Dr Rebecca Yu Li
Senior Lecturer in Strategy and Management
- Strategy and Entrepreneurship
Summary
Rebecca Li is a Senior Lecturer in Strategy and Management at Brunel Business School. With previous experience as a Lecturer in Marketing at the University of Essex, she has developed expertise in sustainable innovation strategies, statistical analysis, and interdisciplinary collaboration, aimed at enhancing both advancement in academic contribution, student learning and institutional growth.
Her research interests cover cross-border innovation management, blockchain adoption in emerging markets, and the influence of regulatory policies on innovation. Rebecca is particularly focused on how interdisciplinary knowledge networks—spanning customers, suppliers, and research partners—can foster innovation in complex and dynamic markets. Her work also addresses sustainable business models and resilience in innovation processes, particularly in resource-constrained settings.
Rebecca’s research has been featured in leading journals, including the Journal of Product Innovation Management, Technovation, Technological Forecasting and Social Change, Journal of International Marketing, and Journal of Business Research. She currently serves on the editorial board of the International Marketing Review.
Rebecca invites prospective PhD students and industry collaborators with interests in sustainable innovation, regulatory impacts, and interdisciplinary approaches to innovation strategy. Those with aligned research goals are encouraged to connect with a research proposal.
Qualifications
Higher Education Academy D2 (Fellowship)
PhD. in Marketing,, Durham University 2018
MSc. Marketing and Management, Loughborough University 2013
BSc. Statistics Economics and Finance, University College London 2012
Newest selected publications
Li, RY., Sousa, CMP., He, X. and Hu, Y. (2022) ''. Journal of Product Innovation Management, 39 (5). pp. 583 - 603. ISSN: 0737-6782
Li, W., Liu, Z., Xia, S., Yan, J., Xiong, Y., Sakka, G. and et al. (2022) ''. Journal of Business Research, 142. pp. 200 - 210. ISSN: 0148-2963
Li, RY., Yan, KJ., Yao, N., Tian, K., Xia, S., Yang, X-H. and et al. (2021) ''. Technovation, 114. pp. 1 - 12. ISSN: 0166-4972
Yang, X., Yan, J., Tian, K., Yu, Z., Li, RY. and Xia, S. (2021) ''. Technological Forecasting and Social Change, 173. pp. 1 - 10. ISSN: 0040-1625
Sousa, CMP., Li, RY. and He, X. (2020) ''. Journal of International Marketing, 28 (4). pp. 1 - 20. ISSN: 1069-031X