Shelly Guo

Research activity per year

Personal profile


Dr Xiuli (Shelly) Guo is a lecturer in Marketing in the School of Business and Creative Industries at the University of the West of Scotland (UWS). She holds a Master of Science in International Marketing and a Doctor of Philosophy in the areas of Business Management and Marketing, both from the University of the West of Scotland. She has over 20 years of teaching, research, supervising undergraduates, postgraduates and PhD students, educational management in higher education institutions both in China and the UK. She has also worked in a number of different roles for companies and organisations, amongst them marketing manager, communication assistant, chief operation officer, etc..

She successfully completed several research projects either independently or collaboratively when she worked in China. She authored a number of publications including academic journal articles, conferences papers, and book chapters. Currently she is actively participating in a few KTP (Knowledge Transfer Partnerships) projects at UWS, providing guidance and expertise in marketing for companies to solve real world problems. Her areas of research interest include but are not limited to service marketing, digital marketing, international marketing, public sector marketing and management, consumer behaviour, business and management, digital transformation, entrepreneurial intention, widening participation, work based learning and pedagogy in business education.

Expertise related to UN Sustainable Development Goals

In 2015, UN member states agreed to 17 global Sustainable Development Goals (SDGs) to end poverty, protect the planet and ensure prosperity for all. This person’s work contributes towards the following SDG(s):

  • SDG 3 - Good Health and Well-being
  • SDG 4 - Quality Education
  • SDG 8 - Decent Work and Economic Growth
  • SDG 9 - Industry, Innovation, and Infrastructure
  • SDG 12 - Responsible Consumption and Production
  • SDG 16 - Peace, Justice and Strong Institutions
  • SDG 17 - Partnerships for the Goals


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Collaborations and top research areas from the last five years

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