Professor Nikolaos Tzokas

Professor Nikolaos Tzokas

Executive Dean

Faculty of Business


Executive Dean, Faculty of Business


Ph.D. in Management, University of Bath, UK.

MBA, Athens University of Economics and Business, Greece.

BSc Business Administration, Athens University of Economics and Business, Greece.

Roles on external bodies

Council Member of the Chartered Association of Business Schools (CABS).
Chair of the International Committee of the Chartered Association of Business Schools (CABS).
Member of Plymouth Growth Board.
Member of Plymouth Employment and Skills Board.
Member of Devon and Cornwall Business Council Advisory Board (DCBC).
Member of Plymouth Area Business Council (PABC).

Research interests

My research portfolio consists of three clearly identified subject areas, namely new product development, relationship marketing, and sales management. The common denominator, which navigates and focuses this research portfolio, is the development of our understanding on how the competitiveness of contemporary firms can be enhanced by means of joint value creation i.e. knowledge created and used through close collaboration among firms, customers, suppliers and other stakeholders.

Grants & contracts

Horizon 2020; Marie Sklodowska-Curie Actions (MSCA). Blood Biomarker-based Diagnostic Tools for Early Stage Alzheimer’s Disease (BBDiag); European Training Network (ETN). (CI : €3.5 million) (2017-2021)

European Regional Development Fund for Baltic Sea Region (Best Agers project); (PI- £100,000), 2010-2012

Interreg IVB North Sea Programme, VRA, Area Regeneration. Two programmes: Innovation Panel and Business Growth programme; (PI- £150,000), 2009-2012

Project EVOLVE, Secured funding from HEFCE and raised matched funding locally to support Norfolk’s economy during the economic crisis (£500,000 from HEFCE; (PI) £600,000 locally), 2009-2010

ESRC Business Engagement Opportunities Scheme. Low carbon competitive solutions: enabling sustainable behavioural change, (PI-£98,523), 2008-2009

Norfolk Knowledge. Norfolk County Council, (PI-£150,000), 2008-2012

Local Enterprise Growth Initiative (LEGI) Great Yarmouth. Linking employment opportunities to local skills and knowledge (PI-£100,000), 2008-2009

Marketing Forum. The UEA Alumni Fund, (PI-£5,000), 2004-2006

ESRC Relationship Marketing Theory and Practice: Seminar Series, (PI-£15,000) 2003-2005

ICT Skills in Norfolk, Norfolk County Council (PI-£10,000), 2001-2002

The valuation of a customer database: benchmarking current practices. Research Grant from the Institute of Direct Marketing, (CI-£20,500), 2000-2001

National Foundation for Women’s Business Ownership (NFWBO) – Women’s Business Ownership in the UK (CI-£23,000), 2000-2001

Federation of Small Business (FSB) – Barriers to growth (CI-£65,000), 2000-2001

Critical Information and the Quest for Customer relevant NPD processes, EU Fellowship, Marie Curie, Training and Mobility of Researchers Programme, (grant holder), (PI-90,000 ECUs), 1997-1999

Selling and Sales Management Practices of UK firms: The role of the salesperson in the value creation process. Research Grant from the Institute of Professional Sales, CIM branch (CI-£10,500), 1998-1999

The alumni MSc in marketing group at the Department of Marketing, University of Stirling (CI-£ 1,500), 1997-1998

Service deletion (CI-£2,300) from University of Stirling Internal Research Fund, 1997-1998

Realising our Potential Awards (ESRC-ROPA) - Retail Loyalty Schemes: Outcome and Impact (CI-£38,032). The aim of this project was to assess management’s perception of customer loyalty and the role of employees in building customer loyalty, 1996-1998

Project Relator: Relationship Orientation of Salespeople and Antecedents (CI-£4,000) Stirling and Strathclyde, 1996-1997

Tzokas, N, YA Kim, H. Akbar and H Al-Dajani. Absorptive capacity and performance: The role of customer relationship and technological capabilities in high-tech SMEs. Industrial Marketing Management 47 (2015): 134-142.

Kim, Young  Ah, Akbar H, Tzokas, N and Al-Dajani, H, Systems thinking & absorptive capacity in South Korean high-tech SMEs, International Small Business Journal, 32(8) 876-896, (2014).

Akbar, H. and Tzokas N., Charting the Organisational Knowledge Creation Process: An Innovation Process Perspective, Journal of Marketing Management, 29, 1592-1608 (2013).

Akbar, H. and Tzokas N., An exploration of NPD's front-end knowledge-conceptualization process in discontinuous innovations, British Journal of Management, 24 (2), 245-263 (2013).

Pressey, A, Winklhofer, H. and Tzokas, N., Purchasing practices in small- to medium-sized enterprises: An examination of strategic purchasing adoption, supplier evaluation and supplier capabilities, Journal of Purchasing and Supply Management, 15, 214-226 (2009).

Akbar, H., Baruch Y. and Tzokas N., The translation of higher-level knowledge into managerial and creative competencies, International Journal of Learning and Intellectual Capital, 5(2), 223-240, (2008).

Plakoyiannaki, E.,  Tzokas, N.,  Dimitratos, P. and Saren, M., How Critical is Employee Orientation for Customer Relationship Management? Insights from a Case Study”, Journal of Management Studies, 45 (2), 268-293 (2008).

Pressey, A.; Tzokas, N.; Winklhofer, H., Strategic Purchasing and the Evaluation of 'Problem' Key Supply Relationships: What do Key Suppliers Need to Know?, Journal of Business and Industrial Marketing, 22 (5), 282-294 (2007).

Winklhofer, H., Pressey, A. D. and Tzokas, N., A Cultural Perspective of Relationship Orientation: Using Organisational Culture to Support a Supply Relationship Orientation, Journal of Marketing Management, 22(1), 169-194, (2006). Emerald Management Reviews Citation of Excellence

Pressey, A. D., Tzokas, N., and Winklhofer, H., (2005). ‘Strategic Purchasing in small- to medium-sized enterprises: Revisiting the ‘forgotten majority’ Special issue of Finanza Marketing e Produzione, 23(3), 33-40, (2005).

N.Tzokas, E-J Hultink and S.Hart, Navigating the New Product Development Process. Industrial Marketing Management. 33, 619-626. (2004).

Pressey, A. and N.Tzokas, Lighting up the ‘dark side’ of international export/import relationships: Evidence from UK Exporters. Management Decisions. 42 [5/6], 694-708. (2004).

Hart, S., N.Tzokas and M. Banerjee. The effect of experience on the market orientation of customer databases. Journal of Customer Behaviour. 3[1], 101-107. (2004).

Smith, A.; Sparks, L.; Hart, S.; Tzokas, N., Delivering Customer Loyalty Schemes in Retailing: Exploring the Employee Dimension", International Journal of Retail and Distribution Management, Vol.32, No.4, pp. 178-18, (2004).

Tzokas, N. and M.Saren, Competitive Advantage, Knowledge & Relationship Marketing: Where, What & How? Journal of Business and Industrial Marketing, 19 (2), 124 – 135, (2004).

Hart, S., E-J Hultink, N.Tzokas and H.Commandeur, Evaluation Criteria and NPD Gates, Journal of Product Innovation Management, 20(1), 22-36, (2003).

Smith, A., L.Sparks, S.Hart and N.Tzokas, Retail loyalty schemes: results from a consumer diary study, Journal of Retailing and Consumer Services, 10(2), 109-119, (2003).

Bready, M., M.Saren and N.Tzokas, Integrating Information Technology into Marketing Management, Journal of Marketing Management, 18(5-6), 555-576, (2002).

Veloutsou, C., M.Saren and N.Tzokas, Relationship Marketing: What if…?, European Journal of Marketing, 36(4), 433-449 (2002).

Sharma, A. and N.Tzokas, Personal selling and sales management in the internet environment: Lessons Learned, Journal of Marketing Management, 18(3-4), 249-258, (2002).

Mouncey, P., N.Tzokas, S.Hart and R.Roslender, Core Strategic Asset or just a Tactical Tool: How UK Companies View the Value of their Customer Databases, Journal of Interactive Marketing, 4(1), 41-58, (2002).

Plakoyiannaki E., and N.Tzokas, Customer Relationship Management: A Capabilities Portfolio Perspective, Journal of Database Marketing, 9(3), 228-237, (2002).

Tzokas, N., S.Carter and P. Kyriazopoulos, Marketing and Entrepreneurial Orientation in Small Firms, Enterprise and Innovation Management Studies, 2(1), 19-33 (2001).

Tzokas, N., P.Kyziridis and M.Saren, Aligning Sales Management and Relationship Marketing in the Services Sector, Service Industries Journal, 21(1): 195-210, (2001).

Kavali, S., N.Tzokas, and M.Saren, Corporate ethics: an exploration of contemporary Greece, Journal of Business Ethics. Vol. 30, No. 1, pp. 87-105, (2001).

Donaldson, B., N.Tzokas and M.Saren, The Sale Never Closes, The Journal of Selling and Major Account Management, 3(2):31-44 (2001).

Tzokas, N., B.Donaldson and Sade, Abu Bakar, The Customer Service Imperative in Manufacturing, Recherche et Applications en Marketing (RAM), 15(1): 21-38 (2000).

Tzokas, N., and  B.Donaldson, A Research Agenda for Personal Selling and Sales Management in the Context of Relationship Marketing, The Journal of Selling and Major Account Management, 2(2), 13-30 (2000).

Tzokas, N., S.Hart, P.Argouslidis and M.Saren, Export pricing practices in the UK, Industrial Marketing Management, 29(3):191-204 (2000)

Tzokas, N., S.Hart, P.Argouslidis, M.Saren, Strategic Pricing in Export Markets: Empirical Evidence from the UK, International Business Review, 9: 95-117, (2000).

Avlonitis, G., S.Hart and N.Tzokas, A typology of product deletion scenarios, Journal of Product Innovation Management, 17(1): 41-56, (2000)

Hart, S. and N.Tzokas, New product launch ‘mix’ in growth and mature product-markets, Benchmarking: An International Journal, 7(5):389-405 (2000).

Hart, S., N.Tzokas and M.Saren, The Effectiveness of Market Information in Enhancing New Product Success Rates, European Journal of Innovation Management, 2 (1): 20-36, (1999).

Hart, S. and N.Tzokas, The Impact of Marketing Research Activity on SME’s Export Performance: Evidence from the UK, Journal of Small Business Management, 37(2), (1999).

Sharma, A., N.Tzokas, P.Kyziridis and M.Saren, Antecedents of Relationship Marketing in Services Markets, Industrial Marketing Management, 28 (6):610-611, (1999).

Tzokas, N.and M.Saren, Value Transformations in Relationship Marketing, Australia Marketing Journal, 7 (1): 52-61, (1999).

Brady, M., N.Tzokas and M.Saren, The impact of IT on Marketing: an evaluation, Management Decisions, 37(10): 758-766, (1999).

Hart, S., A.Smith, L.Sparks and N.Tzokas, Are Loyalty Schemes a Manifestation of Relationship Marketing, Journal of Marketing Management, 15(6), 541-562, (1999).

Kavali, S., M.Saren and N.Tzokas, Relationship Marketing as an Ethical Approach: Philosophical and Managerial Considerations, Management Decisions, 37(7): 573-581, (1999).

M.Saren and N.Tzokas, Some Dangerous Axioms of Relationship Marketing, Journal of Strategic Marketing, 6 (3): 187-196, (1998).

Saren M. and N.Tzokas, The Pluri-signified Product in Market Relationships, Journal of Marketing Management, 14: 445-464, (1998). (ANBAR Citation of Excellence)

Tzokas, N.and M.Saren, Building Relationship Platforms in Consumer Markets: a Value Chain Approach, Journal of Strategic Marketing, 5 (2): 105-120, (1997).

Tzokas, N., M.Saren and D.Brownlie, Generating Marketing Resources by Means of R&D Activities in High Technology Firms, Industrial Marketing Management, 26: 331-340, (1997).

Tzokas, N. and M.Saren, On Strategy, Typologies and the Adoption of Technological Innovations in Industrial Markets, British Journal of Management, 8: S91-S105, (1997).

Avlonitis, G., A.Kouremenos and N.Tzokas, Assessing the Innovativeness of Organizations and its Antecedents : Project Innovstrat, European Journal of Marketing, 28 (11): 5-26,  (1994).

Tzokas, N. and M.Saren, Innovation Diffusion: The Emerging Role of Suppliers versus the Traditional Dominance of Buyers, Journal of Marketing Management, 8: 69-79, (1992)