)
2021
- Du, J. et al., 2021. The impact of home business network attributes on Chinese outward foreign direct investment. International Business Review 30 (4) 101779. (10.1016/j.ibusrev.2020.101779)
- Kolev, N. and Xu, Y. 2021. Institutional changes in the oil industry: China vs. Russia. In: Anand, P. B. , Fennell, S. and Comim, F. eds. Handbook of BRICS and Emerging Economies. London: Oxford University Press. , pp.843-864.
2020
- Liang, X. and Xu, Y. 2020. Independent or interdependent innovation: the case of Huawei. In: Wenxian, Z. , Ilan, A. and Christoph, L. eds. Huawei Goes Global Volume I: Made in China for the World. London: Palgrave Macmillan. , pp.265-290.
2019
- Papageorgiadis, N. , Xu, Y. and Constantinos, A. 2019. The effect of European Intellectual Property institutions on Chinese outward foreign direct investment. Management and Organization Review 15 (1), pp.81-110. (10.1017/mor.2018.38)
2016
- Liu, Z. et al., 2016. A pendulum gravity model of outward FDI and export. International Business Review 25 (6), pp.1356-1371. (10.1016/j.ibusrev.2016.05.001)
2015
- Akamavi, R. K. , Xu, Y. and Mitreva, H. 2015. How do pre-alliance motives and strategies affect post-alliance performance in the airline industry? A future research agenda. In: Camillo, A. A. ed. Handbook of Research on Global Hospitality and Tourism Management. IGI Global. , pp.332-358. (10.4018/978-1-4666-8606-9.ch018)
- Akamavi, R. K. et al., 2015. Key determinants of passenger loyalty in the low-cost airline business. Tourism Management 46 , pp.528-545. (10.1016/j.tourman.2014.07.010)
2014
- Akamavi, R. and Xu, Y. 2014. Understanding Africa's business environment: the case of the airline industry. In: Nwankwo, S. and Ibeh, K. eds. The Routledge Companion to Business in Africa. London and New York: Routledge. , pp.87-116.
2012
- Lindgreen, A. et al., 2012. Corporate social responsibility brand leadership: a multiple case study. European journal of marketing 46 (7/8), pp.965-993. (10.1108/03090561211230142)
- Xu, Y. 2012. The formation of Chinese Outward FDI strategy in Africa: a historical perspective. In: Harris, S. , Kuivalainen, O. and Stoyanova, V. eds. International Business:New Challenges, New Forms, New Perspectives. The Academy of International Business Palgrave Macmillan. , pp.83-96.
2010
- Xu, Y. and Nellis, J. G. 2010. Entry behaviours of foreign banks in the Chinese banking market. In: Liu, X. and Zhang, W. eds. China's Three Decades of Economic Reforms. London and New York: Routledge. , pp.28-42.
Articles
- Zhang, A. , Xu, Y. and Robson, M. 2023. The legitimacy defeat of Huawei in the media: Cause, context, and process. International Business Review 32 (6) 102080. (10.1016/j.ibusrev.2022.102080)
- Wu, X. et al., 2022. Unpacking the impact of OFDI speed and rhythm on innovation performance: Evidence from Chinese firms. Management and Organization Review 18 (5), pp.958-981. (10.1017/mor.2022.8)
- Du, J. et al., 2021. The impact of home business network attributes on Chinese outward foreign direct investment. International Business Review 30 (4) 101779. (10.1016/j.ibusrev.2020.101779)
- Papageorgiadis, N. , Xu, Y. and Constantinos, A. 2019. The effect of European Intellectual Property institutions on Chinese outward foreign direct investment. Management and Organization Review 15 (1), pp.81-110. (10.1017/mor.2018.38)
- Liu, Z. et al., 2016. A pendulum gravity model of outward FDI and export. International Business Review 25 (6), pp.1356-1371. (10.1016/j.ibusrev.2016.05.001)
- Akamavi, R. K. et al., 2015. Key determinants of passenger loyalty in the low-cost airline business. Tourism Management 46 , pp.528-545. (10.1016/j.tourman.2014.07.010)
- Lindgreen, A. et al., 2012. Corporate social responsibility brand leadership: a multiple case study. European journal of marketing 46 (7/8), pp.965-993. (10.1108/03090561211230142)
Book sections
- Xu, Y. 2025. The role of structure and platform in digital leadership: the case of the Forum on China-Africa Cooperation. In: Munoz, J. M. ed. Digital Leadership. Edward Elgar Publishing. , pp.56-76. (10.4337/9781035321247.00010)
- Xu, Y. and Wang, Y. 2025. IP institutions and strategic implications for new ventures with a global orientation. In: Munoz, J. M. and Terzidis, O. eds. Technology Entrepreneurship in Theory and Practice: Perspectives in Science and Engineering. Abingdon: Routledge. , pp.33-45. (10.4324/9781003341284-6)
- Xu, Y. and Wang, Y. 2023. IP protection of traditional knowledge: A dilemma faced by the Chinese traditional medicine in global competition. In: Prabu, S. L. and Umamaheswari, A. eds. Intellectual Property - Global Perspective Advances and Challenges. IntechOpen(10.5772/intechopen.1001820)
- Zhang, Q. and Xu, Y. 2022. Opportunities in digital entrepreneurship. In: Munoz, J. M. ed. Digital Entrepreneurship and the Global Economy. Abingdon and New York: Routledge. , pp.21-35.
- Kolev, N. and Xu, Y. 2021. Institutional changes in the oil industry: China vs. Russia. In: Anand, P. B. , Fennell, S. and Comim, F. eds. Handbook of BRICS and Emerging Economies. London: Oxford University Press. , pp.843-864.
- Liang, X. and Xu, Y. 2020. Independent or interdependent innovation: the case of Huawei. In: Wenxian, Z. , Ilan, A. and Christoph, L. eds. Huawei Goes Global Volume I: Made in China for the World. London: Palgrave Macmillan. , pp.265-290.
- Akamavi, R. K. , Xu, Y. and Mitreva, H. 2015. How do pre-alliance motives and strategies affect post-alliance performance in the airline industry? A future research agenda. In: Camillo, A. A. ed. Handbook of Research on Global Hospitality and Tourism Management. IGI Global. , pp.332-358. (10.4018/978-1-4666-8606-9.ch018)
- Akamavi, R. and Xu, Y. 2014. Understanding Africa's business environment: the case of the airline industry. In: Nwankwo, S. and Ibeh, K. eds. The Routledge Companion to Business in Africa. London and New York: Routledge. , pp.87-116.
- Xu, Y. 2012. The formation of Chinese Outward FDI strategy in Africa: a historical perspective. In: Harris, S. , Kuivalainen, O. and Stoyanova, V. eds. International Business:New Challenges, New Forms, New Perspectives. The Academy of International Business Palgrave Macmillan. , pp.83-96.
- Xu, Y. and Nellis, J. G. 2010. Entry behaviours of foreign banks in the Chinese banking market. In: Liu, X. and Zhang, W. eds. China's Three Decades of Economic Reforms. London and New York: Routledge. , pp.28-42.
Research
Research Agenda
How multinational enterprises internationalise, build legitimacy, and develop innovation capabilities under changing geopolitical, institutional, and technological conditions.
Research Interests
· Internationalisation and Global Strategy
· Geopolitics, Nationalism, and Institutional Change
· Innovation and Knowledge Networks
· Digital Ecosystems and Industry Evolution
· Emerging Market Institutions and Sustainable Development
Research Themes and Representative Studies
Theme 1: How do firms go global? Examining how firms expand across national borders through trade, foreign direct investment (FDI), and internationalization strategies, with particular attention to emerging market multinational enterprises (EM-MNEs) and the role of institutional environments in shaping global expansion.
Wu, X., Du, J., Xu, Y., Xu, H., & Zhu, S. (2022). Unpacking the impact of OFDI speed and rhythm on innovation performance: Evidence from Chinese firms. Management and Organization Review, 18(5), 958-981.
Theme 2: How do firms gain legitimacy and navigate institutional constraints? Investigating how institutional environments, political risk, nationalism, and geopolitical developments influence multinational enterprise behaviour, legitimacy, and strategic decision-making.
Zhang, A., Xu, Y., & Robson, M. J. (2023). The legitimacy defeat of Huawei in the media: Cause, context, and process. International Business Review, 32(6), Article 102080.
Theme 3: How do firms build innovation capabilities? Exploring how firms access, govern, and mobilize knowledge through networks, talents, and organizational capabilities to support innovation and long-term competitiveness.
He, X., Xu, Y. and Zhou, P., (2026). Returnees, sanctions, and breakthrough innovation under fragmented global knowledge systems. AIB Annual Meeting, Manchester, ID# 940.
Du, J., Xu, Y., Voss, H., & Wang, S. (2021). The impact of home business network attributes on Chinese outward foreign direct investment. International Business Review, 30(4), Article 101779.
Theme 4: How do firms adapt to technological change? Analysing how digital technologies, platforms, and ecosystems reshape firm behaviour, competitive dynamics, and industry evolution in the global economy.
Guo, H., Xu, Y. and Robson, M. J. (2026). Boundary spanning, agency, and governance challenges in multinational enterprises’ social media influencer strategies. AIB Annual Meeting, Manchester, ID# 1113.
Gao, L., Robson, M. J. and Xu, Y. (2026). Marketing process adaptation, learning mechanisms, and performance implications in digitalized export relationships. AIB Annual Meeting, Manchester, ID# 722.
Theme 5: How do institutions shape business activity and development outcome? Examining how institutional development, policy environments, and sustainability challenges influence business activity and organizational adaptation in emerging economies.
Xu, Y. (2025). The role of structure and platform in digital leadership: the case of the Forum on China-Africa Cooperation. In Digital Leadership (pp. 56-76). Edward Elgar Publishing.
Xu, Y., & Wang, Y. (2023). IP protection of traditional knowledge: A dilemma faced by the Chinese traditional medicine in global competition. In Intellectual Property-Global Perspective Advances and Challenges. IntechOpen.
Selected Research Funding
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NNSFC: National Natural Science Foundation of China (2024–2027): Co-Researcher on a project examining the entry, exit, and re-entry of international firms in foreign markets. Total project funding: approximately £29,900.
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NNSFC: National Natural Science Foundation of China (2017–2020): Co-Researcher on a project investigating organisational legitimacy, technological resources, and innovation localisation among emerging multinational enterprises. Total project funding: approximately £59,400.
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ISBE: Institute of Small Business and Entrepreneurship Research Grant (2012–2014): Co-Researcher on a project exploring networking, social capital, and SME internationalisation in peripheral regional economies. Total project funding: approximately £12,000.
I welcome opportunities for research collaboration, doctoral supervision, and engagement with industry and policy organisations on topics related to multinational enterprises, innovation, geopolitical change, and digital transformation.
Teaching
Teaching Overview
I teach across undergraduate, postgraduate, MBA, EMBA, and doctoral programmes in International Business, Strategy, and Management.
My teaching is research-led and internationally oriented, drawing on contemporary developments in global business, geopolitics, innovation, and digital transformation to connect theory with practice.
I have taught students and executives in the United Kingdom, Hong Kong, and Singapore, providing experience of diverse educational and cultural contexts.
Current Teaching and Master Project Supervision
MSc Module Leader – BST710/BST730 Understanding Organisations and the Business Environment
UG Exam Assessor – BS3543 Strategic Management
Live Project Supervisor of MBA– BST720 Accelerator Project/New AI Business Project
Live Project Supervisor of MSc in Marketing – BST360 Marketing Project
Student Engagement and Recognition
My commitment to creating engaging and effective learning experiences has been recognised through the Enriching Student Life Awards (ESLAs) of the Cardiff University.
Winner (2026) – Most Outstanding Use of the Learning Environment (ELSAs) (following nomination) [see the heart of Cardiff student life]
Nominee (2025) – Most Outstanding Learning Experience (ELSAs)
Biography
Qualifications
- PhD (Cranfield School of Management, UK) [Full Scholarship]
- MRes (Cranfield School of Management, UK) [Full Scholarship]
- PGCHE, Hull University Business School, UK
- MBA in Financial Studies (Nottingham Business School, UK)
- BA (Beihang University, Beijing, China)
Honours and awards
- 2026: Winner, Most Outstanding Use of the Learning Environment, Enriching Student Life Awards (ESLAs), Cardiff University (following nomiation)
- 2025: Nominee, Most Outstanding Learning Experience, Enriching Student Life Awards (ESLAs), Cardiff University
- 2021: Best Reviewer Award, Academy of International Business (AIB)
- 2015: Emerald Best Paper Award, 11th International Symposium on Global Manufacturing and China (GMC)
- 2011: Emerald Best Paper Award, 7th International Symposium on Global Manufacturing and China (GMC)
Professional memberships
- Member of Academy of International Business (AIB)
- Member of Academy of Management (AOM)
- Member of Strategic Management Society (SMS)
- Member of nternational Association for Chinese Management Research (IACMR)
Academic positions
- Senior Lecturer in International Business and Management, Cardiff Business School
- Lecturer in International Business, Cardiff Business School
- Visiting Scholar, Wolfson College, University of Cambridge
- Lecturer in International Business, Hull University Business School
Committees and reviewing
- Editorial Review Board Member, Management and Organization Review (MOR) (2022-Present)
- External Examiner, University of Nottingham (2023–Present)
- Ad Hoc Reviewer, International Business Review (IBR)
- Management Team Member of the Centeral for China Business Research (CCBR) of Cardiff University
- Regent Board Member, Chinese Economic Association UK (CEA UK)
Supervisions
Supporting Doctoral Funding Applications: I support doctoral applicants in developing competitive research proposals and funding applications. This has included successful applications to the highly competitive China Scholarship Council (CSC) Research Excellence Scholarship scheme.
China Scholarship Council (CSC) Scholarship (2026–2030): Xinming Yi was awarded a prestigious CSC Research Excellence Scholarship to support doctoral research at Cardiff Business School. As lead co-supervisor, I provided guidance on the development of the research proposal and scholarship application.
China Scholarship Council (CSC) Scholarship (2019–2023): Anlan Zhang was awarded a CSC Research Excellence Scholarship to support doctoral research at Cardiff Business School. Building on research developed during his MBA dissertation, I supported the refinement of the proposal and scholarship application.
Doctoral Supervision: I supervise doctoral research in the areas of international business, innovation, digital transformation, geopolitics, and institutional change, with a particular interest in multinational enterprises and emerging market contexts. Current and completed doctoral students include:
Xinming Yi (2026–2030) – Digitalisation and International Trade
Hui Guo (2024–2028) – Influencer Marketing and International Branding Strategies
Ziwei He (2024–2028) – Digital Ecosystems and Internationalisation Behaviours
Luoyang Gao (2021–2026) – Digital Adaptation Mechanisms and Exporting
Qiwen Zhang (2019–2024) – FinTech, Bank Complexity, and Risk
Anlan Zhang (2019–2023) – Geopolitics, Discursive Legitimacy, and Foreign Market Entry by EM-MNEs
Current supervision
News articles
Contact Details
Research themes
Specialisms
- Strategy, management and organisational behaviour
- International business
- Nationalism
- Innovation
- Institutional dynamics
