Dr Eleni Tsougkou




Personal statement

Eleni (Lenia) Tsougkou is a Lecturer in Marketing and Deputy Director for the five PGT Programmes (September Intake) of the Department of Marketing at the University of Strathclyde (MSc Marketing, MSc International Marketing, MSc Tourism Marketing Management, MSc Digital Marketing Management and MSc Innovation & Marketing Management). She has a wide spectrum of academic background in business, ranging from economics to marketing management. She obtained her PhD in International Marketing from Loughborough University (UK). She also holds a master’s degree in Advertising and Marketing from Leeds University Business School (UK), as well as an undergraduate degree in Economic and Regional Development from Panteion University of Social and Political Sciences (Athens, Greece). During and in between her studies she gained work experience, both in the marketing side of the industry as well as in the agency side, holding mostly account handling responsibilities.


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Area of Expertise

- International marketing

- Exporting, international marketing strategy and entrepreneurship

- (Global) branding

- Marketing management and consumer behavior within digital, online, and interactive marketing settings

- Structural Equation Modelling (SEM)

Prize And Awards

AMS Review - Sheth Foundation 2023 Doctoral Competition for Conceptual Articles (DoCCA)
Fellow of the Higher Education Academy
Best Reviewer Award

More prizes and awards

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Eleni has extensive teaching experience at both undergraduate and postgraduate levels. She currently serves as the class coordinator for the honours module of International Business Management. Additionally, she instructs courses in Strategic Global Marketing. 

In the past, Eleni taught Export Marketing and Dissertation Skills to MSc Marketing students. She was further involved in teaching and assessing various modules, such as Principles of Marketing, Making Marketing Work, Business Environment Analysis, and Global Strategic Management.


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Research Interests

Eleni has a wide spectrum of research interests within the area of the firm’s international activities and marketing management.

Her major research interest concerns international business from a marketing perspective and tackles aspects such as:
- International marketing (e.g. international marketing strategy, export marketing & entry modes, global branding and global brand management, global consumer behaviour)
- International Entrepreneurship (e.g. entrepreneurial orientation, innovativeness, competitive aggressiveness)

Her doctoral thesis focused on investigating how export product adaptation affects customer value creation. She is currently involved in a multi-country project examining “Entrepreneurship in the 21st Century” and specifically tackling issues such as export product adaptation, innovativeness, entry-mode and international CSR.

On the side, Eleni is also interested in aspects of marketing management related to:
- Digital marketing/(online) brand management; Brand activism; Consumer psychology & behaviour (e.g. the role of emotions in marketing settings, consumer engagement, attitudes and intentions)

She holds experience both in:
- Quantitative research (regression analysis & SEM-structural equation modelling)
- Qualitative research (e.g. interviews), preferably as part of a mixed methods approach

Her work is frequently presented in international conferences and she is extremely keen on supervising students on any of the above-mentioned research areas.

Professional Activities

11th International Research Conference in Marketing
Beyond Borders: Plan a Successful International Business Journey
PhD External Examiner at Bournemouth University
European Marketing Academy Conference 2024 (Event)
Peer reviewer
Global Brand Conference 2024 (Event)
Peer reviewer
International Marketing Review (Journal)
Peer reviewer

More professional activities


Marketing for Peace: Investigating why, when, and how brands decide to become activists for peace
Tsougkou, Eleni (Lenia) (Principal Investigator)
01-Jan-2023 - 31-Jan-2025
Digital Brand Personality
Ghorbani, Mijka (Researcher) Tonner, Andrea (Academic) Tsougkou, Eleni (Lenia) (Academic)
Digital 101
Tsougkou, Eleni (Lenia) (Academic) Oliveira, João S. (Principal Investigator) Ifie, Kemefasu (Academic) Sykora, Martin (Academic) Castro, Vitor (Academic) Elayan, Suzanne (Researcher)
Project investigating the role of emotions in social media marketing settings.
01-Jan-2016 - 15-Jan-2021
Entrepreneurship in the 21st Century
Tsougkou, Eleni (Lenia) (Academic) Cadogan, John W. (Principal Investigator) Hodgkinson, Ian R. (Academic) Oliveira, João S. (Academic) Story, Vicky M. (Academic) Boso, Nathaniel (Academic) Lioliou, Eleni (Academic) Laukannen, Tommi (Academic) Asmat-Nizam Abdul-Talib, Asmat-Nizam (Academic) Jean, Ruey-Jer "Bryan" (Academic) Beracs, József (Academic) Nagy, Gabor (Academic) Felzensztein, Christian (Academic) Martínez-López, Francisco J. (Academic) Lisboa, Ana (Academic) Bilgin Wührer, Zeynep (Academic) Thoumrungroje, Amonrat (Academic) Schwens, Christian (Academic) Walheiser, Dennis (Researcher) Ko, Eunju (Academic) Sy-Chango, Joseph (Academic) Schmitt, Julien (Academic) Souchon, Anne (Academic) Despoudi, Stella (Academic) Eibe Sørensen, Hans (Academic) Yazdani, Nahid (Academic) Asikainen, Sanna-Katriina (Academic) Pattana, Boonchoo (Principal Investigator) Olie, Racela (Principal Investigator) Mitręga‬, ‪Maciej (Principal Investigator) Pfajfar, Gregor (Principal Investigator)
This project studies firms’ international business activities (such as their international marketing strategy, their competitive approach, their innovation, their CSR, and so on), their internal characteristics, the external environment and the implications on performance. The project is led by Professor John Cadogan (Loughborough University) and entails a wide international network of academic collaborators. More than 15 countries have currently collected data for this project, which will eventually compare aspects of entrepreneurship across the markets involved.

More projects

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Dr Eleni Tsougkou

Email: eleni.tsougkou@strath.ac.uk
Tel: 548 3093