Xia Zhu

Xia Zhu is a Lecturer in Marketing at the Open University. She obtained her Ph.D. in Marketing from the University of Manchester. Before her academic career, she worked as a business development manager in a British company expanding its business in the Far East. With a focus on services marketing and business-to-business marketing, her work is concerned with technology, service experience and business relationships to enhance the quality of life and well-being. Her research project has been awarded by British Academy/Leverhulme Small Research Grant. Xia is a Senior Fellow of the Higher Education Academy (SFHEA) and a Certified Management & Business Educator (CMBE). Xia is also an academic consultant for BBC series “Inside the factory”.