M.Sc. in Marketing & Communication | Specialization in International Marketing | Athens University of Economics & Business

Emmanuella Plakoyiannaki

Emmanuella Plakoyiannaki
Personal Page

Contact Information

Office: 10-12 Cromer Terrace, 1.18

Tel: +44 (0) 113 343 4497

 E-mail: This email address is being protected from spambots. You need JavaScript enabled to view it.


Professor in International Business, Director of Research for the International Business Division


BA in Economics, Aristotle University of Thessaloniki, Greece
PhD in Marketing, University of Strathclyde, Glasgow, UK
Post-Doc, University of Strathclyde, Glasgow, UK

Research Interests

Qualitative Research
International Marketing
Arts Marketing

Current Projects

Case study Selection Practices in International Business Research, Leverhulme Trust Grant (with M. Fletcher & T. Buck, University of Glasgow, UK).

Language issues in International Business Research, (with A. Chidlow, Manchester Metropolitan University, UK & C. Welch, University of Sydney, Australia)

Exiting the Fieldwork and its Implications for Theorizing, (with S. Michailova, University of Auckland, New Zealand & R. Piekkari, T. Ritvala, A. Salmi, I. Jormanainen, Aalto School of Economics, Finland). 

Case Study Research in Family Business Research. (with T. Kontinen & A. Ojala University of Jyvaskyla, Finland).

Selected Publications

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

Chidlow A., Plakoyiannaki E. & C. Welch (2014). Translation in Cross Language International Business Research: Beyond Equivalence. Journal of International Business Studies, forthcoming.

Welch C., Plakoyiannaki E., Piekkari R., & 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.

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

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