Emmanuella Plakoyiannaki

Professor Emmanuella Plakoyiannaki

Professor of International Business
Co-Chair of International Business and International Management SIG (Special Interest Group) in BAM (British Academy of Management)

+44 (0) 113 343 4497
Academic, International Business, Centre for International Business at the University of Leeds (CIBUL)
Room 1.18, 10-12 Cromer Terrace


Post-Doc, University of Strathclyde, UK
PhD, University of Strathclyde, UK
PG Certificate, Research Methods, University of Strathclyde, UK
BA, Economics, Aristotle University of Thessaloniki, Greece


Emmanuella Plakoyiannaki is a Professor of International Business and the Deputy Director of LUBS Graduate School. She also serves as Director of Research and Director of PhD programme for the IB Division at LUBS. She holds a PhD in Marketing from the University of Strathclyde, Glasgow. Her PhD studies were funded by the Greek State Scholarships Foundation (IKY). Immediately after her PhD studies, she received a fellowship award by the Economics and Social Research Council (ESRC), UK in order to pursue post-doctoral research at the University of Strathclyde, Glasgow.

Prior to her position in LUBS, she was an Associate Professor of Marketing at the Aristotle University of Thessaloniki, Greece. Emmanuella is an Honorary Research Fellow at the University of Glasgow and Visiting Professor at Aalto University, School of Business, Finland. She has collaborated extensively with the International Hellenic University and the Greek Open University.


My research interests refer to case study methodology, qualitative research, international business and marketing, consumer behaviour and entrepreneurship. My recent work concentrates on translation, linguistics and equivalence in cross-language contexts. I am also interested in exploring the creative relationships between arts and business phenomena. I have actively combined my research and teaching interests by delivering case study and qualitative research seminars in universities in the UK, Finland, Russia and Greece


IB Dissertation
Professional and Research Skills for International Business
Research Methods for International Business


Contributions to Refereed Journals (Selection)

Stoian, C., Dimitratos, P. and Plakoyiannaki, E. (2018), Knowledge Dimensions of Micromultinational Enterprises: An Interpretive Approach across Managers and Advisers. Journal of World Business, forthcoming.

Stavraki, G and Plakoyiannaki, E. (2018), Aesthetic Experiences, Appropriation Cycles and Interpretive Responses: A Study of Novice and Expert Consumers of Art. European Journal of Marketing, forthcoming.

Fletcher, M., Zhao, Y., Plakoyiannaki, E., and Buck, T. (2018), Three Pathways to Case Selection in International Business: A Twenty–Year Review, Analysis and Synthesis.  International Business Review, 24 (4), 755-766.

Belk, R. W., Caldwell, M., Devinney, T. M., Eckhardt, G. M., Henry, P., Kozinets, R., and Plakoyiannaki, E. (2017), Envisioning Consumers: How Videography can Contribute to Marketing Knowledge. Journal of Marketing Management, online 02/10/2017, pp. 1-28.      

Dimitratos, P., Johnson, J. E., Plakoyiannaki, E., and Young, S. (2016), SME Internationalization: How does the Opportunity-based International Entrepreneurial Culture Matter? International Business Review, 25 (6), 1211-1222.

Leppäaho, T., Plakoyiannaki, E., and Dimitratos, P., (2016), The Case Study in Family Business: An Analysis of Current Research Practices and Recommendations. Family Business Review, 29 (2), 159-173.

Triantos, A., Plakoyiannaki, E., Outra, E., and Petridis, N. (2016), Anthropomorphic Packaging: Is there Life on “Mars”? European Journal of Marketing, 50 (1/2), 260-275.

Chidlow, A., E. Plakoyiannaki, and C. Welch, (2014), Translation in Cross Language International Business Research: Beyond Equivalence. Journal of International Business Studies, 45 (5), 562-582.

Michailova, S., R. Piekkari, E. Plakoyiannaki, T. Ritvala, I. Mihailova, and A. Salmi, (2014), Breaking the Silence about Exiting Fieldwork: A Relational Approach and its Implications for Theorizing. Academy of Management Review, 39 (2), 138-161.

Dimitratos, P., E. Plakoyiannaki, I. C. Thanos, and Y-K Forbrom (2014), The Overlooked Distinction of Multinational Enterprise Subsidiary Learning: its Managerial and Entrepreneurial Learning Modes. International Business Review, 23 (1), 102–114.

Poulis, K., E. Poulis, and E. Plakoyiannaki (2013), The Role of Context in Case Selection: International Business Perspective. International Business Review, 22 (1), 304-314.

Welch, C., E. Plakoyiannaki, R. Piekkari, and E. Paavilainen (2012), Legitimising Diverse Uses for Qualitative Research: A Rhetorical Analysis of two Management Journals. International Journal of Management Reviews, 15 (2), 245-264.

Dimitratos, P., I. Voudouris, E. Plakoyiannaki, and G. Nakos (2011), International Entrepreneurial culture - Toward a Comprehensive Opportunity-based Operationalization of International Entrepreneurship. International Business Review, 21 (4), 708-721.

Welch, C., R. Piekkari, E. Plakoyiannaki, and E. Paavilainen (2011), Theorising from Case Studies: Towards a Pluralistic Future for International Business Research. Journal of International Business Studies, 42 (6), 740-762.

Dimitratos, P., A. Petrou, E. Plakoyiannaki, and J. Johnson (2011), Strategic Decision-Making Processes in Internationalization: Does National Culture of the Focal Firm Matter? Journal of World Business, 46 (2), 194-204.

Dimitratos, P., E. Plakoyiannaki, A. Pitsoulaki, and H. Tuselmann (2010), The Global Small Firm in International Entrepreneurship. International Business Review, 19 (6), 589-606.

Piekkari, R., E. Plakoyiannaki, and C. Welch (2010), Good Case Study Research in Industrial Marketing: Insights from Research Practice. Industrial Marketing Management, 39 (1), 109-117.

Plakoyiannaki, E., and Y. Zotos (2009), Female Role Stereotypes in Print Advertising: Identifying Associations with Magazine and Product Categories. European Journal of Marketing, 43 (11/12), 1411-1434.

Plakoyiannaki, E., N. Tzokas, P. Dimitratos, and M. Saren (2008), How Critical is Employee Orientation for Customer Relationship Management? Insights from a Case Study. Journal of Management Studies, 45 (2), 268-293.

Plakoyiannaki, E., K. Mathioudaki, P. Dimitratos, and Y. Zotos (2008), Images of Women in Online Advertisements of Global Products: Does Sexism Exist? Journal of Business Ethics, 81 (1), 101-112.

Plakoyiannaki, E., and M. Saren (2006), Time and the Customer Relationship Management (CRM) Process: Conceptual & Methodological Insights. Journal of Business and Industrial Marketing, 21 (4/5), 218-230.

Plakoyiannaki, E. (2005), How Do Organisational Members Perceive Customer Relationship Management (CRM)? Evidence from a U.K. Service Firm. Journal of Marketing Management, 21 (3/4), 363-392.

Dimitratos, P., and E. Plakoyiannaki (2003), Theoretical Foundations of an International Entrepreneurial Culture. Journal of International Entrepreneurship, 1 (2), 187-251.

Contributions to Book Chapters

Fletcher, M., and E. Plakoyiannaki (2011), Case Study Selection: Key Issues and Challenges for International Business Researchers, in edited volume by Marschan-Pierkkari, R., and Welch, C., Case Study Research for International Business, Edward Elgar, 171-191.

Fletcher, M., and E. Plakoyiannaki (2010), Sampling in Case Study Research, in Edited Volume by Mills, A. et al., Encyclopedia of Case Study Research, Sage, 837-840.

Plakoyiannaki, E., and I. Deligianni (2009), Growth and Learning Spillovers from International Markets: Empirical Evidence from Greek Firms, in Jones, M., Young, S., Dimitratos, P., and Fletcher, M. (eds.), Internationalization, Entrepreneurship and the Smaller Firm, Edward Elgar, 37-52.

Dimitratos, P., and E. Plakoyiannaki (2009), Theoretical Foundations of an International Entrepreneurial Culture, in McNaughton, R. B., and Bell, J. (eds), Entrepreneurship and Globalization, Sage (reprint of the article in the Journal of International Entrepreneurship: 1(2), 2003).

Plakoyiannaki, E. (2006), Creating Solutions for the Customer: The Customer Relationship Management (CRM) Process & Capabilities, in Saren, M. (ed.), Marketing Graffiti, Butterworth – Heinemann, 171-194.

Dimitratos, P., and E. Plakoyiannaki (2004), International Entrepreneurship and International Entrepreneurial Culture, in Petrakis, P. E. (ed.), Entrepreneurship, University of Athens, 95-105.

Plakoyiannaki, E. (2000), Advertising on the Internet, in Zotos, Y. C. (ed.), Advertising, University Studio Press, 287-320.

Recent Contributions to Peer-Reviewed Conferences

Kampouri, K. and Plakoyiannaki, E., Family Business Internationalisation Research: A Literature Review and the Emerging Entry Node Pattern, International Conference on Contemporary Marketing Issues (ICCMI), Athens, June 2014.

Stavraki, G. and Plakoyiannaki, E., Understanding Consumers’ Modes of Interpersonal Relationships through a Dialogical Perspective, International Conference on Contemporary Marketing Issues (ICCMI), Athens, June 2014.

Plakoyiannaki, E., Chidlow, A., and Welch, C., Do IB Researchers Account for Language Issues: State of the Art and Lessons for the Future, Academy of International Business (AIB) Conference, Istanbul, July 2013.

Ritvala, T. and Plakoyiannaki, E., Critical Realism as a Third Lens to Distance in International Business and International Management Research, Academy of International Business (AIB) Conference, Istanbul, July 2013.

Kontinen, T., Plakoyiannaki, E., and Ojala, A., The Case Study Research in Family Business: A State of the Art Review, Academy of Management Conference (AOM), Florida, August 2013.

Triantos, A., Outra, L., Plakoyiannaki, E. and N. Petridis, Anthropomorphism in Packages of Grocery Brands: An Exploratory Content Analysis, European Marketing Academy Conference (EMAC), Lisbon, May 2012.

Stavraki, G. and Plakoyiannaki, E., “Voices in my Head”: Aesthetic Experiences under Construction-Consumers’ Identity Repertoires from Damien Hirst’s Exhibition, European Marketing Academy Conference (EMAC), Lisbon, May 2012.

Kontinen, T., Plakoyiannaki, E. and Ojala, A., Case Studies in Family Business Research: A Review and Critical Analysis, European Academy of International Business Conference (EIBA), Brighton, December 2012.

Plakoyiannaki, E. and Papastathopoulou, P., Case Study Research in New Service Development: A Review and Critical Assessment, Biennial Conference on Services Marketing, Izmir, September 2011.

Stavraki, G. and Plakoyiannaki, E., From Identifications to Emergent Identities and from Experience Attachment to Self-extension: A case study of Toulouse Lautrec Consumption, International Colloquium on Arts, Heritage, Nonprofit and Social Marketing, Leeds, September 2011.

Stavraki, G. and Plakoyiannaki, E., Appropriating an Artistic Brand Meaning: A Case Study of Consumers’ Responses to Miro’s Exhibition, International Conference on Corporate and Marketing Communications (CMC), Athens, April 2011.

Stavraki, G. and Plakoyiannaki, E., Pathways and Outcomes of Immersion: A case study of Imaginative Responses and Personal Reflections of Joan Miro’s Artwork, European Marketing Academy Conference (EMAC), Ljubljana, May 2011.

Michailova, S., Plakoyiannaki, E., Ritvala, T., Piekkari, R., Jormanainen, I. and Salmi, A. Exiting the field: The Missing Piece in the Puzzle of Fieldwork, European Academy of International Business Conference (EIBA), Porto, December 2010.

Piekkari, R., Welch, C., Plakoyiannaki, E. and Paavilainen, E.,  Case Study Research in International Business: Towards a Critical Approach, Qualitative Research Conference, Vaasa, June 2010.

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