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Dr Karolos Papadas
Lecturer in Marketing and Programme Leader for MSc Global Marketing



Dr. Karolos Papadas is a Lecturer in Marketing and Programme Leader for MSc Global Marketing at The York Management School.

His research interests lie in the areas of sustainability/green marketing, international marketing and branding, and his work has been published in journals such as the Journal of Business Research and International Marketing Review. His Ph.D. methodology on scale development has been recently featured as a case study in the "Research Methods Cases" of SAGE Publications. Karolos has also presented over 20 papers to date in leading, international marketing conferences such as the European Marketing Academy (EMAC), British Academy of Management (BAM), Global Marketing Conference (GAMMA) and American Marketing Association (AMA).

He holds a visiting appointment at the University of Athens (Greece), while in the past he has been invited to talk at prestigious academic and business organization such as the University of Vienna (Austria), Bank of Greece, University of Pendidikan (Indonesia), Hellenic-Chinese Chamber of Commerce (Greece), APIVITA S.A. (Greece) and University of Ljubljana (Slovenia). Karolos has expertise in executive education delivering marketing seminars to executives from the bank, energy and insurance sector since 2012.

Before joining academia in 2016, Karolos worked for five years as a digital communications manager in the cosmetics and political communication industry. He holds a Ph.D. in Marketing from the Athens University of Economics & Business.

He grew up in Corinth, Greece.



Karolos’s research focuses on the areas of sustainability/green marketing, international marketing and branding. He is particularly interested in the drivers and outcomes of green marketing strategies and especially their link with competitiveness.

Currently, he works in a project that examines the effect of sustainability marketing strategies on the firm’s performance during periods of political instability and economic recession.

Karolos also collaborates with the Institute of International Marketing Management of Vienna University of Economics and Business in a research project which explores the drivers and cross - cultural differences of consumer attitudes towards digital brand usage in emerging and developed economies.

Other work that he is currently involved in includes personal branding and creating shared value in mega-sports events.

He is interested in supervising research students in sustainability marketing, international marketing, branding and digital marketing.


Selected publications

Journal Articles

Makri, K., Papadas, K.K. and Schlegelmilch, B.B. (2018) Global-local identity as drivers of global digital brands usage, International Marketing Review

Papadas, K.K., Avlonitis, G.J., Carrigan, M. and Piha, L. (2018) The interplay of strategic and internal green marketing orientation on competitive advantage, Journal of Business Research 

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

Conference Papers (selected):

Piha, L., Papadas, K.K. and Davvetas, V. (2019) Brand orientation: Conceptualization, scale development and validation, Innovation, Entrepreneurship and Knowledge Academy 2018, Verona, Italy

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

Cook, D., Biscaia, R. and Papadas, K.K. (2018) Sponsorship of Sport Mega Events: A Creating Shared Value (CSV) Approach, European Sport Management Conference 2018, Malmo, Sweden

Makri, K., Schlegelmilch, B.B. and Papadas, K.K. (2018) Location-based consumer identities and their effect on global social networking sites usage: Evidence from users in Austria and Thailand, 2018 Global Marketing Conference, Tokyo, Japan

Papadas, K.K., Piha, L. and Makri, K. (2018) People make branding: the effect of personal branding on career success and the moderating role of country support, 47th European Marketing Academy Conference, Glasgow, UK

Piha, L., Papadas, K.K. and Navarro, R. (2017) To be or to be branded? Towards the development of a Personal Branding Theory, British Academy of Management 2017 Conference, Warwick, UK. Nominated for the Best Paper Award (2nd position)

Papadas, K.K., Psimouli, M. and Avlonitis, G.J. (2014) "Occupy Facebook": Social Media Facilitating Political Movements, American Marketing Association, SERVSIG Services Research Conference, Thessaloniki, Greece

Papadas, K.K., Avlonitis, G.J. and Karantinou K. (2014) Green Marketing Orientation: Introducing a New construct, 43rd European Marketing Academy (EMAC) Conference, Valencia, Spain

Papadas, K.K. and Avlonitis, G.J. (2013)The 4 Cs of Environmental Business,
International Social Business Conference, Eskisehir, Turkey


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 international business cases that bridge theory and practice. In his seminars, he emphasizes on group work using innovative pedagogical methods (e.g. blogging, online presentations) that allow students to develop new skills, build a portfolio and improve their experience.

Karolos teaches Research Methods and International Marketing to Postgraduate students.

Picture of Karolos Papadas

The York Management School
University of York
Freboys Lane
York YO10 5GD

Tel: +44 (0) 1904 325846
Room: LMB/231

Subject Group

People, Operations and Marketing

Feedback & Support hours

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