Marketing Research and Strategic Marketing
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.
Main focus:
- Market orientation
- Market-driving strategy
- Collaborative market-driving strategy
- Marketing performance and its measurement
What we offer:
- Marketing research focused on the individual needs of companies and other institutions
Representative of the team
doc. Efthymia Kottika, Ph.D., PGCert HE, FHEA, MSc
Top publications of the team
- 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.
- 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.
- 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.
Selected research projects
- Increasing the intensity of business collaboration in market creation of short supply chains. TAČR 2023 – 2025. TQ01000283
- The aim of the project is to identify the success factors of cooperation between business entities in the Czech agri-food sector towards collaborative market-driving strategy. The project focuses on marketing and social innovations.