- Position: Lecturer in Marketing
- Areas of expertise: Marketing Strategies for Innovation Product Development/Product Refinement Marketing of technology Innovation / R&D International Business Firm Strategy Org. learning Theory
- Email: E.Mavroudi@leeds.ac.uk
- Location: G05 Maurice Keyworth Building
Dr Eva Mavroudi worked as a Research Fellow in Innovation at Leeds University Business School. She completed her ESRC-funded PhD in January 2019. Drawing from organizational learning theory and the industry-based view, her research focuses on innovation and new product development. More specifically, it examines how the efforts of organizations to develop new products and technologies or refine existing ones through exploratory and exploitative R&D influences their sales and operational performance. It further identifies firm-specific and environmental contingencies that affect this relationship. Methodologically, her work focuses on multilevel econometric modelling. She has published her work in Research Policy (a four-star FT50 journal) and there are a number of papers under review.
Her work has been presented in major conferences (AMA, AoM, SMS and Druid). She has taught courses in Leeds on strategic management and innovation in business.
- Supervision of MSc
My research interests pertain to Marketing Strategies for Innovation, Product Development/Product Refinement, Marketing of technology, Innovation / R&D, International Business
Firm Strategy and Organizational Learning Theory.
Kafouros, M., Wang, C., Mavroudi, E., Hong, J., & Katsikeas, C. S. (2018). Geographic dispersion and co-location in global R&D portfolios: Consequences for firm performance. Research Policy, 47(7), 1243-1255.Abstract: We examine how the ways in which firms geographically configure their global portfolios of R&D units influence the effectiveness of firms’ own R&D investments and of external technical knowledge in enhancing firmperformance. Our analysis indicates that the strength of these effects depends on the extent to which firms spread their R&D units acrosscountries (geographic dispersion of R&D) and the extent to which firms establish multiple R&D units withineach country (co-locationof R&D). We show that geographic dispersion and co-locationare associated with distinct value creation and value capture mechanisms and in turn lead to different performance outcomes. Although geographic dispersion enhances the effects of a firm’s own R&D on its performance, R&D co-location limits such effects. These relationships are reversed when we consider the effects of external technical knowledge on firm performance. R&D co-location,rather than geographic dispersion, is what renders the exploitation of external knowledge more effective in enhancing firm performance. Our results suggest that future research should shift its focus from the degree of R&D globalization to howa portfolio is globalized and geographically structured.
Academy of Management (AoM) Proceedings, 2018.Exploration, Exploitation and the Value of Specialization Strategies across Industries.
Academy of Management (AoM) Proceedings, 2019. Performance effects of speed of change between specialization strategies
Academy of Management (AoM) Annual Conference, Chicago, US, August 2018. Paper entitled:Exploration, Exploitation and the Value of Specialization Strategies across Industries.
AMA Global Marketing SIG Conference, Santorini, Greece, May 2018. Paper entitled:Exploration, Exploitation and the Value of Specialization Strategies across Industries.
Annual Academia-Industry Exchange (AIIE) Conference, Hong Kong, December 2017. Paper entitled: The Performance Implications of Speed of Change between Specialization Strategies.
Strategic Management Society (SMS) Annual Conference, Huston, US, October 2017. Paper entitled: The Performance Implications of Speed of Change between Specialization Strategies.
Druid, New York, US, June 2017. Paper entitled: Exploration, Exploitation and the Value of Specialization Strategies across Industries.
Invited presentation, Open University of Hong Kong, Hong Kong, December 2016. Paper entitled: Specialization in Knowledge Exploitation or Exploration and Firm Performance.
White Rose DTC Annual Conference, Leeds, UK, 2016. Paper entitled:Balancing Knowledge Exploration and Exploitation: Consequences for Innovation and Firm Performance.
White Rose DTC Annual Conference, Sheffield, UK, 2015. Paper entitled:Specializing in Knowledge Exploitation or Exploration: Consequences for Firm Performance.
- PhD in Business and Economic Studies ( funded by the ESRC)
- MSc in Psychology
- BSc in Health and Social Care
I have taught various aspects of modules that relate to innovation and strategy including marketing strategies.
Research groups and institutes
- Global and Strategic Marketing Research Centre