Academic Research
Our international research team focuses on conducting research on Strategic Business Orientations with a particular focus on the exploration of novel orientations (e.g., market-driving strategy, collaborative market-driving strategy) and their outcomes for companies and markets. Moreover, our research focuses on the role of strategic orientations (e.g., market orientation and entrepreneurial orientation) in times of crisis and their impact on the survival of companies.
Our main research topics are:
- Market orientation
- Market-driving strategy
- Collaborative market-driving strategy
- Marketing performance and its measurement
The results of our research resonate beyond the academic sphere:
- Citations in professional and popular science media
- Interviews and expert commentary in print and online platforms
- Participation in public discussions and conferences
- Collaboration with industry and transfer of knowledge into business practice
Selected titles:
- Mařík, J., Karlíček, M., & Mochtak, M. (2022). “The interplay of marketing performance measurement and market orientation leading to high business performance in manufacturing SMEs”, Journal of Strategic Marketing, pp. 1-15.
- Stathakopoulos, V., Kottikas, G. K., Painesis, G., Theodorakis, G. I., and Kottika, E. (2022) “Why Shape a market? Empirical Evidence on the Prominent Firm-level and Market-level Outcomes of Market-driving Strategy”, Journal of Business Research, Volume 139, February, pp. 1240-1254.
- Spicka, J. (2022) “Cooperation in a minimum-waste innovation ecosystem: a case study of the Czech Hemp Cluster”, International Journal of Emerging Markets, Vol. ahead-of-print No. ahead-of-print.
- Kottika, E., Özsomer, A., Rydén, P., Theodorakis, I., Kaminakis, K., Kottikas, K., and Stathakopoulos, V. (2020) “We Survived This! What Managers Could Learn from SMEs Who Navigated Successfully the Greek Economic Crisis”, Industrial Marketing Management, Volume 88, July, pp. 352-365.
- Stathakopoulos, V., Kottikas, G. K., Theodorakis, G. I. and Kottika, E. (2019) “Market Driving Strategy and Personnel Attributes: Top Management versus Middle Management”, Journal of Business Research, Volume 104, pp. 529-540 (Lead Article).
- Lucarelli, A., Fuschillo, G. and Chytkova, Z. (2020) “How cyber political brands emerge: a socio-material analysis of the Italian Five Star Movement and the Czech Pirate Party”. European Journal of Marketing, Vol. ahead-of-print No. ahead-of-print.
- Špička, J. and Dereník, P. (2021) “How opportunity costs change the view on the viability of farms? Empirical evidence from the EU”. Agricultural Economics, 67 (2), pp. 41-50.
- Hlavsa, T., Spicka, J., Stolbova, M., and Hlouskova, Z. (2020) “Statistical analysis of economic viability of farms operating in Czech areas facing natural constraints”, Agricultural Economics, 66 (5), pp. 193-202.
- Petz, G., Karpowicz, M., Fürschuß, H., Auinger, A., Stříteský, V., & Holzinger, A. (2015). Reprint of: “Computational approaches for mining user’s opinions on the Web 2.0.” Information Processing & Management, 51(4), 510-519.
- Theodorakis, G. I., Vinš, M., Kottika, E., Özsomer, A., Karliček, M., Kottikas, G. K. (2021) “COVID-19 crisis and supply chains: The case of the automotive industry”, 30th International Purchasing and Supply Education and Research Association (IPSERA) Conference, The University of Tennessee, Knoxville, USA (online), March. (leading international peer-reviewed conference).
- Kottikas, G. K., Stathakopoulos, V., Painesis, G., Theodorakis, G. I., Kottika, E. (2020) “Reacting to Market Conditions, or Shaping them Instead? Analyzing the Fundamental Outcomes of Market – Driving Strategy”, 11th European Marketing Academy (EMAC) Regional Conference, Zagreb, Croatia, (online) September 16-19.
- Kottika, E., Stathakopoulos, V., Kaminakis, K., Kottikas, G. K. and Theodorakis, G. I. (2018), “Traits and Skills of Small Entrepreneurs and their Impact on Market Orientation”, 9th European Marketing Academy (EMAC) Regional Conference, Prague, Czech Republic, September 12-14.
- US National Library of Medicine – Elsevier Public Health Emergency Collection (USA)
- Harvard Business Review Türkiye (Turkey)
- Sydney Morning Herald (Australia)
- The Age (Australia)
- Neos Kosmos (Australia)
A collection of videos that presents a part of our work on strategic business orientations.
- Koç University, 2020
- French Foundation for Management Education (FNEGE), 2022
- French Foundation for Management Education (FNEGE), 2020
- French Foundation for Management Education (FNEGE), 2020
Our work is supported by experienced mentors from both academic and professional backgrounds:
- Expert guidance and consultation
- Support in research, publishing, and grant projects
- International background and interdisciplinary expertise
Our research team has the honor to be mentored by two international, leading academics who are experts in strategic business orientations.
Professor Ayşegül Özsomer, (Ph.D. in marketing and logistics from Michigan State University) is Professor of Marketing at Koç University in Turkey and she is one of the world’s foremost thinkers of strategic marketing. Her over 20 years of experience in research, consulting and teaching in the US and Turkey has resulted in several publications in the top marketing journals such as Journal of Marketing, Journal of Marketing Research, International Journal of Research in Marketing, Journal of International Marketing, Industrial Marketing Management and Journal of Business Research among others. Her papers received several awards, such as the American Marketing Association Gerald E. Hills Best Paper Award in 2011 for the 10 year impact made to research on entrepreneurial marketing and market orientation. She is the co-author of the book “The New Emerging Market Multinationals: Four Strategies for Disrupting Markets and Building Brands” published by McGraw-Hill (2012) that has been considered one of Strategy and Business’s Best Business Books of the Year and has received international praise and endorsements from distinguished academics such as the father of modern marketing Professor Philip Kotler.
Professor Vlasis Stathakopoulos (Ph.D. University of Arizona) is Professor of Marketing at the Athens University of Economics and Business (AUEB) in Greece. He has conducted his Ph.D. studies under the supervision of Professor Jaworski who is one of the founders of the market orientation concept. The research and teaching interests of Professor Stathakopoulos include implementation issues in marketing management, marketing strategy and market driving organisations. He has worked as an academic in three countries (United States, Greece and France). He is the author of several papers in leading Journals such as Journal of Marketing, Industrial Marketing Management, Journal of Business Research, Journal of Advertising, Journal of Business Ethics and European Journal of Marketing among others. Being the Director of the Business Communications Lab he has extensive experience in market research projects for the industry (L’Oreal, Monsanto, DELL, HP, Genesis Pharma, to name a few). Moreover, he has participated in several international projects (“Product-Country Image” in 15 countries funded by Carleton University in Canada and “Aerospace Capability Enhancement Survey” funded by Connecticut Space Grant College Consortium and NASA, among others).