Dr Szu-Hsin Wu is a Lecturer in Marketing at the School of Business at the University of Dundee. Prior to receiving her PhD, she was involved in two EU-funded interdisciplinary research projects – Global Entrepreneurial Talent Management 3 (GETM3) and Dŵr Uisce, as a postgraduate and postdoctoral researcher, respectively.

Her research and teaching endeavours encompass various approaches aim at intervening in the intricate connections between human behaviour, technology, and the natural environment. One aspect of her work focuses on understanding and addressing tensions arising from human-to-human, human-to-technology interactions in service environments, particularly within the service industry which plays a substantial role in economic output and employment. Another facet of her research advocates for collaborative efforts and reflective processes in advancing climate actions and solutions. Support from European Union grants, university funding, and PhD scholarships has enabled the recognition of meaningful research outcomes through publications. Ultimately, the insights gained from Szu-Hsin’s research, along with her practical experience, are woven into her teaching methods and curriculum design, with the overarching goal of nurturing innovative and responsible leaders for a sustainable future. Her teaching excellence has been recognised with Innovation in Teaching and Student-led Most Inspiring Teaching Awards at the University in 2022 as well as acknowledged by The Herald Higher Education Award in Scotland for Enhancing Student Learning in 2023.

External Affiliations

• Fellow of the Higher Education Academy (FHEA)
• Member of the British Academy
• Member of the Academy of Management
• Member of the Global Entrepreneurial Talent Management international research interest group
• Member of the Advisory Network for The Future of Blockchain

• Value Co-creation
• Service Marketing
• Customer Experience and Engagement
• Sustainable Innovation

• BU51017 Customer Experience Design (Module Leader)
• BU52025 Digital Marketing (Module Leader)
• BU51030 Digital Asset Management
• BU51026 Place Branding for Cities, Regions and Countries
• BU52039 Brand Management and Strategy