Faculty and ResearchExpert Guide

Xiaohu Li

Xiaohu Li

Associate Professor
Department of Marketing & Logistics

College of Business
Florida International University

Modesto A. Maidique Campus
11200 S.W. 8th St, RB 337A
Miami, FL 33199

P: (305) 348-3314
E: lit@fiu.edu


  • PhD, Marketing
    Michigan State University, East Lansing, Michigan
  • Master of Business Administration, Finance
    Michigan State University, East Lansing, Michigan
  • Bachelor of Arts, English Literature and Language
    Jilin University, Changchun, China

Areas of Expertise

  • International Marketing
  • Marketing Management and Strategy
  • New Product Development and Management

Professional Activities

Dr. Li's expertise is in the areas of international marketing, product innovation, and organizational learning behavior. His work has appeared in Journal of Marketing, Journal of International Marketing, Journal of Marketing Education, European Journal of Marketing, International Business Review, International Marketing Review, European Journal of Innovation Management, and others. Dr. Li has received various research awards including the University Award for Excellence in Research (2000), the Most Outstanding Paper Award from MCB University Press (2000), and the Best Paper Award from the American Marketing Association Educators Conference and the Annual World Business Congress. Dr. Li served as the guest editor of Volume 14 of the Advances in International Marketing, Entitled “Reviving Traditions in Research on International Market Entry.”

Dr. Li teaches Advanced International Marketing and Corporate Simulation in the FIU MBA, IMBA and MIB Programs. He directs the FIU Certificate Program in Export/Import Management.

Courses Taught

  • Corporate Simulation
  • International Marketing
  • Marketing Management in the Global Environment
  • Marketing Strategy

Refereed Journal Articles

Fuxman, L., Elifoglu, H., Chao, C. & Li, T. (2015). Digital Advertising: A More Effective Way to Promote Businesses' Products. Journal of Business Administration Research. 3 (2), 59-67.

Li, T. & Seaton, B. (2015). Emerging Consumer Orientation, Ethical Perceptions, and Purchase Intention in the Counterfeit Smartphone Market in China. Journal of International Consumer Marketing. 27 (1), 27-53.

Li, F., Xu, L., Li, T. & Zhou, N. (2015). Brand Trust in a Cross-Cultural Context: Test for Robustness of an Alternative Measurement Model. Journal of Product &; Brand Management. 24 (5), 462-471.

Li, T. & Chao, C. (2014). International Marketing and Experiential Learning: A Good Fit for Business Education?.  Advances in International Marketing. 24, 245-261.

Li, T., Seaton, B. & Tsalikis, J. (2013). Emerging Customers, Market Knowledge Competence, and Investor Transition: the Experience of MNC in China.  Journal of Global Marketing. 26 (3), 115-136.

Chao, C., Corus, C. & Li, T. (2012). Balancing Traditional Media and Online advertising Strategy.  International Journal of Business, Marketing, and Decision Sciences. 5 (2), 12-24.

Chao, C. & Li, T. (2010). Movie download challenges traditional movie rental.  International Journal of Business, Marketing, and Decision Sciences. 3 (2), 78-86.

Li, T., Chen, P. & Chen, Y. (2010). The effect of teaching international market entry in an MBA curriculum: An empirical examination.  Business Review, Cambridge. 16 (1), 252-258.

Li, T. & Greenberg, B. A. (2009). Examination of a discontinuous innovation adoption in an MBA marketing curriculum: A partnership perspective.  Review of Business Journal. 29 (2), 51-61.

Li, X. T. (2009). By the Red Cedar River: The development of my academic life in the field of international marketing and innovation.  Advances in International Marketing. 19, 1-14.

Tsalikis, J., Seaton, B. & Li, T. (2008). The international business ethics index: Asian emerging economies.  Journal of Business Ethics. 80 (4), 643-651.

Li, T. & Greenberg, B. (2007). Teaching experiential learning: Adoption of an innovative course in an MBA marketing curriculum.  Journal of Marketing Education. 29 (1), 25-33.

Li, Z. G., Stump, R. L. & Li, T. (2006). Control Combinations in Independent Marketing Channels: An Empirical Study.  Journal of Marketing Channels. 13 (4), 23-47.

Gong, W., Li, Z. G. & Li, T. (2004). Marketing to Chinese Youths, A Cultural Transformation Perspective.  Business Horizons. 47 (6), 41-50.

Li, T. X. (2004). Reviving Traditions in Research on International Marketing Entry.  Advances in International Marketing. 42 (1), 297.

Li, T. & Li, Z. G. (2003). Channel Integration Decisions in New Product Global Competition: A Conceptual Framework and Empirical Examination.  Advances in International Marketing. 14 (1), 49-76.

Li, T. X. (2003). Organizational Motivation and the Global Concurrent Launch.  International Business Review. 12 (5), 563-579.

Li, T. X. (2000). Impact of Seasonal Variables and Demographic Attributes in Two Seasons on Purchase Behavior.  European Journal of Marketing. 34 (9/10), 1167-1180.

Li, T. X. (2000). Decomposing the Effects of Market Knowledge Competence in New Product Export: A Dimensionality Analysis.  European Journal of Marketing. 34 (1/2), 57-97.

Li, T. X. (2000). Ocean Apart: The Influence of Situational Factors on Purchase Behavior in Grenada and Cyprus.  Journal of International Consumer Marketing. 12 (1), 57-72.

Li, T. X. (1999). The Impact of Marketing-R&D Interface on New Product Export Performance: A Contingency Analysis.  Journal of International Marketing. 7 (1), 10-33.

Li, T. X. (1999). Measuring the Dimensions of Market Knowledge Competence in New Product Development.  European Journal of Innovation Management. 2 (3), 129-145.

Li, T. X. (1999). The Relationships between Market Learning Processes and New Product Successes in Export Markets.  International Marketing Review. 16 (6), 476-503.

Back to top