Dr Xini Hu is a Lecturer in Marketing at the University of Hertfordshire Business School. She is teaching marketing relevant modules including Principles of Marketing and Preparing for Professional Success. Xini obtained her Ph.D. degree in Business and Management. Prior to joining Hertfordshire University, she worked for Canterbury Christ Church Business School and has been on the Faculty Ethic Panel for several years which provided her deep insight into research ethics.

Xini's research interests cover internal marketing, consumer behaviour, cultural acculturation, and employee well-being. She has published several book chapters and conference proceedings on topics including internal market orientation and the sharing economy.