Zhonghui Ding
PhD

Zhonghui Ding is an Assistant Professor at the Academic Unit for International Economics and Business at the School of Economics and Business, University of Ljubljana. Her work examines cross-cultural consumer behavior—specifically comparing Eastern and Western markets regarding innovativeness, ethnocentrism, and decision-making—and she has recently expanded her focus to the intersection of language and business. Her current research investigates how linguistic factors shape management practices and business dynamics, as well as the economic integration and experiences of immigrants. Dr. Ding’s career path uniquely positions her to explore these interdisciplinary themes. She began her professional journey in 2012 at the Confucius Institute Ljubljana, where she served as a head teacher and quality control manager. Drawing on her experience living and working between Slovenia and China, she developed extensive expertise in business culture training and consulting. This background allows her to approach research through a "lens of language," analyzing cross-cultural nuances that traditional economic studies might overlook. She has published her work in prominent international journals, including the Journal of Business Research, the Journal of East European Management Studies, and the Economic and Business Review.