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Professor 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 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)
Global branding in a B2B setting : investigating international brand management as driver of export performance
Pyper Keith Lawrie, Gounaris Spiros
2016 Summer AMA Conference Proceedings, (2016)
Internal market orientation, the management of NSD multifunctional teams and implications for NSD project success
Boukis Achilles, Gounaris Spiros
23rd Innovation and Product Development Management Conference, (2016)
Applying a fuzzy set qualitative comparative analysis for conflict resolution during new service development
Boukis Achilles, Chatzipanagioti Kalliopi, Gounaris Spiros, Kostopoulos Giannis
Academy of Marketing Science 44th Annual Conference, (2016)
Sales Management
Gounaris Spiros
The Marketing BookThe Marketing Book, (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 - 01-Oct-2017
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