Dr Arinze Christian Nwoba

BSc (Hons), MSc, PhD

Pronouns: He/him
  • Lecturer in Marketing

Expertise: emerging markets, international marketing, marketing strategy, corporate sustainability.

Research groups and centres

Dr Arinze Christian Nwoba joined the School as a Lecturer in Marketing in February 2022. Prior to joining Loughborough University, Arinze was a Lecturer in Marketing and Marketing Communications at the University of Greenwich, London, UK — where he led and taught on several (undergraduate, postgraduate and MBA) modules.

Dr Arinze holds a PhD in Marketing as well as an MSc in Management from the University of Leeds, UK. Dr Arinze also holds a BSc in Economics from Babcock University, Nigeria.

Arinze's research interest focuses on the interface between organisational sustainability strategies, managerial networking relationships, emerging market strategies and market performance. Arinze is particularly interested in research that focuses on how emerging market firms survive in the face of institutional adversity. Arinze has published his research findings in Business Strategy and the Environment; Asia Pacific Journal of Management, Telematics and Informatics etc amongst others and has presented his research works at renowned marketing academic conferences.

Dr Arinze is currently the Module Leader on 'International Marketing' (postgraduate level). Arinze's style of teaching includes paying attention to the use of relevant practical examples – based on case studies, relevant research papers and experience – to help students comprehend the theoretical underpinnings of academic theories and phenomena better. In doing so, he encourages an interactive class and stimulate an atmosphere where students freely ask questions and engage with their fellow students in discussions.

Conference presentations

  • Kusi, S., Nwoba, A.C., and Donbesuur, F., (2022). Does Entrepreneurial Autonomy always drive SMEs Internationalisation? Evidence from emerging market SMEs. Proceedings of 2022 American Marketing Association GLOBAL MARKETING SIG annual conference, Crete, Greece, May 31 – June 2, 2022.
  • Donbesuur, F., Owusu-Yirenkyi, D., Nwoba, A.C., and Adefe, K. (2022). Enhancing export intensity through bricolage and international opportunity recognition: The differential role of explorative and exploitative learning. Proceedings of 2022 American Marketing Association GLOBAL MARKETING SIG annual conference, Crete, Greece, May 31 – June 2, 2022.
  • Nwoba, A., and Bıçakcıoğlu, N. (2019). Export venture sustainability strategies: An examination of their knowledge-based drivers, boundary conditions and export performance consequences. Proceedings of 2019 American Marketing Association GLOBAL MARKETING SIG annual conference, Buenos Aries, Argentina, May 20 – 23, 2019.
  • Nwoba, A., Robson, M., and Boso, N. (2018). Corporate sustainability strategies in emerging economies of sub-Saharan Africa: An examination of their drivers, contingencies, and consequences. Proceedings of 2018 Academy of International Business Sub-Saharan Africa Chapter annual conference, Kigali, Rwanda, August 6 – 8, 2018.
  • Nwoba, A., Robson, M., and Boso, N. (2018). Do institutional ties always drive market performance in emerging markets? Proceedings of 2018 European Marketing Academy annual conference Glasgow, Scotland, May 29 – 1 June 2018.
  • Participant, 2018 British Academy of Management sustainable collaboration annual workshop. Alliance Manchester Business School, University of Manchester. May 10, 2018.
  • Nwoba, A., Boso, N., and Robson, M. (2017). Managerial ties and market performance in sub-Saharan Africa: The role of corporate sustainability strategies and resource slack. 2017 British Academy of Management annual conference, University of Warwick, England, August 2017.
  • Nwoba, A.C., Mogaji, E., Zahoor, N., Donbesuur, F. and Alam, G.M., 2022. Obesity, family units and social marketing intervention: evidence from Nigeria. European Journal of Marketing.
  • Nwoba, A.C., Boso, N. and Robson, M.J., 2021. Corporate sustainability strategies in institutional adversity: Antecedent, outcome, and contingency effects. Business Strategy and the Environment, 30(2), pp.787-807.
  • Zahoor, N., Donbesuur, F., Nwoba, A.C. and Khan, H., 2021. Regional expansion of emerging market SMEs: the roles of domestic market environmental uncertainty and international alliance partner diversity. Asia Pacific Journal of Management, pp.1-31.
  • Mogaji, E., Balakrishnan, J., Nwoba, A.C. and Nguyen, N.P., 2021. Emerging-market consumers’ interactions with banking chatbots. Telematics and Informatics, 65, p.101711.