School of Business and Economics


Eleni (Lenia) Tsougkou

Photo of  Eleni (Lenia) Tsougkou

Doctoral Researcher in Marketing and Retailing

Eleni (Lenia) Tsougkou is a researcher and educator in marketing. She has a wide spectrum of academic background in business, ranging from economics to marketing management and enriched with relevant hands-on work experience. She has obtained an undergraduate degree in Economic and Regional Development from Panteion University of Social and Political Sciences in Athens, Greece. She also holds a master’s degree in Advertising and Marketing from Leeds University Business School.

During and in between her studies she gained work experience, both in the marketing side of the industry as well as in the agency side, holding mostly account handling responsibilities. Currently, she conducts research, delivers teaching and assists in student assessment at Loughborough University, School of Business and Economics.

Research Interests:

Eleni has a wide spectrum of research interests within the area of firm’s international activities. She is currently involved in the multi-country project “Entrepreneurship in the 21st Century”, looking at issues such as export product adaptation, innovativeness, entry-mode and international CSR. Her thesis is investigating how export product adaptation affects customer value creation.

In the past, she was involved in research about online consumer behaviour. Her interest towards that field is ongoing and resulted in her current involvement in social media research. Eleni holds experience both in quantitative and qualitative research methods.

Research Plan:

Eleni is expected to finish her PhD in 2018. Until then she plans to focus on her doctoral studies as well as her ongoing involvement in firms’ international activities and social media research. She is particularly keen on extending her involvement in areas that incorporate psychological and sociological elements in marketing and international business research.


Professor John W. Cadogan, Dr Ian R. Hodgkinson, Dr João S. Oliveira

Thesis Title/Topic

A multifaceted approach of the effect of export product adaptation on customer value creation

Featured Publications:

Tsougkou, E., Oliveira, J.S., Cadogan, J.W., Hodgkinson, I.R., Laukkanen, T., Story, V.M., Yazdani, N., Boso, N., 2017, “Does export product adaptation enable customer value creation? An examination of Finnish exporters”, European Marketing Academy Conference 2017 (EMAC), 23-26 May, Groningen, Netherlands