Dr Eleni Tsougkou

Lecturer

Marketing

Personal statement

Eleni (Lenia) Tsougkou is a Lecturer in Marketing at the Department of Marketing of the University of Strathclyde. 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. Eleni has a wide spectrum of research interests within the area of the firms' international activities and marketing management. Her primary research interest concerns the cross-national examination of the link between firm-wide international marketing activities and firm performance. 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. Her doctoral thesis investigates how export product adaptation affects customer value creation. Her research interests also cover other topics in marketing, including consumer behaviour, and digital marketing. She holds experience both in quantitative and qualitative research methods. Eleni’s work is often presented at prestigious international conferences.

Expertise

Has expertise in:

    - International marketing

    - Exporting, international marketing strategy and entreprenseurship

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

    - Structural Equation Modelling (SEM)

Publications

Achieving export competitive advantage : can global orientation and export product adaptation be reconciled?
Tsougkou Eleni, Cadogan John W, Hodgkinson Ian R, Oliveira João S, Abdul-Talib Asmat Nizam, Story Vicky M, Boso Nathaniel, Despoudi Stella, Lioliou Eleni
2019 AMA Global Marketing SIG Conference (2019)
The empirical link between export entry mode diversity and export performance : a contingency- and institutional-based examination
Oliveira João S, Yazdani Nahid, Cadogan John W, Hodgkinson Ian R, Tsougkou Eleni, Jean Ruey-Jer "Bryan", Story Vicky M, Boso Nathaniel
Journal of Business Research Vol 88, pp. 505-512 (2018)
https://doi.org/10.1016/j.jbusres.2017.12.001
A multi-faceted examination of the export product adaptation customer value creation relationship
Tsougkou Eleni, Cadogan John W, Hodgkinson Ian R, Oliveira João S, Laukannen Tommi, Yazdani Nahid, Story Vicky M, Boso Nathaniel
Global Marketing Conference (2018)
Global orientation and export competitive advantage : a study of Malaysian firms
Tsougkou Eleni, Cadogan John W, Hodgkinson Ian R, Oliveira João S, Abdul-Talib Asmat-Nizam, Story Vicky M, Boso Nathaniel, Despoudi Stella
Global Innovation Knowledge Academy (2018)
The empirical link between export entry mode diversity and export performance : a contingency and institutional based examination
Oliveira João S, Yazdani Nahid, Cadogan John W, Hodgkinson Ian R, Tsougkou Eleni, Jean Ruey-Jer, Story Vicky M, Boso Nathaniel
Global Innovation Knowledge Academy (2017)
Does export product adaptation enable customer value creation? An examination of Finnish exporters
Tsougkou Eleni, Oliveira João S, Cadogan John W, Hodgkinson Ian R, Laukkanen Tommi, Story Vicky M, Yazdani Nahid, Boso Nathaniel
European Marketing Academy Conference (2017)

More publications

Teaching

Eleni is teaching both at the undergraduate and the postgraduate levels. She is the class coordinator for the honours module of International Business Management. She also teaches Strategic Global Marketing for the students of the MSc International Marketing programme and Dissertation Skills for the MSc Marketing students.

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)
- The role of formal and informal institutions in firms’ international activities and performance (e.g. network ties, emerging markets)

Her doctoral thesis has 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
- 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)
and
- 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

Industrial and Corporate Change (Journal)
Peer reviewer
7/2020
International Marketing Review (Journal)
Peer reviewer
6/2020
Global Marketing Conference (Event)
Peer reviewer
2/2020
3rd International "E21" - Entrepreneurship in the 21st Century Symposium
Organiser
2020
49tj Annual European Marketing Academy Conference (Event)
Peer reviewer
1/2020
Regional European Marketing Academy Conference (Event)
Peer reviewer
2020

More professional activities

Projects

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 (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.
01-Jan-2014

More projects