Head of Group
BA, MSc, PhD, FBAM, FCIM, FHEA
Positions of Responsibility
- Professor of Marketing
- Head of the Marketing Group
is Head of the Marketing Group in Aston Business School. He is
Co-Editor of the European Journal of Marketing. As Professor of
Marketing his academic interests are in the domain of strategic
marketing. He is a Fellow of the British Academy of Management, fellow
of the Chartered Institute of Marketing, a fellow of the Higher
Education Academy, and a past member of the AMA Advisory Council for
strategic marketing. He was the founding Editor of the Journal of
His leisure interests are folk music,
classical music, walking, gardening and the theatre. He is a passionate
player of the Northumbrian small pipes (being a student of the piping
virtuoso Adrian Schofield), a traditional folk music instrument from
the north east of England with a long history.
research interests straddle the marketing strategy and strategic
management domains. He has published three books and over eighty
articles in refereed journals, such as the European Journal of
Operational Research, International Journal of Research in Marketing,
Journal of Business Research, Journal of Management Studies, Journal of
Service Research, Omega: the International Journal of Management
Science, and the Strategic Management Journal.
projects have addressed marketing planning processes; competitive
advantage in marketing planning; stakeholder management; market
orientation; and the deployment of slack resources. All these projects
have incorporated several theories and constructs from the marketing
and strategic management literatures, and have been based on empirical
studies. Some of the studies have featured collaboration with
colleagues in Europe, New Zealand, the USA, and the UK.
teaching is in the domain of strategic management and marketing
strategy, which he has taught at the undergraduate, postgraduate and
executive levels. His approach is to be academically challenging, while
ensuring practical relevance. This includes a high level of
participative learning, involving case studies, computer simulations
and other learning tasks. His current marketing strategy modules
incorporate Markstrat, a computer simulation involving student decision
making, in a highly competitive environment, for developing and
sustaining marketing strategies. He is a Member of the Higher Education
Hooley, G.J., Broderick, A.J. and Rudd, J.M. (2004), Strategic Planning
Differences Among Different Multiple Stakeholder Orientation Profiles, Journal of Strategic Marketing, 12,3, 163-182.
Greenley, G.E., Hooley, G.J.and Saunders, J.A. (2004), Management Processes in Marketing Planning, European Journal of Marketing, 38,8, 933-955.
Greenley, G.E., and Combe, I. (2004), The Capability for Strategic Flexibility: a Cognitive Content Framework, forthcoming, European Journal of Marketing, 38, 1456-1480.
Y., Mavondo, F.T., Gabbott, M., Hooley, G.J. and Greenley, G.E. (2004),
Trade-offs in Customer-Employee Focus: Implications on
Boundary-Spanning Capabilities, Journal of Euro-marketing, 14, 1/2, 105-124.
Hooley, G.J.,Greenley, G.E., Cadogan, J.W. and Fahy, J. (2005), The Performance Impact of Marketing Resources, forthcoming, Journal of Business Research, 58, 18-27.
M., Hyvonen, S., Antilla, M., Kajalo, S., Rajala, A., Moller, K.,
Matear, S., Greenley, G.E. and Hooley, G.J. (2005), Exploration and
Exploitation in Innovation Research: Resource Positioning Analysis in
Assessing Firm Profitability, FinanzaMarketing E Produzione, XXIII, 3,
Lings, I., and Greenley, G.E. (2005), Measuring Internal Market Orientation, forthcoming, Journal of Service Research, 7, 3, 290-305.
Hooley, G.J. and Greenley, G.E. (2005), The Resource Underpinnings of Competitive Positions, Journal of Strategic Marketing, 13, 81-104.
G.E., Hooley, G.J. and Rudd, J.M., (2005), Market Orientation in a
Multiple Stakeholder Orientation Context: Implications for Marketing
Capabilities and Assets, Journal of Business Research, 58, 1483-1494
J., Hooley, G.J., Greenley, G.E., and Cadogan, J. (2006), What is a
Marketing Resource?: a Response to Gibbert, Golfetto and Zerbini, Journal of Business Research, 59, 1, 152-154.
A.J., Greenley, G.E., and Mueller, R.D. (2007), The Behaviourial
Homogeneity Evaluation Framework: Using Consumer Involvement in
International Segementation. Journal of International Business Studies, 38, 5, 99-108.
Rudd, J.M., Greenley, G.E., Beatson, A.T. and Lings, I (2008), Strategic Planning and Performance; "Extending the Debate", Journal of Business Research, 61, 2, 99-108.