Dr Zsofia Toth
BA (University of Corvinus), PhD (Manchester Business School)
Assistant Professor in Marketing
Centre/Institute: Centre for Research in the Behavioural Sciences
+44 (0) 115 8466192
B76 (North Building, Jubilee Campus)
Do good things and do them well - this is my inspirational motto. My principal research domain is business networks and relationships as I consider this to be a key driver for enhancing business performance. My research role involves helping to solve managerial problems, be methodologically sound and creative, and teaching helps to collaboratively share and recreate this knowledge. My preference is to maintain a dual role of knowledge sharing at academia and creating impact that can inform managerial practices. I'm especially interested in buyer-supplier relationships, B2B marketing, entrepreneurial firms and SMEs. I have prior industry experience in market research and in marketing at an international level; I have also done business coaching for entrepreneurs and SMEs.
Areas of Expertise
Principal research interests include organisational attractiveness, business networks, servitization, organisational buyer/supplier behaviour, tensions, trust, corporate reputation, B2B digital marketing, value co-creation, as well as quantitative and qualitative methods.
Director of International Study & Student Mobility
I have teaching experience at UG, Masters, MBA and exec MBA in the UK as well as the MBA program of the University in Singapore. Among other modules, I taught Marketing for Entrepreneurial Firms for UG students, Business-to-Business Marketing, and Strategic Marketing in the Digital Age for MSc students as well as Strategic Market Relations for the MBA. I currently supervise PhD students in B2B marketing and service innovation topics.
My principal research interests include organisational attractiveness, business networks, servitization, entrepren eurial firms and SMEs, organisational buyer/supplier behaviour, tensions, trust, reputation, B2B digital marketing, value co-creation, as well as innovative methodologies such as QCA, NCA and SNA. I am on the editorial and review boards of the journals Industrial Marketing Management (IMM) and Journal of Business Research (JBR) and has published in IMM, JBR, the International Journal of Operations and Production Management and Annals of Tourism Research. For the creation of impact I have worked closely with companies in the Midlands, for instance, in the aerospace, retail, and hospitality sectors.
Zsofia is currently leading on the following projects:
- Signs of the Times: Examining the intended and unintended consequences of shop closure communications during the pandemic in 2020
Zsofia is currently supervising the following Research Students:
The following lists my publications from 2014 to the present day.
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