Stefanos Mouzas (Germany)
PhD in Marketing, 1999
Doing my PhD in Marketing was a fascinating and invaluable experience. The time as doctoral student from June 1993 to January 1999 was not only an outstanding research training from which I acquired analytical tools but also a personal development process where I gained the intellectual and emotional confidence to view any problems as a challenge and chance for renewal and growth. A central element in this process was the excellent supervision by Professor Luis Araujo and Professor Geoff Easton. They gave me constructive support, critical suggestions and invaluable encouragement.
Conducting research in the area of inter-organisational networks, I applied a realist epistemology that deals with different contexts and contingencies. I also used case study as research methodology to enable the investigation of contemporary phenomena, such as complex negotiations between manufacturers and retailers or programmatic initiatives within their real-life context. The ontology of my studies is related to the network approach, thus I see Marketing as exchange processes in a series of multiple episodes where different actors such as companies or individuals interact with each other to create and capture value. See, for example, the following published work:
Mouzas, S., Henneberg, S. C. and Naudé, P. (2007), “Developing Network Insight“, Industrial Marketing Management, (forthcoming).
Mouzas, S. (2006) “Efficiency versus Effectiveness in Business Networks”. Journal of Business Research, Vol. 59:1124-1132
Mouzas, S. and Ford, D. (2006) “Managing Relationships in Showery Weather: The Role of Umbrella Agreements”. Journal of Business Research, Vol. 59: 1248-1256.
Mouzas, S. (2006) “Marketing Action in Networks”. European Journal of Marketing, Vol. 40 (11/12): 1271-1291.
Mouzas, S. and Araujo, L. (2000) “Implementing Programmatic Initiatives in Manufacturer-Retailer Networks”. Industrial Marketing Management. Vol. 29(4): 293-303.
I joined the academic world as Lecturer in Marketing at the University of Bath, School of Management, in September 2002. In September 2006, I returned to Lancaster University Management School as a Senior Lecturer in Marketing. My current research is the area on Negotiation and Deal-making (see Staff Profile)