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Prof Spiros Gounaris


Personal statement

I am driven to produce learning experiences and research output that both students and managers alike will find them useful in understanding and advancing the knowledge of how and why Marketing impacts on business performance and long-term sustainability. 


Internal market orientation adoption : why and how it is important for new service development
Chryssochoidis George, Gounaris Spiros, Boukis Achilleas
European Marketing Academic Annual Conference: EMAC 2018, (2018)
How does past and present customer experience explain the satisfaction with the supplier? A fuzzy set qualitative comparative approach
Almoraish Ahmed, Gounaris Spiros
European Marketing Academic Annual Conference: EMAC 2018, (2018)
Analysing customer contact sequences of private customers during the pre- purchase phase for automobiles in Germany
Goebel Sebastian, Gounaris Spiros
European Marketing Academic Annual Conference: EMAC 2018, (2018)
Hospitality servicescape effects on customer-employee interactions : a multilevel study
Koritos Christos, Kaminakis Kostas, Karadinou Kalypso, Gounaris Spiros
Tourism Management, (2018)
Internal market orientation determinants of employee brand enactment
Boukis Achilleas, Gounaris Spiros, Lings Ian
Journal of Services Marketing, (2017)
Unfolding the recipes for conflict resolution during the new service development effort
Gounaris Spiros, Chatzipanagiotou Kalliopi, Boukis Achilleas, Perks Helen
Journal of Business Research Vol 69, pp. 4042–4055, (2016)

more publications


Strategic Marketing in an International Context

Customer Management

B2B and Key Account Management

Services Marketing

Fuzzy Set Qualitative Comparative Analysis

Research interests

Services Marketing, Innovation, Sales and Key Account Management, International Brand Management, Pricing, Relationship Marketing and B2B

Professional activities

European Marketing Academy Conference 2018

more professional activities


Employee Family Work Balance and Company Performance: Irreconcilable or Complementary
Karampela, Maria (Co-investigator) Gounaris, Spiros (Principal Investigator) Jafari, Aliakbar (Co-investigator)
Funding application to ESRC
Period 01-Sep-2016 - 31-Aug-2019
Not a pint sized industry anymore: Supporting Scottish small-medium sized breweries reach international markets (Knowledge Exchange Event)
Karampela, Maria (Principal Investigator) Gounaris, Spiros (Academic)
Period 04-May-2016 - 04-May-2016
Scottish ESRC Doctoral Training Centre DTG 2011 | Pyper, Keith Lawrie
Gounaris, Spiros (Principal Investigator) Gounaris, Spiros (Principal Investigator) Doherty, Anne Marie (Co-investigator) Wilson, Alan (Co-investigator) Pyper, Keith Lawrie (Research Co-investigator)
Period 01-Oct-2013 - 11-May-2018
Marketing Works
Gounaris, Spiros (Academic)
Supervision of one Marketing Works team. The team was awarded the first prize for submitted Marketing Plan
Period 11-Feb-2013 - 20-May-2013

more projects