Spiros Gounaris


  • United Kingdom

1992 …2020
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Personal profile

Personal Statement

I am driven to produce learning experiences and research output that both students and managers alike will find them useful in understanding and advancing the knowledge of how and why Marketing impacts on business performance and long-term sustainability. 

Research Interests

Services Marketing, Innovation, Sales and Key Account Management, International Brand Management, Pricing, Relationship Marketing and B2B

Teaching Interests

Strategic Marketing in an International Context

Customer Management

B2B and Key Account Management

Services Marketing

Fuzzy Set Qualitative Comparative Analysis

Expertise & Capabilities

  • Quantitative data analysis
  • Hierarchical Linear Modeling
  • Fuzzy Set Qualitative Comparative Analysis
  • Strategic Marketing
  • Marketing Management

Education/Academic qualification

Doctor of Philosophy, Athens University of Economics & Business

Master of Social Science, University of Strathclyde

Bachelor of Social Science, Athens University of Economics & Business

External positions

External Examiner, University of East Anglia

2015 → …

External Examiner, University of Kent

2013 → …


  • Services Marketing
  • Key Account Management
  • Marketing Strategy
  • Market Orientation
  • eMarketing
  • Relationship Marketing
  • Internal Marketing
  • Innovation
  • Pricing
  • Brand Management
  • International

Fingerprint Dive into the research topics where Spiros Gounaris is active. These topic labels come from the works of this person. Together they form a unique fingerprint.

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Empirical study Business & Economics
Marketing Business & Economics
New service development Business & Economics

Network Recent external collaboration on country level. Dive into details by clicking on the dots.

Projects 2013 2019

Iberdola MBA

Gounaris, S.

Project: Knowledge Exchange (Training / Short Course)

Research Output 1992 2020

3 Downloads (Pure)
Open Access
Management performance
Brand management
Export performance
Marketing planning
3 Citations (Scopus)

Hospitality servicescape effects on customer-employee interactions: a multilevel study

Kaminakis, K., Karadinou, K., Koritos, C. & Gounaris, S., 30 Jun 2019, In : Tourism Management. 72, p. 130-144 15 p.

Research output: Contribution to journalArticle



Investigating the impact of strategic brand management on export performance in the B2B context

Author: Pyper, K. L., 1 Oct 2017

Supervisor: Gounaris, S. (Supervisor) & Wilson, A. (Supervisor)

Student thesis: Doctoral Thesis

Reputation interrupted : microblog eWOM brand image disruptions in a shareworthy world

Author: Brannon Barhorst, J., 1 Jan 2016

Supervisor: Wilson, A. (Supervisor) & Gounaris, S. (Supervisor)

Student thesis: Doctoral Thesis


OutStanding Doctoral Research Award for 2014

Spiros Gounaris (Recipient), 2015

Prize: Prize (including medals and awards)


Activities 1992 2018

A fresh insight into the management of the services capes

Spiros Gounaris (Speaker)
15 Nov 2018

Activity: Talk or presentation typesInvited talk

The concept of B2B customer experience and its measurement

Spiros Gounaris (Speaker)
9 Oct 2018

Activity: Talk or presentation typesInvited talk