Department of Strategy and Innovation

Assistant professor

Room: KIL/14.A-2.96
E-mail: xl.si@cbs.dk

Xu Li is an Assistant Professor of Strategy and Innovation at the Copenhagen Business School. Xu’s research lies at the intersection of organizational theory and strategy. His ongoing projects explore two fundamental questions. First, he studies the performance impact of product innovation. Integrating insights from both the firm’s and the customer’s perspectives, he intends to advance the conceptual clarity on when product innovation is beneficial, and more critically, when it is less useful or even detrimental to firm performance. Second, he investigates sources of heterogeneity in firm creativity. Xu adopts mixed methods in research designs, utilizing not only quantitative analysis of archival or experimental data, but also qualitative evidence from field observations and interviews with industry insiders.

Xu received his PhD in Strategy and Entrepreneurship from London Business School, and holds an MS in Engineering Management Systems from Columbia University and a BS in Biological Science from Peking University.


Primary research areas

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Other teaching activities

Selected publications
  • Li, X. & Vermeulen, F. (2020). High Risk, Low Return (and Vice Versa): The Effect of Product Innovation on Firm Performance in a Transition Economy. Forthcoming at Academy of Management Journal.
Publications sorted by:
Amandine Marie Ody-Brasier; Xu Li / Deviance as a Means to Build a Legitimate Career : Evidence from the EDM Industry.
In: Proceedings of the Eighty-second Annual Meeting of the Academy of Management . ed. /Sonja Taneja. Briarcliff Manor, NY : Academy of Management 2022, 1 p., p. 4088 (Academy of Management Proceedings)
Conference abstract in proceedings > peer review
Xu Li; Freek Vermeulen / High Risk, Low Return (and Vice Versa) : The Effect of Product Innovation on Firm Performance in a Transition Economy.
In: Academy of Management Journal, Vol. 64, No. 5, 10.2021, p. 1383-1418
Journal article > peer review
Academic Interests

Outside activities