Dr Rebecca Yu Li
Senior Lecturer in Strategy and Management
- Strategy and Entrepreneurship
- Brunel Business School
- College of Business, Arts and Social Sciences
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 and social economy transitions. 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) 'Spinning straw into gold: Innovation recycling, innovation sourcing modes, and innovation ability in Sub-Saharan Africa'. Journal of Product Innovation Management, 39 (5). pp. 583 - 603. ISSN: 0737-6782 Open Access Link
Li, W., Liu, Z., Xia, S., Yan, J., Xiong, Y., Sakka, G. and et al. (2022) 'How can emerging-market SMEs domestically benefit from their performance in developed countries? Empirical evidence from China'. Journal of Business Research, 142. pp. 200 - 210. ISSN: 0148-2963 Open Access Link
Li, RY., Yan, KJ., Yao, N., Tian, K., Xia, S., Yang, X-H. and et al. (2021) 'Abandoning innovation projects, filing patent applications and receiving foreign direct investment in R&D'. Technovation, 114. pp. 1 - 12. ISSN: 0166-4972 Open Access Link
Yang, X., Yan, J., Tian, K., Yu, Z., Li, RY. and Xia, S. (2021) 'Centralization or decentralization? the impact of different distributions of authority on China's environmental regulation'. Technological Forecasting and Social Change, 173. pp. 1 - 10. ISSN: 0040-1625 Open Access Link
Sousa, CMP., Li, RY. and He, X. (2020) 'The Impact of Exploitation and Exploration on Export Sales Growth: The Moderating Role of Domestic and International Collaborations'. Journal of International Marketing, 28 (4). pp. 1 - 20. ISSN: 1069-031X Open Access Link