Dr Rebecca Y Li

EBS - Strategy, Operations and Entrepreneurship (SOE)
Dr Rebecca Y Li
  • Email

  • Telephone

    +44 (0) 1702 328527

  • Location

    GB.3.65, Southend Campus



Dr. Yu Li (Rebecca) is Lecturer of Marketing at Essex University Business School, University of Essex (UK). She obtained her PhD from Durham University (UK). Her primary research interest concerns the international marketing activities, export performance, innovation strategies and longitudinal research methodology. Honours and Awards “Best Paper Award”, SYSBS International Symposium on Frontier Management Research, China (convened by Yadong Luo & Oded Shenkar), Dec 2017. Qualification Fellow (D2) of the Higher Education Academy (FHEA)


  • PhD Marketing Durham University, (2018)

  • MSc. Marketing and Management Loughborough University, (2013)

  • BSc. Statistics Economics and Finance University College London, (2012)


University of Essex

  • Lecturer in Marketing, Essex Business School Southend, University of Essex (1/8/2018 - present)

Research and professional activities

Research interests

international marketing and innovation

Key words: export
Open to supervise

Conferences and presentations

Innovation Failure and Patent Applications: Does it Matter for Attracting Foreign R&D Funds?

Keynote presentation, AMA Global Marketing SIG, Buenos Aires, Argentina, 22/5/2019

Innovative Imitation and Marketing Capabilities Contingencies: A Frugal Innovation Route to Export Success

3rd EMAC Junior Faculty & Doctoral Student Research Camp, 3rd EMAC Junior Faculty & Doctoral Student Research Camp, Vienna, Austria, 4/9/2018

Teaching and supervision

Current teaching responsibilities

  • Consumer Behaviour (BE516)

  • Principles of International Marketing (BE553)


Journal articles (3)

Li, RY., Yan, J., Yao, N., Tian, K., Xia, S., Yang, X-H. and Xiong, Y., Abandoning Innovation Projects, Filing Patent Applications and Receiving Foreign Direct Investment in R&D. Technovation. 2021 (Accepted)

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, 121172-121172

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), 1-20

Book chapters (1)

Sousa, CMP., Li, Y. and He, X., (2017). Antecedents, marketing capabilities contingencies and performance consequences of innovative imitation orientation: a resource orchestration perspective.. In: Advances in Global Marketing A Research Anthology. Editors: Leonidou, LC., Katsikeas, CS., Samiee, S. and Aykol, B., . Springer. 3319613847. 9783319613840

+44 (0) 1702 328527


GB.3.65, Southend Campus