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Dr Karolos A Papadas
Associate Professor of Marketing



Dr Karolos A. Papadas is an Associate Professor of Marketing at the School for Business and Society, University of York. In the past, he held academic and visiting positions at the universities of Coventry, Athens, Vienna and Copenhagen Business School. His main research and teaching interests focus on marketing strategy, sustainability/green marketing, international marketing and brand management. His research has appeared in leading journals such as the Journal of Business Research and International Marketing Review. His work has been regularly presented in several academic international conferences across the globe such as the American Marketing Association and the European Marketing Academy. Karolos has been recently awarded a Global Challenges research grant (£224,000). In 2022, he was nominated by his students for a Teaching Excellence Award. He has worked with several organisations including Allianz (European Reliance), Greek Public Power Corporation and APIVITA (PUIG group).

Departmental roles

Programme Leader

Deputy Director of Business and Community Engagement



Karolos’s research focuses on the areas of sustainability marketing, international marketing and branding. Currently, he seeks to answer the question 'How do organisations build competitiveness and resilience through sustainability marketing in times of uncertainty?’ from a variety of theoretical and contextual angles.

He is also acting as Co-Investigator for the African Agri-Food Knowledge Transfer Partnership project led by Professor Jeff Jia (awarded £220,000 from UKRI). Through this research and training, the research team will help an African SME to improve their supply chain and branding strategy to transform their business with a potential impact on the local economy and community. 

Karolos is open to supervise research students in sustainability marketing, international marketing, branding and digital marketing.

Research group(s)

African Agrifood Knowledge Transfer Partnership with Professor Jeff Jia


Selected publications

Selected publications


Journal Articles

Piha L., Papadas, K., & Davvetas, V. (2021). Brand orientation: Conceptual extension, scale development and validation. Journal of Business Research. Vol. 134, pp.203-222

Cook, D., Biscaia, R., Papadas, K., Simkin, L. & Carter, L. (2021). The creation of shared value in the major sport event ecosystem: Understanding the role of sponsors and hosts. European Sport Management Quarterly. (in press)

Makri K., Papadas, K., & Schlegelmilch, B. (2020). Global social networking sites and global identity: A three-country study. Journal of Business Research. Vol. 130, pp. 482-492

Papadas, K., Avlonitis, G.J., Carrigan, M., & Piha, L. (2019) The interplay of strategic and internal green marketing orientation on competitive advantage. Journal of Business Research. Vol. 104, pp. 632-643

Makri, K., Papadas, K., & Schlegelmilch, B. (2019). Global-local identity as drivers of global digital brands usage. International Marketing Review. Vol. 36, pp. 702-725

Papadas, K., Avlonitis, G.J. & Carrigan, M. (2017) Green marketing orientation: Conceptualization, scale development and validation. Journal of Business Research Vol.80, pp.236-246

Papadas, K. & Avlonitis, G.J. (2014). The 4 C's of Environmental Business: Introducing a new conceptual framework. Social Business Vol. 4 (4), pp. 345-360.


Book chapters

Papadas K. (2021). ‘’Green Marketing Strategy’’. In: Leal Filho W., Azul A.M., Brandli L., Lange Salvia A., Wall T. (eds) Industry, Innovation and Infrastructure. Encyclopedia of the UN Sustainable Development Goals. Springer.

Papadas K. (2019). ‘’Scale development methodology: Reflections from a PhD journey in Marketing’’. Sage Research Methods Cases. SAGE.


Conference Papers (five most recent)

Papadas K., Piha, L., Davvetas, V. & Leonidou, C. (2022). Green, competitive and resilient in times of uncertainty. 2022 Winter AMA Conference, Las Vegas, U.S.

Piha, L., Papadas, K. & Davvetas V. (2020). United we brand: Internal brand orientation, interdepartmental conflict and performance implications. Regional European Marketing Academy Conference, Zagreb, Croatia.

Papadas K. & Piha, L. (2020). Green marketing strategy under economic uncertainty: Does it pay off? Academy of Marketing Science Annual Conference, Miami, U.S.

Cook, D., Biscaia, R., Papadas, K. & Simkin L. (2019). Conceptualizing the creation of shared value in the sport ecosystem: The role of sponsors and event hosts. North American Society for Sport Management Conference, San Diego, U.S.

Makri, K., Papadas, K. & Schlegelmilch B. (2019). How global identity impact global digital brands: The case of Indonesia. American Marketing Association Global Marketing SIG, Buenos Aires, Argentina.








Branding Strategies, BSc Marketing


Brand Management, MSc Global Marketing


Other teaching

Karolos’s teaching is research-led, encouraging students to develop a critical and reflective approach. In his lectures, Karolos blends established academic theories and new research outputs with business cases that bridge theory and practice. In his seminars, he focuses on group work using innovative pedagogical methods (eg. blogging, online presentations) that allow students to develop new skills, build a portfolio, and improve their experience.

Karolos teaches Brand Management to MSc Global Marketing students.

Supervision Interests

Marketing Strategy, International Marketing, Brand Management, Sustainability Marketing

External activities

Business engagement

My research addresses real business challenges and provides nuanced insights for marketing managers and C-level executives.

My work experience before joining academia helps me to link research outcomes with managerial actions. In my role as sustainability advisor to the CEO of APIVITA, I contributed to their 5-year Sustainability Business Plan and the design of a holistic green marketing strategy. As the former digital communications manager for a high-profile politician, I developed, planned, implemented and ran a large-scale communications strategy across multiple channels.

I can help businesses deliver the right messages to key audiences and successfully manage digital communication. I have extensive experience in delivering training and consulting to executives through cutting-edge
knowledge in sustainability marketing and digital marketing (National Bank of Greece, Alpha Bank, European Reliance Insurances, APIVITA).

I am also keen to share my expertise on sustainability marketing and digital marketing as a keynote or guest speaker.

I am a firm believer in the synergies between academia and business to address real challenges responsibly. A good example is my most recent research collaboration which has direct implications for businesses (£250,000 grant for a Management Knowledge Transfer Program funded by UK Research & Innovation, with Professor Jeff Jia). Through our research and training we will help an African SME to improve their marketing strategy and transform their business with a potential impact on the local economy and community. I am keen to collaborate with businesses to co-produce projects with similar challenges.

School for Business and Society
University of York
Church Lane Building
York Science Park
York  YO10 5ZF

Tel: +44 (0) 1904 325846
Room: CL/A/117G

Subject Group

People, Operations and Marketing

Feedback & Support hours

Wednesday, 9-10am (please email first for appointment)

Wednesday, 10-11am (please email first for appointment)