Dr. Lixun Su earned a doctoral degree in Marketing from West Virginia University and is an Assistant Professor of Marketing at Eastern Kentucky University.

His research interests include the influence of culture on consumers’ responses to the marketing mix, how firms from emerging economies could succeed in the global competition, and the importance of colors in marketing. His research has recently been published in the Journal of International Marketing, the European Journal of Marketing, the Journal of Services Marketing, the Journal of Service Theory and Practice, the Journal of Business and Industrial Marketing, the Journal of Business Research, and the Journal of Marketing Theory and Practice, among others. Additionally, his teaching experience includes principles of marketing, retail management, services marketing, marketing research, and international marketing.