Dr Eleni Zantidou

Dr Eleni Zantidou

Lecturer in Marketing

Faculty and Department

  • Faculty of Business, Law and Politics
  • Hull University Business School


  • BSc
  • MSc (University of Leeds)
  • PhD / DPhil (University of Leeds)


Eleni joined the University of Hull as a Lecturer of Marketing in April 2022. Her research interests revolve around business models, innovation, strategic marketing, international marketing and digital marketing.

Eleni is heavily involved in international marketing research networks. She has participated and presented her work in various research seminars, and global conferences organised by worldwide organisations like the American Marketing Association.

Recent outputs

View more outputs

Journal Article

Business model innovation and export performance

Najafi-Tavani, Z., Zantidou, E., Leonidou, C. N., & Zeriti, A. (2023). Business model innovation and export performance. Journal of International Business Studies, https://doi.org/10.1057/s41267-023-00645-8

When challenges hinder: An investigation of buyer-imposed stressors on supplier flexibility

Yu, C., Ang, D., Najafi-Tavani, Z., & Zantidou, E. (2023). When challenges hinder: An investigation of buyer-imposed stressors on supplier flexibility. Industrial marketing management, 113, 88-99. https://doi.org/10.1016/j.indmarman.2023.06.001

Research interests

strategic marketing, innovation, international marketing, digital marketing

Awards and prizes

Tom Lupton Prize


This prize is awarded for the best doctoral student conference paper in the Faculty of Business.

Scholarship role

Nomination for Research Excellent Award


PhD Scholarship

2018 - 2022