Professor Nikolaos Tzokas

Professor Nikolaos Tzokas

Professor of Marketing

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

Key publications are highlighted

Tzokas N, Akbar H & Baruch Y 2017 'Feedback loops as dynamic processes of organizational knowledge creation in the context of the innovations’ front-end' British Journal of Management , DOI PEARL
Chryssochoidis G, Dousios D & Tzokas N 2016 'Small Firm Adaptive Capability, Competitive Strategy, and Performance Outcomes: Competing Mediation vs. Moderation Perspectives' Strategic Change 25, (4) 441-466 , DOI PEARL
Tzokas N, Kim YA, Akbar H & Al-Dajani H 2015 'Absorptive capacity and performance: The role of customer relationship and technological capabilities in high-tech SMEs' Industrial Marketing Management 47, 134-142 , DOI PEARL
Al-Dajani H, Dedoussis E, Watson E & Tzokas N 2014 'Graduate Entrepreneurship Incubation Environments: A Framework of Key Success Factors' Industry and Higher Education 28, (3) 201-213 , DOI
Akbar H & Tzokas N 2013 'Charting the organisational knowledge-creation process: An innovation-process perspective' Journal of Marketing Management 29, (13-14) 1592-1608 , DOI
Kim YA, Akbar H, Tzokas N & Al-Dajani H 2013 'Systems thinking and absorptive capacity in high-tech small and medium-sized enterprises from South Korea' International Small Business Journal 32, (8) 876-896 , DOI
Akbar H & Tzokas N 2012 'An Exploration of New Product Development's Front-end Knowledge Conceptualization Process in Discontinuous Innovations' British Journal of Management 24, (2) 245-263 , DOI
Pressey AD, Winklhofer HM & Tzokas NX 2009 '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, (4) 214-226 , DOI
2009 'Thank You Reviewers!' Group & Organization Management 34, (1) 140-145 , DOI
Akbar H, Baruch Y & Tzokas N 2008 'The translation of higher-level knowledge into different levels of managerial and creative competencies' International Journal of Learning and Intellectual Capital 5, (2) 223-223 , DOI
Plakoyiannaki E, Tzokas N, Dimitratos P & Saren M 2007 'How Critical is Employee Orientation for Customer Relationship Management? Insights from a Case Study' Journal of Management Studies 45, (2) 268-293
Pressey A, Tzokas N & Winklhofer H 2007 'Strategic purchasing and the evaluation of “problem” key supply relationships: what do key suppliers need to know?' Journal of Business & Industrial Marketing 22, (5) 282-294 , DOI
Tzokas N, Hultink EJ & Hart S 2004 'Navigating the new product development process' Industrial Marketing Management 33, (7) 619-626 , DOI
2004 'Lighting up the “dark side” of international export/import relationships: Evidence from UK exporters' Management Decision 42, (5) 694-708 , DOI
Smith A, Sparks L, Hart S & Tzokas N 2004 'Delivering customer loyalty schemes in retailing: exploring the employee dimension' International Journal of Retail & Distribution Management 32, (4) 190-204 , DOI
Tzokas N & Saren M 2004 'Competitive advantage, knowledge and relationship marketing: where, what and how?' Journal of Business & Industrial Marketing 19, (2) 124-135 , DOI
Smith A, Sparks L, Hart S & Tzokas N 2003 'Retail loyalty schemes: results from a consumer diary study' Journal of Retailing and Consumer Services 10, (2) 109-119 , DOI
Hart S, Jan Hultink E, Tzokas N & Commandeur HR 2003 'Industrial Companies' Evaluation Criteria in New Product Development Gates' Journal of Product Innovation Management 20, (1) 22-36 , DOI
Kavali S, Tzokas N & Saren M 2001 'Corporate ethics: An exploration of contemporary Greece' JOURNAL OF BUSINESS ETHICS 30, (1) 87-104 Author Site , DOI
Tzokas N, Saren M & Kyziridis P 2001 'Aligning Sales Management and Relationship Marketing in the Services Sector' The Service Industries Journal 21, (1) 195-210 , DOI
Hart S & Tzokas N 2000 'New product launch “mix” in growth and mature product markets' Benchmarking: An International Journal 7, (5) 389-405 , DOI
Tzokas N, Hart S, Argouslidis P & Saren M 2000 'Industrial Export Pricing Practices in the United Kingdom' Industrial Marketing Management 29, (3) 191-204 , DOI
Tzokas N, Hart S, Argouslidis P & Saren M 2000 'Strategic pricing in export markets: empirical evidence from the UK' 9, (1) 95-117
Avlonitis GJ, Hart SJ & Tzokas NX 2000 'An analysis of product deletion scenarios' JOURNAL OF PRODUCT INNOVATION MANAGEMENT 17, (1) 41-56 Author Site , DOI
Brady M, Saren M & Tzokas N 1999 'The impact of IT on marketing: an evaluation' Management Decision 37, (10) 758-767 , DOI
Sharma A, Tzokas N, Saren M & Kyziridis P 1999 'Antecedents and consequences of relationship marketing - Insights from business service salespeople' INDUSTRIAL MARKETING MANAGEMENT 28, (6) 601-611 Author Site , DOI
Kavali SG, Tzokas NX & Saren MJ 1999 'Relationship marketing as an ethical approach: philosophical and managerial considerations' Management Decision 37, (7) 573-581 , DOI
Hart S, Tzokas N & Saren M 1999 'The effectiveness of market information in enhancing new product success rates' European Journal of Innovation Management 2, (1) 20-35 , DOI
Hart S & Tzokas N 1999 'The impact of marketing research activity on SME export performance: Evidence from the UK' JOURNAL OF SMALL BUSINESS MANAGEMENT 37, (2) 63-75 Author Site
Saren MJ & Tzokas NX 1998 'Some dangerous axioms of relationship marketing' Journal of Strategic Marketing 6, (3) 187-196 , DOI
1997 'On Strategy, Typologies and the Adoption of Technological Innovations in Industrial Markets' British Journal of Management 8, (2 SPEC. ISS.)
Tzokas N, Saren M & Brownlie D 1997 'Generating marketing resources by means of R&D activities in high technology firms' Industrial Marketing Management 26, (4) 331-340 , DOI
Tzokas N & Saren M 1997 'Building relationship platforms in consumer markets: a value chain approach' Journal of Strategic Marketing 5, (2) 105-120 , DOI
Tzokas N & Saren M 1992 'Innovation diffusion: The emerging role of suppliers versus the traditional dominance of buyers' Journal of Marketing Management 8, (1) 69-79 , DOI