Rate My Professor Lixun Su

Dr. Lixun Su serves as an Assistant Professor in the College of Business at Eastern Kentucky University, contributing to the Department of Management, Marketing, and International Business. His academic qualifications include a Ph.D. from West Virginia University, where his doctoral dissertation focused on the impact of exploration and exploitation on firm performance; a Master of Science from Arizona State University; and a Bachelor of Science from Jilin University. Stationed in office BTC 229 at 521 Lancaster Ave., Richmond, KY 40475, Dr. Su engages in teaching and research within the field of business.

Dr. Su's research specializations include international marketing strategy, cross-cultural study, marketing strategy, and services marketing. He has authored or co-authored several key publications in prominent academic journals. These include Liu, Dong, Ning, Fu, Guocai Wang, and Lixun Su (2024), 'Past, present, and future of international joint ventures,' Journal of Business Research, 176, 14568; Zhang, Shu, Lixun Su, Weiling Zhuang, and Barry Babin (2024), 'How to respond to negative online reviews: language style matters,' Journal of Service Theory and Practice, Vol. ahead-of-print No. ahead-of-print; Han, Daoqin, Yue Sun, Yuan Wen, Lixun Su, and Jiayuan Tan (2024), 'Do takeover premiums hurt post-acquisition performance? – Marketing capabilities matter!,' Marketing Intelligence & Planning, Vol. ahead-of-print No. ahead-of-print; Su, Lixun, Emily Tanner, Natalie Marquart, and Dan Zhao (2022), 'We are not all the same: The influence of personal cultural orientations on vulnerable consumers' financial well-being,' Journal of International Marketing, 30(3), 57-71; Su, Lixun, Annie P. Cui, Samiee Saeed, and Shaoming Zou (2022), 'Exploration, exploitation, ambidexterity and the performance of international SMEs,' European Journal of Marketing, 56(5), 1372-1397; and Chang, Yu, Xinchun Wang, Lixun Su, and Annie P. Cui (2021), 'B2B Brand Orientation, Relationship Commitment, and Buyer-Supplier Relational Performance,' Journal of Business & Industrial Marketing, 36(2), 324-336.