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 a MS in Engineering Management Systems from Columbia University and a BS in Biological Science from Peking University.