Professor Gordon Greenley

Gordon Greenley

Head of Group

Marketing Group



Positions of Responsibility

  • Professor of Marketing
  • Head of the Marketing Group

Gordon 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 Strategic Marketing.

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

Gordon's 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.

Specific research 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.


Gordon's 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 Academy.

Recent Publications

  • Greenley, G.E., 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.

  • Tsarenko, 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.

  • Tuominen, 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, 78-86.

  • 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.

  • Greenley, 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

  • Fahy, 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.

  • Broderick, 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.

Employable Graduates; Exploitable Research