Rob Morgan

Rob holds the Sir Julian Hodge Chair and is a Professor of Marketing & Strategy at Cardiff Business School, Cardiff University, U.K. He is a Strategy Research Foundation Scholar and holds visiting professorships at: VU Universiteit Amsterdam, Baltic Management Institute, and Copenhagen Business School where he also chairs the International Advisory Board. Based in the United Kingdom, he has taught and delivered his research insights throughout Europe and North America and also in South America and Asia. Following a Management BS degree, he joined the international electronics industry in a strategy role later returning to study for a PhD in global market entry strategy. Receiving post-doctoral training at INSEAD and the Rock Center for Entrepreneurship, Harvard Business School, he developed an academic career. His research focuses on firm capabilities, new product development, and technology management from a strategy perspective. He has published widely on these topics with articles appearing in the Strategic Management Journal, Journal of Management Studies, Journal of Service Research, Strategic Entrepreneurship Journal, Journal of the Academy of Marketing Science, Journal of International Marketing, and Journal of Product Innovation Management. Rob has supervised 20 doctoral students to completion, many of whom now hold faculty positions as Full Professors and Deans and in business with Director and Vice-President appointments. His consulting experience has examined performance audit and impact, change management, market responsiveness, and market and competitor analysis for small firms and multinational corporations as well as several large scale consulting assignments for public policy makers and Ministers within several U.K. Government departments and agencies. He serves on the editorial boards of seven international journals. Within University administration, he has been appointed to a series of roles including Associate Dean, Department Chair, Departmental Advisory Board Chair, and University Senate.

Qualifications

• Harvard Business School, PCL
• INSEAD, Visiting Scholar
• Cardiff University, PhD
• Cardiff University, BSc (Econ)

Additional activities

Consultancy

• Thought Leader to BT plc with responsibility for drafting white papers on the changing information communications technology industry.
• Advisor on Export Promotion Policy to the Department of Trade and Industry; H.M. Treasury; Foreign and Commonwealth Office.
• Clients include: The European Commission; Welsh Development Agency; The Environment Agency; BBC; S4C; Siemens; BT plc; Snow and Company (Management Consultants); PWC; Barclays Plc.

Professional Leadership and Memberships

• Chartered Marketer and Fellow of the: Chartered Institute of Marketing; Academy of Marketing Science; Higher Education Academy
• Member of the: American Marketing Association; Strategic Management Society; European Marketing Academy; Academy of Marketing; British Academy of Management; Institute of Directors
• Academic Liaison Board Member of the CMO (Chief Marketing Officer) Council Academy of Marketing Research Committee—Founding Member
• Editorial Advisory Board member of seven international journals
• Current External Examinerships: Lancaster School of Management and Warwick Business School
• Visiting Professor of Strategic Marketing at ALBA Graduate Business School (Athens Laboratory of Business Administration)

Publication

2019

• Morgan, R. E., Miocevic, D. and Herhausen, D. 2019. Capability-driven industrial firms: Considering resources, capabilities, and competencies for marketing developments. Industrial Marketing Management 83, pp. 1-7. (10.1016/j.indmarman.2019.08.007)
• Appio, F. P.et al. 2019. Patent portfolio diversity and firm profitability: a question of specialization or diversification?. Journal of Business Research 101, pp. 255-267. (10.1016/j.jbusres.2019.04.020)

2018

• Kranzbühler, A.et al. 2018. The multilevel nature of customer experience research: An integrative review and research agenda. International Journal of Management Reviews 20(2), pp. 433-456. (10.1111/ijmr.12140)
• Miocevic, D. and Morgan, R. E. 2018. Operational capabilities and entrepreneurial opportunities in emerging market firms: explaining exporting SME growth. International Marketing Review 35(2) (10.1108/IMR-12-2015-0270)
• Toon, M., Robson, M. and Morgan, R. 2018. Mapping managerial exchange and alliance performance: The contingent effects of firm size and managerial tenure. Presented at: IMM Summit 2018, 2018. pp. -.

2017

• Herhausen, D.et al. 2017. When does customer-oriented leadership pay off? an investigation of frontstage and backstage service teams. Journal of Service Research 20(4), pp. 409-425. (10.1177/1094670517714059)

2016

• Powell, T.et al. 2016. Mapping knowledge and innovation research themes: using bibliometrics for classification, evolution, proliferation and determinism. International Journal of Entrepreneurship and Innovation Management 20(3/4), pp. 174-199. (10.1504/IJEIM.2016.077960)
• Toon, M.et al. 2016. Processes and integration in the interaction of purchasing and marketing: considering synergy and symbiosis. Industrial Marketing Management 52, pp. 74-81. (10.1016/j.indmarman.2015.07.014)

2015

• Katsikea, E., Theodosiou, M. and Morgan, R. E. 2015. Why people quit: Explaining employee turnover intentions among export sales managers. International Business Review 24(3), pp. 367-379. (10.1016/j.ibusrev.2014.08.009)
• Chuang, F., Morgan, R. E. and Robson, M. J. 2015. Customer and competitor insights, new product development competence, and new product creativity: differential, integrative, and substitution effects. Journal of Product Innovation Management 32(2), pp. 175-182. (10.1111/jpim.12174)

2014

• Toon, M., Morgan, R. E. and Robson, M. J. 2014. Building the exchange process: The antecedents of operational exchange in collaborative business to business relationships. Presented at: International Colloquium on Relationship Marketing, Newcastle, UK, 8-10 September 2014.
• Hughes, M.et al. 2014. Social capital and learning advantages: a problem of absorptive capacity. Strategic Entrepreneurship Journal 8(3), pp. 214-233. (10.1002/sej.1162)

2013

• Toon, M., Morgan, R. E. and Robson, M. J. 2013. Operational exchange in collaborative business to business alliances: antecedents and the impact of firm size. Presented at: EMAC 2013, Istanbul, Turkey, 4-7 June 2013.

2012

• Chuang, F., Morgan, R. E. and Robson, M. J. 2012. Clan culture, strategic orientation and new product performance in Chinese marketing ventures: an exploration of main and moderating effects. Journal of Strategic Marketing 20(3), pp. 267-286. (10.1080/0965254X.2011.643914)
• Toon, M., Robson, M. J. and Morgan, R. E. 2012. A value-in-process analysis of relationship interactions in non-equity alliances. Industrial Marketing Management 41(1), pp. 186-196. (10.1016/j.indmarman.2011.11.016)
• Lindgreen, A.et al. 2012. Value in business and industrial marketing: past, present, and future. Industrial Marketing Management 41(1), pp. 207-214. (10.1016/j.indmarman.2011.11.025)
• Kouropalatis, Y., Hughes, P. and Morgan, R. E. 2012. Pursuing ‘Flexible Commitment’ as strategic ambidexterity: an empirical justification in high technology firms. European Journal of Marketing 46(10), pp. 1389-1417. (10.1108/03090561211248099)

2011

• Volberda, H.et al. 2011. Strategic management: competitive and globalisation: concepts only. Andover: Cengage Learning.
• Morgan, R. E., Thorpe, E. R. and McGuinness, T. 2011. The contribution of marketing to business strategy formation: A perspective on business performance gains. Journal of Strategic Marketing 8(4), pp. 341-362. (10.1080/09652540010003672)
• Hughes, M.et al. 2011. Network behaviours, social capital, and organisational learning in high-growth entrepreneurial firms. International Journal of Entrepreneurship and Small Business 12(3), pp. 257-272. (10.1504/IJESB.2011.039006)
• Toon, M., Morgan, R. E. and Robson, M. 2011. Alliance governance in marketing channels: substitutes and multidimensional forms. Presented at: Marketing Theory Challenges in Emerging Societies : Conference Proceedings, Iaşi, Romania, 21-23 September 2011 Presented at Munteanu, C. ed.Proceedings of 2nd European Marketing Academy (EMAC) Regional Conference, Iasi, Romania, 21-23 September 2011. Iasi: Alexandru Ioan Cuza University of Iasi pp. 247-253.
• Volberda, H. W.et al. 2011. Strategic Management: Competitiveness and Globalization (Concepts & Cases). Andover: Cengage Learning.

2010

• Morgan, R. E. 2010. Marketing strategy implementation. In: Sheth, J. and Malhotra, N. eds. Wiley International Encyclopedia of Marketing., Vol. 6. Chichester: Wiley, pp. 163-166.
• Hughes, P., Hughes, M. and Morgan, R. E. 2010. Why do product-market strategies fail? A sociostructural examination under conditions of adherence. Group & Organization Management 35(5), pp. 606-635. (10.1177/1059601110383408)
• Hughes, P.et al. 2010. Antecedents and consequences of product-market planning capability. Presented at: Strategic Management Society 30th Annual International Conference, Rome, Italy, 12-15 September 2010.
• Hodgkinson, I.et al. 2010. The role of absorptive capacity in the market orientation- customer performance relationship for public service provision. Presented at: 39th European Marketing Academy (EMAC) Annual Conference 2010, Copenhagen, Denmark, 1-4 June 2010.
• Toon, M., Robson, M. and Morgan, R. 2010. Non-trust in non-equity relationships: A non-transaction costs approach. Presented at: International Colloquium on Relationship Marketing 2010, Henley-on-Thames, UK, 27-29 September 2010. pp. 31-32.
• Rosier, E. R., Morgan, R. E. and Cadogan, J. 2010. Marketing strategy and the efficacy of procedural justice: the mid-level marketing manager in industrial service firms. Industrial Marketing Management 39(3), pp. 450-459. (10.1016/j.indmarman.2008.10.002)
• Hughes, M.et al. 2010. Realizing product-market advantage in high-technology international new ventures: the mediating role of ambidextrous innovation. Journal of International Marketing 18(4), pp. 1-21. (10.1509/jimk.18.4.1)

2009

• Vorhies, D. W., Morgan, R. E. and Autry, C. W. 2009. Product-market strategy and the marketing capabilities of the firm: impact on market effectiveness and cash flow performance. Strategic Management Journal 30(12), pp. 1310-1334. (10.1002/smj.798)
• Lozano, S., Morgan, R. E. and Robson, M. 2009. International new ventures: A conceptual review of new internationalization patterns. Presented at: 2009 American Marketing Association (AMA) Summer Marketing Educators' Conference, Chicago, USA, 7-10 August 2009.
• Chuang, F., Morgan, R. E. and Robson, M. 2009. Developing successful new products in Chinese high-tech firms: The effects of business climate and strategic orientation. Presented at: 38th European Marketing Academy (EMAC) Annual Conference 2009, Nantes, France, 26-29 May 2009.
• Uslay, C., Morgan, R. E. and Sheth, J. N. 2009. Peter Drucker on marketing: an exploration of five tenets. Journal of the Academy of Marketing Science 37(1), pp. 47-60. (10.1007/s11747-008-0099-8)
• Lambe, C. J.et al. 2009. Alliance-based new product development success: The role of formalization in exploration and exploitation contexts. Journal of Business-to-Business Marketing 16(3), pp. 242-275. (10.1080/10517120802484593)
• Herrmann, A.et al. 2009. Consumer decision making and variety of offerings: the effect of attribute alignability. Psychology and Marketing 26(4), pp. 333-358. (10.1002/mar.20276)
• Morgan, R. E. and Kouropalatis, Y. 2009. The polydestrous effects of peripheral vision capability, proactive and responsive market orientation on new product program and financial performance. In: Reynolds, K. and White, C. eds. Proceedings of 2009 American marketing Assocation (AMA) Winter Educator's Conference, Tampa, USA, 20-23 February 2009., Vol. 20. American Marketing Association (AMA)

2008

• Morgan, R. E. and Berthon, P. 2008. Market orientation, generative learning, innovation strategy and business performance inter-relationships in bioscience firms. Journal of Management Studies 45(8), pp. 1329-1353. (10.1111/j.1467-6486.2008.00778.x)
• Morgan, R. E.et al. 2008. Knowledge application and knowledge generation in high technology strategic alliances: performance implications and the moderating effects of relational conditions. Presented at: Strategic Management Society 28th Annual International Conference, Cologne, Germany, 12-15 October 2008.
• Hughes, M.et al. 2008. The interactive effect of social capital and embeddedness on learning from network relationships. Presented at: Strategic Management Society 28th Annual International Conference, Cologne, Germany, 12-15 October 2008.
• Toon, M.et al. 2008. Assessment of inter-organisational governance types: multidimensionality and repeated ties. Presented at: British Academy of Management Conference (BAM) 2008, Harrogate, UK, 9-11 September 2008.
• Chuang, F.et al. 2008. The contingent value of stage-gate capabilities for new product performance in Chinese new technology ventures. Presented at: Academy of Marketing Conference 2008, Aberdeen, UK, 8-10 July 2008.
• Toon, M.et al. 2008. Assessment of interorganisational governance types: multidimensionality and repeated ties. Presented at: British Academy of Management 2008, Harrogate, UK, September 2008. pp. 31-32.
• Hughes, P. and Morgan, R. E. 2008. Fitting strategic resources with product-market strategy: Performance implications. Journal of Business Research 61(4), pp. 323-331. (10.1016/j.jbusres.2007.06.023)
• Morgan, R. E. and Page, K. L. 2008. Managing business transformation to deliver strategic agility. Strategic Change 17(5-6), pp. 155-168. (10.1002/jsc.823)
• Hughes, P., Morgan, R. E. and Kouropalatis, Y. 2008. Market knowledge diffusion and business performance. European Journal of Marketing 42(11/12), pp. 1372-1395. (10.1108/03090560810903718)
• Morgan, R. E. and Katsikeas, C. S. 2008. Export stimuli: export intention compared with export activity. In: Paliwoda, S. J. and Ryans, J. K. eds. International marketing: modern and classic papers., Vol. 1. The International library of critical writings on business and management series Edward Elgar Publishing Ltd

2007

• Hughes, M., Hughes, P. and Morgan, R. E. 2007. Exploitative Learning and Entrepreneurial Orientation Alignment in Emerging Young Firms: Implications for Market and Response Performance. British Journal of Management 18(4), pp. 359-375. (10.1111/j.1467-8551.2007.00519.x)
• Zarkos, S., Morgan, R. E. and Kouropalatis, Y. 2007. Real options and real strategies. Strategic Change 16(7), pp. 315-325. (10.1002/jsc.802)
• Kouropalatis, Y. and Morgan, R. E. 2007. Peripheral vision: A conceptual model and propositional inventory. Presented at: British Academy of Management Conference, Warwick, UK, 11-13 Sep 2007.
• Hughes, M. and Morgan, R. E. 2007. Deconstructing the relationship between entrepreneurial orientation and business performance at the embryonic stage of firm growth. Industrial Marketing Management 36(5), pp. 651-661. (10.1016/j.indmarman.2006.04.003)
• Hughes, M.et al. 2007. Networking behaviours, social capital and organisational learning in high-growth entrepreneurial firms. Presented at: Academy of Marketing Science XIII World Marketing Congress: Marketing Theory and Practice in an Inter-functional World, Verona, Italy, 11-14 Jul 2007.
• Katsikea, E., Theodosiou, M. and Morgan, R. E. 2007. Managerial, organizational, and external drivers of sales effectiveness in export market ventures. Journal of the Academy of Marketing Science 35(2), pp. 270-293. (10.1007/s11747-007-0041-5)
• Hughes, P. and Morgan, R. E. 2007. A resource-advantage perspective of product-market strategy performance & strategic capital in high technology firms. Industrial Marketing Management 36(4), pp. 503-517. (10.1016/j.indmarman.2006.01.003)
• Rosier, E. R. and Morgan, R. E. 2007. A role theoretic view of product-market strategy execution: an investigation of mid-level marketing managers. Journal of Strategic Marketing 15(2), pp. 223-236. (10.1080/09652540701320985)
• Hughes, M., Ireland, R. D. and Morgan, R. E. 2007. Stimulating Dynamic Value: Social Capital and Business Incubation as a Pathway to Competitive Success. Long Range Planning 40(2), pp. 154-177. (10.1016/j.lrp.2007.03.008)
• Toon, M.et al. 2007. Formal governance in co-marketing alliances: conceptualization and assessment of factor model. Presented at: British Academy of Management Conference 2007, Warwick, UK, 10-13 September 2007. pp. 31-32.
• Rosier, E. R. and Morgan, R. E. 2007. In pursuit of the "ideal approach" to successful marketing strategy implementation. European Journal of Marketing 41(5/6), pp. 659-677. (10.1108/03090560710737679)
• Hughes, P.et al. 2007. Beyond market orientation as a cybernetic system: A market knowledge diffusion perspective. Presented at: 2007 American Marketing Association (AMA) Winter Educators’ Conference, San Diego, CA, USA, 16-19 February 2007 Presented at Dixon, A. and Machleit, K. eds.2007 AMA Winter Educators' Conference: Marketing Theory and Applications, San Diego, CA, USA, 16-19 February 2007. Chicago, IL, USA: American Marketing Association pp. 337-338.
• Morgan, R. E.et al. 2007. Delivering financial performance in international strategic alliances: A knowledge-based perspective. Presented at: 2007 American Marketing Association (AMA) Winter Educators’ Conference, San Diego, CA, USA, 16-19 February 2007 Presented at Dixon, A. and Machleit, K. A. eds.2007 AMA Winter Educators' Conference: Marketing Theory and Applications, San Diego, CA, USA, 16-19 February 2007, Vol. 18. Chicago, IL, USA: American Marketing Association pp. 200-200.
• Toon, M.et al. 2007. Formal governance in co-marketing alliances: conceptualization and assessment of factor structure. Presented at: British Academy of Management Conference 2007, Warwick, UK, 10-13 September 2007.

2006

• Hughes, M., Hughes, P. and Morgan, R. E. 2006. Time-based competitive performance and entrepreneurial orientation. Presented at: Strategy And Governance in a World of Institutional Change -Strategic Management Society 26th Annual International Conference, Vienna, Austria, 29 October - 1 November 2006.
• Cadogan, J. W.et al. 2006. Factors facilitating and impeding the development of export market-oriented behavior: A study of Hong Kong manufacturing exporters. Industrial Marketing Management 35(5), pp. 634-647. (10.1016/j.indmarman.2005.06.014)
• Rosier, E. R.et al. 2006. Fostering an innovative organizational culture: implications for product-market strategy effectiveness. Presented at: 35th European Marketing Academy (EMAC) Conference, Athens, Greece, 23-26 May 2006.

2005

• Katsikea, E.et al. 2005. Export Market Expansion Strategies of Direct-Selling Small and Medium-Sized Firms: Implications for Export Sales Management Activities. Journal of International Marketing 13(2), pp. 57-92. (10.1509/jimk.13.2.57.64856)
• Morgan, R. E. and Chimhanzi, J. 2005. Explanations from the marketing/human resources dyad for marketing strategy implementation effectiveness in service firms. Journal of Business Research 58(6), pp. 787-796. (10.1016/j.jbusres.2003.11.003)
• Hughes, H.et al. 2005. The influence of organizational characteristics and entrepreneurial intensity on incremental and radical innovation. Presented at: 12th International Product Development Management Conference, Copenhagen, Denmark, 12-14 June 2005.
• Rosier, E. R., Morgan, R. E. and Barton, L. 2005. Marketing managers' locus of control and role performance: Implications for product market strategy execution. Presented at: 2005 EMAC Annual Conference, Milan, Italy, 24-27 May 2005.
• Hughes, P., Morgan, R. E. and Hughes, M. 2005. Resources, strategy type and business performance: an assessment of strategic fit. Presented at: 34th EMAC conference, Milan, Italy, 24 - 27 May 2005.
• McGuinness, T. and Morgan, R. E. 2005. The effect of market and learning orientation on strategy dynamics: The contributing effect of organisational change capability. European Journal of Marketing 39(11/12), pp. 1306-1326. (10.1108/03090560510623271)
• Katsikea, E. S.et al. 2005. Export Market Expansion Strategies of Direct-Selling Small and Medium-Sized Firms: Implications for Export Sales Management Activities. Journal of International Marketing 13(2), pp. 57-92. (10.1509/jimk.13.2.57.64856)

2004

• Thorpe, E. R.et al. 2004. Fair process and managerial involvement in implementing strategy. Presented at: Strategic Management Society Annual Conference, San Juan, Puerto Rico, 31 Oct - 3 Nov 2004.
• Thorpe, E., Morgan, R. E. and Cadogan, J. W. 2004. Procedural justice and marketing strategy implementation effectiveness. Presented at: 33rd EMAC Conference, Murcia, Spain, 18 - 21 May 2004.
• Morgan, R. E. and Kutwaroo, G. 2004. The paradox between marketing knowledge transfer and strategic alliance success. Presented at: American Marketing Association (Winter) Educators' Conference, Scottsdale, AZ, USA, 6-9 February 2004.
• Morgan, R. E. 2004. Agile Business Relationships and Technology. Journal of General Management 29(4), pp. 77-92.
• Morgan, R. E. 2004. Business agility and internal marketing. European Business Review 16(5), pp. 464-472. (10.1108/09555340410699811)
• Morgan, R. E. 2004. Market-Based Organisational Learning - Theoretical Reflections and Conceptual Insights. Journal of Marketing Management 20(1-2), pp. 67-103. (10.1362/026725704773041131)
• Morgan, R. E. 2004. Teleworking: an assessment of the benefits and challenges. European Business Review 16(4), pp. 344-357. (10.1108/09555340410699613)

2003

• Morgan, R. E. and Turnell, C. R. 2003. Market-based Organizational Learning and Market Performance Gains. British Journal of Management 14(3), pp. 255-274. (10.1111/1467-8551.00378)
• Katsikea, E. and Morgan, R. E. 2003. Exploring export sales management practices in small- and medium-sized firms. Industrial Marketing Management 32(6), pp. 467-480. (10.1016/S0019-8501(02)00249-3)
• McGuinnes, T. and Morgan, R. E. 2003. Organisational change capability: The theoretical construct and its operational measurement. Presented at: Academy of Marketing Science Conference, Washington, DC, USA, 28-31 May 2003.
• Morgan, R.et al. 2003. The why of buying Nike: Findings of a causal analytic study. Presented at: Academy of Marketing Science Conference: Creating and Delivering Value in Marketing: Worldwide Perspectives on a Value-Centric Orientation, Washington, DC, USA, 28-31 May 2003.
• Morgan, R. E. and Strong, C. A. 2003. Business performance and dimensions of strategic orientation. Journal of Business Research 56(3), pp. 163-176. (10.1016/S0148-2963(01)00218-1)
• Berthon, P., Morgan, R. E. and Krepapa, A. 2003. The effects of market orientation and organisational learning on innovation and business performance. Presented at: AMA (Winter) Educators' Conference, Orlando, FL, USA, 14-17 Feb 2003.
• Morgan, R. E. 2003. Information technology: second-class citizen or strategy partner. Journal of Business Strategy 24(6), pp. 38-45. (10.1108/02756660310698849)
• Rudd, J. M. and Morgan, R. E. 2003. Editorial - Marketing Strategy: a history of the next decade [Editorial]. Journal of Strategic Marketing 11(3), pp. 161-164. (10.1080/0965254032000133430)
• Morgan, R. E. 2003. Outsourcing: towards the 'shamrock organization'. Journal of General Management 29(2), pp. 35-52.
• Morgan, R. E., Strong, C. A. and McGuinness, T. 2003. Product-market positioning and prospector strategy: An analysis of strategic patterns from the resource-based perspective. European Journal of Marketing 37(10), pp. 1409-1439. (10.1108/03090560310487176)

2002

• Oxtoby, B., McGuiness, T. and Morgan, R. E. 2002. Developing Organisational Change Capability. European Management Journal 20(3), pp. 310-320. (10.1016/S0263-2373(02)00047-6)
• Deng, S., Morgan, R. E. and Katsikeas, C. 2002. Barriers to export performance of small and medium-sized exporters: Empirical evidence in a Canadian context. Presented at: Multicultural Marketing Conference of the Academy of Marketing Science, Valencia, Spain, 26-29 June 2002.
• McGuinnes, T., Morgan, R. E. and Oxtoby, B. 2002. Organisational change capability: The theoretical construct and its operational measurement. Presented at: Organisational Knowledge, Learning and Capabilities Conference, Athens, Greece, 5-6 April 2002.
• Morgan, R. E. and Hunt, S. D. 2002. Determining marketing strategy: A cybernetic systems approach to scenario planning. European Journal of Marketing 36(4), pp. 450-478. (10.1108/03090560210417264)
• Chimhanzi, J. and Morgan, R. E. 2002. Explanations from the marketing/HR dyad for market competitiveness: A perspective on marketing strategy implementation effectiveness and market performance in service firms. Presented at: AMA (Winter) Educators' Conference, Austin, TX, USA, Feb 22-25 2002AMA Winter Educators Conference. American Marketing Association pp. 66-67.

2001

• McNaughton, R. B.et al. 2001. Market orientation and firm value. Presented at: AM2001: Academy of Marketing Conference, Cardiff University, Cardiff, UK, 2-4 Jul 2001.
• Rosier, E. R. and Morgan, R. E. 2001. Mid-level managers and marketing strategy implementation: Mechanisms, processes and properties of procedural justice. Presented at: AM2001: Academy of Marketing Conference, Cardiff University, Cardiff, UK, 2-4 Jul 2001.
• Oxtoby, B.et al. 2001. Total quality leadership: Employing organisational learning as a conduit. International Journal of Management 18(2), pp. 245-251.
• Morgan, R. E. and Ambler, T. 2001. Strategic orientation and export development: A resource-based perspective. Presented at: 30th European Marketing Academy Conference:Rethinking European Marketing, Bergen, Norway, 8-11 May 2001.
• Morgan, R. E. and Walters, P. 2001. Global marketing research: Emerging themes and future directions. Presented at: AMA (Winter) Educators' Conference, Scottsdale, AZ, USA, Feb 16-19 2001.
• Rosier, E. R. and Morgan, R. E. 2001. Foreign direct investment in transition economies: the case of the Coca-Cola company in Russia. In: Liu, H. ed. Foreign Direct Investment and Strategic Alliances in Europe. International Business Press, pp. 27-48.
• Morgan, R. E. and Rosier, E. R. 2001. Foreign direct investment in transition economies: The case of Coca-Cola in Russia. Journal of Euromarketing 10(1), pp. 27-48. (10.1300/J037v10n01_03)
• Huber, F., Herrmann, A. and Morgan, R. E. 2001. Gaining competitive advantage through customer value oriented management. Journal of Consumer Marketing 18(1), pp. 41-53. (10.1108/07363760110365796)
• McNaughton, R. B.et al. 2001. Market Orientation and Firm Value. Journal of Marketing Management 17(5-6), pp. 521-542. (10.1362/026725701323366917)
• Katsikea, E. and Morgan, R. E. 2001. Export sales management and export development: Export sales control, organisation design, managerial characteristics and behavioural attributes. Presented at: Third Biennial Academy of Marketing/American Marketing Association Conference, Cardiff, UK, 1 July 2001.