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Professor John Cadogan BSc, MPhil, PhD

Photo of Professor John Cadogan

Professor of Marketing

Head of Marketing & Retailing

Honorary Professor and Docent, Lappeenranta University of Technology, Finland

Editor-in-Chief, International Marketing Review

International marketing strategy; salesforce management and problem resolution; sales ethics; marketing research methods

Professor Cadogan has held faculty positions at Loughborough University since 2003, and in addition holding an Honorary Professorship and Docent at Lappeenranta University of Technology (LUT), Finland, has worked on the faculties of Swansea University (UK), the University of Wellington (New Zealand), and Aston University (UK).

Professor Cadogan is Editor-in-Chief of the International Marketing Review (since 2014).


BSc Management Science (Wales) 1992
MPhil Sales Management (Wales) 1993
PhD International Marketing Strategy (Wales) 1997

Research Focus

Main research interests are in marketing strategy, international marketing and sales. He has published on these topics in a wide range of outlets, including in the Journal of the Academy of Marketing Science, International Journal of Research in Marketing, Journal of Business Research, Journal of Business Venturing, Journal of International Business Studies, Journal of Product Innovation Management, British Journal of Management, Journal of International Marketing, Industrial Marketing Management, Journal of Marketing Management, Journal of Strategic Marketing, International Marketing Review and European Journal of Marketing, among others.

He has also edited a book (Marketing Strategy), has contributed chapters to edited books, and has published or presented papers at many conferences around the globe. His research has been recognised with numerous prizes and awards from journals and professional associations.

Engagement with Industry / Financial Support

Professor Cadogan’s academic research has received financial support or support in kind (currently totalling approximately £550,555), from the British Academy / Association of Commonwealth Universities, Toyota Marketing Europe, Overseas Trade Services Department of the Welsh Office, the Confederation of British Industry (CBI), the West Wales Exporters' Association, West Glamorgan County Council, West Wales Chamber of Commerce and Industry, Swansea Centre for Trade and Industry, Konica (Office Products), Blue Star Office Products, Dick Smith Electronics, Qantas Airways Ltd., Saatchi and Saatchi, Malaysian Ministry of Education, and the Chartered Institute of Marketing (UK). He has provided consultancy and training for many clients including Wrekin Construction, Carillion, Reuters, Computeraid Ltd., and the DVLA.


Professor Cadogan greatly enjoys supervising research students, and is always keen to locate exceptional candidates who wish to pursue research in the topics of international marketing strategy, market orientation or sales management. Please contact him directly, with your CV and a preliminary research proposal, if you are looking for a place under his supervision.

Professor Cadogan supervised the following successful PhD candidates:

  • Nick Lee (2003): “Sales Manager Problem Resolution Styles: Measure Development and an Examination of Their Salesperson-Related Consequences”.
  • Abdul Talib Asmat Nizam (2005): “Differences in Market-Oriented Behaviour Levels Across Firms’ Domestic and Export Marketing Operations: A Study of Antecedents and Consequences”.
  • Tiffany Kit Peng Lam (2007): “Antecedents and Consequences of Market Orientation: An Examination in the JV’s Relational Context”.
  • Gareth Smith (2009): “Political Marketing: Segmentation, Brand and Competitive Strategies in the UK”.
  • Kemefasue Ifie (2010): “An Investigation of the Antecedents of Service Delivery and Organisational Performance: A Service Culture Perspective”.
  • Nathaniel Boso (2011): “Export Entrepreneurial-Oriented Behaviour and Export Performance”
  • Mark J. French (2011): “The Nature of the Relationship Between Market Orientation and Performance”
  • Milena Micevski (2014): “Marketing and Sales Interface Flexibility: A Social Exchange Theory Perspective”

Editorial Work

He has served as co-editor in chief of International Marketing Review since 2007, and most recently has been recognized in the Literati Network 2011 Awards for Excellence as a Leading Editor. He is also on the editorial review boards of Journal of International Business Studies, Industrial Marketing Management, International Journal of Advertising and Business Research. In addition, Professor Cadogan reviews on an ad-hoc basis for many other journals.

Service to the Academy

Professor Cadogan is committed to serving marketing’s academy in many other capacities. He reviews for three major marketing annual conferences most years: the European Marketing Academy (EMAC) conference, the Australian & New Zealand Marketing Academy (ANZMAC) conference, and the US-based Academy of Marketing Science (AMS) conference, and often reviews for UK’s Academy of Marketing (AM) conference, American Marketing Association (AMA) conferences, and the Academy of International Business (AIB) UK Chapter Conference. He also is involved in conference organization, and has chaired tracks for the AM, EMAC, ANZMAC and AMS conferences.

He is also keen to develop research talent within the marketing academic community. On this front, he was a founding co-chair of the 1st Biennial AMS Doctoral Consortium, which was held in Olso, Norway, in July 2009, and co-chaired the 2nd Biennial AMS Doctoral Consortium in Reims, France, in July 2011. Prior to this, he also co-chaired the AM Doctoral Colloquium in 2003, was a Doctoral Colloquium faculty member for the ANZMAC 2007 conference and the AM 2010 and 2011 conferences, and is a Doctoral Colloquium faculty member for the forthcoming AM 2012 conference. He was also part of the Doctoral Colloquium Assessment Team for EMAC’s 2002 and 2003 conferences.

Story, Vicky M., Nathaniel Boso and John W. Cadogan (2015), "The Form of Relationship between Firm-level Product Innovativeness and New Product Performance in Developed and Emerging Markets," Journal of Product Innovation Management, Vol. 32, No. 1, pp 45-64.

Lee, Nick, John W. Cadogan and Laura Chamberlain (2014), "Material and Efficient Cause Interpretations of the Formative Model: Resolving Misunderstandings and Clarifying Conceptual Language," AMS Review, Vol. 4, No. 1-2, pp. 32-43.

Lee, Nick and John W. Cadogan (2013), "Problems with Formative and Higher-Order Reflective Variables," Journal of Business Research, Vol. 66, No. 2, pp. 242-247. ISSN: 01482963

Cadogan, John W., Nick Lee and Laura Chamberlain (2013), "Formative Variables are Unreal Variables: Why the Formative MIMIC Model is Invalid," AMS Review, Vol. 3, No. 1, pp. 38-49. ISSN: 1869-814X

Boso, Nathaniel, John W. Cadogan and Vicky M. Story (2013), "Entrepreneurial Orientation, Market Orientation, Network Ties, and Performance: Study of Entrepreneurial Firms in a Developing Economy," Journal of Business Venturing, Vol. 28, No. 6, pp. 708-727.