Professor Nektarios Tzempelikos

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Professor of Marketing
Faculty:
Faculty of Business and Law
School:
Management
Location:
Cambridge
Areas of Expertise:
Business, management and leadership , Marketing
Research Supervision:
Yes

Nektarios specialises in business-to-business (B2B) marketing, with particular expertise in key account management, relationship marketing, and customer value. His work explores how businesses can build stronger, long-term relationships with their most important clients and create value.

View Nektarios' ResearchGate profile
View Nektarios' Google Scholar profile

Background

Nektarios is Deputy Director of the Centre for Intelligent Supply Chains at ARU.

His research primarily focuses on key account management, relationship marketing, and customer value in business-to-business (B2B) markets, with an additional interest in relevance-related issues within the tourism and hospitality sectors. He also has an interest in the relevance of marketing research to real-world business practice, and how this can be better understood and enhanced.

He has published extensively in leading journals, including Industrial Marketing Management, International Journal of Hospitality Management, International Journal of Contemporary Hospitality Management, Journal of Business & Industrial Marketing, Journal of Business-to-Business Marketing, Qualitative Market Research, and the Journal of Strategic Marketing. He serves on the editorial boards of several leading journals in B2B marketing and has acted as guest editor for multiple special issues. He is also a member of the Academic Board of the Association for Key Account Management.

Nektarios has secured funding through consultancy and research grants for a range of public and private organisations. He is a Senior Fellow of the Higher Education Academy and has received multiple awards for both research excellence and PhD supervision.

Spoken Languages
  • Greek
  • English
Research interests
  • Business-to-business (B2B) marketing
  • Key account management
  • Sales management
  • Customer value in B2B contexts
  • Relationship marketing in B2B contexts
  • Managerial relevance of marketing research
  • Tourism and hospitality marketing
Areas of research supervision
  • Sales management and key account management
  • Customer value in business-to-business (B2B) marketing
  • Managerial relevance of marketing research
  • Relationship marketing in B2B markets
  • Technology applications in B2B contexts
Teaching

Modules taught at ARU:

Postgraduate level:

  • Principles of Marketing Management (Level 7), (Module Leader)
  • Marketing Planning (Level 7) (Module Leader)  
  • Marketing Research (Level 7) (Module Leader)
  • Principles of Marketing Management (Level 7) (Module Leader)
  • Marketing Design and Innovation (Level 7) (Module Leader)
  • Research Methods for Business and Management (Level 7) 
  • International Marketing and Brand Management (Level 7)
  • Integrated Marketing Communications (Level 7)

Undergraduate level:

  • Principles of Marketing (Level 4) (Module Leader)
  • Marketing Essentials (Level 4)
  • Academic Skills (Level 4)
  • Customer Relationship Marketing (Level 5) (Module Leader)
  • Business-to-Business (B2B) Marketing (Level 5) (Module Leader)
  • International Marketing (Level 6)
  • Undergraduate Major Project (Level 6)
  • Career Management & Employability (Level 6)
Qualifications
  • PhD in Marketing (2005-11), Athens University of Economics and Business, Greece
  • MSc in Marketing and Communication with New Technologies (2003-5), Athens University of Economics and Business, Greece
  • BSc in Marketing and Communication (1999-2003), Athens University of Economics and Business, Greece

Professional qualifications

  • Certified Management & Business Educator (CMBE), Chartered Association of Business Schools, UK (2024)
  • Professional Development Course for External Examiners (Issued 22 March 2024)
  • Senior Leadership Programme – CMI Level 7, In Professional Development (2023)
  • Senior Fellow of the Higher Education Academy (SFHEA), Ref: PR083630 (2015)
  • PG Cert in Learning and Teaching in Higher Education (PGCE), Anglia Ruskin University, UK (2013)
Memberships, editorial boards
Memberships
  • Association for Key Account Management's (AKAM), member of the Academic Advisory Board
  • Industrial Marketing and Purchasing (IMP) Group, member
  • B2B Special Interest Group of the Academy of Marketing, member
  • Industrial Marketing Management, member of the editorial board as of 2015
  • Journal of Business-to-Business Marketing, member of the editorial board as of 2015
  • Journal of Business and Industrial Marketing, member of the editorial board as of 2015
  • The Bottom Line, member of the editorial board as of 2020
Research grants, consultancy, knowledge exchange
  • ARU Innovation and Knowledge Exchange - Innovation Voucher programme. Business Consultancy for Vertical Evolution. Principal Investigator, 2023. Grant value: £5,000.
  • BRONZE Project (Business Resilience Opportunities for a Net-Zero carbon Essex), collaboration with Essex County Council. Academic lead, 2022.
  • Innovation Bridge project – European Regional Development Fund, Business Consultancy for multiple SMEs including: Dermatonics, Honestley, VirtualDesignCloud, Teleostec, Applied Business Computers. Principal Investigator, 2017-2018.
Selected recent publications

Foroudi, P., Melewar, T.C., Tzempelikos, N., Che Ha, N., and Tourky, M. (2025). Integrating Corporate Identity, Social Responsibility, and Reputation: A Triadic Framework for Sustainable Branding. in Hospitality & Tourism. International Journal of Hospitality Management, 130 (September), 104224, https://doi.org/10.1016/j.ijhm.2025.104224.

Nagirikandalage, P., Lakhoua, C., Binsardi, B., Tzempelikos, N., and Kerry, C. (2025). Expert perspectives on factors shaping metaverse adoption for cultural heritage experiences in hospitality industry within an emerging economy. International Journal of Contemporary Hospitality Management, 37 (4), 1332-1349, https://doi.org/10.1108/IJCHM-09-2023-1517.

Lautenschlager, C., Tzempelikos, N., Kooli, K., and Viglia, G. (2024). Cross-cultural determinants of global account management: Findings from B2B services. Industrial Marketing Management, 123 (November), 358-371. https://doi.org/10.1016/j.indmarman.2024.10.009.

Foroudi, P., Turan, C. P., Melewar, TC., Dennis, C., and Tzempelikos. N. (2024). Corporate Identity Management: A Study of Employees’ Perceptions in The Context of Retailing and Hospitality and Tourism. International Journal of Hospitality Management, 122 (September), 103876. https://doi.org/10.1016/j.ijhm.2024.103876.

Gupta, S., Wei, M., Tzempelikos, N. and Shin, M. M. (2024) Women Empowerment: Challenges and Opportunities for Sustainable Development Goals. Qualitative Market Research (2*CABS, Impact Factor: 1.7). https://doi.org/10.1108/QMR-11-2023-0160.

Lautenschlager, C. and Tzempelikos, N. (2024). Towards an integration of corporate foresight in key account management. Industrial Marketing Management, 120 (July), 90-99. https://doi.org/10.1016/j.indmarman.2024.05.009.

Tzempelikos, N. (2022). Some Reflections on the State of Business-to-Business Marketing Research. Journal of Business-to-Business Marketing, 29(2), 119-130. https://doi.org/10.1080/1051712X.2022.2058542.

Kapetanaki, A. B., Tzempelikos, N., and Halliday, S.V. (2021). Building relationships: Is this the answer to effective nutritional policy formulation? Journal of Consumer Affairs, 55(3), 1090-1110. https://doi.org/10.1111/joca.12396.

Lautenschlager, C. and Tzempelikos, N. (2021). Innovation in Key Account Management: Identification of Research Trends and Knowledge Gaps. Journal of Business-to-Business Marketing, 28(2), 149–167. https://doi.org/10.1080/1051712X.2021.1935469.

Kooli, K., Tzempelikos, N., and Hammouda, M. Y. (2021). The influence of B2B firms use of multiple social media platforms on relationship sales performance:  an institutional perspective. Journal of Business-to-Business Marketing, 28(2), 105-123. http://dx.doi.org/10.1080/1051712X.2021.1920697.

Tzempelikos, N., Kooli, K., Stone, M., Aravopoulou, E., Birn, R. and Kosack, E. (2020). Distribution of marketing research material to universities: The case of Archive of Market and Social Research (AMSR). Journal of Business-to-Business Marketing, 27(2), 187-202. https://doi.org/10.1080/1051712X.2020.1748376.

Tzempelikos, N. (2020). Relationship value in business-to-business markets: a replication and extension of Ulaga and Eggert’s (2006) study. Journal of Business & Industrial Marketing, 35(7), 1273-1288. https://doi.org/10.1108/JBIM-07-2019-0320.

Kooli, K., Tzempelikos, N., Foroudi, P., and Mazahreh, S. (2019). What drives B-to-B marketers in emerging countries to use social media sites? Journal of Business-to-Business Marketing, 26(3-4), 245-264. https://doi.org/10.1080/1051712X.2019.1611078.

Pereira, G., Tzempelikos, N., Trento, L., Trento, C., Borchardt, M., and Viegas, C. (2019). Top managers’ role in key account management. Journal of Business & Industrial Marketing, 34(5), 977-993. https://doi.org/10.1108/JBIM-08-2018-0243.

Tzempelikos, N. and Kooli, K. (2018). Moderating effects of environmental uncertainty on behavioural intentions in business markets – a study across theoretical perspectives. Journal of Business & Industrial Marketing, 33(7), 1037-1051. https://doi.org/10.1108/JBIM-12-2017-0308.

Lichtenthal, D., Tzempelikos, N., and Tellefsen, T. (2018). Journal positioning meta-issues as evolving contexts: Organizational marketing at the crossroads. Industrial Marketing Management, 69 (February), 40-52. https://doi.org/10.1016/j.indmarman.2018.01.027.

Tzempelikos, N. (2017). Shifting from bad practices to good practices in research. Journal of Business-to-Business Marketing, 24(1), 75-78. https://doi.org/10.1080/1051712X.2016.1275834.

Tzempelikos, N., and Gounaris, S. (2015). Linking key account management practices to performance outcomes. Industrial Marketing Management, 45(February), 22-34. https://doi.org/10.1016/j.indmarman.2015.02.018.

Tzempelikos, N. (2015). Top management commitment and involvement and their link to key account management effectiveness. Journal of Business & Industrial Marketing, 30(1), 32-44. https://doi.org/10.1108/JBIM-12-2012-0238.

Gounaris, S. and Tzempelikos, N. (2014). Relational Key Account Management: Building Key Account Management Effectiveness through Structural Reformations and Relationship Management Skills. Industrial Marketing Management, 43(7), 1110-1123. https://doi.org/10.1016/j.indmarman.2014.06.001.

Brennan, R., Tzempelikos, N., and Wilson, J. (2014). Improving relevance in B2B research: Analysis and recommendations. Journal of Business & Industrial Marketing, 29(7/8), 601-609. https://doi.org/10.1108/JBIM-09-2013-0201.

Recent presentations and conferences
  • Melewar, TC., Tzempelikos, N., Broderick, A. J., and Saunders, J. (2023). International marketing mix standardisation vs. adaptation debate: literature, review, research propositions and integrative framework. 11th ICCMI 2023, Corfu, Greece, 12-14 July 2023.
  • Fall, A., Kooli, K., and Tzempelikos, N. (2020). Exploring stakeholders’ expectations of firms' online marketing communication about sustainability in the legitimacy discourse. 4th International Conference Marketing, Strategy & Policy (online), 10-11 December.
  • Tzempelikos, N. and Kooli, K. (2017). When does relationship marketing has the greatest impact on the behaviour intentions in business relationships? Assessing the moderating role of environmental uncertainty. 2017 Annual Conference of Emerging Markets Conference Board, Delhi NCR, India, 05-07 January.
  • Tzempelikos, N. (2016). The academic/practitioner gap in business-to-business marketing: A review and future research directions. 2016 IMP Conference, Poznan, Poland, 30 August – 03 September.
  • Tzempelikos, N. (2016). When relationship marketing does has the greatest impact on the behaviour intentions in business relationships? A study of the environmental uncertainty across theoretical perspectives. 2016 Academy of Marketing B2B SIG, Paris, France, 23-24 June.
  • Tzempelikos, N. and Gounaris, S. (2013). Implementing key account management: Key dimensions and outcomes. Industrial Marketing and Sales Management Symposium & Special Issue in Industrial Marketing Management, Helsinki, Finland, November 7, 2013.
  • Tzempelikos, N. and Gounaris, S. (2012). Conceptualization and Empirical Validation of Key Account Management Orientation. 41th European Marketing Academy Conference (EMAC), Lisbon, Portugal, May 22-25.
  • Tzempelikos, N. and Gounaris, S. (2011). Key Account Management Orientation and Company Performance – Does Relationship Quality Matter?. American Marketing Association (AMA) Winter Marketing Educators' Conference, Austin, Texas, USA, February 18-20.
  • Tzempelikos, N. and Gounaris, S. (2010). Antecedents and consequences of key account management orientation – An empirical study. 39th European Marketing Academy Conference (EMAC), Copenhagen, Denmark, June 1-4.
Media experience